Since the very earliest days of motoring vehicle manufacturers have turned to advertising to promote their products, extoling their strengths and qualities in order to part the motorist from his (or her) hard-earned cash. What is deemed to have started in 1897, when the Winton Motor Carriage Company of Cleveland, Ohio bravely advised prospective purchasers that they could safely ‘dispense’ with a horse’, quickly turned into a multi-million pound industry through which manufacturers sought to win the hearts, minds and purses of the aspiring motorist.

The First World War played a significant role in introducing the western world to motor vehicles so that when The Triumph Cycle Company ventured cautiously into car production in 1920 it entered an extremely competitive and risky business with large numbers of companies and their products appearing briefly in the marketplace before disappearing without trace. However Seigfried Bettman and his managers had already gained considerable experience in marketing their range of bicycles and motorbikes to an increasingly mobile population and this must have played an important role in enabling them to recognise what would sell, and how to sell it.