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22nd December 2005
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It's 50 years since the first Corgi scale model hit the emporia and the company is still going strong, thanks in part to its famous

range of die-cast CVs.

Colin Barnett reverts to his youth...

It's funny how for those of us who grew up in the final years before rampant globalisation, brand loyalties based on local availability have lasted a lifetime — even if the brands haven't. For myself, it will always remain BMC (Austin, not Morris) or Renault, but not Ford; Suzuki but not Honda:Tiara pop instead of Corona; and Palethorpe's pies, not Wall's. And when it comes to the important matter of die-cast scale models, thanks to Messrs CC Hughes' magnificent double-fronted emporium ('the Ha mley's of Radnorshire'), it will always he Corgi rather than Dinky.

Despite a few major oscillations of fortune, Corgi has survived beyond most of those other favoured brands, thanks in no small part to its decision to specialise in good quality scale models from UK road transport. Leicester's sprawling Meridian trading estate is home to a vast range of businesses, but one relatively tiny red-brick building is Corgi HO. The history of Corgi models dates back to 1933 when two German émigré modelmakers, Phillip Ullman and Arthur Katz, joined forces to create what became Mettoy.During the Second World War Mettoy moved to larger premises in Swansea where it was engaged in making shell and mortar carriers.

The first Corgi model car it designed was an Austin Cambridge; it formed part of the original range launched in 1956, complete with the unique selling point of windows. All went well until 1969 when a major fire destroyed a year's worth of stock: by 1971 the company was surviving by manufacturing Fisher-Price toys. In 1984, financial troubles resulted in a management buyout and a return to die-cast models.

Made in Hong Kong

The company's success gradually increased and today Corgi is owned by Zindart, a US-financed Hong Kong manufacturing companyThe Corgi brand is thriving with the 1:76 Original Omnibus and Trackside ranges.while the original car and light commercial models are incorporated into the 1:43 Vanguards range.

There is also a variety of military and aviation models, but it's likely lobe the 1:50 Road Transport 'Hauliers of Renown' line-up that will appeal most to our readers.The big news for 2006, Corgi's 50th anniversary year, is the all-new Mercedes-Benz Actros and Foden Alpha models.

Initially, the Actros will appear in the liveries of Robert Summers, Eddie Stobart and A Howe and Sons; the Alpha will come in the colours of R&H Scott and Wm Armstrong (Longtown) — the latter as part of a three ifehicle set celebrating 150 years (just) of Foden,This tooling will also be used on a 26tonne curtainsider from Stan Robinson and a JH Jones eight-legger.

New tooling is a relatively rare event, due mainly to the long shelf life of real truck designs, and once a design is tooled up Corgi naturally wants to maximise its usage.There's a significant difference in sales between popular and unpopular models so Corgi's market planners need to be as efficient as their counterparts in the world of full-sized trucks.

'Traditional haulage company liveries, especially from Scotland and the north of England. sell well, but logistics and distribution firms don't.White and yellow are especially slow sellers. Production runs will vary between 1,800 and 5,000 units according toprojected dernand,but sometimes a model defies prediction.such as the RS Carmichael Scania with its tribute to the late, great motorcycle racing star Joey Dunlop.

There's no shortage of potential subjects, either. Corgi planning guru Adrienne Fuller has a waiting list of some 400 operators keen to he modelled, and displays a knowledge of UK operators that is second to none.

Keen to be modelled

As an example of how keen operators are, plans were well advanced for a certain operator's Actros to be featured for the second half of 2006 when it was discovered that its cabs were of the 'wrong spec'.Fully expecting to have to abandon this project, the Corgi team was shocked when the operator called within 48 hours to say that he had ordered a new Actros to match the spec of the proposed model! Once the decision is made to go ahead with a specific livery on an existing truck model photographs are taken, which will be used by ; former Corgi model-maker from Swansea to create a hand-made 'master'.

Corgi has a palette of up to 40,000 different colours to call on, ensuring that even the most obscure livery can be matched. Once Corgi and the operator have checked and approved the design. it is signed off for production to begin in Hong Kong.

If the actual design and manufacture of a model is a skilled procedure,it is relatively easy compared with the preceding commercial process. Gone are the days when a manufacturer would simply be happy for the exposure: today they are well aware of the commercial opportunities to license their brands and collect royalties.The negotiations leading up to production of the latest model, the Actros, took some two years to conclude. There's a significant lead time to bring a new model to market.The models scheduled for launch in the second half of 2006 are already firmly decided on, and the programme up to the middle of 2007 is well advanced. Fuller has the sort of inside knowledge of major truck manufacturers' product plans that we would love to share, but unfortunately she is the soul of discretio Without wishing to tempt fate. Corgi has now settled into a respected role as threedimensional archivist of the UK's road transport scene, Hopefully, the gaps in the range can be filled in due course to make the record even more complete. •


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