Jensen Made Their Names As Land·Rover but That Never Happened
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( \ Historians will have no problems in recording what happened to J.ensen of West Bromwich. It went broke to the tune of more than £3 million in 1975. The real difficulty will be in explaining why it happened, when so many other floundering causes sur vived to flourish (like Rolls-Royce) or merely survived - like British Ley land. To blame industrial troubles would be easy but would only be partially true. When Mr. Kjell Qvale, the American who took over the Jensen management in an atmosphere of high promise, returned home defeated, he said it was not his fault of the fault of the workers. He blamed inflation originating with the oil crisis which he said, make it unpatriotic to drive a big car. Certainly the Jensen Interceptor was a big car with its Chrysler 7212cc engine but there was also the two-litre Jensen Healey - and that failed to save the day. The final history of Jensen Motors will not be easy to write. Historians will have some fine old arguments to contend with but what is certain is that a see-saw existence which nearly pulled Jensen through so many times ~bove::rhe ~ense.n Interceptor III - one of the last of the became something of a classic in cliff hne which died With the company. Right: An alloy-bodied hangers. 1953 prototype. Right, below: The Jensen-Healey - the In 1973 things looked reasonably sports car that never quite.made it. good. Mr.Qvale, a man of immense experience in selling British cars on the West Coast of America, seemed to have the tide really turning.. Up to 25 Interceptors were made each week and meeting a ready demand as there were for the 100-a,week Jensen-Healevs In production. • No help 1II!llIIlIIlIIllIIlIIlIIlIlIIlIlIImlllllllll'tIlllllHlIlIlllllllllllllllfllllft! Then things werit wrong. Not that it --at was an experience confined to Jensen. Everyone was feeling the pinch. Things went wrong for AstOR Martin which has since pUlled round. Both British Leyland and Chrysler UK were revived by Government money. Alas, no aid' was forthcoming for Jensen Motors. In sad and undignified scenes at West Bromwich which made men feel like crying, although they did IIIl11l1mllllllllllllllllllllllllllllllllllllllmade""l11lmllllllllll' " not actually do so, everything went under the hammer. Lock stock and even the cutlery from the canteen. That was in August 1976. Jensen cars join that unhappy band of lost causes. In particular the Interceptor deserved a better fate because it was quiet, comfortable fast and stylish. In 1974, it cost £8,500 or £10,000 for the convertible which were by no means outrageous prices for top, 1lll1l1ll11ll11ll1ll1ll11ll1l1l11ll11ll1ll111ll11l111l11l11l1l1l11ll1l1l1l1lllllllllnlllllUIIlIIIl/Jensen executive type cars. True it was tarred with the Ameri can phrase of being a "Petrol gU~2;ler" and it gave only about 15 mpg ,in most touring conditions. The anti-big car lobby was very strong but having an American engine, the Interceptor met the then ruling exhaust emission regulations and was certainly not a monster. mntllllllnlnllllllllllllllllllllllllllllllllllllllllllllHlIIlIHlIIHlmlulllllllIttlIcrash? Before the fuel panic subsided the Interceptor had gone. Much regretted, Much sort after since, secondhand Jensen Parts and Service does just Jensens command big figures which what its name suggests plus renova a~e appreciating all the time. "They join that u happy band of tions of Jensen cars and buying and selling secondhand models which are Programme fast becoming choice collectors' items. ; lost causes ... the In erceptor This company keeps the right to use Financial experts who have studied the Jensen name in cars but at the the Jensen story reckon that £5 million moment the chances of a new line cash would have save~ the day, barely rate above wishful thinking. The deserved a better fate...' name could come back in custom built It would have seen the return to bodies on established lines which respectability of the big car and bree~ed All these coming and goings, with a would be ironic since that is how the enabled an intensive development 1967 and out again in 1970. Not all of the work taken in was Jensen brothers started. Duerr was a self confessed "turn changing pattern of financial control financi;l.Jly successful. One of the programme to take place with the were worlds away from the origins of Jensen~ Jensen Healey. around" man who specialised in giving non-events in terms of profit was in An associated company of the doctor treatment to an ailing firm, Jensen way back in the early 30·s. It work for the Austin Gipsy which Parts and Service is involved in plans . As a sports car, the Jensen Healey getting it on its feet again and then was then that the brothers Allan and Longbridge saw as a rival for the to market Japanese Subaru cars over never really made it, It lacked flair leaving for the next patient. Richard Jensen made their names as Land·Rover but that never happened. here. and imagination in style. It was a body stylists. reasonable runabout but never made Duerr claims that Jensen Motors A Ferguson Formula (FF) car a sporty appeal. was in sound shape when he left. In created a lot of 'interest. That genius Slim chance pis ~ook "Manag'ement Kinetics", about Responsible Harry Ferguson was convinced that The phrase "shortage of working, four wheel drive was the coming thing capital" has a familiar ring about it communication, he said he failed to get Jensen 'Special Products prOVide certain ideas across to the then maj They'Were responsible for the Avon for cars but the roads of the world engineering design and development and lensen Motors was hard pressed ,Standards as well as for coachwork for improved to such an extent t.hat this at various times, particularly in the. ority shareholders in Jensen and its :services with Rolls Royce and Volvo main source of other finance, the chassis like the Wolseley Hornet and excellent traction became unnecessary I}.mong the customers. In its special-. off season for car buying when some the Ford V8. After the war an in luxury car motoring. stocking was inevitable in readiness merchant bank. ised field it is reported to be doing very Interceptor used the Aust~n four-litre The Jensen FF never really made nicely. for the spring demand. "Mind you," he writ~s, "the com Sheerline engine. In 1954 the glass fibre munication breakdowns were mainly it. The failure to meet the U.S. federal But a new line of fine and' glorious When money was available it was bodied 541 was a big success while safety standards was the last straw. Jensen cars? The chances are slim. borrowed at high interest rates within the walls (or rather interior three years later Jensen became one partitions) of the bank but I'd hold that There is enormous nostalgia but you apparently. There was crisis after of the first to fit disC brakes all round don't get very far with just that. crisis and then the final one. it's the manager's job to blast holes in as standard eqUipment. other people's walls if he has to." Name lives That old saying "to change the name To make matters worse, customers Jensens were responsibl~ for thl! bodies on the bigger Austin Healeys and not the letter is a change for the of early prototypes were very disap Many people deplore the fact that the worse and not tbe better" holds no· pointed in what they had bought. Low ·credit and (for a while) on the Volve) P1800 coupe. An American power unit came cars have gone. They felt Jensen was fears for Jensen Special Products Particularly one Birmingham motorist worth a rescue operation because of which has become JSP (Engineering). who painted a derogatory slogan on his Duerr complained that Jensen's back in 1963 with a 5.9 litre Chrysle~ engine, later succeeded by a 6.3 litre the potcl;1tial which grew in spite of car and it stayed there for months as credit limit was frozen at much too low economic problems. ., Not when JSP has been a popular he drove about the city and elsewhere: a figure. He went as Qvale arrived. version. abbreviation since the company was All this time work was done for l"rom the ashes of the deceased formed and it should .•,p t!l avoid Before Mr. Qvale there was Mr. Carl Whatever the cause there was not commercial vehicles and there was sub Jensen Motors two new businesses came into operation, both operating in confusion with the other offshoot Ol p an extrovert even by American to be a rescue operation. Jensen Motors contracting for models like the Sun Jensen Motors - Jensen Parts and s. He 'pree~ed in at the ena of was to die. beam Tiger, West Bromwich. • ServICe..