The cars : Morris Ital development story

Carole Nash Classic Insurance Specialists

The Morris Ital development story was a case of Italian badge, British style. Although BL sold this car as being designed in Europe, it was styled in the UK by Harris Mann, and was little more than a light facelift of the outgoing Morris Marina.

That didn’t stop it selling reasonably well from its launch in 1980, and eking a further four years out of the a car that first appeared in 1971.


Unreasonable expectations

The Morris Ital, along with the Austin Ambassador and Rover SD1 Series 2, was designed on a budget, and intended to keep British Leyland’s product line fresh as it headed into the 1980s. Austin-Morris Managing Director, Ray Horrocks, knew that the Marina would need a showroom fillip in order to maintain sales impetus until the release of its replacement, the LM10 and LM11 (Maestro and Montego).

The Longbridge drawing office headed by Harris Mann rapidly completed a neat facelift, which changed the look of the frontal aspect of the car (without any front panel changes) and transformed the rear view of the car, incorporating a higher boot-line and large Euro-standard wrap around lights.

With the styling duly freshened in Birmingham, BL needed the car engineering for production – but its development capacity was fully employed in the run up to the launch of the Austin Metro. So, the job of productionising the car was handed over to Ital Design in Italy. This process wasn’t all sweetness and light, by any means…

Undoing the Italian urban myth

Morris Ital development story

Long-time contributor to AROnline and former PSF engineer at Swindon, Kevan Barnhill said: ‘Ital Design was contracted to redesign and engineer the body changes for the revised Marina. The job they did was hopeless – the ADO28 and ADO73 drawings using decimal inch dimensions were completely beyond them.

‘As a consequence, the entire job was redone at Pressed Steel Fisher in Cowley, mostly by third and fourth-year apprentices – the only body engineering resource available.’

So, despite the long-held belief that Ital Design was responsible for the revised styling of the new car, it was somewhat less involved in the process, and bungled what it had been given to do. Of course, the story soon got out that the Morris Ital was actually the work of Giorgetto Giugiaro and, as former BL Public Relations Officer, Ian Elliott said: ‘… why spoil the story with facts, we thought!’

Morris Ital: On to launch

Being limited to a £5 million budget, BL’s facelift went no further than these few, albeit distinctive, cosmetic changes. As well as the new nose and rear-end treatments, the Ital was treated to a new set of door handles. Interestingly, it appears to be the only BL car to use them, despite the popularity of its the Morris Marina’s door handles.

Apart from the deployment of the new A-Plus engine, which was shortly due to see service in the Austin Metro, there were no major engineering changes. The new engine may have afforded the Ital 12,000-mile service intervals, but it was certainly not enough to lift the car’s chassis from a level of sub-mediocrity – and the car’s humble origins were all-too apparent for everyone to see.

Needless to say, Ital Design did not appreciate the fact that its name was being attached to such a car, despite the fact that it allowed the original Morris Ital television advert (above) to be filmed on its premises. Subsequently, Ital Design treated the Ital as something to be quickly forgotten – a non-event.

A final spasm of development…

By the time of the car’s launch in June 1980, the existence of the LC10 was well-known throughout the industry and the Ital was viewed as necessary evil; something to remain clinging to life until the new wave of Michael Edwardes-conceived cars hit the market in 1983.

As Kevan recalled: ‘The real issue was that it was the best we could do with the tiny amount of money we had left in the company. After pretty much every bean had been thrown away on Spen King’s Rover SD1 disaster, the Ital was about all we could manage – it was simply a way of keeping some cash flow until the Triumph Acclaim came on stream.’

That wasn’t quite the end of it, though. In September 1982, the Ital range received its final model tweaks. The basic L models and the 2.0-litre version were dropped, and the HL and HLS were replaced by the SL and SLX models. Although that didn’t seem much, the Ital did receive a new front suspension set-up, which drastically improved the way it handled.

New telescopic front dampers were fitted across the range and parabolic rear springs were introduced to improve the rear end – quite a lot development considering the car was months away from being phased out.

Morris Ital development story… the end

Right from the beginning, naming the Ital had proven to be a thorny issue for the Marketing Department: the initial plan was to call it the ‘Morris Marina Ital’, that way acknowledging the major role the Italian styling house had in the car’s conception. This plan was soon scuppered by the intervention of none other than Michael Edwardes, who insisted that the ‘Marina’ moniker was dropped.

To the Marketing Department’s utter surprise, Austin-Morris got away with it – and the story that the Ital was the work of Giugiaro became legend. However, without that renaming, the Press’s expectations of the car might not have been so high but, in the event, the 1971 vintage of the Ital was impossible to disguise.

Austin-Morris were intelligent enough to realise this fact and unashamedly aimed the Morris Ital at the fleet market, citing its low running costs and simplicity of design as major selling points. The idea was that, now Ford was moving towards front-wheel drive with the new version of the Ford Escort, the Ital would offer an orthodox alternative for those fleet managers who still harboured fears that the added complexity of front-wheel drive equalled grief in the service bays.

Conclusions

Former BL dealer Derek Ketteringham was not a fan of the Ital. He told us: ‘at one point my showroom line up was a right royal mess consisting of a Metro, an Acclaim, a Rover 3500 and a bloody Morris Ital. I sold three to a friend of mine, who operated a minicab operation, at a knockdown price. Each one ripped through a pair of gearboxes in two years.’ This was despite the car being pitched as a reliable alternative to the Ford Cortina or Vauxhall Cavalier.

With 175,276 Itals built between 1980 and 1984, it certainly helped keen the wolf from BL’s door during some very dark times in the lead-up to being replaced by the Austin Montego. Unlike its predecessor, the Morris Minor, few people grieved the passing of the ADO28 and ADO73. if only their replacements had sold nearly as well.

Still, fans would probably love for the end of Morris passenger vehicle production to have been marked with a model other than the last Ital – still, it’s spirit would live on in China.

Morris Ital development story

Keith Adams

Keith Adams

Editor and creator AROnline at AROnline
Created www.austin-rover.co.uk in 2001 and built it up to become the world's foremost reference source for all things BMC, Leyland and Rover Group, before renaming it AROnline in 2007.

Is the Editor of the Parkers website and price guide, formerly editor of Classic Car Weekly, and launch editor/creator of Modern Classics magazine. Has contributed to various motoring titles including Octane, Practical Classics, Evo, Honest John, CAR magazine, Autocar, Pistonheads, Diesel Car, Practical Performance Car, Performance French Car, Car Mechanics, Jaguar World Monthly, MG Enthusiast, Modern MINI, Practical Classics, Fifth Gear Website, Radio 4, and the the Motoring Independent...

Likes 'conditionally challenged' motors and taking them on unfeasible adventures all across Europe.
Keith Adams

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10 Comments

  1. Telescopic dampers & parabolic rear springs were hardly cutting edge in 1982. If they had been introduced far earlier, such as in 1975 with the Marina 2, both the Marina & Ital would have sold better due to having a better reputation.

    • @ Phil, it was probably a way of keeping interest in the Ital until the Montego arrived in 1984. Actually the 1982 improvements to the range made the Ital quite a bargain, considering the 1.3 SL was available for £ 3995, cheaper than most of its rivals, and came equipped with a push button radio, cloth seats, lighter, tinted glass, and clock, which most family car buyers demanded by then. Also 94 mph and 40 mpg were acceptable for a 1.3 litre in 1982. However, there was still the poor driving experience and poor resale to put up with, although I never considered the Ital to be unreliable and seemed an easy car to work on.

  2. “Long-time contributor to AROnline and former PSF engineer at Swindon, Kevan Barnhill said: ‘Ital Design was contracted to redesign and engineer the body changes for the revised Marina. The job they did was hopeless – the ADO28 and ADO73 drawings using decimal inch dimensions were completely beyond them.”

    Yeah, because i’m sure they did a MUCH better job than Ital Design lol. They probably just didn’t want to spend too much money on a project that, for better or worse, wouldn’t last much longer.

    • Yeah does seem odd that the world renowned experts Ital Design would cock up our lovely Marina…..perhaps our engineers didn’t convey/communicate properly?

      • It might surprise you to know that PSF were also “world renowned experts”…..we engineered and tooled products for many non-BL/BMC companies….Ford, BMW, Rolls-Royce, Rootes/Chrysler, Volvo, Hyundai, White, Renault, Fiat, to name just a few.

    • Actually, we did. The drawings as returned from ITAL were hopeless. The rework required to allow tooling to be completed was extensive, pushing the project back by around a year.

      • Unfortunately people just make assumptions – with no knowledge…this is how history is re-written! Pressed steel was recognised within the industry as the experts in body engineering, press tooling design, press tooling manufacture, and body manufacture – pressings to full bodies including trim.
        It was a well managed stand alone business until it was bought by BMC.

  3. Although I never cared much for the ITAL (nor the Marina), the rear design & lights on the Ital saloon didn’t look too bad. I thought the Marina coupe wasn’t bad looking in its day (a friend had one in khaki green), but there never was an Ital coupe.

    Perhaps BL realised there wouldn’t be a market for it (or they couldn’t afford development costs?)

    • Agreed.

      Had the opportunity been available it would have been interesting to see a 3-door or 2-door Ital Coupe, equipped with a similar spec (albeit detuned) engine to the O-Series MGB or even a fuel-injected O-Series like on the later Montego / Maestro.

  4. The Ital looked quite contemporary in 1980, compared with the early seventies styling of the Marina; the redesigned rear light clusters and front end treatment made it look rather like a Mark V Cortina. Also improvements to the A series engine made it more powerful and economical, and a 2 litre automatic version, even if sales were very slow, gave the Ital a presence in this sector of the market. On the whole, not a brilliant car, the handling and driving experience were distinctly old fashioned, but a reasonable one for the money.

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