British Leyland Brand Identity 1970 1987
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As presented to the Boring Conference, London, 05/05/18
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British Leyland Brand Identity 1970 1987
- 1. British Leyland Brand identity 1970-1987 British Leyland brand identity 1970-1987
- 3. Timeline 1952 1961 1966 1967 1968 1974 1975 1978 1988 1990 1994 2000 2005 British Motor Corp. (Austin- Morris) Leyland buys Triumph BMC buys Jaguar Leyland buys Rover Merger to create British Leyland Motor Corp. BLMC bailed out by Govt Govt takes share through NEB BL- Honda (Austin Rover) Rover Group sold to BAe Honda takes 20% share Rover Group sold to BMW Rover Group sold to Phoenix as MG Rover MG Rover closes after Chinese JVs are aborted Austin Morris Jaguar Rover Triumph Wolseley Riley Austin-Morris Land-Rover MG Leyland (“by BL”) Austin Mini Morris Jaguar Triumph Wolseley Riley Austin-Morris Land Rover MG Leyland Austin Morris Jaguar Rover Triumph Land- Rover MG Freight- Rover Rover BMC / Leyland British Leyland Rover Group MG Rover
- 4. Austin Super Seven Morris Mini Minor Riley Elf Wolseley Hornet Brand strategy = badge engineering
- 5. Austin Super Seven Morris Mini Minor Riley Elf Wolseley Hornet VW Up! Skoda CitiGo Seat Mii Brand strategy = badge engineering
- 6. 1969-70: “British Leyland” master brand - transition and rationalisation Austin Super Seven Morris Mini Minor Riley Elf Wolseley Hornet Mini by British Leyland (1969) Austin Maxi Maxi by British Leyland (1970) British Leyland finishes the BMC brand strategy
- 7. … and in case you were wondering... Mini by British Leyland (no manufacturer brand) Mini (manufacturer brand is Mini)
- 8. Leyland (brandless) Austin Morris Jaguar, Triumph, Rover, MG, Land-Rover 1970s: Leyland Cars
- 9. Austin 18-22 Morris 18-22 Wolseley Saloon (March – September 1975) Princess by British Leyland (1975-1978) Princess 2 by British Leyland (1978-1981) Austin Ambassador (1981-1984) Princess: how really not to do it
- 10. Sherpa: where brand strategy gets really weird
- 11. British Leyland as a master brand
- 12. 1978: Edwards re-awakens the brands “The fact that we intended to re-establish the company’s main marques and give back the Leyland name to trucks, where it belonged, was welcomed. Despire efforts to impose the Leyland image across the company, Longbridge employees still regarded themselves at working at ‘the Austin’. Subordinating proud names, loyalties and traditions to an artificial corporate identity struck me as being a great disincentive and commercial unsound” Michael Edwardes, CEO, British Leyland. Back from the Brink
- 13. Austin & Morris “Flag” masterbrand (1978-1990)
- 14. 1981: Austin Rover Group Austin / MG Metro Austin / MG Maestro Austin / MG Montego Triumph Acclaim Morris Ital Austin Ambassador Rover SD1 Rover 200 Jaguar XJ6 Jaguar XJS Land-Rover
- 15. “The moral of the episode is clear: you mess around with famous marque names that are loved and cherished by motor enthusiasts at your peril!” Michael Edwardes, CEO, British Leyland, Back from the Brink
- 16. 1987: the Graham Day era Rover Group: stand-alone organisation
- 17. 1987: Lightning strikes twice in the same place... Metro, Maestro, Montego by… ?????
- 18. Masterbrands need strength All brands need investment Brand transitions take a long time Address brand history and prestige Clarity & brevity = everything Be unrelentingly consistent
- 19. Thank you Paul Squires / @paulsq