To try to introduce some clear distinctions between its multiple brands BL decided to release conservative, traditionally engineered cars under the Morris name, and sell more adventurous cars as Austins, or even as new marques – such as the Austin Allegro and Princess, the former of which occupied the same small family car segment as the Marina would. Specifically this meant that Austins use the groundbreaking transverse-engine front-wheel-drive layout developed by Alec Issigonis. It was thus decided that the ADO28 would be badged as a Morris.