CovSoc member and historian, Peter James, tells us the history of one of Coventry’s most important families. Peter writes…..
William (Billy) Rootes was born in 1894 and lived at Corner Cottage Lidwells Lane in Goudhurst Kent with his parents William and Jennie. His father had a workshop in a town nearby where he sold and repaired cycles.
Two years later his brother Reggie was born. As they grew up they shared their father’s interest in engineering products. In 1905 they “borrowed” their father’s car, Billy who was 11 years old was the driver and he unfortunately had a crash.
After leaving school at the age of 15 he entered an apprenticeship at the Singer Motor Co. founded in Canterbury Street Coventry in 1874 initially to manufacture cycles.
After serving in the First World War Billy joined brother Reggie in 1919 and they formed Rootes Ltd. in Mill Street Maidstone. The business became responsible for distribution of Singer Cars in Southern England and by 1928 Rootes Ltd. was the largest distributor of all cars in Southern England. By this time they held a number of different franchises. This is when the brothers decided to become involved in manufacturing so acquired the Humber, Hillman, Singer, Sunbeam, Talbot, Karrier and Commer businesses. The Rootes Group operated until 1964 when the company was taken over by the Chrysler Corporation.
From 1939-1942 William was President of the Society of Motor Manufacturers. During the Second World War he held important posts becoming Chairman of the Shadow Aero Engine Committee and also Chairman of the Supply Council at the Ministry of Supply. After the bombing of Coventry in November 1940 he was given the added responsibility of helping re-establish industry in Coventry.
A Coventry Industrial Co-ordination Committee was set up with him as chairman. This work was recognised in 1942 when he was awarded the KBE. Later in 1959 he was made Baron Rootes of Ramsbury (named after his home in Wiltshire). After chairing the Promotion Committee which founded the University of Warwick he died of cancer in 1964 preventing him from being named its first Chancellor.
In 1966 The Rootes Social Centre and Halls of Residence at the university were opened and named in his honour.
Reginald Claude Rootes was born in Goudhurst Kent in 1896 the second son of William and Jennie Rootes. After attending Cranbrook Grammar School he joined the Civil Service working at the Admiralty. He left in 1919 and joined his elder brother William at Rootes Ltd. where they operated as Joint Managing Directors. The company distributed cars for major manufacturers and within 6 years had become Britain’s’ largest motor vehicle distributors and retailers. Reginald was knighted in 1946 for his work during the Second World War setting up shadow factories. He and his brother converted their car plants to produce aircraft. Between 1945 & 1946 Reginald was made President of the Motor Manufacturers Association and after his brother died in 1964 he succeeded as the Chairman of Rootes part of Chrysler UK.
Rootes had been successful selling a range of cars all priced at a premium against their competitors.This was achieved by superior designs and the quality of finish. William Rootes used a strategy of building specific brands for different market segments. In the 1950s Rootes took part in European and World motoring events to promote certain brand names.
The introduction of the Hillman Imp at Linwood in Scotland became a major problem for the company. It did not sell well and frequent strike action at Linwood left Rootes with severe financial problems.
Rootes Family Members
William’s eldest son Geoffrey followed him into the family automotive business becoming chairman on 1st May 1967. Leaving the company in 1967 he headed up Britain’s National Economic Development Council from 1968-1973 having become the second Baron Rootes.
William’s youngest son Brian moved to the USA in 1948 and by 1953 had built a dealership network of around 800. It was crucial in the post war era for British companies to export as the UK had been left virtually bankrupt. Reginald had one son born in Maidstone in 1925 named Timothy. After being educated at Harrow he left school aged 15 and joined Humber in Coventry. In 1950 he joined his cousin Brian in New York and worked for him in sales and marketing. Returning to the UK in 1956 he became director of sales and service of the manufacturing company. After the death of his uncle William in 1964 Tim became Managing Director of the passenger car division. After Chrysler took over in 1967 he left the company severing all links with the Rootes family. He had an interest in horse racing, so founded Shutford Stud and bred a number of winners for himself and other owners.
There is a Rootes Photographic Archive housed at Coventry Archives in the Herbert Museum. Funding was provided by the Arts Council in 2015 to digitise and preserve relevant material.