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Today the company is
controlled by one of the most dynamic figures in British industry,
Mr L.P. Lord.
Austins have not spread their
increased production over various makes of cars by acquiring other
car producing firms. They have, however, obtained coachbuilding
facilities for the luxury models by acquiring the old established
firm of Vanden Plas. In addition, the company own a half share in
Austin Crompton Parkinson Electric Vehicles Ltd., producers of
battery-electric vehicles.
After the war, when exports
became a first priority in the policies of British motor firms,
Austins courageously tackled the North American market and, in
spite of tremendous obstacles, they have succeeded in getting a
foothold in what is surely the most difficult motor car export
market in the world.
Plant and Location
The Austin plant now occupies
120 acres of the original site at Longbridge, 7 miles from
Birmingham. In their centralised plant Austins claim that more of
the complete process of car manufacture is undertaken than in any
other British factory. Since the war, Longbridge has been the
scene of a drastic reorganisation, which has as its aim, the
re-housing and re-equipment of many departments. A new engine
factory has already been completed, also a new tool factory, a new
designs department and a new development section. The next big
step - the building of a new chassis-erecting, body-mounting and
finishing shop is now being carried out. The reorganisation
programme will be continued until the whole plant has been
reconstructed in a series of self-contained factory units. During
the 12 months ending on 31 July, Austin produced 157,628 vehicles
of all kinds, one quarter more than the total output in the
preceding 12 months.
The centralisation of
Austin's production facilities is obviously a considerable
advantage because it reduces transport and handling charges of
materials, components and parts to the minimum. Low-cost
production is also assisted by a considerable rationalisation of
design in the models made.
An unusual sideline is the
production of toy Austin cars in a South Wales factory which is
sponsored by the company. The workers here are disabled miners and
the project has humanitarian considerations as its primary object.
(see pic of the plant below)
Export Sales Organisation
No company in the British
motor industry has thrown itself into the national export drive
more wholeheartedly than Austins, and few have been as successful,
particularly in the difficult hard-currency markets. This success
has not been achieved accidentally; it has been the calculated
result of bold vision and driving force at the top, coupled with
thorough organisation in every detail.
In 1946 the Austin Company
started a separate concern, the Austin Motor Export Corporation
Ltd, to handle and develop overseas trade. Furthermore, subsidiary
companies were also formed in the most promising export markets -
the United States, Canada, Australia and South Africa. CKD cars
are assembled in Australia, New Zealand and South Africa, and cars
are also sent packed to distributors in all overseas markets.
Austin's export programme has been waged with consistent vigour
and it has been the aim of the company to provide adequate spare
parts and maintenance facilities simultaneously with the
development of new markets. This has meant an enormous outlay,
notably in the United States and Canada.
Products of the Company
Austins do not at present
make a "baby car", although Mr Lord has publicly stated that the
company has such a car in mind and that, if and when it is
produced, it will be an Austin Seven. Meanwhile, the smallest
model is the A40 with a 1200cc engine. This car has been an
outstanding success since its introduction in 1948 and the reasons
for its popularity are not hard to see. It carries a roomy
4-5-seater body and is exceptionally lively and fast for a car of
this type. The A40 will reach a genuine 70 mph and, in a record
run on an American airfield track, it broke many American stockcar
records at over 60 mph. More recently a perfectly standard model
covered 10,000 miles in as many minutes at the Montlhery track
near Paris, breaking several International class records for
1500cc cars in doing so. The A40 saloon can be obtained with
either 2 or 4 doors and is also sold at a lower price without
certain accessories.
The next Austin model, the
A70, has also earned for itself an enviable reputation although
not on such a wide scale. This 2.2 litre, 4 cylinder car, fitted
with a roomy saloon body, is a good representative of the new type
of medium sized cars which British manufacturers have developed
with much success since the war. Like the A40, it is unusually
fast, being capable of exceeding a timed speed of 80 mph and
providing a rate of acceleration in top gear previously associated
only with 6 or 8 cylinder cars of much greater power. It is also
outstanding for its riding comfort. The high qualities of the A70
were demonstrated to the world when a standard model was driven by
two Englishmen from London to Capetown in the record time of 24
days 2 hours. Only those who have travelled over this route can
appreciate fully what this performance entailed. The roughest
desert tracks had to be taken at merciless speed and the car
received no respite from its continuous pounding.
The A90 is a development of
the A70, having a slightly larger engine and a higher top gear
ratio. This model too has proved its worth in a public
demonstration of speed and reliability. An Atlantic convertible
was driven day and night for a week, round the Indianapolis
Speedway in the U.S., breaking numerous American stockcar records
in the process. The average speed for 7 days and nights, including
all stops, was 70.54 mph. The same Atlantic convertible broke the
5 mile record for 3 litre open stockcars at just under 90 mph. The
A90 is sold in two forms, a convertible and a sports saloon. The
convertible can be obtained with a power-operated head.
The largest Austins are the
A125 Sheerline and the A135 Princess. These cars have the same
mechanical specifications except with regard to the 4 litre, 6
cylinder engine, which in the Princess, is tuned to give more
power as is indicated in their model numbers. The Sheerline is a
handsome saloon with conservative lines, including external
headlamps. It is designed for the owner driver and can be fitted
with bucket or bench-type front seats. The bucket seats are flush
fitting and can be adjusted to form the equivalent of a bench seat
if desired.
The Princess has a graceful
coachbuilt saloon body made by Vanden Plas and has a partition
between the front and rear seats. Its performance is in keeping
with its modern lines and the car can reach 90 mph in good
conditions. The large Austins provide a very high standard of
quiet and comfortable motoring and, in a subtle way, combine the
characteristic handling qualities of British cars with trans-atlantic
top gear flexibility and acceleration.
Austin Motor Works, Longbridge Plant 1978
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