the last a135 mark 3 had been priced at five times the price of an austin a30. the new iv had to be priced at 6.5 times the price of an austin a30, at which price there was almost no demand. the name was shortened in august 1957 when the car lost its "austin" designation, now being branded simply as the princess iv so it might be sold by either morris or austin dealers. "the times" tested the princess iv and reported on it at some length in early february 1959.