OutdoorKing Repair Forum Forums The History Forum Company Histories VICTA - The Years 1951-1954

VICTA - the 1954 Year
A lot happened at Victa Mowers in 1954.
I wouldn't say the time line is clear ... and there is good reason for this.

The new model - Mk 1 Fan Rotomo (fitted with a Mk 2 Villiers Midget Engine) was Victa's
lawnmower for the 1954 model year. But the late 1954 Mk 2 Fan Rotomo would have a
shorter production life than expected ... given the turmoil and decision making that would
greet Victa in 1955!

The first surprise is that - for most of 1954 - Merv may have ran two Rotomo models ...
the Rotomo and the Rotomo De Luxe. The difference appears to have gone to
the new rubber tyred wheels used on the De Luxe Rotomo. This is not clear.

My best interpretation is that Merv offered just the De Luxe (with rubber tyres) and
the cast wheels were abandoned as standard fitment at some time in 1954.

I cannot rule out the role of the snorkel filter on Fan mowers;
with ads making no reference to this as a clear selling feature. That is odd.!
Was the snorkel just fitted to the de luxe?



By the second quarter of 1954 print advertisements make no mention of the
cast iron billy cart wheels. The model (in illustrated and copy-only ads) would
always be referred to as the 18in Rotomo de luxe, and the pricing would reflect
this. Also note that Merv would shift from pricing plus tax to pricing that included
tax for most ads.

It is probable, then, that Victa offered two model Rotomos in 1954, but only
advertised the de luxe rubber-tyred model. Who knows?

The big surprise is that the second version of Victa's "Fan Mower" was probably
released following convention ... in the Spring of 1954. But its life span would not
conform with usual model conventions.

Why? ...
The introduction of Victa's ground-breaking Model 1 would occur in April of 1955.
This means that the MK 2 Fan mower had a shorter life span - of about seven
months - before Victa would introduce the ground-breaking Model 1!

PREMISES & PHONE NUMBERS
Print advertising is revealing as to Victa's change of addresses and telephone
numbers. Even though assembly at the start of 1954 had moved to Fry's Shed
at 27 Gale Street, Mortlake, phone orders were still taken at UF3093 (the home
phone number). I think the Gale Street address was always intended as a
temporary location.

Assembly would move to more suitable (and larger) premises on Parramatta Road.
This would be Victa's third location and first purpose-built assembly factory and showroom.

My best guess is that this move - from Gale Street to Parramatta Road - occurred end
of March for an April opening. The first ad I have found for the Parramatta Road premises
comes from 3 April of 1954. Note that phone orders were still from UF3093, Merv's home phone.



When assembly moved to the new premised at 47-51 Parramatta Road, Concord,
telephone orders were taken for a short period (April, 1954) at the home number.
A new number, UJ3362, would appear from May, 1954.



There also appears to have been a second number - UJ1982, but I suspect that
was mostly for administration purposes. More on that phone number later.

The Issue of the New Victa Base
The defining feature of the Mk II Fan mower was the higher fluted base.
I cannot find any illustration of MK II Fan mowers in Victa advertising.
I feel there is good reason for this.

Let me speculate: The new base was designed not for the MK II Fan Mower,
but for the introduction of Victa's Model One Rotomo pf April, 1955!
Yet it was used on the MK II Fan Mower.

In June, 1954 Victa placed an ad for Repetition Metal Spinning.



The new base was, for me, clearly intended for the new Victa 125 cc engine,
that required a higher base to accommodate the two-bearing bottom end of the
crankshaft for the new 125 cc. You decide ...

The MKII Fan mower had a shorter life than usual - because Merv wanted his own
engine on Victas as soon as possible. Maybe he was motivated by "Payback" ...
for the long delays in getting Villiers engines from Villiers Australia?

Sufficient has been written about Victa's frustration with lack of supply of Villiers engines
to Victa at this time. Victa was receiving orders that simply could not be met - and with a
waiting time of up to three months! This was commercially unacceptable to Victa!

Action needed to be taken. Merv's bold move - to make his own engine - would pay off!

Selling Techniques for 1954
Generally, the same, simple language appears as copy in Victa ads for 1954. The ads are
again feature driven. However, note the increasing sophistication and length of copy in the
illustrated ads from late 1954.

We see the first cut-out mail coupon in August, 1954. Compare the language in the 13 August
ad to the 10 September ad. "Believe it or not" is augmented by copy involving "belief" and
"Miracle mower". Isn't the Victa parting the waters (grass) ?

Victa was using religious metaphors!
That is a significant point - currently unexplored.

A second point is this:
In August, 1954, the advertising says 'Immediate Delivery'.
Availability is removed next month ... the start of the new Spring season!

You read between the lines here ...





Victa Advertising was becoming more sophisticated. There is even a slogan - of sorts -
with "The Greatest Cut of All" appearing in the 29 October ad. Note that illustrated ads, again,
appeared in Friday newspaper editions. The factory and showroom were open 6 days a week,
but Saturday was the busiest day.

The Gallery below offers a selection of the sixty or so ads I have from 1954.

TO BE CONTINUED ...