BMC 1800
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BMC 1800

By Ian Johnson, The Evening Chronicle

 

That odd, and later unstable conglomeration of great British marques, BMC lived in a strange world of certainty in the early 1960s.

The Austin 1800

The company's customer loyalty was unswerving and although Ford, Rootes and Vauxhall were pulling customers, there was enough cake to go round.

In the larger saloon market, BMC fielded some beauties like the Austin Cambridge and its MG, Morris, Wolseley and Riley derivatives.

These cars were crackers for their day. They had an undeniably British air which cocked a snoot at the transatlantic styling of Ford and Vauxhall products.

But things were happening in the halls of BMC and the Issigonis-designed Mini was on the road, hailed a major success for the company.

Suddenly it was front-wheel-drive all the way and the traditional designs were viewed as old hat.

Out went the old Farina styling and in came low-slung cars that looked like stretched Minis. These included the 1100 series, which, although successful, began to fall from grace due to complicated hydrolastic suspension and rotting subframes.

And at the top of the tree came the largest of the mini-inspired designs, the 1800 which, although technically advanced, could not hold a candle to the Ford Cortina.

The 1800 had a long and complicated development and when launched in October 1964, it emerged as a car that was heavier, much wider and more expensive than the car it was designed to replace.

BMC bosses were worried to the extent of keeping the old Farina models in the showroom alongside the 1800 while the market adjusted its perception of the marque.

The 1800 was also priced at some 14% above the Farina car and demand was slow, giving the management time to realise that it was never going to meet anticipated sales targets.

BMC even played the exclusivity card with the car being offered to Austin dealers first in September 1964.

It was not until 1966, that the badge-engineered Morris versions made their appearance on the market - a crazy thing to do at a time when British car meltdown was approaching over the horizon.

The 1800 never managed more than the modest total of 40,000 sales per year, although bosses had been assured by their analysts that the car could clear 200,000 units per year with ease.

It was hardly over the first hurdle when the rival Ford Cortina was roaring off into the distance, being a clear lesson to the company that if it did not give customers what they wanted they would change brands.

 

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