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The Hillman Avenger is one of the most uber-1970s cars that you are likely to encounter  - one that firmly belongs to the realm of Fletcher Maths, How We Used To Live on ITV “Schools Television” and those strange “Pink Panther” chocolate bars from the corner newsagent.

And it is because they were so ubiquitous that the Avenger’s importance to the British motor industry is too often overlooked.

It was a “World Car”, built in New Zealand, Colombia, South Africa, Iran, Brazil and Argentina, it was designed by computer (which was virtually unheard of in the late 1960s) – and it was the last of the Rootes Group designs.

The origins of the Avenger date back as far as 1963 when it was envisaged as the replacement for the Audax-series Hillman Minx.

However, Rootes’ management decided that the “B Car” project would bridge the gap between the Arrow-series range, which debuted in 1966, and the Hillman Imp.

The latter faced the difficult challenge of competing with the Mini and the larger ADO16/A40 “Farina”/Anglia 105E/Viva HA, and the Avenger was desperately needed for this sector of the market.

The “Pricefighter”, to quote the advertisements, made its bow in February 1970, tempting motorists with its ultra-conventional engineering and rather appealing “Coke Bottle” styling.

This was also the year that the Rootes Group identity finally disappeared in favour of “Chrysler UK” and the Avenger was not to be treated to the badge-engineering of the Imp or the Arrow; the British-market versions were initially sold only as a Hillman.

The engine choices were the 1250 and 1500 units, and the entry-level Avenger was the slightly misleadingly named “De Luxe” for £766 10d, as it appeared to have a very little as standard.

Anyone who craved reversing lamps, armrests and a carpeted floor would have to invest £811 14s 9d for the Super while the flagship was the GL, which was available in only 1.5-litre guise and came with quad headlamps, part-nylon trim (quite a talking point in 1970), extra instruments, reclining front seats and (pure decadence), an internal bonnet release all for £903 2s 6d. 

It also comes as a faint surprise to remember that the Avenger was launched into the final days of pounds shillings and pence.

The timing of the Avenger’s launch was perfect – the Escort was already established while the Triumph Toledo and the Vauxhall Viva HC were scheduled for release by August and October respectively.

Motor Sport rather snidely thought the Super was ‘like Vauxhall's original Vivas and would make a good ladies' car’, but Car regarded it as ‘thoroughly worthy in all departments’.

Autocar regarded the same model as a good, sensible, family car with a lot to be said in its favour’ despite regarding ‘the 1,248cc power plant seemed ‘under-engined’.

In May 1970 they evaluated the Super and found it ‘increased our respect for the Avenger concept as a whole’.

One early fleet customer was Tupperware, who ordered a fleet of 780 tangerine metallic Supers and GLs for their lady “Golden High Line Managers”.

By the end of the year, Chrysler UK unveiled the Avenger GT, the Hillman for the Hai Karate man with its “dustbin lid” wheel trims and (of course) “go-faster” stripes.

Car compared the sporting Avenger with the Cortina 1600 GT under the none-too-flattering headline “The Pseudo GTs” but did praise the ‘much lighter steering’, the fact that it was ‘very chuckable’ and ‘slightly more economical’.

At £1,096 it was also £70 cheaper than the Ford. Meanwhile, Autocar groused about the ‘particularly vulgar steering wheel’ but found it ‘a nice family car that does not get left behind so often in busy traffic’.

1972 saw the introduction of the Estate and, for the sales rep who was ‘going places’, the GLS, which was essentially the GT with a vinyl roof, Ro-Style wheels and other essential accruements to good living.

By contrast, the basic Avenger was the company car for the commercial traveller who had disgraced his or herself at the office party and thus did not merit a Hillman with a passenger sun visor.

US market versions were sold as the “Plymouth Cricket” which served as Chrysler’s small four-cylinder alternative to the European and Japanese imported models.

Unfortunately, a lack of quality control meant for limited success and by 1973 sales of the Cricket ceased in favour of a Plymouth-badged Mitsubishi Colt.

Back on this side of the Atlantic, the Avenger range grew to encompass engine upgrades (1300 and 1600) two-door models, the rather magnificent Tiger – more of which in another blog – and some desirable limited-edition variants.

The “Top Hat” was, quite frankly, the car for the chap who regarded a Roger Moore safari suit as the height of fashion while the Sunseeker resembled a mobile Orange Mivvi. 

By September 1976, the Avenger gained Chrysler badging, lost the distinctive “J” shaped rear lamps but gained an Alpine-style fascia.

There was also some quite incredibly striped upholstery, as seen here on Thames TV’s Drive-In: https://www.youtube.com/watch?v=ocO30iiNWPo.

Car evaluated the 1600 version opposite the Cortina 1.6 Mk. IV and the Cavalier Mk. 1 to find that if the rival manufacturers in this Giant Test had made such a transformation to one of their products, they would have bally-hooed it as a new model’.

They also liked how the Avenger ‘handled in a most acceptable manner when pressed hard’.
Later Avengers were built in Linwood, rather than Coventry, and following the sale of Chrysler’s European operations to PSA in 1978, the Avenger was re-badged as “Talbot” from 1979 onwards.

For those who were prepared to look beyond the very late 1960s styling, they still offered honest and dependable transport and the GLS Estate represented quite a bargain with its front fog lamps, radio-cassette player and even a chrome roof-rack.

Avenger production ceased with the closure of the Linwood plant in 1981, but the Argentine-built versions continued until as recently as 1990.

The later versions were badged as the “VW 1500”, after Chrysler’s sale of their Argentinian operations to Volkswagen. 

And so, we pay tribute to the Avenger – a car that provided agreeable, dependable and stylish transport for countless families across the UK.

Not to mention one that was recommended by Bruce Forsythe - https://www.youtube.com/watch?v=MZlnch8zvKY