Best Selling British cars of the 1940s

Written by John O'Cean.

Best-Selling British Cars of the 1940s

Morris 8 Series E

Austin 10

Standard Vanguard Phase 1

Humber Super Snipe

Rover P3

During the 1940s, Britain was heavily affected by World War II, which had a significant impact on the automobile industry. Resources were redirected towards the war effort, resulting in limited car production and a focus on military vehicles. Additionally, civilian car manufacturing faced numerous challenges due to rationing, restricted materials, and limited consumer demand. Nevertheless, there were still some notable British cars that achieved success in terms of sales during this period. Here are a few of the best-selling British cars in the 1940s:

1. The Morris Eight, produced by Morris Motors, was a popular compact car that gained popularity before the war and continued to sell well during the 1940s. Known for its affordability, reliability, and fuel efficiency, the Morris Eight appealed to a wide range of consumers. Its compact size made it ideal for navigating narrow British roads, and it became a common sight across the country.
   
   The Series E announced in October 1938 brought a major restyle with a "waterfall" dummy grille, headlights in the wings and the running boards had gone. There was now an "inbuilt luggage compartment with external access" with a space available of 'close on 5¼ cubic feet with the door closed'. There was also a parcels tray the full width of the dashboard. The engine was upgraded to the Morris USHM series, getting a new cylinder head, still side-valve however, the unit being very similar to those used in series 1 and 2 cars. Increased power to 29 bhp (22 kW) was now available and the crankshaft was counterbalanced and fitted with shell-type bearings. The gearbox was now four-speed with synchromesh on second, third and top. The Lucas electrics remained at 6 volts, but now with automatic regulation of the dynamo in a two-brush system. Top speed was around 58 mph (93 km/h).Production continued through the war for the military, essential civilian use and some export. Post-war general production restarted in 1945 but there were no more tourers made in the UK. In Australia, however, a flourishing body-building industry continued to provide tourer versions on imported chassis/mechanicals.
   
   The engine went on to be used, with very minor changes, in the series MM from 1948 till 1953 Morris Minor and was also adapted as an auxiliary power unit in Centurion, Conqueror and Chieftain tanks. Morris also used this engine as the basis of special Marine and Stationary power plants.
   
   
2. The Austin Ten is a small car that was produced by Austin. It was launched on 19 April 1932 and was Austin's best-selling car in the 1930s and continued in production, with upgrades, until 1947. It was known for its durability, practicality, and versatility. Despite the challenges of wartime production, the Austin 10 managed to maintain a strong presence in the market. Its comfortable interior, smooth ride, and relatively affordable price made it a favorite among British car buyers.
   
   A virtually new car was launched in May 1939 with the body shell incorporating the floor to give a semi-unitary structure. The car was completely restyled by Argentine-born Dick Burzi who had joined Austin from Lancia in 1929. The bonnet was hinged at the rear, replacing the side-opening type on the old car and the radiator grille became rounded. Despite the outbreak of World War II, production of the Ten continued in large numbers; there were no tourers but there was a pick-up. In all during the war, 53,000 of the saloons and utilities, pick-ups and vans—the last two unofficially known as "Tillys", were made. 
   
   With peace in 1945 a change was immediately made to civilian production but because of the post-war financial crisis the cars were nearly all exported, with the first one arriving in the United States in July 1945. In September 1945 the first passenger cars produced after World War II's end to arrive in Switzerland were two Austin Tens exported from England. The car continued in production in saloon form only until October 1947 to be replaced by the A40.
   
   
   
3. The Standard Vanguard was produced by the Standard Motor Company in Coventry, England, from 1947 until 1963 and was a notable post-war success. It offered a spacious interior, modern styling, and improved performance, which appealed to consumers looking for a more substantial and refined car.
   
   The car was was completely new, with no resemblance to previous models. Designed in 1945, it was Standard's first post-World War II car and intended for export around the world. It was also the first model to carry the new Standard badge, which was a heavily stylised representation of the wings of a griffin. In the wake of World War II, many potential customers in the UK and in English-speaking export markets had recently experienced several years of military or naval service, and therefore a car name related to the Royal Navy carried a greater resonance than it would for later generations. The name of the Standard Vanguard recalled HMS Vanguard, the last of the Royal Navy's battleships, launched in 1944 amid much media attention; permission to use the name involved Standard in extensive negotiations with senior Royal Navy personnel.
   
   The Vanguard was first exhibited to the public at the Brussels Motor Show in February 1948. It began to come off the assembly lines in the middle of 1948 but all production was allotted to the export trade.
   
   
4. The Humber Super Snipe, manufactured by Humber Limited, was a luxury car that was produced in limited numbers due to wartime constraints. The Super Snipe was known for its superior craftsmanship, comfort, and powerful engine. It catered to affluent buyers who desired a high-quality, prestigious vehicle. The design was contributed to by American engine genius Delmar "Barney" Roos who left a successful career at Studebaker to join Rootes in 1936. The Super Snipe was marketed to upper-middle-class managers, professional people and government officials. It was relatively low-priced for its large size and performance, and was similar to American cars in appearance and concept, and in providing value for money.
   
   Within a year of introduction, World War II broke out in Europe but the car continued in production as a British military staff car while the same chassis was used for an armoured reconnaissance vehicle, the Humber Light Reconnaissance Car.
   
   
5. The Rover P3, introduced in 1948, marked a significant step forward for Rover after the war. Although its production and sales were limited in the late 1940s, it set the stage for the success that Rover would experience in the subsequent decade. The P3 featured modern styling, advanced engineering, and a refined interior, making it an appealing choice for discerning buyers. The cars were expensive at £1080 for the Rover 60 and £1106 for the Rover 75, and with early post-war production problems and material shortages it was never intended that the cars would be produced in large numbers. Eventually, 1274 of 60 and 7837 75 models were made before the car was replaced by the all-new Rover 75 (P4) at the end of September 1949, which was produced until 1959.
   
   

Sales figures for British cars in the 1940s were significantly lower than in previous and subsequent decades due to the impact of the war. The focus of the British automobile industry during this period was primarily on meeting military demands and dealing with the challenges of post-war reconstruction. Nevertheless, the cars mentioned above managed to achieve notable sales success considering the circumstances of the time.