The Rover family Ten was the first British car to be assembled in NEW Zealand and anywhere in the Empire.It lasted a year.
ABOVE ROVER'S PETONE FACTORY, OPENED IN 1932 DIGITAL PHOTOS COURTESY NATIONAL LIBRARY .
The assembly of the Rover Family Ten would be of 'considerable' to both countries,predicted the Governor-General, Lord Bledisloe, on the opening of the Rover's Petone factory in February 1932.
Lord Bledisloe's confidence, however, was misplaced. Within a year the money had run out, and the Rover Company of NEW ZEALAND Ltd went into voluntary liquidation under another name.
At the opening ceremony, Colonel Frank Searle, managing director of the Rover Company, Coventry, told the guests that he had instructed Ernest Lewis, Rover's former export manger,to examine the prospects for overseas markets.
Lewis had recommended New Zealand as offering the most opportunity for the establishment of an overseas factory.The patriotic sentiments towards Britain and its most favourable tariffs were the reasons.
Another factor influencing his decision was the increasing popularity of English cars with New Zealanders.
Ernest Lewis had been appointed the New Zealand company's managing director in December 1930. His popular radio motoring talks were to fifth place, within months of his appointment.
Anything that would provide employment for New Zealanders was welcomed by the Government, said the Prime Minister, George Forbes, at the opening.Unemployment was one of the most serious problems confronting the country, and the establishment of the Rover factory was a step in the right direction. The 20,000 sq. ft, single roofbuilding at 35 Jackson St, PETONE, contained two assembly plants: chassis and bobby.
Local labour
Rover aimed to employ as much local labour as possible, and give New Zealanders a car for New Zealand conditions. In reality, Kiwis may have been as disappointed with the performance and appearance of the Rover Family Ten was an updated 10/25. Its steel panels and leather were the only imported materials used in the bodywork.
The seat springs came from Christchurch, and the timber was good, seasoned Southland beech. Padding and linings were from other New Zealand sources, with PETONE works.
Advertisements in the New Zealand Motor journal highlighted the car's wire wheels, age chromium-plated hubs, the improved tubular-framed adjustable seats, stronger chassis frame, heavier rear springs, and the New Zealand-built bodies.
Within a few months the cost of a Rover Family Ten had risen from £245 to £279, although the New Zealand assembly process enabled the car to be made at a cost which compared most favourably with its English price.
But the Rover Company of New Zealand Ltd was already experiencing financial difficulties. In July 1932 the company took out a £4500 mortgage. This was at the height of the Great Depression, when overheads were higher and sales less than anticipated.
Things were worse in Britain, however, where Rover recorded a trading loss of around £96,000 for the 1931-32 financial year, from September-August. The liabilities included at least £60,000 for the building of the New Zealand factory.
High overheads and scattered production in Britain led to streamlining and slashing cuts in the company's manufacturing programme. Coloned Searle's quantity rather than quality approach was considered wrong for the Depression era. The policy was reversed with the appointment of his successor Spencer Wilks.
Increased capital
The Rover Company of New Zealand Ltd changed its name to the British Sales Company Ltd in September 1932, and increased its capital value from £2500 to £15,000 the next month. Colonel Searle was the main shareholder at the time of the name change.
When the British Sales Company went into voluntary liquidation in February 1933, Ernest Lewis held the majority of shares-Colonel Searle was not listed as to shareholder.
The company had not been in financial position to purchase cars from Britain since December 1932. Its only revenue had come from sale of spare parts amounting to less than £100. A storeman and the company secretary,Robert Ellett Brace, were the only remaining employees at the time of liquidation.Wellington public accountant, John L Arcus, acted as liquidator.
Unlike the opening of the Rover Company of New Zealand's factory, the closure of the British Sales Company went virtually unrecorded. J Gadsden & Co purchased the factory and successfully made tin cans on the site from October 1933.
Rover's Petone factory was the second car assembly works in the huttllery and the first anywhere in the Empire for a British car.Its short run was a sad ending to an operation started with much optimism for its future success.
Little official history of the first British car assembled in New Zealand survived the Second World War bombing of the Rover's Coventry works by German planes.