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1933
was a year of fundamental change for Rover. The company
came under new management from the Wilks Brothers - Spencer
as managing director, Maurice in charge of engineering and
design. Between them, they formulated a new product
philosophy aimed at turning Rover into "One of
Britain’s Fine Cars"- as it said on their print
advertisements, with the understated image of “typical
British” quality.
In
1934 the company introduced new 10 and 12 hp four cylinder
models, while the six cylinder 14 was developed from the
old Pilot. It was later followed by similar 16 and 20 hp
models, which gave Rover extensive market coverage. Between
1933 and 1939, annual production increased from 5,000 to
11,000 cars and net profits soared from £7,500 to £200,000. |
At
the end of the 1930s the British government, realising
that a new war was inevitable, forced all car manufacturers
to build shadow factories. These factories were placed
close to airplane factories. Rover's first shadow factory
was opened in 1937 at Acocks Green in Birmingham. A second
factory was located at Solihull in 1939 with its main
product being engines for Bristol Hercules aircraft.
During the war, from 1940 to 1945, there was no civilian
production at the Rover factories. Rover built engines for
Hercules aircraft, many different parts for Pegasus,
Cheetah and Centaurus aircraft engines, as well as various
parts for other aircraft. Rover also produced the V 12
(Meteor) and V 8 (Meteorite) engines used in Centurion and
Conquerer tanks. |
