| Homer Roberts |
|---|
| Born |
1885
Springfield, Missouri |
|---|
| Died |
1952 (aged 66–67)
Chicago, Illinois |
|---|
| Nationality |
U.S.A. |
|---|
| Occupation |
Retail auto salesman |
|---|
| Known for |
Ist African American Army Lt., 1st black auto dealer, built the first shopping mall. |
|---|
Homer B. Roberts (1885 – 1952) A graduate of Kansas State Agricultural College and veteran of World War I who was the first black to attain the rank of lieutenant in the Army Signal Corps. He began his auto business by placing ads in the local paper advertising used cars. By the end of 1919, Roberts had negotiated over 60 car sales exclusively for African-American buyers. He hired two salesmen to work his lot, offered auto insurance and payment terms to customers, and later founded Roberts Motors, the first African-American owned car dealership in the United States.[1]
History
Born outside of Springfield, Missouri in a rural community, he had a post secondary education, having received a degree from Kansas State Agricultural College. He had also spent time at Booker T. Washington’s Tuskegee Institute. In the early 1900’s, it is recorded that he had a job in the retail car business, but it is unknown in what capacity. In 1917 he took pride in being able to represent the negro race by fighting for and protecting his country. He enlisted, serving in France during some of the heaviest battles (The Argonne) and was commissioned a First Lieutenant in the Signal Corp., the first of his race to receive such a rank. On returning stateside to Kansas City, Roberts placed ads in the local paper for seven used cars, targeting the black community. At years end, he had sold 60 new cars within the black community that had been provided by white dealers whom believed that “blacks could best sell to blacks”, hoping sales would be incremental.
He understood the power of advertising, targeting ads in The Kansas City Sun, the prominent local African-American newspaper. His ‘cutting edge’ advertisements were quickly responded to by the black community and his business prospered. By 1921, he had acquired offices and showrooms, hired two salesmen and increased sales to meet the growing business.[2]
Roberts made history in 1923. For $70,000, He had constructed a 9,500 square foot building and named it the Roberts Company Motor Mart.[3] This facility not only serviced his new car showroom, it also provided additional retail space for 20 black-owned businesses, something unheard of at the time – becoming one of the first retail shopping malls in the country.[4]
Dealerships
Late (1923) Marmon 34B 2-passenger Speedster
With his success at capturing the negro market, many small, niche auto manufacturers entered into sales agreements with Roberts. Smaller companies like Hupmobile, Rickenbacker, Whippet, and Marmon saw potential in the negro market and also backed his business, landing him franchises by Hupmobile in 1923 and by Rickenbacker in 1925. He had also signed a local Oldsmobile dealer to a distributorship arrangement in 1923 that bore fruit under the Oldsmobile banner. This also helped Roberts to land a Ford franchise that grew to feature an auto repair shop, a parts store, along a 60-car showroom. By 1925, his dealership, Roberts Co. Motor Mart, was ranked third in the United States for its sales of the Rickenbacker automobile.[5] A new facility, when completed would offer painting, tire's, repair's, accessories, upholstering, batteries, and a filling station.[1]
Roberts Co. Motor Mart.
July 29th, 1923 the formal opening of the new building named Roberts Company Motor Mart. was attended by over 3000 people and later that year the Roberts Company was selling brand new Oldsmobiles, an auto made in Detroit by General Motors . 1924 saw the Roberts company as an Oldsmobile dealer which sold hundreds Of Oldsmobile 6's. It included an 1,750-square-foot showroom, offices and service areas along with space to store and display 60 vehicles. At its peak, the business employed 55 blacks in the various endeavors. Later he opened a second dealership in Chicago. He advertised daily in The Kansas City Call, the largest African-American newspaper in Kansas City. During this period he was a broker for 15 white dealers in the Kansas City area who preferred not to have blacks mingling with their other customers in their showrooms.[6] He then partnered with 2 black businessmen in Kansas City and a Hupmobile dealership under Thomas 'Big Piney' Brown remained at this location until 1929.[7]
In 1928, Roberts and the other businessman, Kenneth Campbell Jr., moved to Chicago and in 1929 opened a second Hupmobile dealership, located at the Hotel Grand on South Parkway. It was the second black-owned automobile dealership in America.
Both the Kansas City and Chicago dealerships were named Roberts-Campbell Motors Inc. ‘Big Piney’ Brown managed the Kansas City dealership until it closed in 1929. Due to the depression and the failure of the Chicago showrooms, Roberts subsequently let the Kansas City showroom falter, eventually closing the operation. By then, Hupmobile had appointed Harry Williams, a black, as a replacement in 1930, but little else about the dealership is available, it was closed shortly thereafter. Today, the Roberts Motor Mart still has a dealership operating in Kansas City.[8]
With the closing of his dealerships, Roberts sought and obtained sales work from local white dealers who were aggressively seeking out black consumers.
In 1941, at the age of 56, Roberts re-joined the military and spent four years in the Army during World War II. He was discharged with honors and returned to Chicago where he worked in media/public relations until his death in 1952.[9]
The Kansas City Automotive Museum[10] honors this pioneer with the Homer B. Roberts showroom which showcases automobiles from the era.[11]
See also
An Extraordinary Man|http://www.amazon.com/An-Extraordinary-Man-Homer-Roberts/dp/B002906XVY
- Cars portal
- Metro Detroit portal
References
