Hit or Miss
Ultra Electric: Catalogues T401, Loveliness by Ultra Radio
||Size (approx):||25mm x 14.8mm (w,h)|
|6 pages in four colour process, the last two with black text only. The printing quality is poor and appears to be stretching the colour print technology of the time.|
|Content:||Three coloured plastic T401 radios in (pastel) green, red (with ivory fret) and cream. This radio was more conventionally offered in black and white (see T401)|
|Basic Spec:||4 valve superhet, 3 wavebands, aeroplane dial. Mains only with indoor integrated aerial.|
|Price:||£15 15s 0d (plus purchase tax £3 7s 9d)|
|Company:||Ultra Electric Ltd., Sales Dep., 62, Buckingham Gate, S.W.1. (London, England) L9/K.H.K. 46|
goodness, pushing the boat out with a full-colour brochure just after the
war years. I guess that was a must with a range of coloured
radios. However, this design was a radical change for Ultra and
obviously pushing the boundaries of marketing material design - well
done! Why do I get the feeling that this is designed by a female?
Coloured bakelite had been tried in the past but the chemistry was much less stable and subject to cracks and degradation. Painted plastics were also unsatisfactory. I have found that these radios are quite rare, so they probably did not sell that well. This is no surprise, as the idea is well ahead of its time - when everyone wanted walnut finishes on radios to match their décor. Wait until the sixties guys!
|Styled in April green, the modern choice...||or the vivid hues of Cuban red, beside the fire...||or Ivory cream... to blend with every room.|
|The modern home demands colour combined with practical design and beauty, colour is the finishing touch, like roses... it brings cheerful warmth and dignity to any room...||ULTRA has achieved this final touch of beauty, with fadeless coloured plastic cabinets combining loveliness and a NEW perfection of quality in performance and design.|
Ultra Model T401 is a 4 valve superhet, covering three wavebands, 16-50,
200-550, and 1000-2000 metres, with an illuminated dial which is
calibrated and marked with station names. Operating on A.C. mains
200-260 volts (40-100 cycles), it has a 5" moving coil loudspeaker
capable of giving 2 watts output; this receiver has fully delayed
automatic volume control and also incorporates a 20' indoor aerial.
housed in moulded plastics and available in colours of cream, pastel green
or red with ivory fret, these cabinets are non-fade and non-stain.
Size 12" wide, 7" high, 6 5/8" deep, weight 12 lb.
Price - £15 15 0