Why the Roadrunner was the one truck Leyland got right

Hindsight’s a wonderful thing. Those blessed with it have often insisted that the Leyland Roadrunner should have been launched before the T45 Roadtrain. In reality, there was little or no choice. Roadtrain was only the first of a whole range of new trucks from Leyland under the banner of T45 which shared a large number of cab panels, both day and sleeper, as well as axles and chassis components. The Constructor 8, the Cruiser, the Constructor 6, and both versions of the Freighter all had common cab styling both externally and internally. This range was intended to cover about 85% of the entire UK truck market, as well as most of the continental markets too.

Consequently, the T45 range was regarded as the main priority, not only from a volume standpoint, but also because the Leyland brand, and what it stood for, needed to be rebuilt. Moreover, Leyland desperately needed a new tractor if it was to retain any kind of foothold in the heavy truck market. 

Thus, Roadtrain was the number one priority for the company. Only for historical reasons, not least the technical failures of three different engine series, [as detailed in Martin’s first feature in CM 5 December] Roadtrain was still regarded by many as too little, too late. If that was the case, then Roadrunner arrived just in the nick of time.

In the late 1970s, it was increasingly clear that the market’s need for a smaller, lighter truck that was cheaper to buy and operate was growing fast in the UK. Something specifically tailored for the relatively new 7.5-tonne gross vehicle weight arena was needed.

In September 1984 it arrived. After three-years’ research and development, and at a cost of £10m, Leyland replaced its ageing Terrier light truck with the all-new Roadrunner, which was launched with all the razzmatazz normally associated with new cars.

GROWING FAST

Back then, the so-called ‘non-HGV’ 7.5-tonne truck sector had been growing fast, to the point that by 1981, when Leyland’s new contender was being planned, about 20% of all new truck sales were at that weight. Indeed, by the 1990s the 7.5-tonne market sector continued to grow until it represented virtually a third of all new trucks sold in the UK. Today’s market dominance of tractor units was still very much in the future.

The main reason behind the growth of the light truck market was that from the late 1970s a 7.5-tonne truck could be driven by anyone with a car licence (that wouldn’t change until 1997) so a 7.5-tonner was the truck of choice for thousands of small businesses, as well as big delivery fleets who didn’t need a professional driver with an HGV licence. By any yardstick, it was good volume business.

The problem for Leyland was that its light truck offering – the Terrier – was sorely in need of replacement, and rapidly losing headway to new arrivals as its share of the light truck business dropped to around 10%. Ford was already a formidable contender in the light truck sector thanks to its highly successful D-Series. Then, in 1981, its stylish new Cargo range took over the sales baton with gusto, reaching some 50% of all UK sales at 7.5 tonnes. Meanwhile, Bedford, the other major player at 7.5 tonnes, had also unveiled its updated TL range and, like Ford, it was a serious rival.

Last but not least, Dodge was another fly in Leyland’s ointment with its Commando. In the early 1980s, the continental manufacturers were seriously eyeing up the UK 7.5-tonne market too, most notably Mercedes-Benz whose LN2 range was another player worthy of deep respect. Iveco, MAN/Volkswagen and Renault were also scenting – and winning – sales. Even Volvo would briefly (although unsuccessfully) dabble in the non-HGV sector.

At least the main competitors for Leyland at 7.5 tonnes were ‘Built in Britain’, where the design criteria were better understood, although Leyland knew it faced an uphill challenge in replacing the ageing Terrier, starting as it did from the lower end of the sales league, while having to at least match the appeal of its closest rivals, if not surpass them.

COMPROMISE TOO FAR

In early review meetings, the engineers wondered whether they could use a downrated C40 cab from the bigger T45 range, but it was soon obvious it would be too heavy, too expensive and a compromise too far. The growing demand at 7.5 tonnes underpinned the need for Leyland’s new baby to have its own purpose-designed cab, withIn early review meetings, the engineers wondered whether they could use a downrated C40 cab from the bigger T45 range, but it was soon obvious it would be too heavy, too expensive and a compromise too far. The growing demand at 7.5 tonnes underpinned the need for Leyland’s new baby to have its own purpose-designed cab, with good cross-cab access and driver vision being of primary importance.

Could the cab from the smaller Freight Rover Sherpa be modified? No, said Leyland engineer Bill Lowe, who led the design team that came up with a uniquely styled alternative with its small kerbside window at the front. The doors from the larger C40 cab were used, but the new C44 cab shell, as it was called, was unique. Light in weight, spacious and relatively cheap to assemble due to its simplified structure, it also looked the part. Indeed, in early styling ‘clinics’ where members of the target customer base were asked to evaluate a prototype, and when the manufacturer’s name was concealed, most respondents thought that it must be Japanese, Korean, or French… Certainly, the size of the 7.5-tonne market determined that the truck had to have its own distinctive identity, and a name that could become generic. In other words, the Hoover, JCB, Transit or Jeep of the 7.5-tonners! And once again, given the poor perception of Leyland as a brand, a distinctive name rather than a model number was needed – anything to avoid mentioning the dreaded ‘L’ word whenever anyone referred to it. In short, following the same thinking as ‘Roadtrain’.

SECRET ROOM

So, a group of us highly paid executives went off to a secret room somewhere to come up with a long list, and then a short list, of possible names. We wanted one that was memorable, fun perhaps, and implying something that was strong but manoeuvrable, linked to delivery and movement. The winner, which was voted upon democratically, was ‘Courier’. Okay, not wildly inspiring, but fairly appropriate. Then some bright spark noted that not only had that name already been used on a Triumph Herald van, (unlikely to be a trademark problem as it was in the British Leyland camp), but it was still being used by Ford on a pick-up truck in Europe. Time to think again.

Next in the selection came ‘Roadrunner’. What would that name imply? The cartoon character of the same name was fast, energetic and always seemed to win. A good start. And the owners of the registered trademark, Warner Brothers, would let us use it. Furthermore, checking its definition in the encyclopaedia resulted in more good news: “In some South American countries ancient people honoured Roadrunners and considered the birds to be good luck as well as symbols of strength, courage, speed and endurance.”

It was perfect. A symbol of strength, courage, speed and endurance – thus the brand identity of Leyland’s new light truck was born. And yet many traditionalists, especially in the dealer network, didn’t like it as they thought it trivialised the image of an important commercial product. Thankfully, the management of the day were more resolute, and stuck with it.

The next job was to prepare a spectacular launch, with a dramatic TV advert to go with it. Lots of creative ideas were thrown into the hat and this time it was decided we’d try something a bit more daring, less down to earth. We wanted to move away from the rather bland commercial vehicle advertising of the day and not use the hackneyed (and frequently overused phrases) such as ‘a highly profitable package’, or ‘more reliability with better economy’. We knew that what was needed was something that would make the Roadrunner stand out from the crowd.

The ambition, therefore, was to make the Roadrunner famous overnight for both large truck fleets, as well as all those thousands of small businesses in need of a ‘big van’. For launch day in September 1984, my job was to gain as much coverage from the wider media as possible. To begin with, I managed to secure an interview for Leyland Trucks’ MD of the day, Peter Capon, with BBC’s Breakfast TV’s genial host Frank Bough. A good start.

At the same time, we’d also done some filming in London with a couple of uncamouflaged Roadrunner trucks a week earlier, using London’s famous Tower Bridge as a backdrop. This was to be made available for any local, or hopefully, national news items on the TV. However, during the filming we managed to get stopped by the police for incorrectly driving down a nearby ‘No right turn’ junction with the trucks! While the drivers were being spoken to by the police, I alerted the BBC film crew, who by now had spotted the incident and started filming the potential ‘arrest’. Their sudden unexpected presence clearly influenced the boys in blue, for we escaped with a mild reprimand of ‘well don’t do it again’ and were allowed to carry on.

PEAK VIEWING

The launch plan also determined that any TV advert should be aired at peak viewing times. In practice, that meant during the episode of Coronation Street that appeared on launch day, and during the half-way ad break of the ITV’s flagship News at 10.

Meanwhile, the advertising plan called for some dramatic footage of the new Roadrunner in action, though not necessarily in a conventional UK city street. Instead, filming for the TV ad was done in Spain on an old airfield. And for the first time a little-known French stuntman, Gilbert Bataille, was engaged to drive the truck, which according to the script was an apparent test drive in front of an unknown ‘senior company executive’.

The resulting advert was stunning, becoming famous in its own right, as was its final sign-off line: ‘The toughest truck on... two wheels’, reflecting Bataille’s ability to drive the Roadrunner leaning over on two wheels! For the ad’s voiceover, we engaged the actor Anthony Valentine, best known for his television roles in Callan and Colditz. His quiet voice had a confident yet slightly sinister tone to it, which helped to create just the right atmosphere.

Clearly the TV advert caught the eye of several television producers, and it was soon linked with the previous news footage of our trucks driving over Tower Bridge which I’d organised. More important, I think that it was the first (and perhaps last?) time ever, that any truck advert ran on both the national ITV News at 10 and the BBC Nine O’Clock News as part of that evening’s news schedule.

Most importantly, the timing was perfect, as every Leyland truck dealer in the land had a breakfast launch event planned at their own premises for the next morning, which was also timed to coincide with the BBC Breakfast interview. Consequently, a lot of invited customers turned up at their local dealer already intrigued to see what this tough little truck was all about. For the first time in British Leyland’s history, everything went according to plan, with the Roadrunner receiving a positive response from the media and customers alike. Of course, it still had to live up to all its promise, but even that looked encouraging. 

OLD PROBLEM

And yet it could all have gone horribly wrong. Like Roadtrain, Roadrunner started life with an engine ‘hangover’ from its predecessor; namely the Terrier’s old 98-series engines, and its gearbox too. The old problem of not beginning with the best (or even all-new) specification at launch once again lurked in the background. It certainly didn’t escape the notice of Commercial Motor, whose early road test noted that “while Leyland’s Roadrunner was launched with many new features, its engine was not one of them”. However, it then went on to add: “Any reservations about the continued use of the old 98 Series, however, are unfounded. It has a stylish new cab, a well-designed chassis that is liked by bodybuilders, and its body/payload potential is the highest of any vehicle we have tested at this weight so far. All are essential ingredients for success.” Praise indeed from a publication not known for gushing.

By now, Roadrunner production had moved to the new factory at Leyland, and within the next two years the Scottish Bathgate factory, where its predecessor had been built, was closed – somewhat ironic considering that some years earlier a joint venture with US engine maker Cummins had been in discussion, whereby a new medium-duty engine would be jointly developed with Leyland which, had it gone ahead, would have been built in Bathgate. 

JOINT VENTURE

Luckily, although that joint venture failed, the engine didn’t. And in 1986 the Cummins B Series diesel, built in Darlington rather than Bathgate, went on to be installed in the Roadrunner. It gave Roadrunner another development boost, together with new brakes,revised suspension and, importantly, more power. Indeed, that same power unit was destined to be used throughout the Roadrunner’s production life as well as its successor, while a derivative of the same base unit remains in production to this day.

By the mid-1980s, Roadrunner had finally demonstrated that Leyland could achieve some true success in the market, along with a turnaround in its fortunes, at least in light-medium trucks. In the four or five years between the time when the first Roadrunner prototypes were being built, and the late 1980s when it truly hit its stride, there were almost twice as many 7.5-tonne trucks being sold in the UK.

During that time, Leyland’s share of that 7.5-tonne market had more than doubled, from just over 10% to more than 20%. Indeed, it seemed that Leyland’s overall share of the total truck market had finally reversed its long-term decline, something it had been getting used to since the early 1970s. The company had, at last, turned a corner. There was certainly much more optimism within it, while already other manufacturers were showing interest in buying into this Roadrunner success.

EXPORT RANGE

One such company was DAF in the Netherlands, which was looking to buy a new light truck to augment its own heavy truck range, and by 1986 negotiations were underway to buy the Roadrunner at 6-, 8- and 10-tonne gross weights, with production commencing of the DAF-badged export range for Europe.

In that sense, the development of a single truck range, the Roadrunner, ultimately had an enormous bearing on the entire outcome of truck manufacture in the town of Leyland, Lancashire.

Indeed, it proved the precursor of a full-scale merger with DAF Trucks that took place just over 12 months later, ultimately leading to a whole new future for thousands of employees, suppliers and dealers alike.

Looking back again with the hindsight so many claim to have, would it have been better if Leyland had launched Roadrunner first, before Roadtrain? In retrospect yes. At the start of the 1980s, the heart of the Leyland Trucks business was its light-to-medium truck range, and that was on its knees. Four years on, that was even more the case when Roadrunner was launched. So, its task was even harder.

GREAT SUCCESS

On the other hand, Roadrunner had a spectacular debut that set it on the road to great success. And that famous two-wheeled advert is still very highly viewed on YouTube. It’s a remarkable piece of stunt driving, which incidentally was repeated over 70 times during the filming! It also spawned a wave of copycat stunts by all sorts of manufacturers. As they say, imitation is the sincerest form of flattery. When the pundits look back at Roadrunner, they can be sure of one thing. It was the truck Leyland got 100% right... and then some.

CM would like to thank Richard Stanier and Peter Davies for all their help with sourcing images for the three features.

- This article was previously published in Commercial Motor, to subscribe see the latest Commercial Motor subscription offer