A Tribute to the Final MGBs imported into the USA and Canada

Compiled By Ken Smith-Editor Classic MG magazine

Dedicated to Marce Mayhew 1925-2007Creative Director-Reach, McLinton Inc 1979-1980

A prime figure in the Limited Edition concept.

Also in memory of Ron TugwellFormer Limited Edition Registrar. North American MGB Register.

Preface and acknowledgements

One of the most popular (and stupid!) questions often asked in MG Trivia quizzes is: “What color were the Black Limited Edition MGB’s?” I’ve seen people puzzling over the answer and have even been asked if the Limited Editions came in any other colors! However, the question Were all the 1980 titled Limited Editions built in 1980? is asked less frequently, and the answer is no-many were built in 1979.. Some people would also say that once you’ve seen one L.E you’ve seen them all! Don’t believe that either! They are all different in one way or another. That aside, the idea for this little book came after I realised the depth of passion and pride which L.E owners conveyed to me, through my position of Limited Edition Registrar for the North American MGB Register. Upon their introduction these cars were somewhat maligned-even the MG Factory sometimes referred to them as the “gutless” wonder, and senior managment didn’t know what to call them. “Jubilee”- ”Special”- and several other terms were used to describe the 6000 odd cars that eventually carried the Limited Edition logo. Contemporary road tests were less than enthusiastic, some even suggesting that this was the weakest MG ever produced, lacking power and agility. However, today the Limited Edition MGB is a much sought after vehicle, and I hope through these pages to bring you the background story and convey some of the aforementioned passion of the owners who love these cars. I would like to thank the following who contributed so much to the book, and without whose freely given knowledge you wouldn’t be reading this! Bob Burden, Andy Woods, Mike Cook, Don Hayter, Jim Pelletterie, Richard Monk, Anders Clausager, and of course, the owners, who told us their stories and why they love their L.E’s so much! They are, in no particular order: John Oldroyd, Eddie Cole, Adriaan van der Graaf, David Friendly, Barry Mitchell, Heather & Peter Crofts, Vern & Edie Cole, Kim Rutherford, Don Peery, Peter Rogers. Dick & Carol Wachtman, Jeff Newey, John Perkins, Steve Gizzi, John Garden. Bill Wickum, Bob Bazzica, Jay Cohen. Tom & Roz Kerkstra and many others too numerous to mention.

Finally, my thanks also to my long-suffering wife and “nagavator”, Barby, who has put up with this MG affliction of mine for so many years.

Front cover photo courtesy of Moss Motors Ltd

foreword

Robert W. BurdenFormer National Advertising Manager. British Leyland. USA

“The objective was to make money.Making history was an afterthought!”

The prospect of a ‘limited edition’ ( a descriptive phrase which came to be used for all promotional models) was usually greeted with mixed emotions by the sales organization. On the one hand, it meant that despite our best efforts, we weren’t going to meet our sales targets with our usual marketing On the other hand there was the excitement that comes from working with a small group of people with different skill sets, a guerilla marketing force if you will, to meet a specific marketing objective in a specific time period. It was a tactic born of necessity, but it could be great fun-when it worked. The 1979 MGB Limited Edition worked very well indeed as sales then and the interest now, demonstrate. From its beginning, MG was pretty much of a shoestring operation, a nice way for the parent company to generate additional profit on the back of its volume Morris cars. By the mid-1960s, MG’s financial contribution, mainly from the United States was an essential part of the British Motor Corporation’s bottom line. However, that bottom line was shaky at best as the British motor industry faced increasing world competition. Eventually this impacted on the company’s R & D and MGs became less and less competitive, As one U.S. distributor put it, “Thank God for the safety standards-at least we get some model changes every now and then!” The U.S. company mirrored MG’s shoestring operation. I think we took a rather perverse pride in doing more with less. I also think we mirrored the spirit I found in Abingdon. From Graham Whitehead, the president, to Mike Dale, who ran sales and marketing, and Doug Withall, ditto for parts and service, there was a ‘can-do’ attitude that went right through the organization down to Henry, our jack-of-all-trades and master of most! That attitude would be tested by the limited Edition models. While previous limited editions were essentially home-grown affairs, we relied more on Abingdon for the “bits” which made the 1979 Limited Edition unique. The key reason was the U.S. government’s greater focus on safety which dictated testing that was beyond our limited capabilities. But there was also more willingness of Abingdon’s part to actively work with us as we all saw the writing on the wall for the future of MG. Looking back on the 1979/1980 MGB Limited Edition, I don’t think we could have anticipated the impact it would have on MG’s stories history. To all of you who helped to make that so, and to the compiler of this tribute, Ken Smith, who decided to preserve its contribution, my sincere thanks.

contents

Preface & Acknowledgements .....................................................................................................ixForeword-Bob Burden ...................................................................................................................xi

CHAPTER 1. Genesis of the Limited Edition .................................................................... 2CHAPTER 2. History & Development .(inc. L.E package) ............................................. 5CHAPTER 3. The Limited Edition in detail. (Photos of everything!) .......................... 7CHAPTER 4. L.E. Fact File-number built etc. .................................................................... 9CHAPTER 5. Road tests. (Ex Gold Folio) ........................................................................ 11CHAPTER 6. Dealer advertising Press pulls/Showroom displays (photos) Letter to dealers showing package. .............................................................................. 13CHAPTER 7. Bills of sale (Dealer invoices) ...................................................................... 15CHAPTER 8. Heritage certificates etc. ............................................................................... 17CHAPTER 9. Canadian Limited Editions (numbers etc. Photo of plaque) ............... 19CHAPTER 10. The Milestone L.E’s (photos 1st, Last, and 1/2 Millionth) .................. 21CHAPTER 11. MGB L.E’s Down Under ............................................................................. 23CHAPTER 12. L.E.Owner’s Views (US/Canada/Overseas) .......................................... 29CHAPTER 13. Modified L.E’s (Supercharged/EFI.& V8) ............................................... 33CHAPTER 14. Accessories (Trunk carpets, Road wheels, Stripes. Key ring etc. Chrome wheel nuts. License plate) Moss items-Dash plaque 453-775 Key fob 229-905-L.E.cap 219-815 ............................................................ 35CHAPTER 15. L.E Oddities (Snowplow-Leg-Tapestry-T shirt -Sony advert.-6/90 build plate-VIN # in trunk) ......................................................................... 37CHAPTER 16. The L.E in Miniature-Model Cars ............................................................ 39CHAPTER 17. On Buying an L.E. Jim.Pelletterie .............................................................. 41CHAPTER 18. On Resurrecting L.E. MGB’s. Jim Pelletterie .......................................... 51CHAPTER 19. Restoring an L.E-John Mangles photo essay ............................................ 61CHAPTER 20. The MGB clubs and bibliography. ............................................................. 71