John Walter Edward Douglas-Scott-Montagu: A Motoring Pioneer
The ‘Makers of the Marque’ series, celebrating the 120th anniversary of Rolls-Royce Motor Cars in 2024, shines a spotlight on the key figures in the brand’s storied history.
One such figure is John Walter Edward Douglas-Scott-Montagu, a motoring pioneer, magazine proprietor, influential parliamentarian, and devoted Rolls-Royce owner. Notably, his Silver Ghost was the first car to feature the iconic Spirit of Ecstasy mascot.
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Born on June 10, 1866, Montagu was the eldest son of Lord Henry Scott, who later became the 1st Baron Montagu of Beaulieu. From a young age, Montagu was fascinated by engineering, a passion that saw him pursue practical training on the railways after attending Eton and Oxford. This path mirrored that of Charles Stewart Rolls, who would become his close friend and collaborator in the automotive world.
Montagu’s illustrious background afforded him significant prospects, including a barony and the financial security of his father’s Hampshire estate. However, his passion for motoring took precedence.
In 1895, Montagu entered politics as the MP for New Forest, but it was the motor car that truly captured his interest. As a competitive driver and advocate for motoring, Montagu played a crucial role in easing restrictive motoring laws.
His foray into motoring began in earnest in 1898 with the purchase of a Daimler. He joined the Automobile Club of Great Britain & Ireland, where he befriended Charles Rolls and Claude Johnson. Together, they participated in major motoring events like the ‘One Thousand Mile Trial’ of 1900, where Montagu earned a bronze medal, and Rolls took the gold.
To supplement his income as an MP, Montagu founded ‘The Car Illustrated’ magazine in 1902, positioning himself at the forefront of automotive journalism. By 1906, the magazine was a leading publication, and Montagu’s close relationships with Rolls and Johnson ensured he had the latest news on Rolls-Royce’s innovations and achievements. That same year, Montagu purchased a Rolls-Royce ‘Light 20 H.P.’, cementing his connection with the marque.
Montagu’s influence extended beyond journalism. In 1908, he participated in the opening of Rolls-Royce’s new factory in Derby, where Charles Rolls praised him as a pioneering motorist and influential advocate for the motor car. Montagu’s endorsement of Rolls-Royce as “the best car in the world” in 1908 set a lasting legacy for the brand.
In 1910, Claude Johnson, disturbed by the trend of attaching comical mascots to Rolls-Royce cars, sought a more fitting emblem. Montagu’s car featured ‘The Whisper’ mascot, created by sculptor Charles Sykes and modeled on Eleanor Thornton. Johnson commissioned Sykes to design the official mascot, resulting in the now-iconic Spirit of Ecstasy, first gracing Montagu’s second Silver Ghost.
Montagu’s dedication to Rolls-Royce continued until his death in 1929. His legacy as a pioneering motorist and steadfast supporter of the brand endures. In 1952, his son Edward established the National Motor Museum at Beaulieu in his honor, housing a collection of Spirit of Ecstasy figurines and Sykes’s original ‘The Whisper’.
John Walter Edward Douglas-Scott-Montagu remains a seminal figure in Rolls-Royce’s history, embodying the brand’s spirit of innovation and excellence. His contributions to motoring and his unwavering support for Rolls-Royce helped shape the marque’s esteemed reputation, ensuring its place as a symbol of automotive perfection.
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