The addition of the “Ten-Four” to the passenger car range must have given great satisfaction to all Austin salesmen, as not only did it open up for them an extensive sales field for which they had been unable to cater hitherto, but it provided the answer to that oft-repeated wish: “If only we had a Ten to sell.” Well, now there is a Ten to sell! What are you going to do about it?
The literature on the “Ten-Four” already sent out, the numerous enthusiastic reports which have appeared in the Press and Trade Journals by experts who have tested the car, and the salesmen’s personal experiences of the demonstration models, should have provided sufficient information to make an effective sales approach. Nevertheless we are setting down in this Talk what we consider to be the chief sales features of the new model.
The present economic conditions have influenced to some extent the trend of public demand towards cars of lesser horse-power and to-day we find the “Ten” Class accounting for a high proportion of motor car sales in this country. The Austin salesman can now enter this profitable field with a product which represents one of the highest achievements in light car manufacture.
“The Austin 10-4.”
EXPERIENCE COUNTS
When introducing the Ten-Four, Sir Herbert Austin said: “The new Austin ‘Ten-Four’ is a model distinct from the Austin ‘Seven’ and the Austin ‘Twelve-Six.’ Almost throughout it is dimensionally a new design though actually it embodies the fruits of a long experience gained during many years of producing small cars in large numbers.”
This extract from Sir Herbert’s speech provides a valuable sales point, for it demonstrates the experience behind the manufacture of the “Ten-Four.” It is interesting to note that as long ago as 1911 the Austin Company made and marketed a “Ten.”
SALES APPEAL
If a salesman were asked for the definition of the chief attributes an article must possess to be a sales success, he would probably answer “Value, dependability and economy,” and might add “a firm of high reputation behind its production.” In the “Ten-Four” all these qualities are apparent and backed up with many more features sure to make instant appeal to the car-buying public. In comfort, performance and safety the car reaches a very high standard while the quality of workmanship, materials and finish set new criterion of small car elegance. In discussing the car’s chief sales points, we will take them in order in which they would most probably be discussed by a prospect.
BODYWORK
The coach-built body of the “Ten-Four” has been designed with three defined objects in view and their importance as sales factors should be appreciated by the salesman:-
1) While allowing adequate room for driver and passengers, the body has been constructed to such dimensions as to keep the passengers within the wheel-base –forward of the rear axle- a feature which ensures the maximum riding comfort.
This is a definite improvement on the practice adopted by competitors.
2) Extra wide doors have been fitted and provide an ease of ingress and egress not found in any other light car on the market. This was only possible by adopting the 4-window in preference to the 6-window type of body, and as the advantage
of wide doors to that of narrow doors and a small rear quarter light, this design was decided upon as being the most
important to the comfort of the occupants.
3) The weight has been kept down in order to give a high power-to-weight ratio and ensure a better road performance.
The total weight of the car is only 15 ½ cwt.
Other features which should be noted and capitalized are as follows.
The eddy free front, slender corner pillars giving the maximum driving view and the easily operated sunshine roof:
Ample head and foot room for all occupants of the car. No wells or valances, the floor being almost on a level with the running boards (the floor is thus clear of obstructions and cleaning the interior of the car an easy matter).
The deep upholstery and generous size of the adjustable seats, the comfortable driving position and splendid visibility.
The neat dashboard with its full set of instruments and large cubby-hole. The handy position of the controls.
Windscreen and windows fitted with Triplex glass throughout.
THE CHASSIS
The remarkably sturdy and wide frame which is down-swept behind the engine, gives a low centre of gravity. (The floor level is only 14in. from the ground when the car is fully loaded.) The splendid road holding qualities of the car at all speeds are greatly due to this feature. Long semi-elliptic springs, shackled directly under the frame, contribute to the riding comfort.
Silentbloc bushes used throughout.
The excellence of the suspension system is due to the effectiveness of the load distribution and the elimination of over-hang, a unique Austin “Ten-Four” feature.
The brakes are extremely effective and of generous dimensions for a
small car. Greasing points reduced to a minimum, by Austin zinc bush
system, a feature which should appeal to owner-drivers. Only seven grease
nipples, all located at the front, and easy of access.
THE ENGINE
The four cylinder engine which has a bore and stroke of 2.5in. x 3.5in. (63.5 x 89 mm) giving a cubic capacity of 1.125 cc., with a R.A.C. rating of 10 h.p. is notable for its compactness, accessibility of the important auxiliary units, and the unique method by which it is suspended.
The engine suspension utilises silentbloc bushes at three points to
accommodate movement and absorb vibration.
The crankcase is integral with the cylinder block, a design which provides
outstanding strength and rigidity.
The extremely sturdy crankshaft and camshaft rotate in three bearings, exceptionally large for an engine of this rating, and benefit to the full by the rigidity of the crankcase.
Lasting engine performance is thus ensured. Power is well maintained, even at the lowest speeds, and the 21 b.h.p. available is responsible for the car’s high road performance.
Special alloy pistons, forced feed lubrication, and a detachable head are other important features, typical of Austin practice.
The fuel feed is by pump from a six gallon tank at the rear of the car and a Zenith horizontal carburetter of a new design is fitted.
The inlet and exhaust manifold are cast in one unit, thereby giving an even distribution of heat to the ingoing fuel.
Ignition is by battery, a coil and distributor, all of which are mounted in most get-at-able positions, the distributor being located on the off-side of the engine, and the battery in a special container in front of the dash. With this layout wiring is simplified, and battery care-especially important with coil ignition-is robbed of all inconvenience.
The dynamo, together with the fan, is mounted in a special adjustable bracket above the engine, and the starter motor is incorporated forward of the flywheel housing.
The thermo-syphon cooling system ensures a constant engine temperature with an adequate cooling reserve for all conditions.
Power is transmitted by a single-plate clutch of large engagement area, to a four speed, twin-top gearbox with double helical constant mesh gears. The ratios selected to enable full advantage to be taken of the engine performance are 5.25, 8, 12.8 and 20.7 to 1. The gearbox is silent and changing is simple. The speedometer drive is incorporated and a combined oil filler and level indicator simplifies oil replenishments. The open propeller shaft has all metal joints, the complete assembly being carefully balanced.
The rear axle has three-quarter floating drive, shafts are thus only called upon to take torsional load. The drive is by spiral bevel pinion and crown wheel, accurately meshed to ensure complete silence. A compact bevel pinion differential is included. Provision is made for lubrication to axle and universal joints from inside the car.
PERFORMANCE
The salesman who has tried out the “Ten-Four” cannot fail to be enthusiastic over its performance. One is immediately impressed by the smoothness of the engine, its liveliness and excellent acceleration. The gearbox is a pleasure to manipulate through the way in which the engine hangs on to “top” makes the operation a very infrequent necessity.
Riding comfort at all speeds is of a quality associated only with cars of high price and power. Undoubtedly the mounting of the body within the wheelbase and the absence of overhang is largely responsible for this. High average speeds can be maintained for long periods, while the majority of main road hills are easily taken in “top.”
The steering is light to operate and the car holds the road, thanks to its low centre of gravity, in a way which gives every confidence.
In short, it is a car that provides real motoring pleasure both for the driver and passengers at figure within the reach of a large proportion of the car-buying public.
VALUE
The price at which the De Luxe Saloon sells compares most favourably with those of competitors and at £168 represents wonderful motoring value. The salesman must not lose sight of the fact that the price includes everything, there are no irritating extras to be paid, the car is complete from Triplex glass to real hide upholstery, from bumpers to licence-holder.
DEPENDABILITY
Behind the design of every Austin model is the underlying thought “dependability.” Years of experience in the manufacture of small engines has enabled Austin designers to produce cars of outstanding performance and they are satisfied, after many months of continuous testing under most exacting conditions, that the “Ten-Four” will worthily uphold the traditions of previous models.
ECONOMY
In first-cost and upkeep
the “Ten-Four” will compare more than favourable with competitors,
and salesmen should emphasise this feature when making their sales approach.
The average petrol consumption is 38 miles per gallon, while 1,500 miles
can be covered on a gallon of oil. Couple with these facts the big car
comfort in which four adults can travel at the high average speeds that
are possible, and it will be appreciated that the Austin “Ten-Four”
is one of the most economical means of transport available.
