NEW BRITISH MOTOR FACTORY. LATEST IN EUROPE.

Horowhenua Chronicle, 11 September 1934, Page 3

NEW BRITISH MOTOR FACTORY. LATEST IN EUROPE.

2000 CARS PER 40-HOUR WEEK. The vigour of Britain’s dramatic drive for dominance in the world automobile market is exemplified in the huge new 82-acre Morris factory just completed at 'Cowley, England. The new,plant, the finest in Europe, with a capacity of 2000 cars per 40-hour week, took eight months' to extend and equip. “Business as usual” was the engineers’ slogan during expansion, and the regular production of Morris cars proceeded without a day’s interruption. The reason for this signal development by Morris is not hard to find. Fernand for Morris cars has grown steadily for years, and in the first five months of 1934 export sales showed an increase of 94 per cent, over the same period of 1933.

The new Morris works introduce an entirely new system of motor-car manufacture known as “specialised production,” conceived 'by Lord .Nuffield two years ago and now fully operative for the first time. Many leading authorities predict that specialised production is destined to become the system of the future. Its basic idea is not cheaper production through greater output per man, Ibut rather improved quality by specialisation of manufacture.

The various units of Morris cars are produced separately in a series of five specially equipped factories, each situated in the most favourable locality. The five Morris factories are: the Morris engines branch, Morris foundry works, Morris radiator works, Morris body works and, finally, the new as semb'ly plant where five assembly lines run side by side for half a mile. The Morris has never been a “mass” produced car, even though 'Morris manufacture has grown on u larger and larger scale. Every step in the building of every car is carried out methodically and unhurriedly. Rigid tests at every stage safeguard uniformity of quality. The modern efficiency of the new Morris works will give full effect to this basic Morris tradition.