1994 might be the biggest change for the company so far. More or less the whole car lineup changed to either fully new models or were facelifted, if not introduced shortly before. Primus was still stable as Nr.5 in the industry, but that already since the late 80s. Now the aim was to climb up in the top three, and no investment was too expensive, no idea to absurd, no change too radical.
However, radical is not what would describe the new compact car replacing the Advance, the Persua. Obviously made to persuade customers, Primus did not risk a thing. In fact, the very restrained look was consistent with the late Advance models, especially in the rear, but managed to be duller and more massive. Marketing managers thought that a rather bold and boring design would stand for dependability, safety and practicality what more or less was what most buyers of a classic compact car wanted.
The Persua came as three and five door model, unlike the Advance, but had neither a Globus coupe or convertible built on it, since that was now the Bravura chassis that, of course, made similar use of the Advance platform as well as the Persua. It might not surprise anybody that the Persua and Advance felt very similar.
Despite looking larger, Primus managed to offer a hint more interior space even with shrunken dimensions. It is hard to believe, but the Persua became actually smaller. And the quite frugal 1.2 CL model remained other than the new shape the same, even keeping the engine.
Although the car did not really live up to the Premium reputation Primus wanted, it had one huge advantage: It was very affordable, especially in the base trim, and therefore buyers were attracted even if it neither was as stylish or higly engineered as other more expensive Primus vehicles. The CL trim was available for the 1.2, 1.5 and 1.9D
Primus Persua 1.2 CL
Front engine (t) FWD
built: 1994-1999
LxW: 3,68 x 1,58 m
Power: 66 hp, 104 nm
0-100: 13,6 s
speed: 180 kph
cons.: 6 ltr regular
five-speed manual
price: 8140 $
But how to attract young buyers that might become faithful buyers later on? With the Persua CL, you didn´t even encourage them to yawn instead of overseeing it.
Rigel, with which Primus had a loose cooperation, introduced a “young” trim for their Tinto compact, basically a slightly more youthful but cheaper and rougher compact, with the youth model being very cheap and having funky colors.
Primus thought that at a very young age, parents or grandparents pay for the ride - so the Persua young, based on the CL, not only peppy colors for interior and exterior as well as tinted taillights, transparent front indicators and a decent radio but also ABS - that was what the grandparents paid attention to. The other available options with discounted extra fees were CD radio and airbag - pleasing young and old simultaneously.
A novelty in the compact class was the availability of a Diesel, with the 72 horsepower non-turbo Rigel D3T3PGM used, while Rigel relied on a 90 horsepower turbocharged variant with 90 horsepower that was cheaper, stronger, but more troublesome.
Primus Persua 1.9D young
Front engine (t) FWD
built: 1994-1999
LxW: 3,68 x 1,58 m
Power: 72 hp, 160 nm
0-100: 12,9 s
speed: 186 kph
cons.: 5,7 ltr D (regular)
five-speed manual
price: 8900 $
The four-cylinder engines were no longer the 12V units with cast iron block from Globus - instead, as 16 valves were a prestigious purchase argument at that time, a new engine, made fully out of aluminium, was now found below the hood - the 4IEA9423 was based on a 2,3 liter variant with a low cam and balance shafts, intended for the Globus Bravura, and an 1.5 and 1.8 with harmonic damper and normal cam profiles for Primus, mainly used in the Persua, the larger one also as base engine in larger models.
The 1.5 had an output of 90 horsepower, which was “upper average” in the price segment. However, it was not as thrifty as the old three-cylinder base engine. Compared to the 82 horsepower 1.5 from the predecessor, it was lighter, a bit cheaper and a hint more economical while having much lower emissions, but it was also louder and offered neither more torque nor more reliability.
The GL trim was the medium range model, available for all engines and the basic trim for the 1.8, featuring airbags, tachometer, a CD radio, front power windows and electric power steering - which could also be condsidered “upper midrange”. A popular option was an aircondition, and the automatic as shown here was also frequently ordered for GL models. Primus did not offer the five-speed automatic - the Persua was not premium, after all.
Primus Persua 1.5 GL Automatic
Front engine (t) FWD
built: 1994-1999
LxW: 3,68 x 1,58 m
Power: 90 hp, 132 nm
0-100: 11,9 s
speed: 197 kph
cons.: 7,7 ltr regular
four-speed automatic
price: 11.000 $
What if you still were not a pensioner, but the young was too frugal? In this case, Primus offered, based on the GL, another permanently available special model, the “spirit”. The same tinted light covers as the young, but now added with projector-style headlamps, weird fabric pattern (the brochure, believe it or not, phantaszised about it as “urban chic”), sport steering wheel, slightly improved suspension, alloy rims, electric sunroof. The spirit was neither available with an automatic nor for the 1.2 and 1.9D, but aircondition could be ordered.
Primus Persua 1.5 spirit
Front engine (t) FWD
built: 1994-1999
LxW: 3,68 x 1,58 m
Power: 90 hp, 132 nm
0-100: 10,9 s
speed: 201 kph
cons.: 7,5 ltr regular
five-speed manual
price: 10.900 $
Of course, Primus again offered a luxury trim, now called GX. Chrome exterior and interior accents, plastic wood and leather in the interior, a “premium” steering wheel exclusive for this trim, heated front seats, aircondition, metallic paint and remote infrared key. The GX was only available for the 1,8 liter engine and as five-door - if you wanted the 1.8 as three-door, you had to opt for the GT instead. A popular option was an automatic, since this burgeois model appealed at an elder demographic. Neither the design nor the detail quallity and sophistication were as good as on more expensive Primus, though, and were no improvement at all over the Advance, but stood the test against the direct competition.
Primus Persua 1.8 GX
Front engine (t) FWD
built: 1994-1999
LxW: 3,68 x 1,58 m
Power: 115 hp, 159 nm
0-100: 10,1 s
speed: 214 kph
cons.: 8,1 ltr regular
four-speed automatic
price: 12.400 $
Compared to the former Advance GTi-16, the Persua GT was a bad joke. Even if the 1.8 16V moved the car firmly enough to consider the driving “a bit fun”, the performance was lackluster compared to a proper hot hatch. On the other hand, the price was hotter than the data sheet - for the money asked you got a premium interior with aircondition and the sport steering wheel, however, it missed the heated seats, but traded these for larger rims with wider tires, so the GT had the wheel arches pulled out a bit to look sportier, added by small front and rear spoilers and the better suspension quality from the spirit. But the GT also followed the No-Premium attitude: Neither adaptive dampers, LSDs nor traction control were available. The GT was only available with the 1.8 as a three-door and manual.
Primus Persua 1.8 GT
Front engine (t) FWD
built: 1994-1999
LxW: 3,68 x 1,60 m
Power: 115 hp, 159 nm
0-100: 8,9 s
speed: 218 kph
cons.: 7,9 ltr regular
five-speed manual
price: 12.200 $
The Persua was - other than the Advance that made a huge impact in 1984 as Car of the Year - not a big deal. It was never meant to. A solid compact car with few flaws and even fewer highlights, affordable and aiming for the wide mass. As such, it sold surprisingly successful, even if the Persua was a rather unpopular car in terms of image. Car enthusiasts saw it as a simplified and rationalized Advance with a new name and minor renovations, and they were right about that.
The 4th gen Astrona was a remarkable and very successful sport sedan, but it left a lot sales on the table since in that segment, neiter front wheel drive nor the lack of six-cylinders helped to escape the “best of the rest” status. In 1988, Primus decided that a successor would be perfect as the new brand´s core product, being the incubator of the brands DNA. Not only did Primus switch back to RWD, they also abandoned the Astrona name for the new car.
After long debates, the name “Merit” was found, and as being the core model, a wide variety of variants, engines and trims was developed. Even an own factory in Hetvesia was built from the ground up, exclusively producing the Merit in its countless variants.
Timeless styling, modern, but nowhere overdone, a considerable amount of sportiness and a class-leading comfort at modest prices were the bullet points while the buyer had to have countless individualization possibilities. Every buyer had to be able to get a car that fits his expectations and taste like a glove.
The traditional trim names like CL and GL were given up for more “fresh” names, while each trim gets a certain “personality” referred to in the 102-page brochure.
Partly aluminium panels were now cheaper to build than a decade ago, so the Merit recieved them. But the multilink axle from Legacy and Imperator was dismissed as too costly - entry level trims had to be offered, too. Instead, front and rear featured double wishbone suspension, a good compromise between price and performance. Low weight and almost ideal balance made the car perform what the looks promised.
A late pre-production model was tested by a Gasmean magazine and besides overall praise, criticized for wallowy suspension and fading brakes.
“Apart from brake fade issues (due to undersized brakes and no brake cooling) and somewhat soft suspension, the Merit has a lot of, erm, merit. It has plenty of standard equipment (including stability control) and looks the part inside and out, with commensurate performance. Staggered tires could complicate servicing, though. (abg7, QFC19)”
The new superlative in the midsize segment, only on third rank? Within weeks, Primus delayed the introduction from january to february and reworked a lot and retuned the suspension to a slightly firmer ride, deleted the tire stagger while keeping oversteer tendencies under control. The released Merit 250 Elegance was sent into another test a year later, this time in Letara, scoring even better than the pre-production late 1993 model, now moving up from the third to second, only beaten by a small margin and being the most comfortable in the segment.
A very safe, very comfortable premium sedan, with an elegant and modern shape that could have benefitted from a little less tacky use of chrome. It also sells for a very competitive $20900 price. As a Knightwick competitor, that’s a little more money, for a car that’s clearly the better one. Ironically enough, except for one thing - the british car has better build quality. However, that’s more or less the only thing that disappoints us with the Primus. Sure, the fuel economy could have been better - but again, having a 2.5 litre V6 is something you’re going to pay for at the pump, any way you look at it., Knugcab, LAC95
The base trim was the Classic, available for the 180 and 200td. Power windows and mirrors, dual airbags and a cassette radio were included as well as ABS and variable steering - even the base trim should be fun to drive, since that is what the Merit as a whole was advertized for.
Primus Merit 180 Classic
Front engine RWD
built: 1994-1998
LxW: 4,50 x 1,71 m
Power: 115 hp, 159 nm
0-100: 10,9 s
speed: 220 kph
cons.: 8,8 ltr regular
five-speed manual
price: 12.700 $
Finally, Primus offered a wagon, available for all engines. The Merit was one of the first lifestyle wagons, intended for leisure use, but especially as 200td with the Comfort trim and the ultra modern five speed automatic it was a capable and reasonnable family hauler. The five-cylinder turbodiesel from the Globus Duratrans left a good impression in the Merit, and the unique sound and noticeable boost together with good engine reliability and nice economy worked out. Newer engines might be more refined and thriftier, but after almost 20 years in use, the D5A was still a good engine. The comfort trim added a CD radio, foglamps and other small goodies. The comfort trim was available for 180 and 200td.
Primus Merit 200tdTA Comfort
Front engine RWD
built: 1994-1998
LxW: 4,54 x 1,66 m
Power: 125 hp, 313 nm
0-100: 10,9 s
speed: 209 kph
cons.: 7,4 ltr D (regular)
five-speed automatic
price: 15.000 $
Former Astrona buyers were relegated to the Merit 200 Sport. The exterior offered sideskirts and sportier front and rear bumpers, white indicators and tinted taillights as well as a daring fabric in the interior, accompanied by aluminium and leather accents. Not luxurious, but surely already a premium feel. The two liter DOHC engine gained four horsepower more, remaining one of the strongest four cylinders in the segment. A slightly stiffer, but not uncomfortable and unneccessary hard suspension completed the package. If a Persua young is what you got, a Merit Sport was what you wanted. Since the Merit was a sport sedan, the trim was available for all engines and the base trim of the 200, 250 and 250tds, but even a 180 could get this, although that felt wrong.
Primus Merit 200 Sport
Front engine RWD
built: 1994-1998
LxW: 4,50 x 1,71 m
Power: 164 hp, 220 nm
0-100: 7,7 s
speed: 248 kph
cons.: 8,1 ltr regular
five-speed manual
price: 18.300 $
The Business trim adressed at companies, and a private person could not order it. Instead of having to choose a trim, most features and engines could be compiled like at a buffet. Wood trim, but no CD radio? Possible. A 300 without fancy interior? Possible. A fleet car had to serve different and individual purposes depending on the use, and the Business trim allowed for that. The car shown here had no foglamps, but leather interior with orthopedic seats, electric sunroof, and CD radio - propably used by a frequent traveller.
The 250tds inline six engine replaced the Astronas five cylinder unit with 145 horsepower. With a smaller displacement than the 300td engine, a light flywheel and lightened but strong internal parts, the tds was as smooth as a turbine and was responsive and agile, and the reliability was excellent. In fact, only the rouger sound and the 4500rpm redline told that this was a Diesel. Primus installed the sportiest Diesel on the market in one of the most advanced sedans - a car without much competition. While being more economical, it kept up with most gasoline-engined competitors.
Primus Merit 250tds Business
Front engine RWD
built: 1994-1998
LxW: 4,50 x 1,66 m
Power: 150 hp, 421 nm
0-100: 8,1 s
speed: 245 kph
cons.: 7,3 ltr D (regular)
five-speed manual
price: 17.500 $ (as shown)
The Elegance trim was perfect for all people that wanted a Legacy-level comfort but feared the ownership of a boat or preferred something sportier and fresher. A symphony of leather, wood and chrome contradicted the Merit as sporty sedan, but outstanding comfort and suiting as a comfortable premium midsize was also requested by the wide variety of engines and trims, and the 250 Automatic Elegance was the result of this. It could be combined with the 200, 250, 250tds and 300. Highlight was surely the POIC in its latest generation, standard for Elegance and Avance models and the most apparent feature of the two premium-luxury trims, since it could not be ordered for Classic, Comfort and Sport and only for the three six-cylinder engines in the Business trim.
The engine was a descendant of last year´s new 24V V6, and with 163 horsepower and 222 nm, it was comparable to the 200 DOHC. Which one to take was a question of the personal taste. The V6 was less responsive, thirstier and did not rev to the sky, but ran smoother and more distinguished - in terms of power, the V6 was a bit slower, but please mind when comparing the statistics, that this 250 has the popular automatic transmission slowing it a bit down. In the range up to $ 20.000, a Merit 250A Elegance was the one to beat.
Primus Merit 250A Elegance
Front engine RWD
built: 1994-1998
LxW: 4,50 x 1,66 m
Power: 163 hp, 222 nm
0-100: 8,5 s
speed: 245 kph
cons.: 10,4 ltr regular
five-speed automatic
price: 19.600 $
The 300 engine marked the top of the engine program for the sedan, wagon and convertible. With more than 200 horsepower, it kept up with most competitor´s special sport model, propelling the Merit in far less than seven seconds to highway cruise speed. Speaking of the highway - only pure sports cars were able to shake it off with ease. Sleek aerodynamics, perfect roadholding and the three-liter V6 made it one of the best sedans for engaged driving.
The Avance trim, available for 250, 250tds and 300, was basically a combination of Elegance features and Sport looks, added with aluminium decor and the firmer suspension of the Sport, even improved by having adaptive dampers.
Primus Merit 300 Avance
Front engine RWD
built: 1994-1998
LxW: 4,50 x 1,71 m
Power: 207 hp, 288 nm
0-100: 6,55 s
speed: 269 kph
cons.: 10,9 ltr regular
five-speed manual
price: 21.200 $
Since a RWD car might cause a problem in snowy winter mountain landscapes, even with standard traction control, an AWD system was available for the six-cylinder models with 40/60 distribution. While it was very rare on the sedan since it consumed some of the not too generous trunk space, the wagon had it more often. This one shown here in bordeaux red with cognac leather interior might be a perfect example of a premium lifestyle wagon.
Primus Merit 300TxA Avance
Front engine AWD
built: 1994-1998
LxW: 4,54 x 1,71 m
Power: 207 hp, 288 nm
0-100: 7,8 s
speed: 246 kph
cons.: 11,4 ltr regular
five-speed automatic
price: 22.400 $
The coupe version of the Merit was the hottest to order. Based on the Avance trim and exclusively fitted with the 3,5 liter V6 from the Aventura, it had even more punch than the Merit 300. The coupe was also the only Merit to have a geared LSD as standard feature - just as in the model change from Imperator II to Legacy, these expensive diffs were replaced with traction control, for the Merit a standard feature in the 200, 250, 250tds and 300, while it was optional for the 180 and 200td.
The Merit 350C went even further with providing an ESC system, the EDSA introduced a year prior in the new Aventura, at no extra cost. That system was available as an option for all other Merit models, even the 180 Classic, since an RWD car advertized as sporty model might need this.
Primus Merit 350C
Front engine AWD
built: 1994-1998
LxW: 4,54 x 1,71 m
Power: 235 hp, 330 nm
0-100: 5,7 s
speed: 278 kph
cons.: 11 ltr regular
six-speed automatic
price: 22.500 $
To offer a more premium convertible than the Globus Bravura, the Merit recieved one as well. Based on the Elegance trim, it was available as 200, 250 and 300. The good safety came at the cost of a very rigid chassis with corresponding weight increase, so the 250 Automatic as shown here was not really a fast car, but never unpleasantly slow. A convertible was a cruiser anyway.
Primus Merit 250 Convertible
Front engine RWD
built: 1994-2000
LxW: 4,50 x 1,66 m
Power: 163 hp, 222 nm
0-100: 9,8 s
speed: 242 kph
cons.: 11,2 ltr regular
five-speed automatic
price: 21.200 $
Since the Persua lacked a proper hot hatch, Primus chopped off the Merit and turned it into a three-door hatchback. To avoid inhouse competition, the individualization choices were limited. As sports model, it was reserved to the sport trim, and the only engines available were the 200 (reasonnable, only as manual) and the 300 (a bit crazy, but can be tamed with optional automatic).
Compared to a four-door 200 Sport, the car had not really an advantage despite being smaller, lighter and perfectly 50/50 balanced. It was neither faster nor really cheaper, but a perfect base for amateur motorsport, and a LSD could be ordered from the factory.
Primus Merit compact
Front engine RWD
built: 1994-2000
LxW: 4,34 x 1,71 m
Power: 164 hp, 220 nm
0-100: 7,7 s
speed: 242 kph
cons.: 8,2 ltr regular
five-speed manual
price: 18.000 $
The Merit striked in like a bomb. The development was even more expensive than that of the Legacy, but with the giant model and trim variety, modern technology, well-detailed design and the perfectly balanced handling between sports and comfort, the car became the worldwide most-sold premium midsize. Even the low-end models managed to perform well against their competitors. Not to forget that the Merit was also praised for great interior design, a speciality of the larger Primus models. The first-gen Merit as it was introduced in 1994 is considered one of the best, maybe even the best Primus of all time, even today.
To remain above the midsize, the Legacy recieved an early facelift, but to avoid buyers becoming upset. the changes were subtle, preventing depreciation of 91-93 models. A slightly more dynamic front bumper, a bit darker taillights and the license plate moved up in the rear, and all Legacys recieved the Imperator´s steering wheel.
The base model was still the Diesel, but despite good paper statistics, the five-cylinder never really fitted a premium to luxury car in terms of smoothness, but the 250tds engine did exactly that. Even in this large car and mandatory automatic transmission, the performance was great - maybe also because the fullsize changed the old four-gear against the new five-gear automatic.
Primus Legacy 250tds
Front engine RWD
built: 1994-1997
LxW: 4,95 x 1,85 m
Power: 150 hp, 421 nm
0-100: 9,1 s
speed: 230 kph
cons.: 7,7 ltr D (aka regular)
five-speed automatic
price: 24.600 $
The 320 became now the 300, and the new engine was not only cheaper to produce what decreased the price, but in combination with the new automatic, despite a hint less power, the car was slightly faster and thriftier. This engine still sold the most, marking the golden center between power and value, being “reasonnable luxury”.
Primus Legacy 300
Front engine RWD
built: 1994-1997
LxW: 4,95 x 1,85 m
Power: 207 hp, 288 nm
0-100: 7,1 s
speed: 251 kph
cons.: 11,1 ltr regular
four-speed automatic
price: 26.600 $
The 430 did not change a thing except for the design and the new gearbox. With CloudRide instead of just adaptive dampers like in the six-cylinders and mighty 280 horsepower, the car was still the benchmark, so putting more work than needed - which was almost none - seemed a waste.
Primus Legacy 430
Front engine RWD
built: 1994-1997
LxW: 4,95 x 1,85 m
Power: 280 hp, 390,5 nm
0-100: 6,4 s
speed: 276 kph
cons.: 13,5 ltr regular
five-speed automatic
price: 30.300 $
The Imperator changed even less than the Legacy. The 330TS was dropped, as an Authié et Dallier or similar just were too established in the “Luxury Sport Sedan” market. The Imperator did intrude with success, but not as good as planned. The 550 recieved an update with slightly more power, but at the cost of the need for now widely available premium gas. Although many manufactors used 95RON gasoline, Primus hesitated and only adapted the expensive performance engines to it. The interior now recieved a few controls more or changed location, like the seat controls moved from the seat itself (very fumbly) to the door panels for better accessibility, and only the Imperator could be ordered with two-tone paint. Such small differences seperated the Imperator for the very rich from the Legacy for the wealthy.
Primus Imperator 550
Front engine AWD
built: 1994-1997
LxW: 4,96 x 1,85 m
Power: 346 hp, 510 nm
0-100: 5,7 s
speed: 286 kph
cons.: 14,7 ltr premium
five-speed automatic
price: 37.100 $
The 300td was not a popular trim, and Primus wanted that on purpose. Many company bosses or leading personnel wanted the prestige and excessive comfort of an Imperator, but needed something economical and not too expensive. It had the air suspension and the super luxury interior and the AWD system just as any Imperator, only the engine was far less powerful but returned great mileage for such a large car.
As a Merit in business trim, this model was not for sale, at least not for the general public. It was only sold B2B on explicit request, and some dealers did not even sell it, but only leased. This was done to prevent the excellent Imperator image being compromised by a rather slow and accessible model. Rumors said leased Imperators were salvaged after the lease ended, but that was not true: But as they usualy served for frequent travellers, most were used 200.000 km or more after a four-year lease and were not sold again, while those in mint condition were often purchased by factory employees which had good enough relations to get one. The still usable spare parts were offered for Imperator and Aventura (which shared the engine). They are, almost 30 years later, a rare collectible, reffered as “the forbidden Imperator”.
Primus Imperator 300td
Front engine AWD
built: 1994-1997
LxW: 4,96 x 1,85 m
Power: 175 hp, 481 nm
0-100: 9,4 s
speed: 227 kph
cons.: 8,8 ltr D (regular)
five-speed automatic
price: 30.600 $ (if you got one…)