If walls could tell a story...

It’s easy to get distracted in the archive of Coventry Transport Museum. Recently, on dealing with a University enquiry regarding sports and social activities of motor factory workers, I stumbled across an interesting advert taken from a 1966 issue of Modern Motoring & Travel. 

 The advert was submitted by a Coventry printing firm called ‘Edwards’ at Quinton Road, yet it was the building they were situated in that interested me. Partly recognisable today as an Ibis Hotel, the original building formed the west section of Parkside, an area located quite central to Coventry with a history of cycle and motor companies to have been occupants there over the decades. These included the likes of Velox, Iden, Deasy, Siddeley-Deasy, Armstrong-Siddeley and Rolls-Royce, now sadly all gone and Parkside today has been regenerated into a Coventry University Technology Park.

The building in the advert was most famously occupied by the Swift Company, originated in the late 1860s as the Coventry Machinists as cycle makers at nearby Cheylesmore. Also being part occupied by chocolate manufacturers during the early 1900s, thousands of ‘Swift’ cycles, motorcycles and cars were made here until the company closed around 1931. Extremely fortunate to have survived the air-raids of the Second World War, this image shows the factory very well intact, and clearly before the central ring-road was completed in 1974. The memorial seen in an Island here, still exists today but was moved to the island between Ringway St. Patricks and Ringway St. Johns.

Damien Kimberley - Curator, Research & Information