Best in badge engineering

Sep 30 2009 Ian Johnson

Best in badge engineering

IN THE early 1960s the British Motor Corporation was riding high on the success of badge engineering.

Whether it was Wolseley, Riley, Austin or Morris, BMC usually had a version of a mainstream theme to satisfy the demand of customers who just loved the old names.

Some BMC cars were much better than others and one bright spark was the nippy little MG 1100, based on the Morris 1100 but much better to look and and even better to drive.

The 1100 series was a pioneer of front-wheel-drive and Hydrolastic suspension and the cars handled differently to the more traditionally engineered designs

But the little MG version had a lot going for it because the extra attention lavished on it at the factory paid dividends.

In 1963 it cost just over £713 compared to the £592 of the Morris, but it had a character that has made it a collectable car.

It was described in promotional literature as "the most advanced MG of all time!" This statement did not please diehard enthusiasts and for a time it was hardly welcomed because of its advanced and different way of going about things.

But you can't keep a good car down and although overshadowed by the launch of the MGB sports car, its sales started to accelerate.

Interestingly there were plans for an MG version of the famous Mini, but this was abandoned due to the success of the Mini Cooper.

The MG 1100 featured a twin carburettor engine and a distinctive MG front grille. It was capable of carrying four adults with comfort and could attain over 85mph with a 75mph cruise factor.

One motoring journalist in 1963 took one on a motorway test between Brussels and Ostende and the car managed an average of 72mph without the driver ever having to put his foot full down on the throttle.

In economy terms it could manage 35-38mpg which is not bad even by today's standards for a sporty four-seater.

It was a two-door version that spearheaded the attack on the American small car market which, in 1962, was dominated by Volkswagen. But the MG 1100 just did not catch on in a big way in the States with only 28,000 being sold over a period of five years.

In 1967 the whole 1100 range was given a facelift and the MG had a power boost with a lively 1,275cc engine. But only a single SU carburettor was employed, and I viewed it a lesser car than the 1100 version.

The end of the road for the MG1100/1300 came in 1971 and MG never made a small car again that had such a neat mix of qualities. The MG Maestro of later years could not hold a candle to it.