London Motors

London Motors was a Canadian automobile company established in London, Ontario, in 1921 by William Stansell, an automobile entrepreneur who had previously been involved in producing the Brock car in Amherstburg, Ontario. The company represented a post-First World War attempt to create a locally manufactured Canadian automobile with a distinctive technical specification and a premium positioning. Stansell raised $75,000 to organize London Motors Limited and established its factory at King and Ridout Streets in London. Prototypes were completed by the autumn of 1921, and production began later that year. The company's principal and apparently only production model was the London Six. It was offered in several body styles, including a touring car, a hardtop tourer or roadster, a sedan, and a Sedan Special. The car used a Herschell-Spillman six-cylinder engine, wooden disc wheels, and a pointed windscreen. Its aluminium body helped reduce weight, while the engine was mounted with its rear portion tilted downward. This arrangement provided a lower driveshaft and was intended to reduce stress on the universal joint. The London Six was promoted under the slogan “Canada's Quality Car.” Contemporary specifications described a top speed of approximately 137 kilometres per hour, or 85 miles per hour, which was notable for a Canadian automobile of the period. Prices reportedly ranged from $2,600 for the tourer to $3,700 for the sedan, placing the vehicle in an expensive segment of the market. Bodies were initially constructed by a supplier in Ingersoll, Ontario. When that supplier could not maintain the required production pace, Stansell rented additional factory space next to the London Motors plant so body production could continue closer to the company's main operation. The marque also received a measure of public and ceremonial recognition. During a visit to London by Governor General Julian Byng, several owners lent their London Six automobiles for official ceremonies. Lady Byng reportedly praised the model's comfort after travelling in one of the cars. Such episodes gave the young company local visibility, although they did not resolve the underlying challenge of financing automobile production at sustainable volume. In 1924, Stansell travelled to different companies and banks seeking additional capital to expand the business. While he was away, London Motors' board of directors permitted control of the company to pass to new investors. Those investors subsequently wound up the company in early 1925. Total production of the London Six was only 98 cars. London Motors therefore occupies a small but distinctive place in Canadian automotive history: it combined local manufacturing ambitions, a lightweight aluminium-bodied six-cylinder automobile, and premium pricing, but survived for only a few years and achieved very limited production.

London Motors emerged in the early 1920s during a period when Canadian entrepreneurs sought to establish domestic automobile manufacturing businesses alongside the growing operations of larger North American producers. The company was founded in London, Ontario, by William Stansell, who had earlier participated in the production of the Brock automobile in Amherstburg, Ontario. Drawing on that experience, Stansell raised $75,000 in 1921 to form London Motors Limited. The company located its factory at King and Ridout Streets in London. Prototypes were ready by the autumn of 1921, and production commenced toward the end of that year. London Motors built the London Six, a six-cylinder automobile using a Herschell-Spillman engine. Its engineering and styling included wooden disc wheels, a pointed windscreen, and an aluminium body. The lightweight body was intended to improve performance, and the car was reported to reach a top speed of 137 kilometres per hour. The engine was installed with its rear portion tilted downward, creating a lower driveshaft arrangement and reducing strain on the universal joint. The London Six was sold in multiple configurations: a touring car, a hardtop tourer or roadster, a sedan, and a Sedan Special. Prices were reported at between $2,600 and $3,700, depending on body style. The company marketed the automobile as “Canada's Quality Car,” an appeal that combined national manufacturing identity with a claim to comfort and refinement. Body construction initially took place at a separate plant in Ingersoll, Ontario. When that supplier was unable to meet demand, Stansell rented space next to the London Motors factory to support the body-building operation. The automobile gained some local prominence through official use. When Governor General Julian Byng visited London, owners made several London Six cars available for ceremonial purposes. Lady Byng was reported to have described the car as the most comfortable automobile in which she had travelled. This recognition helped associate the vehicle with comfort and civic prestige, but there is no indication that the company achieved large-scale production. The central difficulty was financial. In 1924, Stansell travelled to various firms and banks in an effort to secure additional capital for expansion. During his absence, the board of directors allowed control to pass to new investors. The company was then wound up in early 1925. In total, only 98 London Six automobiles were produced. London Motors consequently had a brief operating life and left behind a very small production run, but its use of a lightweight aluminium body, six-cylinder power, and locally organized Canadian manufacturing made it a notable example of the country's early automotive ventures.

• 1925

  Company wound up

  [1]London Motorsen.wikipedia.org

  New investors took control while Stansell was away, and London Motors was wound up early in the year.

• 1924

  Expansion financing sought

  [1]London Motorsen.wikipedia.org

  Stansell visited companies and banks seeking capital to expand production.

• 1921

  Company founded

  [1]London Motorsen.wikipedia.org

  William Stansell raised $75,000 and established London Motors Limited in London, Ontario.

• 1921

  London Six prototypes completed

  [1]London Motorsen.wikipedia.org

  Prototypes of the company's six-cylinder automobile were ready by the autumn.

• 1921

  Production starts

  [1]London Motorsen.wikipedia.org

  Production of the London Six began late in the year in touring, roadster or tourer, and sedan forms.

A locally manufactured Canadian quality automobile positioned as a premium, comfortable, technically distinctive six-cylinder car.

• Passenger automobile · 1921

  London Six

  The London Six was London Motors' principal production automobile and is the model associated with the company. It used a Herschell-Spillman six-cylinder engine, wooden disc wheels, a pointed windscreen, and a lightweight aluminium body. The engine's downward tilt at the rear created a lower driveshaft and was intended to reduce universal-joint strain. Available body styles included a touring car, hardtop tourer or roadster, sedan, and Sedan Special. Reported prices ranged from $2,600 to $3,700, and the car was promoted as “Canada's Quality Car.”

• 1924

  Pursuit of expansion capitalStrategy

  Background

  London Motors operated at very limited volume and required additional financing to expand its manufacturing capacity.

  Action taken

  William Stansell visited companies and bankers to seek new capital.

  Aftermath

  During Stansell's absence, the board permitted new investors to take control. The company was wound up in early 1925.

  Capital sought for expansion. (1924)

  Source

1. 1London Motorsen.wikipedia.org