Markets and Marketing in the British Motor Industry before 1914 with Some French Comparisons

Abstract

In an important article dealing with the formative years of the British motor industry Professor Saul concluded that its crucial weakness is to be found not in the size of the market but in the industry's approach to it. In order to develop the arguments shall focus first upon evidence relating to the initial conceptualisation of the market for motor cars in the two countries and to the initiatives which promoted further market development. The origins of the motor industry explain why the marketing practices customary in the engineering trades were adopts in the marketing of motor cars, not the least relevant factor being the engineering origins of the firms which took up motor car production. 'Democratisation', is relative and in Britain did not extend further than the professional and business sections of the community. Reports of the popularity of low–priced cars in the United States raised expectations of a similar trend in European countries.