MISUNDERSTOOD? THE CHRYSLER ALPINE

What was the Car of The Year for 1976? The BMW 3 Series? The Renault 30TS? No, it was the Chrysler Alpine, a most underrated vehicle and only the second British-built five-door FWD hatchback after the Austin Maxi.

Back in 1972, Chrysler Europe embarked on Project C6, the joint replacement for the Simca 1301/1501 and the Hillman Hunter. The styling was by Whitley’s Roy Axe, and the engine choices were the familiar 1,294cc or 1,442 units. As the development budget was limited, the floorpan was adapted from the Simca 1100 hatchback.

The development process was not exactly smooth, and at one point, there were even plans to build a RWD version for the UK and Northern Europe to complement a FWD model for France and Southern Europe. There was also debate as to whether it was to be made in Ryton, as for Keith Adams notes. “The British plants survived thanks only to a major injection of Government cash, a condition of which was that production of the Alpine should start at the Ryton factory near Coventry”.

The resulting ‘Chrysler-Simca 1307/1308’ made its bow in October 1975 at the Paris Motor Show. On the other side of the Channel, it starred at the Earls Court Motor Show as the Chrysler Alpine. British production commenced in late 1976, and to prepare for the new model, the Avenger was now made in Linwood. As for the Hunter, UK manufacture would soon end and would be imported from Ireland and badged as a Chrysler rather than a Hillman.

The raison d’être for retaining this venerable model in production was that many fleet and private buyers still preferred rear-wheel-drive. Furthermore, the Alpine was only available in five-door form, when the company car market was dominated by ‘three-box saloons’, not least the new Vauxhall Cavalier, the second generation Morris Marina and the Ford Cortina Mk. III. By contrast, the Chrysler mainly appealed to those motorists who might have otherwise considered the Maxi, the Renault 16 or the Volkswagen Passat.

The British motoring press, by and large, approved of the Alpine. What Car thought it was “a very good car and its comfort and smartness give it lots of instant showroom appeal” and Autocar found it to be well-engineered if lacking character. Meanwhile, Peter Hughes of Thames TV’s Drive In regarded it as ‘the best Chrysler product yet’.

Yet, the Alpine never really found a niche in the UK. One problem was the lack of a four-door alternative until the 1980 Solara, while the absence of larger engine options almost certainly limited its UK sales prospects. Perhaps its major problem was the lack of budget in its development and execution, for the British 1308 was a genuinely promising car. As this dealers’ training film (which looks as though Alan Partridge directed it) boasts, “On looks alone, the Chrysler Alpine will knock the opposition for six”.

Why choose Lancaster Insurance?

Here at Lancaster, we love classic cars as much as you do and we understand what it takes to protect them for future generations.

We have links with some of the top classic car clubs around the country and some of our policies even offer discounts of up to 25% for club members.

Other benefits of classic car insurance through Lancaster can include:

• Historic rally cover
• Static show cover
• Limited mileage discounts
• Choice of repairer
• 24-hour claims helpline

Give your classic the protection it deserves and get an insurance quote for your classic motor today.