Introduced in August 1932, the Ten was originally available as a Saloon, with fixed or sliding-head, or a Special Coupe. In March 1933 a tourer model was added to the range.
The car is powered by a Morris 1292 cc four cylinder, side valve engine with single SU carburettor. The gearbox is a four speed unit without syncro' and Lockheed hydraulic brakes were fitted from factory. The '10' refers to the RAC fiscal horse power rating and the '4' relates to the number of cylinders in the engine. Originally however, the car would be simply know as the 'Ten', it was only after the introduction of a 6 cylinder model to the range in 1934 that the 10-4 name was adopted.

Performance is stated as top speed of 61mph and a 0-50mph time of 27.2 seconds, all this whilst achieving 32mpg