Standard Motor Company
The Standard Motor Company Limited was a motor vehicle manufacturer, founded in Coventry, England, in 1903 by Reginald Walter Maudslay. For many years, it manufactured Ferguson TE20 tractors powered by its Vanguard engine. All Standard's tractor assets were sold to Massey Ferguson in 1959. Standard purchased Triumph in 1945 and in 1959 officially changed its name to Standard-Triumph International and began to put the Triumph brand name on all its products. A new subsidiary took the name The Standard Motor Company Limited and took over the manufacture of the group's products.
The Standard name was last used in Britain in 1963, and in India in 1988.
History
1903–1914
Maudslay, great-grandson of the eminent engineer Henry Maudslay, had trained under Sir John Wolfe-Barry as a civil engineer. In 1902 he joined his cousin Cyril Charles Maudslay at his Maudslay Motor Company to make marine internal combustion engines. The marine engines did not sell very well, and still in 1902 they made their first engine intended for a car. It was fitted to a chain-drive chassis. The three-cylinder engine, designed by Alexander Craig was an advanced unit with a single overhead camshaft and pressure lubrication.Realising the enormous potential of the horseless carriage and using a gift of £3,000 from Sir John Wolfe-Barry, R. W. Maudslay left his cousin and became a motor manufacturer on his own account. His Standard Motor Company was incorporated on 2 March 1903 and he established his business in a small factory in a two-storey building in Much Park Street, Coventry. Having undertaken the examination of several proprietary engines to familiarise himself with internal combustion engine design he employed seven people to assemble the first car, powered by a single-cylinder engine with three-speed gearbox and shaft drive to the rear wheels. By the end of 1903 three cars had been built and the labour force had been increased to twenty five. The increased labour force produced a car every three weeks during 1904.
The single-cylinder model was soon replaced by a two-cylinder model quickly followed by three- and four-cylinder versions and in 1905 the first six. Even the first cars boasted shaft drive as opposed to chains, and the engines were not merely "square" but had 6" diameter pistons with a 3" stroke. As well as supplying complete chassis, the company found a good market selling engines for fitting to other cars, especially where the owner wanted more power. Although Alex Craig, a Scottish engineer, was engaged to do much of the detail work, Maudslay himself was sufficiently confident to undertake much of the preliminary layout. One of the several derivations of the name "Standard" is said to have emanated from a discussion between Maudslay and Craig during which the latter proposed several changes to a design on the grounds of cost, which Maudslay rejected, saying that he was determined to maintain the best possible "standard".
In 1905 Maudslay himself drove the first Standard car to compete in a race. This was the RAC Tourist Trophy in which he finished 11th out of 42 starters, having had a non-stop run. In 1905 the first export order was also received, from a Canadian who arrived at the factory in person. The order was reported in the local newspaper with some emphasis, "Coventry firm makes bold bid for foreign markets".
The company exhibited at the 1905 London Motor Show in Crystal Palace, at which a London dealer, Charles Friswell agreed to buy the entire factory output. He joined Standard and later was managing director for many years.
In late 1906 production was transferred to larger premises and output was concentrated on 6-cylinder models. The 16/20 h.p. tourer with side-entrance body was priced at £450. An indication of how much this was can be gained from the fact that a draughtsman earned £3 a week. In 1907 Friswell became company chairman. He worked hard to raise its profile, and the resulting increase in demand necessitated the acquisition of a large single-storey building in Cash's Lane, Coventry. Even this was inadequate after the publicity gained when a fleet of 20 cars, 16/20 tourers, were supplied for the use of Commonwealth editors attending the 1909 Imperial Press Conference in London. In 1909 the company first made use of the famous Union Flag Badge, a feature of the radiator emblem until after the Second World War. By 1911 the range of vehicles was comprehensive, with the 8-horsepower model being produced in quantity whilst a special order for two 70 hp cars was at the same time executed for a Scottish millionaire. Friswell's influence culminated in supplying seventy 4-cylinder 16 hp cars for King George V and his entourage, including the Viceroy of India, at the 1911 Delhi Durbar. In 1912 Friswell sold his interest in Standard to C. J. Band and Siegfried Bettmann, the founder of the Triumph Motor Cycle Company. During the same year the first commercial vehicle was produced, and the 4-cylinder model "S" was introduced at £195, the first to be put into large-scale production. 1,600 were produced before the outbreak of the First World War, 50 of them in the final week of car production. These cars were sold with a three-year guarantee. In 1914 Standard became a public company.
First World War
During the First World War the company produced more than 1,000 aircraft, including the Royal Aircraft Factory B.E.12, Royal Aircraft Factory R.E.8, Sopwith Pup and Bristol F.2-B in a new works at Canley that opened on 1 July 1916. Canley would subsequently become the main centre of operations. Other war materials produced included shells, mobile workshops for the Royal Engineers, and trench mortars.1919–1939
Civilian car production was restarted in 1919 with models based on pre-war designs, for example the 9.5 model "S" was re-introduced as the model SLS although this was soon superseded by an 8 h.p. model.In the early 1920s saloon bodies were first offered; previously all cars had been tourers. The bodies had, since the move to Bishopsgate Green, been made in Coventry by the company itself, but it was not until 1922 that they were mass-produced, using a wooden track along which they were pushed by hand. The company was justifiably proud of the modern factory at Canley, boasting in its advertisements "It is a beautifully lighted and well-aired factory standing on the edge of a breezy common away from the city din and smoke, that the finishing touches and test are given to the All British 'Standard' Light cars which issue there to almost every quarter in the world".
It was about this time during the early 1920s that the slogan "Count them on the road" appeared on every advertisement. By 1924 the company had a share of the market comparable to Austin Motor Company, making more than 10,000 cars in 1924. As the immediate post-war boom faded, many rival marques were discontinued. Cars became steadily larger and more elaborate as manufacturers sought to maintain sales. During the 1920s all the models were named after towns, not only near the factory such as Canley and Kenilworth but also further afield – Teignmouth, Falmouth and Exmouth.
By the late 1920s profits had decreased dramatically due to great reinvestment, a failed export contract and bad sales of the larger cars. In 1927 the inadvisability of matching the larger more elaborate trend became apparent and the 9 hp Fulham with fabric body was introduced at £185. Production was concentrated mainly on one basic chassis with a 9 hp engine. The importance of standardisation was now appreciated and only one alternative was offered. In 1929 John Black, a joint managing director of Hillman, took up an appointment at Standard as joint managing director.
Standard Swallow and Jaguar
Black encouraged the supply of chassis to external coachbuilders such as Avon and Swallow Coachbuilding and Jensen. The coachbuilding company of Avon during the early 1930s commenced producing cars with a distinctly sporty appearance, using as a foundation, a complete chassis from the Standard Motor Company. These chassis were ordinary production units, used because of their sound engineering design and good performance. Known as Avon Standard Specials they catered for a select market too small for Standard themselves.It was not until 1930, after the replacement of artillery wheels by spoke wheels that the distinctive radiator shape first used on the 6-cylinder models in 1906 was finally abandoned. In 1930, before the worst of the Depression, the Big Nine was introduced which together with the 6-cylinder Ensign and Envoy constituted the complete range. Here standardisation was taken a step further with the bodies on 9 hp four-cylinder and 15 hp six-cylinder being almost indistinguishable except for bonnet length. The Big Nine was soon followed by the Big Twelve and sales for the second six months of 1931 exceeded those of the whole of the previous year. In 1932 there was a Royal visit to the Canley works by the Duke of Gloucester who came to open the Canley Pavilion outside which he took delivery of a new 6-cylinder model.
Founder and Chairman Reginald Maudslay retired in 1934 and died soon afterwards on 14 December 1934 at the age of 64. Charles James Band 1883–1961, a Coventry solicitor and a Standard director since 1920, replaced him as chairman and served in that capacity until the beginning of 1954 though Sir John Black briefly held the appointment before he retired. 1935 saw all production transferred to the Canley site. Extensive re-organisation occurred including a continuous track being laid down in the paint shop on which the cars were completely painted.
Through the 1930s, fortunes improved with new models, the Standard Nine and Standard Ten addressed the low to mid range market. At the 1935 Motor Show the new range of Flying Standards was announced with streamlined bodies. The Flying Standards came to the market in 1936 with their distinctive streamlined sloping rears virtually replacing the existing range of Nine, Twelve, Sixteen, and Twenty. The Flying Standards were so-called because of the major radiator shell change to a waterfall grille topped by the Union Jack badge apparently streaming backwards in contrast to its previous forward-facing position.
In 1938 a new factory was opened at Fletchampstead. That year, Standard launched the Flying Eight. The Flying Eight had a new four-cylinder engine smaller than that in the Flying Nine, and was the first British mass-produced light saloon with independent front suspension. The Flying Ten and Flying Twelve were also given new chassis with independent front suspension in 1938.
The aero engine plant at Banner Lane, a shadow factory, began construction in mid 1939 and production began in 1940. It was managed by Standard for the Air Ministry. After the war Standard leased Banner Lane and, in partnership with Harry Ferguson, used it for the manufacture of Ferguson tractors.
By the beginning of the war, Standard's annual production was approximately 50,000 units.