Armstrong Siddeley in Advertising
The remarkable success of the 30hp car soon revealed to John Siddeley that there was a large number of prospective buyers who would love to own this car but could not quite afford the initial cost. By the Motor Show of 1921 the new 18hp car made its debut, looking remarkably like the 30hp. It was in fact a scaled down version of the 30hp car.
Simply put, the new 18hp car complete, cost slightly less than the chassis only version of the 30hp car. This opened up a sizeable new market opportunity and was deservedly very well received by the buying public.
At this time there was a move towards the light or cycle car by several manufacturers and John Siddeley thought this might offer an opportunity for his company to reach out to the entry level of the burgeoning motoring public. To this end the 9hp Stoneleigh light car was introduced at the Motor Show the following year (1922) at a price of £185. Despite the fact that the vehicle performed well and had generous space for its type, the construction and design were so alien to the high standard of the established Armstrong Siddeley product that some wag commented that John Siddeley 'was the man who made walking a pleasure'. Happy choice it was therefore that it bore the commercial company's name and not the Armstrong Siddeley badge. However out of this bitter experience a new 14hp model, which proved to be highly successful, was about to be birthed.
Footnote, for railway enthusiasts:
Shortly after his appointment as Chief Mechanical Engineer of the London & North Eastern Railway company in 1922, Sir Nigel Gresley, noted for his design of steam locomotives which captured the Art Deco style, purchased an Armstrong Siddeley 18hp, Internal Division Limousine. A choice of car which complemented his attention to design and styling.