The new car was launched on the domestic market on 27 April 1971, with a night shift added at the Cowley plant in May 1971. At that time the manufacturers reported they were producing 2,000 cars per week, projecting over-optimistically to increase this to 5,000 cars per week by the end of 1971. Nevertheless, eleven months after launch, on 29 March 1972, the 100,000th Marina, a 1.8TC version, emerged from the Cowley plant and by February 1973 the company was able to announce that 250,000 Marinas had already been built in less than two years. The Marina continued in production from 1971 to 1980, when it was replaced by the Morris Ital (an updated version of the Marina) which continued in production until 1984, when the Morris marque was axed and the Austin badge featured on the Montego that replaced it, signalling the end of the Morris brand after more than 70 years. (With the discontinuation of the Morris 18-22 – also sold as an Austin and Wolseley – the Marina car and the Ital were the only noncommercial vehicles sold with the Morris badge after 1975.)