Launched in 1932, the Austin Ten Four was more important to Austin than its succesful Seven. Almost one tenth of new car sales were in the 10hp group, and Austin needed to be in that market. A new 1125cc sidevalve 4-cylinder engine was fitted into a cruciform chassis. The 'De Luxe' four seater saloon was the big seller, and the cheaper saloon without sun roof was slow to sell. In 1934 the chrome radiator fell victim to a restyle that put it behind a body-coloured cowl. From 1934 the Tens were named, 'Lichfield' the saloon, 'Colwyn' for the cabriolet, 'Clifton' for the 2-seat tourer. In late 1936 a new 'streamloned' body was given to the Austin Ten, now called 'Cambridge' in saloon form and 'Conway' in convertible. In 1939 Dick Burzi designed a chassisless body for the Ten (and its siblings) and the Austin continued until replaced by the A40 Devon and Dorset.