Driven by History: The Complete Story of Lincolnshire Motor Co. Ltd. in Lincoln

 

Driven by History: The Complete Story of Lincolnshire Motor Co. Ltd. in Lincoln

For nearly a century, the lineage of Lincoln’s main Ford dealership has mirrored the history of the city itself. From the post-WWI era to the modern commercial landscape of Wragby Road, this is the story of how a small garage evolved into a regional powerhouse.

The Founding Years: From Melville Street to High Street

The lineage of this major dealership began shortly after WWI, around 1919, when Matthew Percy Gibbins established M. P. Gibbins & Co Ltd. Operating from 28 Melville Street, Gibbins specialised in selling new Ford cars and commercial vehicles to a city just beginning to embrace the motor age.

M P Gibbins sold the full range of Ford vehicles made in Manchester

However, the founder’s time at the helm was brief. In December 1923, Gibbins sold the business, and it was promptly renamed Lincolnia Motor Co Ltd. Matthew Gibbins subsequently moved to Uxbridge and then emigrated to South Africa in 1924, where he tragically passed away four years later at the age of 38.

Under its new directors, Cyril Nelson, J. W. Ashley, and Frederick Higgs, the company wasted no time in seeking higher visibility. In May 1924, Lincolnia Motor Co Ltd relocated to prominent new premises at 369 High Street, on the corner of Chaplin Street. Lincolnia were regular exhibitors at various shows and country fairs, this is their stand at the Lincolnshire Show in 1925

Lincolnia expanded in to selling commercial vehicles, this advert is from 1927

The business continued to evolve through the 1920s and 30s, navigating changes in leadership. Notably, the General Manager William Taylor left in June 1930 to join fellow Ford dealers F. Pountney & Co Ltd in Skegness. By April 1933, the role was taken up by Mr. E. P. Surety, a highly qualified engineer who would guide the company operations for several years.

The Great Merger of 1937

The most significant corporate shift occurred on the eve of the Second World War. On October 14, 1937, it was announced that Lincolnia Motor Co Ltd had merged with the larger regional dealer, Lincolnshire Motor Co Ltd of Grimsby.

Interestingly, right up until the merger, Lincolnia was operating as a distinct entity; just a month prior, on September 10, 1937, they were advertising an independent company visit to the London Motor Show. The merger brought the Lincoln operation under the wing of a powerful regional group led by Managing Director C. A. Byron Turner J.P., creating a formidable Ford franchise well-positioned to survive the war years.

The Architectural Icon and the Hartford Era (1959–1970s)

The post-war years were defined by ambition. In 1959, the company opened its famous showroom on Brayford Wharf. Designed by Sam Scorer, the building’s hyperbolic paraboloid roof became an instant city landmark.

However, the most pivotal moment for the modern business came on 1st January 1968. On this date, the Hartwell Group of Oxford acquired the entire company—including the Lincoln, Grimsby, and Scunthorpe branches—under their Ford trading name, Hartford Motors.

It was this new ownership that drove the massive development on Wragby Road. While a small satellite sales site had existed there since the early 60s, Hartford Motors invested heavily to consolidate operations. In 1969, they opened the huge, purpose-built complex on the 6.5-acre site. The grand opening, attended by a record number of Ford executives, was effectively the debut of the Hartford Motors era in Lincoln.

With the move complete, the Brayford Wharf showroom was sold to the County Council in 1974, and the company’s focus shifted entirely to the Wragby Road super-site.

The End of the Road (1980s)

In the years following the takeover, the dealership traded as Hartford Motors (later rebranded simply as Hartwell). However, the prime location of the Wragby Road site eventually attracted a different kind of commerce. Around 1980–1982, the site was sold and cleared to make way for the original Tesco Superstore, bringing an end to over 60 years of Ford history on that lineage of land.

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Timeline Summary

Date	Company Name	Key Event
c. 1919	M. P. Gibbins & Co Ltd	Founded at Melville Street.
Dec 1923	Lincolnia Motor Co Ltd	Business sold and renamed.
May 1924	Lincolnia Motor Co Ltd	Moved to 369 High Street.
Oct 14, 1937	Lincolnshire Motor Co Ltd	Merger: Acquired by the Grimsby-based group.
1959	Lincolnshire Motor Co Ltd	Brayford Wharf showroom opens.
Jan 1, 1968	Hartford Motors	Acquisition: Taken over by the Hartwell Group (trading as Hartford Motors).
1969	Hartford Motors	Wragby Road consolidated complex officially opens.
1974	Hartford Motors	Brayford site sold to Council.
c. 1980–82	Hartwell / Tesco	Site sold; original Tesco Superstore built.