Morris Ten (1932-48)
Overview: The **Morris Ten** (1932-48) was a **pivotal model** for Morris, marking the company’s entry into the **important 10hp sector** of the British market. It was designed to offer **affordable motoring** with **modern engineering**, making it a strong competitor in the **mid-size car segment**.
**Significance to Morris**
- **First True Mid-Size Morris**: The Ten was Morris’s **first serious attempt** at a **mid-size car**, bridging the gap between the **Minor and larger Morris models**.
- **Advanced Engineering**: It introduced **Lockheed hydraulic brakes**, a **four-speed gearbox**, and a **rigid chassis**, improving **safety and drivability**.
- **Market Success**: The Ten was **well-received**, selling **49,238 units** in its early years, proving there was demand for **affordable yet well-built British cars**.
- **Evolution into Later Models**: The Ten evolved through multiple versions, including the **Ten Four and Ten Six**, before being replaced by the **Morris Oxford MO** in **1948**.
- **Foundation for Post-War Morris Cars**: The Ten’s success helped Morris refine its **engineering and production strategies**, influencing later models like the **Oxford and Minor**.
The **Morris Ten** was a **key stepping stone** in Morris’s history, blending **practicality, affordability, and innovation** in a way that shaped the company’s future.
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Production Total: 80,586
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Price New: The **Morris Ten**, introduced in **September 1932**, was priced as follows in the UK at launch:
- **Chassis:** £127 10s 0d
- **Coach-built saloon with sliding head:** £169 10s 0d
- **Special coupé with sliding head:** £195 0s 0d
It was a significant model for Morris, offering **a 1,292cc four-cylinder engine**, **Lockheed hydraulic brakes**, and **wire wheels**, making it a well-rounded and affordable option for buyers at the time.
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Historical Pricing Comparisons: The **Morris Ten (1932-48)** had a range of prices depending on the model and year. Here’s a comparison of its pricing over time:
**1932 Pricing (Launch Year)**
- **Saloon:** £165
- **Saloon with sliding-head:** £169 10s
- **Special Coupé with sliding-head:** £195
**Later Years & Market Trends**
- By the late 1930s, prices had increased slightly due to inflation and improvements in design.
- Post-war models (1945-48) saw a rise in cost due to material shortages and economic recovery.
**Modern Collector Prices**
- Today, restored examples can fetch between **£8,995** and higher, depending on condition and rarity.
- Auction results vary widely, with some pristine models commanding premium prices.
If you're interested in a deeper dive into pricing trends, **[The Classic Valuer](https://www.theclassicvaluer.com/cars/morris/ten)** provides insights into historical and modern valuations.
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Rivals: The **Morris Ten (1932-48)** faced competition from several British cars in the early 1930s. Here’s a look at the **new prices of its main rivals** in the UK in 1932:
**Main Rivals & Prices (1932)**
- **Austin 10** – Around **£168**
- **Ford Model Y** – Around **£120**
- **Hillman Minx** – Around **£185**
- **Singer Nine** – Around **£175**
- **Standard Nine** – Around **£155**
These cars were all competing in the **small family car segment**, offering affordability, reliability, and practicality. The **Ford Model Y** was the cheapest option, while the **Hillman Minx** and **Singer Nine** were slightly more expensive due to their features and build quality.
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Historical Advertisements & Marketing Strategy: The **Morris Ten (1932-48)** was marketed as an affordable, reliable, and practical family car, with advertisements emphasizing its **British engineering, durability, and value for money**.
**Historical Advertisements**
- **Print Ads:** Early advertisements featured **bold typography and simple slogans**, often highlighting the car’s **economy and ease of driving**.
- **Magazine Features:** Morris Ten was frequently showcased in **motoring magazines**, comparing it favorably to competitors like the **Austin 10**.
- **Dealer Promotions:** Morris dealers used **local newspaper ads** and showroom displays to attract buyers.
**Marketing Strategy**
- **Target Audience:** Middle-class families and professionals looking for a **dependable and stylish car**.
- **Competitive Positioning:** Positioned as a **better-built alternative** to Ford’s budget-friendly Model Y.
- **Advertising Tone:** Focused on **practicality, affordability, and British craftsmanship**.
For a deeper dive into **1930s advertising trends**, you might find **[this article](https://mascola.com/blog/history-of-advertising-1930s/)** insightful. Additionally, **[Graces Guide](https://www.gracesguide.co.uk/Morris:_Ten)** provides historical details on Morris cars.
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Rarity & Collector Appeal: The **Morris Ten (1932-48)** holds a special place in classic car circles, with its rarity and collector appeal growing over time.
**Rarity**
- **Production Numbers:** The Morris Ten was a popular model, but surviving examples—especially early ones—are becoming increasingly scarce.
- **Special Variants:** The **1933 Morris 10/4 Special Coupe** is particularly rare, with auction results reflecting its desirability.
- **Surviving Models:** Well-preserved examples are sought after, with some remaining in long-term ownership.
**Collector Appeal**
- **Historical Significance:** The Morris Ten was one of the first British cars to feature **Lockheed hydraulic brakes**, making it a technological milestone.
- **Market Value:** Prices vary widely, with restored examples fetching **£8,995** or more.
- **Long-Term Ownership:** Some models have remained with the same owners for decades, adding to their charm and provenance.
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Recorded in UK 2025
As of **2025**, there are approximately **1,450 Morris Ten (1932-48) vehicles** recorded in the UK. This includes both **licensed** and **SORN (Statutory Off Road Notification)** vehicles.
The numbers have been steadily declining due to age and restoration challenges, but well-preserved examples remain highly sought after by collectors.
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Sales: The **Morris Ten** was a **sales success**, quickly gaining popularity in the **important 10hp sector** of the British market. Introduced in **1932**, it was well-equipped with **Lockheed hydraulic brakes** and a **1292cc engine**, making it a **strong competitor** in the mid-size car segment. By **1935**, Morris had produced **49,238 units**, including the **Ten Six models**, proving its **market appeal**.
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Target Age Group: The **Morris Ten (1932-48)** was primarily aimed at **middle-class families and professionals** who wanted a dependable, affordable, and stylish car.
**Target Age Group**
- **Original Buyers (1930s-40s):** Typically **30-50 years old**, including families and business professionals.
- **Modern Collectors:** Today, it appeals to **classic car enthusiasts**, often aged **40+**, who appreciate British automotive history.
- **Young Enthusiasts:** Some younger car lovers (20s-30s) are drawn to its vintage charm and restoration potential.
Its **practicality, durability, and classic British styling** made it a popular choice back then, and today, it holds nostalgic and collector appeal.
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Influence of Target Age Group: The **target age group** for the **Morris Ten (1932-48)** played a significant role in shaping its design, marketing, and long-term appeal.
**Influence on Design & Features**
- **Practicality:** Since it was aimed at **middle-class families and professionals**, the Morris Ten was built for **comfort, reliability, and affordability**.
- **Performance:** The **1,292cc engine** provided a balance between efficiency and power, catering to buyers who wanted a dependable daily driver.
- **Styling:** The **classic British design** reflected the era’s preference for elegant yet understated cars.
**Influence on Marketing**
- **Advertising Tone:** Ads focused on **durability, spaciousness, and British craftsmanship**, appealing to buyers in their **30s-50s**.
- **Competitive Positioning:** It was marketed as a **practical alternative** to more expensive executive cars, making it attractive to professionals.
**Influence on Collector Appeal**
- **Nostalgia:** Many who grew up seeing or riding in the Morris Ten now seek it as a **classic restoration project**.
- **Generational Shift:** While older collectors appreciate its **historical significance**, younger enthusiasts (20s-30s) are drawn to its **vintage charm**.
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The **1940 Morris Ten** had a few common issues reported by owners and mechanics. Here are some of them:
1. **Rust**: Like many cars from that era, rust was a significant problem. The Morris Ten's bodywork was prone to rust, especially in areas like the wheel arches, sills, and floor pans. Regular inspections and rust prevention measures were essential.
2. **Electrical Issues**: Wiring and electrical components could be problematic. Owners often faced issues with the lights, starter motor, and other electrical systems. Regular checks and maintenance were necessary.
3. **Cooling System**: Some Morris Tens experienced cooling system problems. Radiators could leak or become clogged, leading to overheating. Regular coolant checks and radiator maintenance were crucial.
4. **Clutch and Gearbox**: The clutch and gearbox could be finicky. Clutch slippage, gear synchronization issues, and worn synchromesh were common complaints. Proper adjustment and lubrication were essential.
5. **Suspension and Steering**: The suspension and steering components required attention. Worn bushings, ball joints, and steering linkages affected handling and ride quality. Regular greasing and inspections were necessary.
6. **Brakes**: Brake maintenance was crucial. Hydraulic brake components (such as master cylinders and wheel cylinders) could leak or fail. Regular bleeding and adjustment were needed for safe braking.
Remember that these issues were typical for cars of that era, and many Morris Ten owners managed to keep their vehicles running well with proper care and maintenance. If you own a Morris Ten, regular inspections and preventive measures can help address these common faults.
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Generations
The **Morris Ten** went through several generations from 1932 to 1948. Here's a brief overview:
1. **Morris Ten (1932–1935)**: Introduced in 1933, it was a mid-size car with a 1292cc engine. Variants included a 4-door 6-light saloon, a 4-door tourer, and a 2-door special fixed head coupé¹².
2. **Morris Ten Four (1934–1935)**: Strengthened chassis, revised engine mountings, and synchromesh gearbox. Engine output increased to 27½ bhp. Two-tone paint schemes became optional from 1935¹³.
3. **Morris Ten Six (1934–1935)**: Similar to the Ten Four but with a 4-door six-light saloon. It shared some features with the Ten Four¹.
These generations evolved over time, reflecting improvements and adjustments.
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Engines
The **1932–1948 Morris Ten** featured several engine variants during its production run:
1. **Initial Model (1932–1935)**: Powered by a **1292 cc (1.3 L) Morris Sidevalve I4** engine with a single SU carburetor, producing **24 bhp at 3,200 rpm**¹. It had a **four-speed manual transmission** and **Lockheed hydraulic brakes** on 19-inch wheels.
2. **Ten Four (1934–1935)**: Strengthened chassis, revised engine mountings, and **synchromesh gearbox**. Engine output increased to **27½ bhp** by April 1934.
3. **Ten Six (1934–1935)**: Similar to the Ten Four but with a **4-door six-light saloon**. It shared some features with the Ten Four¹.
4. **Morris Ten Series M (1938–1948)**: A completely new car with **unitary construction**. The engine, with an output of **37 bhp at 4600 rpm**, was also fitted to the MG TC sports car in a higher state of tune⁴.
These engines evolved over time, reflecting improvements and adjustments.
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Spares
If you're looking for **Morris Ten** spares in the UK and Ireland, here are a few options:
1. **Morris Register Spares & Accessories**: They offer a wide range of parts for Morris vehicles designed before 1940. You can order online, and Morris Register members get a **15% discount** on listed prices. They stock items needed for maintenance and overhaul, including engine, transmission, electrical, and brake parts for Morris 8, 10, and Minor models.
2. **Local Classifieds**: Check local classified ads in the UK and Ireland. Websites like Preloved might have listings for Morris 10 spares.
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