Steve Campbell-Wright

Imperial Echoes: one company’s exploitation of cultural identity in marketing before the Great War

To buy a before the Great War of 1914–18 showed that the owner was a person of means, be it old money, new money or borrowed money. The running costs alone of an average car could keep a small, working-class family in a degree of comfort. In 1910, a seven horsepower, single-cylinder Austin, complete with body, cost £1501; while at the other end of the scale, a Rolls-Royce Silver Ghost began at £985 for the chassis alone2—the equivalent in 2016 Australian terms of over $200,000.

Within the ranks of the relatively wealthy, the investment placed in a car indicated much about the owner. According to Bill Boddy, a former editor of British magazine Motor Sport, ‘the wealthy bought Rolls-Royces, the aristocracy bought Daimlers.’3 One Australian firm, Dalgety and Company, held the exclusive rights to sales of Daimler cars before the war, and the company’s approach to marketing indicates much about Australian society and its reflection of the class structure at ‘home’ in Britain. Social identity was a rich marketing vein to be tapped when the conditions were right.

This paper examines the marketing style and approach of Dalgety and Company in the years before the Great War, with particular reference to its sales of Daimler cars. It asks whether such marketing—as a construct within social behaviour—indicated and reinforced the social stratification of Edwardian Britain in Australia.

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Steve Campbell-Wright Imperial Echoes: one company’s exploitation of cultural identity in marketing cars before the Great War

The Daimler Motor Company Limited was the first British car manufacturer, having been incorporated in 1896.4 The company’s first cars were German-made Daimler cars imported from Cannstatt, Germany; and their first -made vehicles were manufactured under licence using ’s designs and patents. The vehicles were sturdy and made with an eye to reliability and a degree of comfort, both of which relied on high-grade materials and precision engineering.

From the start, one of the best ways to prove and demonstrate the reliability of cars was through feats of endurance and competitive events. J.J. Henry Sturmey drove a Coventry-made Daimler from John o’ Groats to Land’s End in 1897—a distance of over 1300 kilometres—to great acclaim in the press. This earned Daimler some very early and valuable credibility. In the same year, Evelyn Ellis drove his Daimler to the 425-metre summit of the Beacon in the , the last part of which was over a rough track not designed for carriages.5 Also in 1897, Daimler became the first British car manufacturer to provide a car for a press road test. Two female journalists were taken on a drive from Northampton to the offices of their publication, The Gentlewoman, both ladies having driven the car for periods on the journey.6

By 1902, reports reached Australia that pre-federation Governor of Victoria Lord Brassey was often seen ‘careering round’ his English estate on his twelve horsepower Daimler7, and that tea baron Sir Thomas Lipton had purchased a twenty-two horsepower Daimler.8 Coincidentally, both were keen yachtsmen, which must have reinforced the connection between powerful cars and competitive sporting activities.

From around 1904, Daimler entered heavily into competition motor sport. Speed trials and hill-climbs provided the company with another source of valuable publicity. Speed trials such as the Bexhill competition in Sussex were excellent opportunities for manufacturers to attempt to establish a reputation for power, efficiency and reliability. Daimler performed very well at Bexhill, notably in the 1905 season.9, 10 Marque historian St John Nixon claimed that Daimler ‘won either first prizes or made the fastest time in no fewer than sixty events during the year’.11 Daimlers also had a good deal of success at the Shelsley Walsh hill-climb in Worcestershire12, 13, winning the inaugural event in 1905.14

In Australia, Daimler’s reputation inspired a small number of private importations of their cars. Western Australian businessman Richard Strelitz imported one of the first examples in 190315, and he was followed by Melbourne businessman Ernest Wagstaff, South Australian lawyer Robert Robinson and South Australian pastoralist Keith Bowman. In 1905, Bowman’s Daimler was noted ‘the most powerful [car] in the State’ and ‘is likely to prove an interesting

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Steve Campbell-Wright Imperial Echoes: one company’s exploitation of cultural identity in marketing cars before the Great War competitor at future events’.16 Prices of Daimlers prior to shipment from Britain ranged from £1100 for a seven-seat limousine or landaulette—the equivalent of over $250,000 in 2016— down to £675 for a basic four-seat phaeton with no hood or windscreen—or some $140,000.

Columnists delighted in listing the increasing numbers of the nobility who had purchased Daimlers. In March 1907, Adelaide’s Observer advised that the Duke of Richmond and Gordon, the Duke of Plymouth and Lord Percy Saint Maur had recently purchased Daimlers, as had the Nizam of Hyderabad and the Maharajah Dhalpus.17 Meanwhile, the Evening Journal announced that the Marquis Dunnet and Prince Pescara of Naples had also purchased Daimlers and, with an unconscious nod to Bill Boddy’s quip about the purchasers of Rolls-Royces, that the wife of American millionaire John Jacob Astor had bought an example of the latter.18

At the height of Daimler’s sporting exploits, and coinciding with the company’s adoption of an all-metal chassis design19, the Australian pastoral and stock company of Dalgety and Company decided to add motor vehicles to their inventory of products on offer to Australian consumers. The decision was in response to the Daimler Motor Company’s 1907 move to increase colonial and foreign markets for their products, including agencies in Spain, British Columbia, Borneo, the Transvaal and New Zealand.20

On 25 September 1907, Dalgety announced that the company had recently been appointed as the sole agents for Daimler cars for the Commonwealth and would soon be in possession of cars for demonstration purposes.21 By November, the company had received its first three Daimlers, two phaetons and a landaulette22, and invited ‘inspection by intending buyers’ at its Sydney garage.23 The same offering was made in the following month at its Melbourne garage.24

Dalgety’s advertising featured the slogans such as ‘Daimler Cars—Giants in Strength’25 and ‘The Dazzling Daimlers’26, boasting that ‘During the last 8 seasons in DAIMLER Cars have won more hill-climbing and reliability trials than any other make of car.’27 By late 1908, Dalgety’s newspaper advertisements read like a list of sports results, detailing successes in speed and reliability trials and hill-climbing events. A prominent Dalgety advertisement in The Sydney Morning Herald of 8 August 1908 announced Daimler’s first places and prizes in the Irish Reliability Trials, the Two-thousand Miles Reliability Trials and sundry other trials, such as the Saltburn Speed Trials.28

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Steve Campbell-Wright Imperial Echoes: one company’s exploitation of cultural identity in marketing cars before the Great War

The Daimlers imported to Australia during 1907 and 1908 were generally either touring cars with phaeton bodies or town cars with landaulette or limousine bodies, nearly always bearing imported Daimler factory bodywork. They had four-cylinder engines of generous proportions—the smallest of which was rated at twenty-eight horsepower—and were driven by side-chains with a few exceptions. A good example is Charles Campbell’s twenty-eight horsepower Daimler, which was entered in the Automobile Club of Victoria’s Sealed Bonnet Reliability Contest in December 1907. The contest ran over a course from Melbourne through the Western District of Victoria for three days.29 The car performed creditably, earning Campbell the maximum three-hundred points for reliability. It achieved a timed speed of over sixty miles per hour and a creditable hill-climb time for its class.30 It is interesting to note that the Daimler—the only one in the contest—was placed before the two twenty-horsepower Rolls-Royces entered.31

Another good example is Western Australian businessman Richard Strelitz’s ten-and-a-half- litre car—the largest car in the state at the time32—which was noted for making a record time for the trip from York to the Perth Post Office in September 1908. The trip of seventy-eight miles was completed in two hours and ten minutes, complete with a ten-minute refreshment stop for the party on board.33

Along with the well-deserved sporting reputation of Daimler cars, the Company held the honour of having supplied British royalty with motor vehicles. The Prince of first rode in a British motor vehicle, a Coventry Daimler, in November 1897 in the grounds of Buckingham Palace34, and he ordered his first car, a Coventry Daimler, in early 1900.35 The Chronicle in Australia reported in August 1900 that,

The Prince of Wales is so pleased with his six horsepower Daimler motor car that he has ordered two more cars of different types. The fact of His Royal Highness taking up motoring has given a great impetus at home to the new mode of locomotion.36

As King Edward VII, he bought six Daimlers by 1905. His son, the subsequent Prince of Wales, had bought two Daimlers by that year. Press stories circulating about the King and his cars added to the reputation of Daimlers. One stated that,

the King was cured of an obstinate and long-standing case of insomnia by the simple expedient of taking an after dinner in his car. When his friends ask him for his prescription for sleeplessness he invariably laughs and answers, “I advise you to take some large doses of Daimler.”37

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Steve Campbell-Wright Imperial Echoes: one company’s exploitation of cultural identity in marketing cars before the Great War

Always keen to retain their illustrious royal customers, the Company was sensitive to royal opinion; and by 1907, the King’s disapproval of motor racing on public roads became apparent.38 Daimler ceased to enter their works cars in such events, although many in private hands were campaigned.39 The King’s views were, in fact, reflected in society generally, with some questioning the relevance of demonstrations of speed. Mercedes decided to pull out of speed trials in late 1906, claiming that reliability trials and hill-climbs gave a much better indication of a car’s ability and therefore suitability for a potential purchaser.40 In Australia, contestants in the 1907 Automobile Club of Victoria Sealed Bonnet Reliability Contest were warned that the contest was a test of reliability, not speed, and that ‘scorching’ would be sternly punished.41

In Australia, the members of the royal family were the pinnacle to emulate for style, taste and manners. It seems that almost their every move was followed with great interest, as shown by a report in The Argus that stated, ‘A cable from our London correspondent announces that His Majesty the King, who was recently suffering from a slight cold…has recovered.’42 Tastes in motoring were readily copied by the few who could afford it. Squatter Marcus Oldham bought a new Daimler in mid-1907, which was described as ‘a replica of the latest car acquired by the King’, the Referee newspaper adding that, ‘The car is in every way certainly one of the handsomest and most luxurious motors yet landed in New South Wales.’43

Theatre entrepreneur Harry Rickard was not to be outdone by his friend Marcus Oldham and brought his large Daimler to Sydney in late 1907 after touring England in it. The Referee described the white enamelled car as possessing ‘the characteristic appearance of the Daimler, and would always be noticed by passers-by.’44 As if to lend an air of legitimacy to the stature of the car, the paper remarked that the car carried a London registration number. Amongst the hyperbole about the rich and famous investing in Daimler cars, Dalgety was pleased to announce that Nellie Melba had placed an order with the Daimler Motor Company for her new car, a large car being fitted with a body suitable for touring as well as town work.45, 46

With the change in public opinion about road racing and the visible copying of royal motoring fashion in Australia, Dalgety added another dimension to its advertising approach in 1908, featuring some of the less tangible qualities of Daimler cars. Alongside the usual claims of hill-climbing ability, strength and reliability, Dalgety began to trade on the royal connection of

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Steve Campbell-Wright Imperial Echoes: one company’s exploitation of cultural identity in marketing cars before the Great War

Daimlers. In the typical sleight of hand that used editorial comment as a form of advertising, Dalgety announced through the motoring columns in February 1908 that,

The Daimler is largely patronised by Royalty, including His Majesty King Edward VII., the German Emperor and the King of Spain, as well as by the Nobility of Great Britain and the Continent.47

Meanwhile, Dalgety’s advertising made claims that, Daimler cars’ ‘general reliability, imposing appearance, and smooth running capabilities never fail to appeal to all who have seen or have ridden in them.’48 The focus had shifted subtly from the experiences of the driver or passengers to the effect on the observer, and thus stated the previously unstated— that one might buy a Daimler for what others would think.

By April 1908, Dalgety’s advertisements announced—under the banner of ‘The Motor Triumph of the Edwardian Era’—that, ‘His Majesty the King has lately taken delivery of his eleventh Daimler Car.’49 In the following month, Dalgety announced that it had landed a new Daimler with a ‘Milverton’ landaulette body and invited inspection by anyone interested. Cleverly, the advertisement concluded with the almost casual statement that, ‘It is interesting to note that among the eleven DAIMLERS bought by H.M. the King, the “Milverton” figures prominently.’50

Dalgety’s Daimler advertisements from July 1908 ran with the tag of ‘The King’s Choice’51, and from August, the Royal Warrant ‘By Special Appointment to H.M. The King and H.R.H. The Prince of Wales’ was placed prominently at the top of the advertisements.52

As sole supplier of Daimler cars in Australia, Dalgety was in the fortunate position of being asked to obtain the car for the new governor-general, a Daimler ‘Milverton’ landaulette; and Dalgety took advantage of what it described as an honour in its advertising and the motoring columns.53, 54 The Governor-General was the Earl of Dudley and—despite his many subsequent failings55—provided the British seal of approval for Daimler cars in Australia. Further, Lord Chelmsford, the Governor of Queensland, was supplied with a Daimler limousine through Dalgety soon after his acceptance of the post of Governor of New South Wales in 1909.56 Many notable Australians subsequently bought Daimlers from Dalgety, and press columns made mention of the new purchases—particularly in 1909—naming the buyer in each case. Among these were wealthy graziers, businessmen and members of the judiciary.

Advertising by other prominent car dealers retained a focus, for the most part, on the mechanical properties of the products they sold. For example, in September 1909, the

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Steve Campbell-Wright Imperial Echoes: one company’s exploitation of cultural identity in marketing cars before the Great War

General Motor Company of Sydney advertised the achievements of Belsize cars as ‘reliability, endurance, ease of operation, speed, and all-round efficiency’ and Reo cars as low-priced, a ‘marvellous hill-climber’ and ‘so simple that a child could drive it and an absolute novice look after it.’ The same company asked, in an advertisement in The Sydney Morning Herald, ‘Why buy a Renault car?’ The response, in summary, was that cars were made from the finest materials, were simple and reliable, were durable and were easily maintained. The advertisement proffered the names of recent local—rather than imperial— purchasers.57 Similarly, Larke Hoskins and Company advertised Star cars as economical and with hill-climbing power. Eyes and Crowle advertised the small Sizare-Naudin and Delage cars as ‘Absolutely the best Touring Voiturettes built, with all the comforts of their bigger brothers.’ While Mitchell and Son advertised Swift cars as having ‘Perfect reliability, low upkeep cost, and extreme simplicity of construction’.58 In each of these examples, the perceived favourable qualities of the cars related to their mechanical properties rather than to external factors, such as others’ opinions of the purchasers, as was beginning to be employed by Dalgety.

The adoption by Daimler of the sleeve-valve engine across the complete 1909 range was a radical step for the company and was carried out with considerable confidence in the face of fierce public opposition. Naturally, much of the press comment was out of Dalgety’s control and could have negatively affected sales. So, there was a high degree of public interest in noting that Australians with reputations to uphold had invested in the new technology.

To help allay fears about the sleeve-valve engine in Britain, Daimler had published cardboard working models of the engine and reproduced testimonials from prominent owners, which were available from newsstands. A February 1909 pamphlet entitled ‘Some Letters of Appreciation’ included facsimile copies of letters from Lord Burton and Lady Edward Spencer Churchill.59 Capitalising on the novelty of the so called ‘Silent Knight’ sleeve-valve engine cars, Dalgety’s Daimler advertising took another subtle shift. Advertising began by announcing that one or two of the new cars had arrived and were on view in their Melbourne and Sydney garages, but the advertising soon changed to providing details of specific cars that had just landed. The notable example is an announcement in The Sydney Morning Herald in September 1909, which read:

Dalgety and Co., Ltd., have the pleasure of announcing that there will be on view in their SHOWROOM, 136 PHILLIP-STREET, for a short period only, a particularly handsome 38 H.P. SILENT KNIGHT DAIMLER CAR. It is painted cream, with red

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Steve Campbell-Wright Imperial Echoes: one company’s exploitation of cultural identity in marketing cars before the Great War

lines and brown leather upholstery. The Car is a typical “DAZZLING DAIMLER,” and well worth inspection. It will shortly be shipped to the purchaser in Tasmania.60

Other examples include the February 1910 announcement in The Sydney Morning Herald that Dalgety had just landed a thirty-eight horsepower Daimler touring car, which gave a thorough description of the upholstery, brass fittings, red paintwork and gold lines. The announcement concluded by saying that the car had already been sold to a Newcastle purchaser, but reassured the public that ‘another similar model, painted and upholstered green, arrives within a week’.61 Even though prices had reduced slightly by 1910, the advertised price of that ‘Durham’ model phaeton in Britain was £755. This short-lived tactic before the Great War of inviting the public to inspect already-purchased cars—placed on open public display—appears to be unprecedented in Australian automotive advertising.

With sufficient sleeve-valve Daimlers sold and driven in Australian conditions, Dalgety published some testimonials in the press to show that the cars were performing as promised. Grazier W.E.A. Edwick advised, in a letter, that he had driven his ‘38 h.p. Silent Knight Daimler Car 2000 miles over some of the worst country in Australia’ and that, ‘There is no doubt left in my mind but that the “Silent Knight” Engine has come to stay, and is well suited to Australian conditions.’62 In fact, Dalgety’s first use of pictorial advertising, in The Sydney Morning Herald on 14 January 1911, exhorted Australians to ‘know your own country’, which was a veiled way of suggesting that purchasing a car was the best way to visit places of natural and historic beauty.63

Throughout 1910 and 1911, Dalgety continued to advertise the small batches of newly arrived Daimlers, often by horsepower rating and colour, and as more and more cars arrived, they engaged agencies in Brisbane and Adelaide, generally for the smaller horsepower cars. The ships on which cars were arriving were often advised.

Following the Daimler Company’s lead in Britain, Dalgety published its own pamphlet of testimonials in 1911. Clearly solicited by the Company, the testimonials extolled the virtues of Daimler cars, especially their suitability for Australian conditions.

The directors of Dalgety and Company made some shrewd decisions when they sought the Australian agencies for Daimler, Austin, Alldays, Delaunay-Belleville and F.N. cars, as well as Halley commercial vehicles and Schacht Motor Buggies. Seemingly covering all tastes and needs, the Company’s motoring offerings ranged from some of the most basic motorised transport to the most elaborate and expensive. To the Company’s great benefit,

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Steve Campbell-Wright Imperial Echoes: one company’s exploitation of cultural identity in marketing cars before the Great War

Dalgety was the only car agent in Australia to be able to claim an extensive list of royal, vice- regal, noble and wealthy customers for their product.

Dalgety used Daimler’s reputation to its advantage, not just through word-of-mouth, but through direct public advertising in the broadest medium of the time—the daily newspapers. Almost all Australians who read the papers were not able to afford a Daimler, so it may have seemed more economical to target advertising to potential buyers through weekly publications, such as Australian Town and Country Journal and The Land, or monthly social journals alone. However, broad advertising helped to create a widely-recognised social status related to Daimlers and their owners, acting as a marker for those who were in the elite of society and creating a tangible object of aspiration for many of those who wished to be. Dalgety was not satisfied with the saying that was later used to explain Daimler’s lack of a radiator badge, that: ‘if you don’t know what it is, you can’t afford it anyway’.

The press was complicit in Dalgety’s marketing approach, noting the difference between those who could afford a Daimler and those who could not. In its weekly report on items of interest in Sydney, the Clarence and Richmond Examiner boldly stated that,

Mrs M Intosh’s car, a Daimler, [is] the envy of Sydney women. Luxurious affair altogether—nearly big enough to live in. Has toured the continent in it—has experienced the sixty mile an hour run; has been here, there and everywhere; now means to see all of New South Wales per medium of her big motor.64

Teasers from the likes of Punch, that ‘I hear Sir Rupert Clarke has purchased another new car, this time a big Silent Knight Daimler brougham65’, and that, ‘One of the Knight-Daimler six-cylinder 57-h.p. models will shortly be delivered to the order of a prominent Melbourne owner66’, were not uncommon and added to the social stature of the marque.

The withholding of new cars for the prima facie purpose of testing and adjusting prior to delivery is sensible, but such cars did not need to be placed on public display in showrooms and advertised for all interested parties to come and see. It is interesting to note that in the cases when Dalgety did so, the new owners were at some distance from the showroom—in Tasmania and Newcastle in the cases cited. Cars, as highly conspicuous consumer commodities, perhaps were—and still are—more readily able to be used in marketing approaches that went beyond the intrinsic qualities of the product and utilised external motivations. Cars were not uniquely placed to act as social markers in the early twentieth century, but their nature as large, and often noisy, objects to be used in public lent them to socio-commercial exploitation.

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Steve Campbell-Wright Imperial Echoes: one company’s exploitation of cultural identity in marketing cars before the Great War

It is highly unlikely that the purchasers of Daimlers in Australia were unaware of the social reputation created around the marque and that they bought the cars purely for their engineering qualities. The purchasers were complicit in the subtle manoeuvres that reinforced social divisions. Dalgety therefore exploited a widely-recognised system of social markers based on the conspicuous possession of objects of recognised and agreed financial and social value—a system with its roots in Britain that helped to mark social division in Edwardian Australia.

1 Robert Wyatt, The Austin: 1905–1952 (Newton Abbot: David & Charles, 1981), 286. 2 Edward Eves, Rolls-Royce: 80 Years of Motoring Excellence (London: Orbis, 1979), 43. 3 Bill Boddy, Vintage Motor Cars (Princes Risborough: Shire Publications, 2007), 27. 4 Lord Montagu of Beaulieu and David Burgess-Wise, Daimler Century (Sparkford: Patrick Stephens, 1995), 26. 5 Montagu and Burgess-Wise, Daimler Century, 48. 6 Montagu and Burgess-Wise, Daimler Century, 47. 7 ‘Spokesman,’ “Cycling Notes,” Express and Telegraph, 26 Apr 1902. 8 “Cyclists and Cycling,” Table Talk, 10 Jul 1902. 9 Montagu and Burgess-Wise, Daimler Century, 92. 10 Brian Long, Daimler & Lanchester: A Century of Motoring History (Longford International Publications, 1995), 54. 11 St John Nixon, Daimler: 1896–1946 (London: GT Foulis & Co, 1946), 110. 12 Montagu and Burgess-Wise, Daimler Century, 93. 13 “A Daimler at Shelsley Walsh,” Motor Sport, November 1979. 14 Timothy Nicholson, Sprint: Speed Hillclimbs and Speed Trails in Britain, 1899–1925 (Newton Abbot: David and Charles, 1969), 67. 15 ‘Magneto,’ “Motors and Motoring,” West Australian, 12 Feb 1914. 16 ‘Radiator,’ “Motoring,” Evening Journal, 16 Dec 1905. 17 ‘Radiator,’ “Motor Notes,” Observer, 30 Mar 1907. 18 ‘Radiator,’ “Motoring,” Evening Journal, 30 Mar 1907. 19 Previous chassis were constructed using the laminated steel and timber flitch-plate system. 20 Brian Smith, Daimler Days: A Celebration of 100 Years of Daimler Motor Cars, vol. 1 (Coventry: Jaguar Daimler Heritage Trust, 1996), 90. 21 “Daimler Motor Cars in Australia,” Sydney Morning Herald, 25 Sep 1907. 22 “Daimler Cars,” Sydney Morning Herald, 30 Nov 1907. 23 Advertising, Sydney Morning Herald, 30 Nov 1907. 24 Advertising, Australasian, 14 Dec 1907. 25 Advertising, Sydney Morning Herald, 18 Jan 1908. 26 Advertising, Sydney Morning Herald, 22 Feb 1908. 27 Advertising, Sydney Morning Herald, 18 Jan 1908. 28 Advertising, Sydney Morning Herald, 8 Aug 1908. 29 “Victorian Reliability Contest,” Referee, 30 Oct 1907. 30 “Sealed Bonnet Motor Contest: Comparative Figures,” Argus, 14 Dec 1907. 31 “Victorian Reliability Contest,” Referee, 30 Oct 1907. 32 ‘Magneto,’ “Motors and Motoring,”, West Australian, 12 Feb 1914. 33 “A Record Run,” Daily News, 29 Sep 1908. 34 Montagu and Burgess-Wise, Daimler Century, 56. 35 Montagu and Burgess-Wise, Daimler Century, 67. 36 ‘Spokesman,’ “Cycling Notes,” Chronicle, 11 Aug 1900. 37 “Wheeling Matters,” Critic, 26 Apr 1902. 38 Long, Daimler & Lanchester, 51.

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Steve Campbell-Wright Imperial Echoes: one company’s exploitation of cultural identity in marketing cars before the Great War

39 Long, Daimler & Lanchester, 58–59. 40 ‘Dunlop,’ “Cycling and Motoring Notes,” Daily News, 24 Oct 1906. 41 ‘Auto,’ “Motor Notes,” Punch, 5 Dec 1907. 42 “Personal,” Argus, 23 Mar 1910. 43 “Mr. Oldham’s Car,” Referee, 19 Jun 1907. 44 “Mr. Harry Rickard’s Daimler,” Referee, 29 Jan 1908. 45 “Cycling and Motoring: Daimler Cars,” Sydney Morning Herald, 8 Aug 1908. 46 “Motoring: Motor Notes,” Table Talk, 27 Aug 1908. 47 ‘Fortis,’ “Wheel Notes: Motor Items,” Australasian, 22 Feb 1908. 48 Advertising, Sydney Morning Herald, 29 Feb 1908. 49 Advertising, Sydney Morning Herald, 18 Apr 1908. 50 Advertising, Sydney Morning Herald, 16 May 1908. 51 Advertising, Sydney Morning Herald, 31 Jul 1908. 52 Advertising, Sydney Morning Herald, 8 Aug 1908. 53 “Governor-General’s Daimler Car,” Sydney Morning Herald, 17 Oct 1908. 54 Advertising, Sydney Morning Herald, 17 Oct 1908. 55 Chris Cunneen, “Dudley, Second Earl of (1867–1932),” (1981), http://adb.anu.edu.au/biography/dudley-second-earl-of-6023text10293. 56 Advertising, Sydney Morning Herald, 10 Jul 1909. 57 Advertising, Sydney Morning Herald, 11 Sep 1909. 58 Advertising, Sydney Morning Herald, 11 Sep 1909. 59 Daimler Motor Co, “Daimler: Some Letters of Appreciation,” (Coventry: Daimler Motor Co, 1909). 60 Advertising, Sydney Morning Herald, 11 Sep 1909. 61 Advertising, Sydney Morning Herald, 19 Feb 1910. 62 Advertising, Leader, 8 May 1909. 63 Advertising, Sydney Morning Herald, 14 Jan 1911. 64 ‘Fanella,’ “Sydney Week by Week,” Clarence and Richmond Examiner, 16 Dec 1909. 65 ‘Magneto Sparks,’ “Motor Notes,” Punch, 28 Jul 1910. 66 ‘Auto,’ “Motor Notes,” Punch, 11 Nov 1909.

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