Publicity And The Motor Car

Sir,
It is indeed refreshing to read the letters which have appeared in your columns recently regarding the new M.G.s. I expect many enthusiasts of the pre-war models have noticed the current advertising text for the new TF.

Beneath a sketch depicting a voluptuous female driving with lowered windscreen is the heading “Pretty as a picture and character that goes deep.” The first sentence of the ensuing discourse I consider a real gem. “To watch hard-boiled sporting motorists becoming starry-eyed at their first sight of the TF Midget is quite a touching experience.” Having seen it, this statement is not hard to believe. I am quite touched myself to see that B.M.C. are willing to admit their latest product makes hard-boiled enthusiasts weep. We are supposed to fall in love with “the longer and lower bonnet, and a new bow-fronted radiator adds a touch of contemporary elegance. Headlamps are now gracefully streamlined into the wings.” In my opinion the entire frontal aspect has very little to recommend it, the headlamps in particular looking as if they were tucked in as an afterthought.

There are more startling revelations to come, however — “But, of course, it is in the performance that the M.G. shows her breeding. Here in the TF you have all the vivid power and verve you expect, plus a new, more vigorous acceleration that will surprise even the most knowledgeable M.G. enthusiasts.” The former sentence is an insult to the people responsible for designing its predecessors. Yes, it is quite true that it has all the power and verve expected. Remember, once bitten twice shy? It is no surprise, though, recollecting other post-war models. The following remark concludes the description — “This TF model is clearly going to maintain and enhance the M.G. reputation for unique and exciting motoring in safety … fast!” Surely I need say no more!

To end on a different note; congratulations to the designer of the latest Alvis advertisement. I hope other manufacturers will follow this very excellent example.

I am, Yours, etc.,
J. M. Hayward.
Ferndown, Dorset.