Today in our History – August 31, 1921 - Homer B. Roberts – opens the first automotive retail car dealership by a black man in Kansas City
GM – LIF – Today’s American Champion is close to my heart because for over 50 years I have been working in and out of the automotive Industry for the manufacturers, larger retail automotive groups, and as an Independent coach.
Out of the 18K dealers representing a manufacturer, Blacks own less than 200 retail dealerships and are only 3% of General Managers (Decision Makers) which is a shame and disheartening to a black sales professional who would like to do more. Let me tell you about the first Black dealership owner.
He was a graduate of Kansas State Agricultural College and veteran of World War I who was the first black man to attain the rank of lieutenant in the United States Army Signal Corps. He began his auto business by placing ads in the local paper advertising used cars.
By the end of 1919, he 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, the first African-American owned car dealership in the United States.
Today in our History – August 31, 1921 - Homer B. Roberts (1885–1952) – opens the first automotive retail car dealership by a black man in Kansas City, MO.
Roberts 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.
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 with 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. A new facility, when completed would offer painting, tires, repairs, accessories, upholstering, batteries, and a filling station.
July 29, 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 a 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 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. 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.
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.
After the closing of his dealerships, Roberts worked as a salesman for local white dealers who wanted to appeal to black customers.
? The Kansas City Automotive Museum honors this pioneer with the Homer B. Roberts showroom which showcases automobiles from the era.
? Roberts is featured on the documentary series Profiles of African-American Success.
Homer Roberts was as persistent in the 1920s as any car salesman today, but his goals reached well beyond the next sale. With enduring determination and a love of the motorcar, Roberts was the first African American to own an automobile dealership in the country.
Roberts was born in Ash Grove, Missouri, and grew up in Wellington, Kansas. He attended Tuskegee Institute and studied electrical engineering at Kansas State Agricultural College. He moved to Kansas City, but found no one here willing to hire a black electrical engineer. The army put Roberts’ talents to use during World War I, where he served in the signal corps and rose to the rank of first lieutenant.
Roberts began selling automobiles in 1919, using a curb stone as his office. He soon moved to indoor quarters and his sales increased. In 1923, he purchased a two-story building at 1826-30 Vine that fronted the corner of 19th and Vine. The $70,000 Roberts Building contained a restaurant, several shops, offices, and a garage and showroom for Roberts’ "Motor Mart."
By 1928, Roberts had sold more than $2 million worth of cars, mostly to African Americans. His entire sales, clerical, and garage staff was African American. Although he specialized in the Hupmobile, Roberts sold many other domestic models. His status as a dealer to the black community gave him permission from automobile manufacturers to sell several makes.
Roberts moved to Chicago in 1929 to open the Roberts-Campbell dealership in the Grand Hotel. He served with the Army in World War II and was transferred to the Pentagon, where he served in the public relations department. He continued working in Chicago in the public relations field after the war until his death in 1952.
The Roberts Building still stands on Vine Street, its glazed brick walls a tribute to a local automobile enthusiast and solid businessman of the 18th and Vine community. Research more about this great American and share it with your babies. Make it a champion day!