THE HONOURABLE JOHN DOUGLAS-SCOTT-MONTAGU: 10 JUNE 1866 – 30 MARCH 1929
An overview detailing the life and accomplishments of The Hon. John Douglas-Scott-Montagu, 2nd Baron Montagu of Beaulieu, born on the 10th of June, 1866
- An innovator in motoring, owner of a popular magazine, influential in politics, and a devoted Rolls-Royce enthusiast whose Silver Ghost was the first car to feature the Spirit of Ecstasy mascot – inspired by his assistant, Eleanor Velasco Thornton
- Part of a series profiling key figures in the founding story of Rolls-Royce Motor Cars as the brand commemorates its 120th anniversary in 2024
- Insights into the individuals, characters, and interconnected relationships that played a significant role in shaping the brand’s inception, evolution, and enduring impact
- Each narrative highlights and celebrates the essential human aspect of ‘the finest car in the world’
“Since its inception, Rolls-Royce has been hailed as ‘the finest car in the world.’ This tribute was first bestowed by John Montagu, a key figure among the influential motoring pioneers responsible for establishing Rolls-Royce and propelling it to global recognition. As the proprietor of a prestigious early motor magazine, he played a crucial role in promoting the brand; and as a Member of Parliament, he significantly influenced the integration of motoring into broader society. Through the intricate personal connections that are integral to Rolls-Royce’s origin story, his legacy remains deeply embedded within the brand to this day.”
Andrew Ball, Head of Corporate Relations and Heritage,
Rolls-Royce Motor Cars
John Walter Edward Douglas-Scott-Montagu was born on
the 10th of June, 1866, as the eldest son of Lord Henry Scott, who later became the 1st Baron Montagu of Beaulieu. Montagu’s interest in engineering led him to a brief stint working on the railways after his education at Eton and Oxbridge, a path also pursued by the equally noble Charles Stewart Rolls, who was 11 years his junior.
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Montagu’s future appeared as illustrious as his impressive name implied, with a barony and the financial stability of his father’s estate in Hampshire awaiting him. However, before inheriting his titles, he ventured into politics, becoming a Member of Parliament for the New Forest constituency in 1895. Despite his political career, his true passion lay in automobiles. An accomplished racer, he advocated for the automobile as a crucial mode of transportation, influencing the legislature to relax stringent motoring laws of the time.
In 1898, Montagu purchased his first vehicle – a Daimler – and promptly joined the Automobile Club of Great Britain & Ireland (ACGB&I), which later evolved into The Royal Automobile Club (RAC). It was here that he met Charles Rolls, a fellow member, and the Club’s dynamic Permanent Secretary, Claude Johnson. Their close bond paved the way for mutual participation in prominent motoring trials of the era, often sharing victories among themselves. Notably, during the ‘One Thousand Mile Trial’ in April 1900, organized by Johnson and sponsored by Alfred Harmsworth, Montagu’s Daimler awarded him a bronze medal for completing the grueling 20-day event, while Rolls clinched the gold medal for emerging as the champion.
In the early 20th century, automobile ownership remained a costly pursuit that challenged Montagu’s finances on his parliamentary salary. To supplement his income, he followed a colleague’s suggestion, Alfred Harmsworth, and established one of the nation’s earliest specialized motoring publications. Launched on the 28th of May, 1902, the magazine was titled The Car Illustrated, though its masthead boasted the all-encompassing tagline ‘A Journal of Transport by Land, Sea and Air’.
By 1906, Montagu had firmly established the magazine, assuming roles as commissioning editor, editor, and contributor. With a journalist’s keen eye for scoops, his friendship with Rolls and Johnson provided him with insider access to the latest developments, innovations, and triumphs at Rolls-Royce, founded just two years prior. Conversely, Rolls and Johnson valued the unwavering support from both the nation’s premier car publication and a parliamentarian deeply engaged in motoring affairs.
This partnership grew stronger in 1906 when Montagu, who had inherited his father’s title to become the 2nd Baron Montagu of Beaulieu a year prior, invested in his very own Rolls-Royce, the ‘Light 20 H.P.’ model. Notwithstanding his personal affiliation, Montagu prioritized journalistic integrity over biases: positive coverage in his magazine was contingent on Rolls-Royce’s continued production of exceptional motor vehicles.
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The company lived up to this expectation, expanding its production to meet escalating demand by 1907. Recognizing the limitations of their Cooke Street works in Manchester, the Rolls-Royce directors under Henry Royce’s guidance built a new state-of-the-art factory at Nightingale Road in Derby, inaugurated before an audience of dignitaries on the 9th of July, 1908.
During the ceremony, Charles Rolls introduced the guest of honor, Lord Montagu of Beaulieu, hailing him as a pioneering motorist who had advocated for the significance of automobiles in society, educating both the House of Commons and the House of Lords on motoring matters. His presence was deeply appreciated by those in attendance.
Lord Montagu’s most enduring accolade followed in the subsequent year. A notice in The Times on the 13th of November, 1908, proclaimed: “In July, Lord Montagu declared that the six-cylinder Rolls-Royce was the best car in the world.” This statement marked the earliest recorded use of the enduring moniker associated with the brand to this day.
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However, not all admirers displayed equal respect. In 1910, Johnson noted a concerning trend among Rolls-Royce owners who adorned their vehicles with whimsical mascots, detracting from the car’s radiator’s elegance. Montagu’s own Rolls-Royce featured a distinct mascot, known as The Whisper, sculpted by renowned artist Charles Sykes, who, incidentally, worked as an illustrator for Montagu’s publication. This mascot, The Whisper, portrayed a serene woman with a finger pressed to her lips, inspired by Sykes’s muse, Eleanor Thornton. Impressed by the design, Johnson commissioned Sykes to create the official Rolls-Royce mascot, now recognized globally as The Spirit of Ecstasy, which adorned Montagu’s second Silver Ghost, making history as the first vehicle to showcase it.
Until his passing in 1929, Montagu remained a dedicated Rolls-Royce enthusiast. His enduring friendship with the brand spanned a quarter of a century, establishing him as one of the foremost affluent and influential individuals who added prestige to the Rolls-Royce name over the years. In 1952, his son Edward, the 3rd Baron, established the National Motor Museum at Beaulieu as a tribute to his father, featuring a remarkable collection of Spirit of Ecstasy figurines and Sykes’s original The Whisper as cherished exhibits.