Oh, we love this one. When the Morris Ital roared onto our screens at its June 1980 launch, BL put out this terrific advert to celebrate the fact. Okay, so we now know that it was little more than a warmed-over Marina, powered by the upcoming Metro’s A-Plus engine, and styled by Harris Mann, but with the Ital Design connection in its production engineering was so exciting from a marketing sense, that the marketing department leaped on it with relish…
So, what was going to be called the Morris Marina Ital, became the Ital, and the advertising made much of it – steaming out of what was implied to be Ital Design’s studio (with a lovely Maserati Merak parked outside), and impressing us with the fact it could out-accelerate a Mercedes-Benz 200 (so can my sofa). This was cool stuff in 1980.
After all, it was designed in Italy, and built in Britain.
Cynics might sneer now, but they shouldn’t. This is brilliant advertising, and a great example of making the most of a limited repertoire. Some would say it’s over-promising, but who cares? It sold cars…
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.
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