Do You Remember - The Morris 1800 MK.1?
3rd August, 2020
In the 1960s the British Motor Corporation was renowned – or notorious, depending on your point of view – for its “badge-engineering”.
This would occasionally result in some very short-lived modes, such as the Morris 1800 Mk. I, which debuted in 1966 and lasted only until the launch of the Mk. II “Landcrab” in 1968.
When the ADO17 made its bow at the 1964 London Motor Show corporate politics dictated that it bore the Austin name.
However, BMC’s marketing policy – and unwieldy dealership network – dictated that they would soon have to offer a Morris version, which debuted in early 1966.
Asides from their names and a rather attractive new radiator grille, the two cars were identical in every respect.
By that time, the 1800 benefited from a modified camshaft and a higher ratio. The De Luxe version, with heater, windscreen washers and leather upholstery as standard cost £877 19s, with reclining front seats and a rear folding armrest very desirable extras at £18 8s 9d and £11 1s 3d, respectively.
When Autocar tested the Morris for their 16th September 1966 edition, they thought:
For many reasons, the 1800 deserves to sell well in world markets. It has comfort, roominess, outstanding road-holding and a smooth, quiet engine; but a few small details take much of the pleasure out of driving it and make it seem big and unmanageable from behind the wheel.
Given a better driving position, higher-geared steering and an improved gearchange it would surely win considerable popularity.
Such a viewpoint was reflected by Car magazine’s evaluation of the Landcrab (opposite the somewhat unusual choice of the Hillman Hunter) in March 1967.
In their view the Morris suffered from a ‘poor seating position, clumsy controls and unexciting acceleration’ and the feature concluded with ‘how long BMC can allow the 1800’s shortcomings to prevent it from a truly tremendous potential is something for them to decide, and quickly’.
Debate still rages as to why the Landcrab did not enjoy the success that should have been its due.
Critics of BMC have often noted they too frequently used badge-engineering as a substitute for refining a product.
It was, as Car inferred, a remarkable machine with its immensely strong hull and, despite being shorter than a Ford Cortina, as spacious as an Austin A110 Westminster.
However, a further issue was that the 1800 looked too strange to appeal to middle-managers of Surbiton or Weybridge.
From a 2020 perspective, Alec Issigonis’s starkly utilitarian design for the Landcrab seems both fascinating and far-sighted.
The original Austin may have been the Car of The Year 1965, but to a chartered accountant visiting Earls Court, it looked remarkably Spartan as compared with a chrome-laden Singer Vogue.
Furthermore, the 1800’s engine both drove the front wheels and was mounted sideways.
And it was perhaps such 1960s conservatism that resulted in far too many drivers ignoring the Landcrab’s many virtues. BMC’s sales policies may have been chaotic, but the 1800 was a flawed but genuine automotive masterpiece. Regardless of its badge.
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