Donald Gresham Stokes, Baron Stokes (22 March 1914 – 21 July 2008) was an English industrialist. He was the head of British Leyland Motor Corporation Ltd (BLMC) from 1968 to 1975.

Life and career

Stokes was born in

Plymouth Plymouth ( ) is a port city status in the United Kingdom, city and unitary authority in Devon, South West England. It is located on Devon's south coast between the rivers River Plym, Plym and River Tamar, Tamar, about southwest of Exeter and ...

, and educated at

Blundell's School Blundell's School is an Private schools in the United Kingdom, independent co-educational boarding school, boarding and Day school, day school in the English Public School (United Kingdom), public school tradition, located in Tiverton, Devon, T ...

Tiverton, Devon Tiverton ( ) is a town and civil parish in Devon, England, and the commercial and administrative centre of the Mid Devon district. The population in 2019 was 20,587. History Early history The town's name is conjectured to derive from "Twy-for ...

. In 1930 he commenced an

engineering apprentice An engineering apprenticeship in the United Kingdom is an apprenticeship in mechanical engineering or electrical engineering or aeronautical engineering to train craftsmen, technicians, senior technicians, Incorporated Engineers and Chartered Eng ...

ship with

Leyland Motors Leyland Motors Limited (later known as the Leyland Motor Corporation) was an English vehicle manufacturer of lorries, buses and trolleybuses. The company diversified into car manufacturing with its acquisitions of Triumph and Rover in 1960 a ...

, which included further education at the Harris Institute of Technology in Preston. During the

Second World War World War II or the Second World War (1 September 1939 – 2 September 1945) was a World war, global conflict between two coalitions: the Allies of World War II, Allies and the Axis powers. World War II by country, Nearly all of the wo ...

, Stokes served with the

Royal Electrical and Mechanical Engineers The Corps of Royal Electrical and Mechanical Engineers (REME ) is the maintenance arm of the British Army that maintains the equipment that the Army uses. The corps is described as the "British Army's professional engineers". History Prior t ...

, reaching the rank of lieutenant-colonel. In the early summer of 1939 he married Laura Elizabeth Courteney Lamb. Excepting the break for military service between 1939 and 1945, Stokes stayed with Leyland throughout his career, although he also served in the Territorial Army. In 1968 he was appointed chairman and managing director of British Leyland, a challenging role much in the public eye at the time. In 1977

Michael Edwardes Sir Michael Owen Edwardes (11 October 1930 – 15 September 2019) was a British people, British-South African business executive who held chairmanships at several companies - most notably motor manufacturer British Leyland in the late 1970s an ...

was appointed chief executive at British Leyland, but Stokes remained on the board till 1979. Stokes was awarded with a

knighthood A knight is a person granted an honorary title of a knighthood by a head of state (including the pope) or representative for service to the monarch, the church, or the country, especially in a military capacity. The concept of a knighthood ...

in the 1965 Birthday Honours, having the honour conferred by The Queen on 11 November. He was created a

Life Peer In the United Kingdom, life peers are appointed members of the peerage whose titles cannot be inherited, in contrast to hereditary peers. Life peers are appointed by the monarch on the advice of the prime minister. With the exception of the D ...

taking the title Baron Stokes, of Leyland in the

County Palatine of Lancaster Lancashire ( , ; abbreviated ''Lancs'') is a ceremonial county in North West England. It is bordered by Cumbria to the north, North Yorkshire and West Yorkshire to the east, Greater Manchester and Merseyside to the south, and the Irish Sea to ...

on 9 January 1969 and sat as a

Crossbencher A crossbencher is a minor party or independent member of some legislatures, such as the Parliament of Australia. In the British House of Lords the term refers to members of the parliamentary group of non-political peers. They take their name fr ...

in the

House of Lords The House of Lords is the upper house of the Parliament of the United Kingdom. Like the lower house, the House of Commons of the United Kingdom, House of Commons, it meets in the Palace of Westminster in London, England. One of the oldest ext ...

. By the time he died he had become the second eldest member. On 13 June 1972 Stokes was made a Commandre de l'Ordre de Leopold II in recognition of his services to the Belgian economy. The ceremony took place at Seneffe (between

Brussels Brussels, officially the Brussels-Capital Region, (All text and all but one graphic show the English name as Brussels-Capital Region.) is a Communities, regions and language areas of Belgium#Regions, region of Belgium comprising #Municipalit ...

and

Mons Mons commonly refers to: * Mons, Belgium, a city in Belgium * Mons pubis (mons Venus or mons veneris), in mammalian anatomy, the adipose tissue lying above the pubic bone * Mons (planetary nomenclature), a sizable extraterrestrial mountain * Batt ...

) where a new extension to the

British Leyland British Leyland was a British automotive engineering and manufacturing Conglomerate (company), conglomerate formed in 1968 as British Leyland Motor Corporation Ltd (BLMC), following the merger of Leyland Motors and British Motor Holdings. It wa ...

plant was being inaugurated. Lord Stokes died on 21 July 2008, aged 94.

British Leyland under Stokes

Stokes was essentially a salesman, and he successfully led Leyland Motor Corporation in the period up to 1968. During this time he was immensely successful in developing export sales and establishing overseas subsidiaries. This established his stature as a captain of industry especially in the eyes of prime minister Harold Wilson. Wilson encouraged him to merge Leyland with BMC however he never really got to grips with the scale and politics of

, which had now incorporated BMC,

Rover Rover may refer to: People Name * Constance Rover (1910–2005), English historian * Jolanda de Rover (born 1963), Dutch swimmer * Rover Thomas (c. 1920–1998), Indigenous Australian artist Stage name * Rover (musician), French singer-songw ...

Jaguar The jaguar (''Panthera onca'') is a large felidae, cat species and the only extant taxon, living member of the genus ''Panthera'' that is native to the Americas. With a body length of up to and a weight of up to , it is the biggest cat spe ...

and related commercial vehicle marques with nearly 40 factories and over 100 business units. His efforts to bring in senior executives from competitors were only partially successful, and persistent infighting (such as the discrimination against MG in allocating investment funding in favour of Triumph) whilst the inherent unprofitability of BMC sapped the competitive position of the new business. Meanwhile, Leyland Motor Corporation's new engine policy of the late 1960s had failed, with the AEC V8 and the Rover Gas Turbine being dropped by 1973 and the Leyland 500 series fixed head engine confined to lower-powered, mainly bus applications before being dropped in 1979; the thirst of the gas turbine and the unreliability of the V8 (which had been rushed to market as an under-developed unit) and the 500-series cost sales and enabled

Scania Scania ( ), also known by its native name of Skåne (), is the southernmost of the historical provinces of Sweden, provinces () of Sweden. Located in the south tip of the geographical region of Götaland, the province is roughly conterminous w ...

and

Volvo The Volvo Group (; legally Aktiebolaget Volvo, shortened to AB Volvo, stylized as VOLVO) is a Swedish multinational manufacturing corporation headquartered in Gothenburg. While its core activity is the production, distribution and sale of truck ...

to enter the UK market. Both before and during his period of leadership, the British motor industry suffered from poor profitability, which went hand in hand with chronic lack of investment in production technologies and facilities. In 1975, towards the end of Stokes' time at the helm of the company, a journalist compared the published number of employees and the published number of cars produced by various automakers,

Toyota is a Japanese Multinational corporation, multinational Automotive industry, automotive manufacturer headquartered in Toyota City, Aichi, Japan. It was founded by Kiichiro Toyoda and incorporated on August 28, 1937. Toyota is the List of manuf ...

produced 36 cars per employee while

Honda commonly known as just Honda, is a Japanese multinational corporation, multinational Conglomerate (company), conglomerate automotive manufacturer headquartered in Minato, Tokyo, Japan. Founded in October 1946 by Soichiro Honda, Honda has bee ...

produced nearly 23: BLMC produced slightly more than four cars per employee in 1975 as against more than 7 for Ford's UK plants. Factors such as the variable extent of dependence on brought-in sub-assemblies made the comparison imperfect, but the continuing lack of profitability resulting from continuing failure to invest intelligently in up to date production processes was all too real. This was a part of the background to BL's famously awful industrial relations during the 1970s. Characteristic BL introductions included the

Morris Marina The Morris Marina is a front-engined, rear-wheel-drive C-segment, small family car that was manufactured by the Morris Motors, Austin-Morris division of British Leyland from 1971 until 1980. It served to replace the Morris Minor in the Mo ...

and

Austin Allegro The Austin Allegro is a small family car that was manufactured by the Austin-Morris division of British Leyland (BL) from 1973 until 1982. The same vehicle was built in Italy by Innocenti between 1974 and 1975 and sold as the Innocenti Regent ...

inspired respectively by the more thoughtfully developed and charismatic

Ford Cortina The Ford Cortina is a medium-sized family car manufactured in various body styles from 1962 to 1982. It was the United Kingdom's best-selling car of the 1970s. The Cortina was produced in five generations (Mark I through to Mark V, although of ...

and Citroën GS competitor products.

Arms

References

External links and sources

Obituary in ''The Times''

Obituary in ''The Guardian''

UK Parliamentary Biographies
{{DEFAULTSORT:Stokes, Donald 1914 births 2008 deaths Businesspeople from Plymouth, Devon People educated at Blundell's School British Leyland people Crossbench life peers Life peers created by Elizabeth II Royal Electrical and Mechanical Engineers officers British Army personnel of World War II Alumni of the University of Central Lancashire Commanders of the Order of Leopold II Leyland Motors Knights Bachelor 20th-century English businesspeople Engineers from Plymouth, Devon