For the 1968 model year, a new SST trim line was placed above the now mid-line DPL trim for the Ambassador. American Motors was a pioneer in the field of air conditioning through its Kelvinator refrigerator division, and AMC's marketing chief Bill McNealy wanted to make the Ambassador stand out in a crowded market segment and decided to add greater distinction to the Ambassador line by making the All Weather A/C system as standard equipment. This was the first time any volume car manufacturer had done so, something that even Cadillac and Lincoln had not offered on their luxury cars – although some of them were priced at more than twice as much as Ambassador. While all Ambassadors came with air conditioning as standard, consumers could order the car without air as a "delete option" and decrease the price by $218. As AMC pointed out in their advertising campaign for the Ambassador, the only other major automaker that offered air conditioning as standard equipment in 1968 was Rolls-Royce.