for the requirements to cars delivered to dealers after 31 December 1967, but incorporated the safety features starting with the early 1968 model year cars produced in late 1967. Other requirements caused increases in the price of all cars manufactured after 1 January 1968, including exhaust control systems to help reduce unburned hydrocarbon and carbon monoxide emissions. A new AMC safety and styling feature was also introduced on the 1968 Rebels; the flush-mounted paddle-style door handles. These replaced the former push-button design and become an enduring AMC signature on its passenger cars through 1988 and the Jeep Wrangler until 2006. Also new for 1968 was the Rebel 550 Convertible, the last AMC convertible, which replaced the American. The 550 was the base level convertible as the top trim version moved from 770 to the SST model joining the two-door hardtop. The two SST body styles featured more trim and features that included individually adjustable and reclining front seats, as well as simulated air-intakes ahead of the rear wheels. The interiors of AMC's Rebel made extensive use of a new olefin fiber carpeting. American Motors changed its advertising agency to Wells, Rich, and Greene, which was headed by Mary Wells Lawrence. The automaker wanted to attract the highly individualistic, "non-average buyer". The new agency established innovative campaigns and promotions for AMC that emphasized value for the money by means of direct comparisons to the competition as well as showing "elegantly coifed beauties swooping from swank settings into modest AMC Rebels just as contentedly as if the cars were Continentals" - the vastly more expensive luxury cars. Meanwhile, an off-camera voice proclaims: 'Either we're charging too little for our cars or everyone else is charging too much.'" The advertising was highly controversial because it violated the accepted rule of not attacking the competition. This marketing was successful in bringing AMC back to the firm's economy and practical-car roots in customers' minds, which resulted in higher overall sales for the company. The automaker's profits returned for 1968 after a loss of almost $76 million in 1967 marking its first profitable full year since 1965. Buyers purchased AMC's newly introduced pony car, the Javelin, the two-seat AMX muscle car for 1968 as well as the traditional compact Rambler American and the full-sized Ambassador that was enhanced further with standard air-conditioning for the first time. However, the popularity of the Rebel line declined to 73,895