Rollerite Motor Company

**Southern Pride Inside**

**The Birth and Life of Rollerite Motor Company**

Rivalry: competition for the same objective or for superiority in the same field. History is filled with rivalries both large and small but there are few that are famous or infamous in the world. Whether international like the United States and Europa, in sports like the Yankees-Brown Caps, Chapel Hill-Colonel Pierce, Benedict Arnold and Yale or in business like Hoot n' Holler's rivalry with Bubby's Film Studio, Ford versus Goodyear. Rivalries make great stories, and the greatest rivalries make the greatest tales — reason enough to read the following portraits of brilliance, skullduggery, nobility, mendacity, victory, and failure. But if you’re the driven type who demands more practical benefits, you’ll find those here too. After all, monumental business battles have changed the world. Today we will cover one of the fiercest and longer running rivalries in the world, that of Rollerite Motor Company versus Ford Motor Company.

### Humble Beginnings

Our story begins in Atlanta, Georgia in 1900 with three brothers, Bryan (1863-1936), Cameron (1864-1920) and Darrel (1878-1941). Born in Athens, Georgia, their father Horace owned a foundry and machine shop and were inseparable as children and adults. In 1886 the family moved to Atlanta with Bryan and Cameron taking jobs at a boilermaker plant. In 1894 they took up jobs at the Glass Typograph Company as machinists. While Bryan was the sales-oriented managerial type, Cameron and Darrel were a gifted mechanics and inveterate tinkerers. Cameron invented the first dirt-proof ball bearing; in 1897, Bryan arranged a deal for them to join with a third-party investor to manufacture bicycles. Within a few years, they sold the business and, in 1900, used the proceeds of the sale to set up their own machine shop in Atlanta. During their first year in business, the Eldridge Brothers' company began making parts for the automobile industry.

During this time there were dozens of small autocarrage companies scattered across the country. One of those companies was called Rollerite Motor Works also located in Atlanta. Founded in 1899 by race car driver and engineer Booker Meritt (1864-1953) with a group of investors, Rollerite had become popular in local auto races and was beginning to branch out into heavier work and passenger vehicles. In 1902 Rollerite would sign a contract with Elridge Brothers for them to supply transmissions to Rollerite. Within a few years they would build a solid reputation for quality and service, even turning down an offer from Ford to build engines for their cars. By 1910 the brothers had decided to end their contract with Rollerite and focus on developing their own auto. However, Rollerite would instead offer them a partnership if they decided to develop and market their own car under the Rollerite name. While at first the brothers were hesitant the worsening world situation would convince them this was the wrong time to launch a new firm. In 1911 Rollerite would merge with Eldridge Brothers with Bryan being named President of Marketing and Cameron elected to Chief Engineer with Darrel as his assistant. During the Great War the company would build motor trucks, ambulances, and other vehicles which won acclaim for their durability in military service. Subsequently, some 6,400 Rollerite cars and light trucks were used during the war with over 4,000 touring cars, as well as 1,300 commercial vehicles, such as screen-side trucks and panel vans—serving primarily as ambulances and repair trucks. Rollerite remained the Army’s military's primary supplier of light wheeled vehicles until the beginning of Manifest Climax.

After the war Rollerite would introduce the first car designed by the Eldridge brothers, the four-cylinder *Runabout* touring car. Marketed as a slightly more upscale competitor to the ubiquitous Ford Model T, it pioneered or made standard many features later taken for granted, such as all-steel bodies. Most cars worldwide still used wood-framing under steel panels, other innovations were 12-volt electrical systems (6-volt systems would remain the norm until the 1950s), 35 horsepower engines versus the Model T's 20 horsepower, and sliding-gear transmission (the best-selling Model T retained an antiquated planetary design until its demise in 1927). Bryan was once quoted as saying, "Someday, people who own a Ford are going to want an automobile". The company garnered a well-earned reputation for the highest quality truck, transmission, and motor parts they made for other successful vehicles, and Rollerite cars were ranked second in Union sales as early as 1919.

#### **The Rivalry Begins**

1920 would see two major events in Rollerite history. The first was the death of Cameron from pneumonia in February and the second was the beginning of the feud or rivalry between Ford and Rollerite. For twenty years Ford had ignored the small southern automaker, convinced that it’s economic size, connections in the various levels of government and public image would keep it as the top auto maker in the Union. While true in some ways Ford had also made quite a few enemies, from automakers that were put out of business, to buyers dissatisfied with Ford’s prices and quality to small businesses and farmers annoyed with Ford’s sales tactics and limited selection. Rollerite was seen as a local company to many southerners and while they were staunch American patriots saw Rollerite as alternative. Rollerite’s would use this dissatisfaction with great effect with advertisements highlighting the company’s roots and factory in Atlanta. They would send the latest model trucks and cars to small towns to give demonstration drives to residents. Meritt would show off the latest racing models at racing events for the local and state press. Ford knew they now had a serious competitor and decided to react with overwhelming force. Rollerite however had prepared itself for such an attack.

Anyone who studies or reads about American corporate clans knows that competition is cutthroat and can take on the appearance of a small war. The fight between Ford and Rollerite would become like this. At first many predicted that Ford with its economic resources, connections in the government and public image would rapidly overwhelm Rollerite. Meritt and the Eldridge brothers knew that with the success of the company that they would become a target for Ford to either buy or destroy. During the war brothers and Meritt started receiving threats or offers to sell the company from unknown sources which they declined. Rollerite would begin to recruit former members of the military and the police to form the new Security Department. The factory in Atlanta and corporate offices would have backup power generators and security features installed. Most importantly, the company would enlist the help of local and regional newspapers in this war. Meritt and the brothers would give tours of the plant and interviews to local reporters showing that they were no threat to Ford, portraying themselves as self-made men building industry in what was called the ‘New South’, providing jobs and investment not only for themselves but other smaller companies and various cities and states. Despite Ford’s denials and attempts to steer the conversation away from Rollerite local newspapers would still cover the story. Ford decided that they would start a campaign targeting Rollerite deliveries of autos and auto dealerships to scare away or frustrate customers and make it unprofitable to continue business. By November 1920 several Rollerite shipments in Georgia would be attacked by ‘bandits or vandals’ leading to some autos being heavily damaged. Rollerite’s security department would begin to escort these shipments in specially made autos. A car bomb was set to explode outside the main gate of the Atlanta factory but due to bad wiring would not detonate. Rollerite security would turn the evidence to the local military police. Various dealerships would have autos and showrooms damaged at night by vandals with three security watchmen killed. Rollerite would respond with Ford showrooms experiencing electricity cut offs, interrupted phone service, tainted gasoline that would damage auto engines and parts shipments that would be lost or stolen. For every Ford action there was a Rollerite reaction.

Newspapers across the South would cover the story with the same dedication as rounders or a fistcuffs match. It would be the New Antioch Picayune that would coin the phase “The Southern David goes toe to toe with the Midwestern Goliath.” While Ford autos would continue to sell across the country and the south, Rollerite would gain many supporters, customers and investors who saw Rollerite as the sort of competition the auto industry needed. The company would expand its production of light trucks and open a second factory in Atlanta. In 1922, a new six-cylinder line was introduced called the *Centaur*. The four-cylinder line was renamed the *Chiron* line which was eventually dropped in favor of two lighter six-cylinder models also named in 1925. After a few years a series of borderlines would form. Rollerite would concentrate in the south opening auto dealerships in Georgia, Florida, Revere and Lewisiana but would have cars and garages servicing them across the East Coast. Despite Ford trying to slander Rollerite’s quality through paid articles, which caused several newspapers to be sued by Rollerite the company and Ford would trade the number one and number two spots in auto sales for several years. After the Purge of the Clans in 1927 both Ford and Rollerite would be ordered by Steele to end this war now and abide by the decisions of the Industrial Clan. Covert actions would still be allowed but overt violence would be crushed by ORRA. Both Ford and Rollerite would agree to a ‘Gentlemen’s Agreement’ that would leave each other’s employees, factories, and dealerships alone. In 1928, Bryan Eldridge would retire due to health and health reason, having secured the company’s position as a competitor to Ford and many automakers.

##### **Post-Rivalry, Manifest Climax and the Oswald Era**

For 1930, Rollerite took another step up by adding a new eight-cylinder line called Pegasus to replace the existing Centaur six-cylinder. This basic format of a dual line with Centaur and Pegasus models continued through 1933, and the cars were gradually streamlined and lengthened in step with prevailing trends of the day. A long-wheelbase edition of the remaining Centaurs was added for 1936 and would remain a part of the lineup for many years. To enhance production, in 1932 the company built a factory in Jacksonburgh, Lewisiana, a city near New Antioch.

As part of its styling updates Rollerite added safety features such as a smooth, flat dashboard with no protruding knobs, curved in door handles, and padded front-seat backs for the benefit of the rear-seat occupants. During Manifest Climax Rollerite was prolific in its production of war material. The company was particularly well known to both average citizens and thankful soldiers for their tough military-spec light trucks and ambulances The company would built over 200,000 trucks for the war, in its new Fort Worth plant built in 1938. The company built mostly light 4x4 *Dwarf* models, but also light-medium 6x6 trucks called *Golems*. Smaller numbers of other models were built for Britain and Carolina. Rollerite readily built upon the reputation of the truck, by carrying it over into civilian models after the war.

Styling was not initially Rollerite’s strong point during this period, though that began to change by 1953 under the direction of corporate design chief Lansford Matheson. However, the deluxe *Phoenix* series, introduced for 1949, offered extra luxury as the top of the line. At the same time, Rollerite also introduced its first V8 engine. 1954 also saw the introduction of the fully automatic Genie transmission. The company would also use the post war auto races like the Republica Cup to test new technologies and designs.

*The 1956 Phoenix was powered by a V8 with two four-barreled carburetors. This sleek two-seater had a rear transaxle with independent rear suspension. It had a 104″ wheelbase, was 180″ long and 37″ high. A crush grain vermillion leather interior harmonized with the cerulean blue paint scheme. Very low and very swoopy, the 1956 Phoenix debuted at the 1956 New York Auto Show. This two-passenger sports car had twin-bubble Plexiglas windscreens, stood a mere 38″ high and had an aluminum body, a 300-horsepower modified V-8 engine and an independent rear suspension. The front nacelle rotates 180 degrees to expose the headlamps.*

Matheson led the development of the new corporate "Urania" styling of 1955, beginning a new era for Rollerite. With steadily upgraded styling and ever-stronger engines every year through 1960, the company found a ready market for its products. Special and regional models were sold as well, including the *Melsunie* (a white and orchid-trimmed hardtop marketed toward women) and the *Texan*, a gold-accented Rollerite sold in the Lone Star State. 1957 saw the introduction of a new automatic transmission controlled by mechanical pushbuttons until 1965. A fourth auto plant and the first overseas auto plant was built in Merseyside, Britain in 1963. A plant was built in Commonwealth of Australia at Johnson City in 1967.

The company entered the compact car field for 1961 with their new *Hermes*. Though it was not initially successful, it would prove to be one of the division's top sellers for many years. While the Oswald Administration practices a hands-off policy both Ford and Rollerite would keep to their Steele era agreement in the NUS and League of Nations members.

**Company Motto: 1960 to Current**

###### **References:**

https://www.4allpromos.com/blog/2020/07/11-most-intense-corporate-rivalries-in-business-history

https://en.wikipedia.org/wiki/Chevrolet

https://en.wikipedia.org/wiki/List\_of\_automotive\_assembly\_plants\_in\_the\_United\_States

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