How British Car Makers Used Racing to Build Publicity in the 1920s
Feb, 22 2026
In the 1920s, if you wanted people to notice your car, you didn’t just run ads in newspapers. You raced it. And not just any race - you raced it against the best in Europe, on public roads, in front of crowds that numbered in the tens of thousands. British car manufacturers didn’t just build cars back then; they built legends. And the track was their stage.
Racing Wasn’t Just Sport - It Was Advertising
Back then, there was no TV, no social media, no YouTube channels reviewing new models. The only way to prove your car was fast, tough, and reliable was to put it on a track and win. British companies like Bentley, MG, and Sunbeam didn’t see racing as a side project - they saw it as their main marketing tool. A win at the 24 Hours of Le Mans or the Brooklands circuit wasn’t just a trophy. It was a headline in every major newspaper from London to New York.
Take Bentley, for example. In 1924, their 3-liter model won Le Mans outright. That wasn’t luck. It was engineering precision, tested under brutal conditions. The car covered over 1,400 miles in 24 hours, averaging 72 mph. That kind of performance didn’t go unnoticed. Sales of Bentley models jumped 300% in the year after that win. People didn’t buy Bentleys because they looked nice. They bought them because they knew the car could outlast, outpace, and outperform anything else on the road.
The Role of Brooklands: Britain’s Racing Heart
While Le Mans got international attention, Brooklands in Surrey was where British manufacturers tested their mettle at home. Opened in 1907, it was the world’s first purpose-built motor racing circuit. By the 1920s, it was packed every weekend with spectators, mechanics, and journalists. Manufacturers didn’t just race there - they built their factories nearby. Rolls-Royce, Sunbeam, and MG all had test tracks right outside their doors.
Why? Because every lap was a public demo. A driver didn’t need to say, “Our suspension is smooth.” He just needed to take a corner at 90 mph without losing control. Crowds saw it. Newspapers wrote about it. And buyers remembered it. A 1927 report from The Motor magazine noted that over 70% of British car buyers cited racing results as a key reason for their purchase. That’s not marketing. That’s proof.
Engineering Lessons from the Track
Racing wasn’t just about showing off. It forced real innovation. The demands of endurance racing meant British engineers had to solve problems nobody else was thinking about. Gearbox failures? They redesigned them with stronger brass alloys. Overheating engines? They added oil-cooling systems. Tire blowouts? They developed reinforced corded tires that could handle 100 mph for hours.
These weren’t just race-only tweaks. They made it into production models. The 1928 MG 14/28, for instance, used a racing-derived suspension system that gave it unmatched handling on rough British roads. Buyers didn’t care that it started as a race car. They cared that it didn’t shake apart on the way to work.
By 1929, nearly every British car maker had a racing division. Even small companies like Triumph and Singer entered races to prove their worth. It wasn’t about winning every race - it was about being seen. A car that finished, even in 10th place, was still better than one that didn’t show up at all.
Marketing Through Personality: The Drivers as Icons
Back then, drivers weren’t just employees. They were celebrities. Men like Sir Henry Segrave and John Duff weren’t just behind the wheel - they were the face of the brand. Newspapers ran daily updates on their races. Fans sent them letters. Manufacturers put their names on brochures.
When Segrave broke the land speed record in 1927 with a Sunbeam 350HP, the company didn’t just release a press release. They printed a full-color poster with his face, the car, and the speed: 231.45 mph. It hung in showrooms across the UK. That image told buyers: British engineering doesn’t just build cars - it breaks limits.
Even women got in on the act. Dorothy Levitt, though from the earlier decade, set the tone. Her 1906 record in a Black Prince car proved that speed wasn’t just a man’s game. By the 1920s, female drivers like Kay Petre were racing for MG and Sunbeam, and manufacturers used their stories to show that their cars were for everyone - not just wealthy men.
Why This Worked When Other Marketing Failed
Other industries tried ads. Cars didn’t need them. Why? Because racing delivered something ads never could: proof.
Think about it. In 1925, a Ford Model T cost $290. A Bentley 3-liter cost over $4,000. Why would anyone pay more than 13 times as much? Because they saw it win. They saw it survive a 24-hour race in pouring rain while others broke down. They saw it go from 0 to 60 in under 10 seconds - a number most people had never even heard of.
British car makers understood that trust isn’t built with slogans. It’s built with sweat, speed, and steel. They didn’t say, “Our cars are reliable.” They let the track say it for them.
The Legacy That Still Runs Today
By 1930, the Great Depression hit. Advertising budgets shrank. But the British racing legacy didn’t fade - it evolved. The same engineers who built race cars now built the post-war Jaguars, Aston Martins, and Minis. The DNA of 1920s racing was in every one of them.
Today, when you see a Bentley Continental GT or an Aston Martin DB12, you’re looking at the direct descendant of a 1924 Le Mans winner. The brand still uses racing to prove its worth - just like it always did. The only difference? Now, it’s broadcast live on ESPN, not printed in the back of a weekly motoring journal.
The lesson from the 1920s is simple: if you want people to believe in your product, let it do something extraordinary - then let the world see it.
Why did British car makers focus on racing instead of advertising?
In the 1920s, mass media like radio and television didn’t exist yet. Newspapers were the main source of information, and they valued real results over paid ads. Racing offered undeniable proof of performance - a car that won Le Mans or broke a speed record couldn’t be dismissed as hype. Manufacturers knew that a single race win could generate more trust than months of print ads.
Which British car brands were most active in racing during the 1920s?
Bentley was the standout, winning Le Mans in 1924, 1927, 1928, 1929, and 1930. MG became famous for its lightweight, high-performance sports cars, especially after its 1927 victory at the Brooklands 200-Mile Race. Sunbeam, Rolls-Royce, and Talbot also had major racing programs. Even smaller brands like Singer and Triumph entered races to build credibility. Each of these companies used race results to justify higher prices and attract elite buyers.
How did racing influence the design of everyday British cars in the 1920s?
Race-tested components became standard features. Suspension systems refined on the track improved ride comfort on rough roads. Engine cooling systems developed to prevent overheating during endurance races were adapted for daily driving. Even tire technology improved - racing demanded durability, which led to stronger, more reliable tires for all vehicles. The 1928 MG 14/28, for example, used a racing-derived rear axle that made it one of the most stable cars on British roads.
Did women participate in racing during this era?
Yes. Although rare, women like Dorothy Levitt and Kay Petre were trailblazers. Levitt set a women’s land speed record in 1906 and wrote one of the first driving manuals. Petre raced for MG in the 1920s, finishing in the top 10 at Brooklands in 1930. Manufacturers used their stories to appeal to a broader audience, showing that their cars were built for skill - not just gender. Their presence helped shift public perception of who could be a serious driver.
Why did British car manufacturers stop racing so heavily after 1930?
The Great Depression hit hard. Car sales dropped, and manufacturers couldn’t afford the cost of racing programs. Many teams shut down. But the knowledge gained from racing didn’t disappear. Engineers kept applying those lessons to production cars. When racing returned after WWII, brands like Jaguar and Aston Martin carried forward the same philosophy: win on the track, sell on the road.
British car makers didn’t need focus groups in the 1920s. They had racetracks. And they used them better than anyone else.