

The mudguards were black and the standard body colour was a chocolate brown. There was diamond patterned buttoned upholstery in real leather set off by mahogany cappings, and a proper door for the driver. There was no austerity for the Cowley though it was at first slightly cheaper than the Oxford. The delivery van body was not provided with electric lighting. The cost of these few electrical components was equivalent to 59% of the cost of the imported engine. The 6-volt Lucas lamps were a set of five, powered by a belt-driven dynamo fixed to the engine by its cylinder head studs. It was the first Morris car to be sold like that. The US-made back axle was the first helically cut drive in a quantity produced British car.

The petrol tank was in the scuttle and its filler was above the gear lever in the centre of the dashboard. It also made for easy entry through the driver's door and no cold steel up a driver's leg. The central position of the handbrake and ball change gear lever revealed the gearbox's US origin. The suspension used semi elliptic leaf springs at the front and three quarter elliptics at the rear. Supply of these components was badly affected by World War I. Back axle, front axle and steering gear also came from the USA. The 1495 cc, side valve, four cylinder engine was made by Continental Motor Manufacturing Company of Detroit, and the clutch and three speed gearbox by Detroit Gear & Machine Co. To reduce the price many components were bought from United States suppliers. The Continental Cowley, shown to the press in April 1915, was a larger engined (1495 cc against 1018 cc), longer, wider and better equipped version of the first Morris Oxford with the same "Bullnose" radiator in addition it could carry a four-passenger body. Rear axle: ¾ floating single piece banjo casing, spiral bevel final drive Universal joint in a housing by the gearbox, Van (top removed) manufactured November 1916
