Velocette

Velocette was the motorcycle marque of Veloce Ltd., a small, family-owned manufacturer based in Hall Green, Birmingham. Although the company produced far fewer motorcycles than mass manufacturers such as BSA and Norton, its machines acquired an unusually strong reputation for workmanship, engineering sophistication, handling, and competition performance. The business ultimately closed in February 1971 after a prolonged commercial decline. The company's roots lay in Taylor, Gue Co Ltd., established in 1896 by John Goodman, originally known as Johannes Gütgemann, and William Gue. The enterprise began with cycle frames and components and later supplied frames for the Ormonde motorcycle. After Ormonde and its engine supplier Kelecombe failed, the Taylor and Gue interests acquired relevant assets. A first motorcycle, called the Veloce, appeared in 1905. John Taylor subsequently established Veloce Limited, while the Taylor family explored more serious motorcycle production through the Veloce Motor Company. In 1910 the business introduced the V.M.C., a 500 cc side-valve motorcycle, and in 1912 it showed a smaller machine using an early form of unit construction. A decisive step came in 1913 with the introduction of the Velocette name for a sophisticated two-stroke motorcycle. The name gradually became associated with the company's motorcycles as a whole. Between 1913 and 1925, the firm developed a range of relatively expensive 250 cc two-strokes, culminating in the reliable GTP, which remained in production until 1946. The marque's engineering reputation was strengthened by features such as throttle-controlled oil pumps and carefully developed competition machines. In 1925 Veloce launched the overhead-camshaft 350 cc K series. After initial reliability and development issues, K-series motorcycles became successful in road racing and the Isle of Man TT. The KTT production racer, introduced in 1928, incorporated a positive-stop foot-operated gear change in its 1929 form, an innovation that later became common across the motorcycle industry. Road derivatives included the KSS, KTS, KTP, and KN. The K series was technically impressive but expensive to manufacture, encouraging the company to develop simpler overhead-valve motorcycles. The 1933 MOV 250 and 1934 MAC 350 were commercially important models. Their strong performance, good handling, and comparatively simpler construction helped generate revenue for the company. The 1935 MSS 500 extended this approach to a heavier motorcycle suitable for sidecar use and became another successful model. During and after the Second World War, versions of the smaller machines were also adapted for military service. After the war, Veloce attempted to reach a broader personal-transport market with the Velocette LE, a sophisticated 149 cc water-cooled flat-twin motorcycle with a pressed-steel frame, shaft drive, and integrated power unit. It became the company's best-selling model and was widely used by British police forces, but its high tooling and production costs limited its financial contribution. The company retained a sporting identity through the KTT and later high-performance singles. Velocette won the inaugural 350 cc FIM World Championship in 1949 and repeated the achievement in 1950. In 1961 a Venom covered more than 2,400 miles in 24 hours at the Montlhéry circuit at an average exceeding 100 mph, a record for single-cylinder motorcycles up to 500 cc that remains associated with the marque. A Thruxton also won the 500 cc class in the first Isle of Man Production TT in 1967. The later business was weakened by changing hire-purchase rules, fuel rationing during the Suez Crisis, costly development programs, excess inventories, and disappointing sales of the Viceroy scooter and Vogue touring motorcycle. The 1960 Viceroy was technically distinctive, using a front-mounted 250 cc opposed-twin two-stroke engine, shaft drive, electric starting, and a low center of gravity, but it failed to attract enough buyers. The Vogue, an enclosed touring derivative of the LE, likewise sold only in small numbers. Profits from a Royal Enfield spare-parts operation acquired in 1967 helped prolong the company's existence, but could not reverse its underlying decline. Production of major models ended between 1968 and 1970, the workforce was dismissed in February 1971, and Veloce Ltd. ceased operations. Machinery and parts activities continued briefly under new ownership, while rights to the Velocette name and parts manufacture later passed to the Holder family.

Velocette developed from the Birmingham cycle and component business Taylor, Gue Co Ltd., founded in 1896 by John Goodman and William Gue. The company initially made cycle frames and parts and became connected with the Ormonde motorcycle. Following the failure of Ormonde and Kelecombe, Taylor Gue acquired assets and built the first Veloce motorcycle in 1905. John Taylor created Veloce Limited, and the family later organized motorcycle activities through the Veloce Motor Company. The 1910 V.M.C. used a 500 cc side-valve engine, while a smaller 1912 machine demonstrated Percy Taylor's early unit-construction design. The Velocette name first appeared on a two-stroke motorcycle in 1913. That line evolved through several 250 cc models and eventually reached the GTP, a practical lightweight produced until 1946. The marque's engineering reputation rested on features uncommon for its time, including controlled two-stroke oiling and carefully integrated mechanical systems. In 1925 the company introduced the 350 cc overhead-camshaft K series. Although early examples required development work, racing versions soon achieved notable success. The KTT production racer entered production in 1928, and its 1929 version introduced a positive-stop foot gear-change mechanism. K-series road models included the KSS, KTS, KTP, and KN. Because the K series required expensive hand assembly, Veloce sought a more economical design. The overhead-valve MOV appeared in 1933, followed by the larger MAC in 1934 and MSS in 1935. These motorcycles combined spirited performance with relatively straightforward construction and became important commercial products. The MSS was also suitable for sidecar use. Military versions derived from the smaller OHV family served during the Second World War. The post-war period brought both engineering ambition and financial pressure. The LE, designed by Charles Udall under the direction of Eugene Goodman, was a highly integrated 149 cc water-cooled flat-twin with shaft drive and a pressed-steel chassis. It was designed for clean, reliable urban transport and became the marque's highest-volume model. British police forces adopted many LEs for patrol work. Nevertheless, its sophisticated tooling and production requirements made it difficult to earn back development costs. Velocette continued to compete successfully. It won the first 350 cc FIM World Championship in 1949 and defended the title in 1950. Later, the Viper and Venom expanded the sporting range, while the Thruxton became the best-known high-performance development of the single-cylinder line. A Venom's 1961 Montlhéry endurance performance, averaging more than 100 mph for 24 hours, became one of the company's defining achievements. In 1967 a Thruxton won the 500 cc class in the first Isle of Man Production TT. The commercial environment deteriorated from the late 1950s. Changes to hire-purchase rules and fuel rationing associated with the Suez Crisis affected demand. Veloce invested heavily in the technically unusual Viceroy scooter, launched in 1960, but the scooter was not a sales success. The company also developed the Vogue, a fully enclosed touring model based on the LE, but sales remained low and development costs were not recovered. Overstocked parts and other unsuccessful development commitments further weakened the balance sheet. A Royal Enfield spare-parts operation acquired in 1967 generated enough income to postpone closure. Even so, production of the Viper and Vogue ended in 1968, several special-purpose models followed them in 1969, and the MSS, Venom, and Thruxton ended in 1970. Veloce Ltd. dismissed its workforce and closed in February 1971. C. C. Cooper acquired much of the machinery and continued limited parts production with a small engineering team. Rights to the name and parts manufacture subsequently passed to the Holder family, while the original Hall Green buildings were demolished.

• 1971

  Veloce Ltd. closes

  [1]Velocetteen.wikipedia.org

  The workforce is dismissed and the Birmingham motorcycle business shuts down in February.

• 1967

  Thruxton wins the Production TT

  [1]Velocetteen.wikipedia.org

  Neil Kelly wins the 500 cc class in the first Isle of Man Production TT on a Velocette Thruxton.

• 1961

  Venom Montlhéry endurance record

  [1]Velocetteen.wikipedia.org

  A Venom averages more than 100 mph over 24 hours and covers more than 2,400 miles at the French circuit.

• 1960

  Viceroy scooter launched

  [1]Velocetteen.wikipedia.org

  Veloce introduces the technically advanced 250 cc Viceroy scooter, but it does not achieve commercial success.

• 1956

  Viper and Venom development era

  [1]Velocetteen.wikipedia.org

  The 349 cc Viper and 499 cc Venom are introduced, reflecting demand for sporting and desert-racing motorcycles.

• 1950

  Second consecutive world title

  [1]Velocetteen.wikipedia.org

  The marque successfully defends its 350 cc FIM World Championship.

• 1949

  First 350 cc World Championship

  [1]Velocetteen.wikipedia.org

  Velocette becomes the first FIM 350 cc World Champion.

• 1935

  MSS introduced

  [1]Velocetteen.wikipedia.org

  The 500 cc MSS enters production with a heavier frame intended to support sidecar use.

• 1934

  MAC introduced

  [1]Velocetteen.wikipedia.org

  The 350 cc MAC, derived from the MOV, expands the profitable OHV range.

• 1933

  MOV begins the OHV era

  [1]Velocetteen.wikipedia.org

  The 250 cc MOV launches as a more economical overhead-valve model and becomes a major commercial success.

• 1929

  Positive-stop foot gear change introduced

  [1]Velocetteen.wikipedia.org

  The KTT production racer gains a foot-operated positive-stop gear-change system, an influential motorcycle innovation.

• 1925

  K series launches

  [1]Velocetteen.wikipedia.org

  Veloce introduces a 350 cc overhead-camshaft motorcycle that becomes the basis for important road and racing models.

• 1913

  Velocette two-stroke appears

  [1]Velocetteen.wikipedia.org

  The company introduces its first two-stroke motorcycle under the Velocette name, beginning the marque's most enduring identity.

• 1910

  V.M.C. motorcycle introduced

  [1]Velocetteen.wikipedia.org

  The Veloce Motor Company launches a 500 cc side-valve motorcycle with belt drive and an optional hub gear.

• 1905

  First Veloce motorcycle

  [1]Velocetteen.wikipedia.org

  After acquiring relevant Ormonde and Kelecombe assets, the business builds its first motorcycle under the Veloce name.

• 1896

  Taylor, Gue Co Ltd. is established

  [1]Velocetteen.wikipedia.org

  John Goodman and William Gue establish a Birmingham cycle-frame and component business that later becomes the foundation of Veloce.

High-quality, technically advanced British motorcycles with a strong sporting and competition identity

• Early motorcycle · 1910

  V.M.C.

  Introduced in 1910, the V.M.C. was a 500 cc side-valve motorcycle using belt drive and offering an optional three-speed hub gear. It represented the family's first substantial post-1905 motorcycle production effort.

• Lightweight motorcycles · 1913

  Velocette two-stroke series

  Beginning in 1913, Velocette's two-stroke line comprised a succession of refined, relatively expensive lightweight motorcycles. The series used advanced lubrication and transmission features and culminated in the dependable GTP, which remained available until 1946.

• Overhead-camshaft motorcycles · 1925

  K series

  The 350 cc K series was introduced in 1925 as a technically ambitious overhead-camshaft design. Its road derivatives included the KSS, KTS, KTP, and KN, while the KTT became an important production racer. The line was known for smooth running, speed, and reliability after early development issues.

• Production racing motorcycle · 1928

  KTT

  The KTT was Velocette's principal production racing derivative of the K series. Built from 1928 to 1949, it competed successfully in the Isle of Man TT and other races. Its 1929 version is associated with the early adoption of positive-stop foot-operated gear changing.

• Overhead-valve motorcycle · 1933

  MOV

  The 250 cc MOV debuted in 1933 as a simpler and more economical alternative to the costly K series. Its lively performance, reported at around 78 mph, and good road manners made it an immediate sales success.

• Middleweight motorcycle · 1934

  MAC

  Introduced in 1934, the 350 cc MAC was developed from the MOV by lengthening the crankshaft stroke. It became more popular than its smaller predecessor and helped provide important capital for the family business.

• Large single-cylinder motorcycle · 1935

  MSS

  The 500 cc MSS arrived in 1935 with a heavier frame designed to accommodate sidecars. It became one of Veloce's commercially successful overhead-valve models and remained part of the marque's later sporting and utility range.

• Urban motorcycle

  LE

  The post-war LE used a 149 cc water-cooled flat-twin, pressed-steel frame, telescopic forks, swingarm suspension, and shaft drive. It was conceived as a clean and reliable personal-transport machine, became Velocette's best-selling model, and gained widespread use with British police forces despite its expensive tooling.

• Sporting motorcycle · 1956

  Viper

  The 349 cc Viper was introduced in 1956 as a sporting single-cylinder motorcycle. Contemporary testing praised its combination of performance, handling, and general usability, with road speed reported above 90 mph.

• Sporting motorcycle · 1956

  Venom

  The 499 cc Venom was a high-performance single-cylinder motorcycle developed for road use and competition. It achieved major publicity through its 1961 Montlhéry 24-hour record, when a Venom averaged more than 100 mph over the endurance run.

• Scooter · 1960

  Viceroy

  The Viceroy was a distinctive 250 cc opposed-twin two-stroke scooter launched in 1960. Its front-mounted engine, shaft connection to the rear transmission, electric starting, 12-volt electrical system, and low center of gravity were technically unusual, but the scooter arrived during a difficult market transition and sold poorly.

• High-performance motorcycle

  Thruxton

  The Thruxton was a sporting development of Velocette's large single-cylinder motorcycles. It represented the marque's late performance focus and won the 500 cc class in the first Isle of Man Production TT in 1967. Production ended in 1970 as the company approached closure.

• 1971

  Wind down motorcycle manufacturingStrategy

  Background

  Weak sales, unrecovered development costs, excess parts inventory, and unsuccessful later products left the family-owned business commercially unsustainable.

  Action taken

  Veloce dismissed its workforce and closed in February. C. C. Cooper acquired much of the machinery and continued limited parts production.

  Aftermath

  The original manufacturer disappeared, while parts and name rights later passed to other owners and the Hall Green factory buildings were demolished.

  Source

• 1967

  Acquire the Royal Enfield spare-parts operationStrategy

  Background

  Motorcycle production was under pressure, while the business needed additional income to maintain operations.

  Action taken

  Veloce acquired the Royal Enfield spare-parts operation.

  Aftermath

  Spare-parts profits helped the company survive for roughly three more years, but did not prevent closure in 1971.

  Source

• 1960

  Enter the scooter market with the ViceroyProduct launch

  Background

  Changing rider preferences encouraged Veloce to seek growth beyond conventional sporting motorcycles.

  Action taken

  The company launched the technically unusual Viceroy, a 250 cc opposed-twin two-stroke scooter with electric starting and shaft drive.

  Aftermath

  The Viceroy's development and limited sales contributed to the company's financial difficulties rather than providing a new source of scale.

  Source

• 1948

  Conclude the K-series roadster developmentGeneration change

  Background

  The K series had evolved through multiple road and racing versions, including the KSS Mk 2 with a fully enclosed alloy cylinder head and improved suspension.

  Action taken

  Veloce completed the final KSS Mk 2 generation with a rigid frame and Dowty air-sprung telescopic forks.

  Aftermath

  The K-series roadster line ended after 1948, while the KTT continued as the principal racing derivative until 1949.

  Source

• 1946

  Launch the post-war LE projectProduct launch

  Background

  Veloce sought to address expected demand for inexpensive, clean, and dependable post-war personal transport.

  Action taken

  The company developed the integrated 149 cc water-cooled LE flat-twin with a pressed-steel frame and shaft drive.

  Aftermath

  The LE became the firm's highest-volume model and found a significant police market, but its tooling costs were difficult to recover.

  Source

• 1933

  Develop a simpler overhead-valve rangeStrategy

  Background

  The K series was technically successful but expensive to produce because its camshaft drive required selective hand assembly and skilled labor.

  Action taken

  Veloce introduced the simpler 250 cc MOV, followed by the MAC and MSS, to reduce manufacturing complexity and reach a broader market.

  Aftermath

  The MOV, MAC, and MSS became commercially important and helped support the company before the Second World War.

  Source

• 1925

  Adopt the Velocette name for the motorcycle rangeProduct launch

  Background

  The public had strongly associated the successful two-stroke motorcycles with the Velocette name, while the company had also used Veloce for other models.

  Action taken

  After dealer objections to reviving the Veloce name for the new overhead-camshaft 350, the company used Velocette for its motorcycles thereafter.

  Aftermath

  The decision created the enduring marque identity under which the company's later racing and road motorcycles became known.

  Source

1. 1Velocetteen.wikipedia.org