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4.00 (3 votes)


Company nameAurora Motor Company
Founded year1920
CountryUnited Kingdom

Based in Bristol, Aurora Motor Company was created shortly after World War I, in an era when the aristocracy was waning and British industry was sharply declining.

The founders saw an opportunity where by creating many cars cheaply, they could use greater economies of scale. Bringing simple, but reliable cars to the masses was the goal. The company found some modest success, but was soon struggling to find space in the increasingly crowded market.

During World War II, the small factories in west England were converted to manufacture aircraft and engines.

It was only after World War II that Aurora found success. The company now had idling aircraft factories with excess capacity and an unused airfield that was once used for the war. Aerospace engineers from the nearby Bristol Aircraft Company and Gloster Aircraft company who had known nothing but creating high performance fighter aircraft now had no way to channel their skills, so they started building cars to race on the airfields.

As the UK market was sufficiently supplied by existing British manufacturers and foreign makers, Aurora found the only way to survive was to design cars purely for export. This has resulted in some of the British public up until quite recently being unaware that Aurora is in fact, a British company.

As these cars were designed for export, there was a huge emphasis on creating cars based on what those foreign markets demanded. As a result, Aurora has never been considered a quintessentially British marque as the cars never featured any idiosyncrasies designed for the British market.

However this export focused philosphy was the lifeboat that carried Aurora through the tumultuous late 1960s to early 1970s, which saw the massive decline of the UK auto manufacturing industry. As a result of having to compete in foreign markets with foreign competitors, Aurora was well placed to compete.

Aurora never intended to go up market, however the costs of leading the industry in reliability and efficiency, along with the long performance heritage, had pushed Aurora pricewise into the luxury marques globally.

In the late 1980's, an executive's leaked memo stated "Our cars are British, and we are going to make that mean something again." While Aurora vehicles typically do not have the same luxurious hand built interiors such as those found in a Jaguar or an Aston Martin, the Aurora's reliability means the marque carries just as much prestige. Aurora competes in the same markets as Audi, BMW, Lexus, Mercedes and has a global reach in almost all markets, with the original factories outside of Bristol and Gloucester, as well as manufacturing facilities in the United States and in Continental Europe.

Today Aurora continues to build reliable cars and that vision has never changed. The emphasis on industry leading reliability and efficiency has given Aurora a solid reputation that consumers will pay for. Aurora has embraced its prestigious position and there will never be an Aurora with a spoiler on the roof, gauge pods on the A pillars or underground lighting effects.

Unlike many manufacturers which have wide model ranges, spanning from cheap hatchbacks to luxurious sedans, Aurora will never dilute its brand which is known for three things.

Efficient. Luxury. Performance.


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