Cleveland Car Co Ltd of Darlington - Triumph Car Dealer 61

Cleveland Car Co Ltd of Darlington and Middleborough the Standard Triumph car dealer are the feature business in this post.

Cleveland Car Co Ltd, Darlington advert Motor 5 September 1956

Long history

Cleveland Car Co Ltd, Darlington vehicle 1909

The company started and was incorporated on 8 May 1907.  They had a garage at Grange Road.

Cleveland Car Co Ltd, Darlington  c1909

Early in the companies history the company operated buses and charabancs.  Michelin manufactured car tyres and also used to supply air cylinders to motorists and the trade to inflate their tyres.

Cleveland Car Co Ltd were a air cylinder stockist as can seen in this Michelin Guide listing from 1913. 

£20,000 plus new showroom

It was reported in July 1966 that one of the oldest motor firms in the north east of England, the
Cleveland Car Company, had recently opened lavish new showrooms at Longlands Road, Middlesborough. The Company were area dealers for Standard-Triumph and for the opening ceremony Mr. A. C. L. Mills, Standard-Triumph Home Sales Manager, and Mr. R. Moore, Northern Sales Manager, were among the guests. Pictured are Rear Admiral J. G. C. Given (Chairman, Cleveland Car Company), Mr. R. Parker (General Manager), Mr. Mills and Mr. Moore.

Cleveland Car Co Ltd, Darlington Triumph Vitesse advert from Northern Echo

The company operated from their premises on Grange Road, Darlington from the company foundation  throughout their history.

Cleveland Car Co Ltd - corner Grange Road and West Street 1960's

Cleveland Car Co Ltd - corner Grange Road and West Street 1970's

Show and Service Week promotions

Staff from Standard Triumph HQ visited the business and assisted the firm with week long Show and Service promotions.  These were held by the firm at their Grange Road premises: 26th to 30th October 1959, 8th to 12th February 1965, 2nd to 6th May 1966,  4th to 8th September 1967 and 7th to 11th October 1968.

Triumph dealers in Darlington and Middleborough

April 1951:
Cleveland Car Co Ltd, Grange Road, Darlington

Middlesborough
C McAdams Ltd, Linthorpe Road.
Pallister Yare & Cobb Ltd, 134 Marton Road.
R F Parkinson, 29 Bottomley Street.
E Upton & Sons Ltd, 175-181 Linthorpe Road

1955:
Darlington
Cleveland Car Co. Ltd, Grange Road.        Distributor
Lambert & Williamson, Portland Garage, Woodlands Road

Middlesborough (YORKS.)
The Cleveland Car Co. Ltd., Longlands Garage, Marton Road.    Area dealer
'Phone 4065.
Denny, T. W., 91 Grange Road. 'Phone 2562.
R F Parkinson, 29 Bottomley Street. 'Phone 3663

1959, August 1961:
Darlington
Cleveland Car Co. Ltd, Grange Road.        Distributor
A G F Hare, Carlbury Garage, High Coniscliffe
Austen Sanderson, Northgate
E Williamson (Motors) Ltd, Portland Garage, Woodlands Road

Middlesborough (YORKS.)
Bluebell Garages (Middlesborough) Ltd, Bluebell Corner, Acklam Road.
The Cleveland Car Co. Ltd., Longlands Garage, Marton Road.   
Remah Motors Ltd, Longlands Road.
Ronnie Parkinson Ltd, 29 Bottomley Street.

August 1961:
Middlesborough (YORKS.)
Bluebell Garages (Middlesborough) Ltd, Bluebell Corner, Acklam Road.
The Cleveland Car Co. Ltd., Longlands Garage, Marton Road.   
Granville Motors Ltd, Granville Road.
Remah Motors Ltd, Longlands Road.
Ronnie Parkinson Ltd, 29 Bottomley Street.

February 1965:
Darlington
Cleveland Car Co. Ltd, Grange Road.        Distributor
A G F Hare, Carlbury Garage, High Coniscliffe
Horns Motor Services Ltd, North Road
Austen Sanderson, 163A Northgate
E Williamson (Motors) Ltd, Portland Garage, Woodlands Road

Middlesborough (YORKS.)
Bluebell Garages (Middlesborough) Ltd, Bluebell Corner, Acklam Road.
The Cleveland Car Co. Ltd., Longlands Garage, Marton Road.
Spencerbeck Motors Ltd, Longlands Road.
Ronnie Parkinson Ltd, Eastbourne Road Garage.

September 1968, March 1970
Darlington
Cleveland Car Co. Ltd, Grange Road.        Distributor
E Williamson (Motors) Ltd, Portland Garage, Woodlands Road

Middlesborough (YORKS.)
Cleveland Car Co. Ltd., Longlands Garage, Marton Road.   
Spencerbeck Motors Ltd, Longlands Road.

March 1970
Middlesborough (YORKS.)
Cleveland Car Co. Ltd., Longlands Garage, Marton Road.
Morton Motors Ltd, Dixons Bank, Morton
Spencerbeck Motors Ltd, Longlands Road.

March 1972, March 1974:
Darlington
Cleveland Car Co. Ltd, Croft Road, DL3 8TL        Distributor
E Williamson (Motors) Ltd, Portland Garage, 1-7 Woodlands Road DL3 7BJ

Middlesborough (YORKS.)
Cleveland Car Co. Ltd., Longlands Garage, Marton Road, Middleborough TS4 2NR.
Marton Motors Ltd, Stokesley Road, Marton, TS7 8NX

Plea for information

If you have any more information or recollections about Cleveland Car Co Ltd of Darlington, photos of window stickers, dealer badges or sill plates etc please let me know. I can be contacted via the comments to this post or on facebook at https://www.facebook.com/stephen.weblin

Further information and sources

Link to the other articles in this series.

Read about Dunns of Sunderland

Link to face book page: Triumph Car Dealers.

Link to my Triumph Car Dealers Flickr group .

I have a collection of Standard Triumph car dealer directories: http://vitessesteve.blogspot.co.uk/2016/03/triumph-car-dealer-directories.html

Picture credits: Cleveland Car Co Ltd, Darlington  c1909 image from Durham CountyCouncil; Cleveland Car Co Ltd, Darlington vehicle 1909 image from Darlington and Stockton Times; Cleveland Car Co Ltd - corner Grange Road and West Street 1970's image from Darlington library collection; Cleveland Car Co Ltd - corner Grange Road and West Street 1960's image from Northern Echo.