Distraction maneuver for over-year model
The digital dashboard of the Austin Maestro had to become the trump card of the compact middle class that came early 1983. In this episode of ‘Eye for detail’, Maurice Franssen discusses the talking dashboard of the Austin Maestro. How do you keep a model that arrives three years late on the market a bit fresh and fruity?
The design of the Austin Maestro dates from 1977. The mid-sized car should appear in the showrooms in early 1980, but it is ultimately not ready until early 1983. It’s the well-known British Leyland song: wrong decisions and mismanagement cause years of delay. The result: the Maestro is already dated before it appears in the showroom. Austin therefore has to look for a diversion to hide that the Maestro is actually an obsolete model.
Austin Maestro got LCD and talking on-board computer
Austin finds the solution in three letters, which have a magical sound in the early 80s: LCD. The Maestro, at least the most expensive version, gets a real digital dashboard. The speaking on-board computer that Austin screws on is even a world first, and the old Maestro is completely up to date in one fell swoop. The Austin advertising department is frantic with excitement, and comes up with an introductory slogan on the spot: Miracle Maestro.
The on-board computer has no fewer than 32 words, which are spoken by the New Zealand actress Nicolette McKenzie. Technicians use synthesizers to convert her voice into commands for the on-board computer. He then reports, in a typical English manner, in neat sentences what is going on.
Renault trumps Miracle Maestro
At the beginning of 1983 Maestro is finally finished. The Miracle Maestro flyers are neatly stacked, waiting for the big day: March 1, 1983, when Austin will amaze the world with the technological marvel called Maestro. But then, on February 23, Renault suddenly unveils a new model. It is the 11 TSE Electronique, a dressy 11 with a digital dashboard and … a talking on-board computer.
Strike, rattle and crack
From then on it goes downhill fast with the Maestro. Within a month of introduction, a strike shuts down the factory, causing Austin to lose more than 9,000 Maestros at a crucial moment. Meanwhile, the revolutionary dashboard turns out to be the true miracle of the Maestro. Between the rattling and creaking of the cheap plastic, reports of non-existent problems ring out all the time. Highlight: The test driver laying an MG Maestro upside down in a ditch. While the poor man tries to free himself, he hears Nicolette’s tinny voice: “Warning. A fault has been detected. Pull over and have the oil level checked…”
No, it was not a masterpiece, that Maestro.
This story was previously published in AutoWeek Classics 4 2019
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– Thanks for information from Autoweek.nl