This was the first year of a wholly new platform for Rambler (the first since 1956). Although styling appeal is debatable, they were certainly less awkward than previous models.
This was the top wagon in the AMC lineup in 1963. The whole 1963 Rambler line was picked as 'Car of the Year' by Motor Trend Magazine.
Actually, this car is not an AMC, but a Rambler. While produced by AMC, AMC was not broken out as a separate line until 1966.