Meet the Colt Car Club by Guest Writer Andrew Roberts

One of the many highlights of last year’s Lancaster Insurance Classic Motor Show was the inaugural display of the Colt Car Club. Stephen Blackburn, the son of the late David Blackburn, who founded the Colt Car Company of Gloucestershire, created the Club in 2024, the 50th anniversary of Mitsubishi imports into this country. And it must be said that the Lancer, the Galant, and the GTO on the stand exuded pan-Pacific glamour. 

Mitsubishi began UK sales in November 1974, after Daihatsu and Toyota in 1965, Honda in 1966, and Mazda in 1967. However, the corporation did send a Colt 1100F to the 1968 Japanese Car Day at Brands Hatch. Various British automotive titles evaluated it, and Autocar wrote “It is hoped that this car can soon be marketed in the UK for about £800”. However, a company spokesman told the press:

“I wish I could give you a price and a date for its introduction into Britain, for I am convinced the car would have tremendous potential over here. But we must await the outcome of developments in Japan and the subsequent developments.”

As it transpired, the 1100F proved to be a one-off effort. By 1969, Mitsubishi established a joint venture with Chrysler, but the UK operations resulted from a consortium of businessmen. Sales of Japanese cars in this country increased 20-fold between 1970 and 1973. Mitsubishi was then Japan’s fourth largest motor manufacturer, and the UK was their first European export territory. They held a 49% share of Colt Cars, with the group headed by David Blackburn holding the remainder.

The concessionaire projected sales of 4,500 over the next 12 months via an initial network of 60 dealers. The fact that Joginder Singh won the 1974 Safari Rally in a Lancer 1600 could only help the company’s profile. The nine-car line-up was marketed under the Colt name; at that time, most Britons associated Mitsubishi with television sets.

Prices commenced at £1,399 for the A10-series Lancer 1400 2-Door, rising to £2,186 for the Galant Coupe 2000. Colt promised “A Tough Need Breed of Car”. The concessionaire faced the challenges of the aftermath of the 1973 OPEC Fuel Crisis, the pound’s slump against the yen, and the imminent prospect of an import quota for Japanese cars. 

However, by October 1975, Colt Cars had established over 100 dealerships. Sales were 250 per month in 1976, rising to 458 by the following year. They also invested in some highly innovative marketing strategies, including the memorable sight of Lionel Blair in a red bomber jacket extolling the virtues of the Sapporo.

Mitsubishi retired the Colt brand in 1984. Over four decades later, the Club provides an opportunity to appreciate why various Austin, Ford, Morris, and Vauxhall owners decided to “Move Up to a Colt”.  Stephen observes:

The Club launched at the NEC Show last November. My main Colt memories are my father setting the company up, going to board meetings in Jersey on Colt Air Force planes - and everything to do with my Celeste which I have had since 1979. The public response at the NEC was super - lots of people that had Colts in the past, others that have classic Colts/Mitsus now, and people that worked for HQ or dealers. We now have around 110 members already.

The stylistic panache of those Colts makes me regret that I did not witness Lionel Blair and his team at the 1978 NEC Motor Show. “I was dancing on the Colt stand with five girls; we began just as a rival firm were making a presentation next door. Everyone just flocked over, and the other people were furious”.

Plus, for a jaw-dropping example of how sales copywriting has changed since 1975, here is an advertisement aimed at prospective franchisees. “If you cursed yourself for missing Toyota and you kicked yourself for missing Datsun... You’ll probably commit Hari-Kari if you miss Colt”. It was indeed another world...

With thanks to Stephen Blackburn for his time and permission to use the images in this blog.