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. |
