A decade after Karl Benz’s invention of the car, Britain’s Parliament passes the Public Highways Act and the craze for motoring begins in the UK. There are fewer than 20 cars on the road, but their number increases rapidly. Alfred elects to focus his efforts on the manufacture of “Motorities” – equipment for cars – and boldly promises “Everything But the Motor”. He delivers.
In 1902 the highly successful dunhill Motorities opens at 2 Conduit Street, an address more easily accessible by the affluent new car-owning class (and their chauffeurs). By now it supplies goods including clothing, goggles and headlights.