Bailey of Bristol. 60 Years of Innovation.

Transcription

1 Bailey of Bristol 60 Years of Innovation

2 2the 1940s and 1950s Introduction Bailey tourers are now one of the most sought after new caravans on the UK market. As leaders in design, quality and affordability Bailey has acquired an enviable reputation built upon 60 years of expertise in touring caravan production. Although those relatively new to caravanning will be familiar with the latest Bailey product ranges, the chances are they will have little knowledge of the history and of the development that has taken place to make Bailey the number one touring caravan choice it is today. In this magazine we ook back at how Bailey began - when one man s idea turned into a thriving business. This magazine is published by: Bailey of Bristol South Liberty Lane Bristol BS3 2SS Author: Andrew Jenkinson Editing & Design: The Press Gang info@press-gang.co.uk The beginnings of an industry Before WWII caravanning was a rich man s hobby, cars were expensive and caravans weren t cheap either. The 20s saw just a few caravan manufacturers in business, but by the mid 1930s the touring caravan was gaining popularity - with prices coming down more people could afford to buy into this latest lifestyle. Just as car and caravan ownership levels were beginning to grow in the middle classes, the fledgling caravan industry was halted in its tracks by the advent of WWII. However following the cessation of hostilities in Europe in 1945 some makers resumed production, although many never re-opened. With rationing and six years of war the British people had seen so much hardship that the need for enjoyment and recreation was stronger than ever. Caravanning was seen as the ideal way to enjoy a stay in the country or by the seaside. A boom had begun and, although materials were still not always easy to get hold of, many new caravan producers went into business. One such company was F G Bailey Ltd. Bailey Caravans is founded The Bailey story begins in 1948 when Bristol based Martin Bailey began his small caravan manufacturing business. Martin had been employed as a sheet metal worker in the war years with Bristol Aircraft Co and although he didn t realise it at the time this would prove to be extremely significant for his future. Later he The first Bailey the Maestro was a tourer that would play a major part in quickly establishing the brand in late One of the early 1951 Maestros on show in one of Baileys distributors A.J.Bayliss & Sons new showroom for caravans at their Birmingham branch. turned his attention to cabinet making, producing utility furniture to satisfy the growing post-war demand for cheap but well made interior furnishings. Martin s premises at that time were at The Old School House, Bedminster Down Road, Bristol. It was here that, in 1947, a friend approached Martin to buy some (then rationed) plywood which he wanted to use to build a caravan. Martin realised his friend was on to a good thing and decided that he too would build a caravan. So he sat down with his business associate and set about designing the first in a long line of touring caravans. As with Bailey today, Martin wanted to design the most affordable, practical and comfortable caravan possible. He built his first caravan single-handedly over a period of six months and sold it at Ashton Gate Market (now the City Ground) in Bristol for the sum of 200. Buoyed by the success of this initial sale, in 1948 Martin formed F.G. Bailey Ltd and set about manufacturing caravans full time. The first Bailey model was the Maestro which was 13ft 6in in length and just 6ft 6in wide. It slept up to five people and cost less than 300. The Bailey name quickly became known for its excellent finish both inside and out, with highly polished wood work and a super high gloss exterior paint finish. Bailey subsequently appointed companies such as A.J Bayliss (Midlands & North) and A.S Jenkinson (Home Counties) to act as the first distributors for its products. The next decade would see the Bailey brand become more prominent as the UK economy expanded resulting in significant growth of the levels of both car ownership and consumerism. In 1952 Bailey launches the Maison, a caravan built for the hou

3 Setbacks and growth The interior of the Maison showing the large sideboard and built-in convector heater. With steady sales the new decade saw additional Bailey models join the Maestro. The housing shortage following the war meant an increase in demand for larger caravans as permanent homes. Bailey responded by launching its 20ft long and 7 ft 6 inch wide Maison, which was designed for both holiday and domestic use. The Maison came with the then fashionable end kitchen, central lounge, and an end bedroom which also featured the Bailey idea of placing a wardrobe between the two fixed single beds. A washroom, including a bath that folded out of the wall, also featured in the layout. The Maison was based on a locally built chassis from Angus engineering which was all steel in construction. It also came with aluminium exterior panelling (most manufacturers still used hardboard as standard with aluminium as an option) and was fully insulated, so was able to withstand many years of use. Inside key-hole wall partitions were installed to define the interior space. The cost of 495 was pretty good value at the time, considering the high quality cabinet work and overall build standards. By 1951 the Maison was available in three end bedroom styles: two single beds with a large wardrobe at 550, a double bed with twin wardrobes at 557 and the twin end bedroom model costing 564. However the Bailey story may have finished rather abruptly in 1951when Martin briefly left the company and set sail to live in Australia after being wooed by the different lifestyle and opportunities that he thought the country could offer. However Martin soon found the Australian dream was not for him and by early 1952 was back in the UK and back at the helm of Bailey Caravans. A month later and Martin started working on improving the Maestro notably by panelling it in oak instead of the original mahogany. Left: When Martin Bailey came back from Australia he announced the fact in his adverts! Below: The Maison holiday caravan was provided all the home comforts. Above: It wasn t just the Maison that was used for living in: the housing shortage saw such caravans as the Bailey Maestro in 1951 being used here by a Mrs Warren and her husband who pronounced it fine for all-year round living! Right: Classed as The New Baby the 11ft four berth Maestro Minor (or named later Minor) was built for export to France in 1957, but released into the UK the following year. It s interior featured a centre kitchen, wardrobe opposite and end double dinette while up-front the van had a single settee with a bunk for night above. Martin realised the company was forging ahead in what was becoming an increasingly competitive environment, with many new manufacturers keen to supply a now very hungry market place. Consequently he took the decision to increase production of the Maestro, which subsequently meant the company re-locating to larger premises. Rising demand also meant materials could be bought cheaper which in turn resulted in Bailey s first price reduction - with the cost of the Maestro falling from 300 to 295! The products continued to develop during the mid-1950 s with external design changes made to both Maestro and Maison. The company also sought to open up export markets at this time, with France being the main focus of attention. The small 11ft Minor was initially introduced as an export only model, but UK dealers saw it an ideal family caravan for the small car owner, so in 1958 the Minor was launched in the UK at a cost of 279. With four models in the line up by the end of the 50 s the Bailey brand had begun to become known to caravanners in search of a well finished caravan for the money asked. Specification was basic but you got a two burner stove and plastic sink plus carpet and sprung upholstery. In 1958 however disaster struck the Bailey factory when a fire broke out in the paint shop and, although staff managed to pull the majority of the new 16ft Maritza models in production clear, it soon spread gutting the building and leaving only four walls standing. But in true Bailey spirit a new part of the works was quickly made available for a new paint shop and with little fuss Bailey production was back on course within a week. the 1940s and 1950s sing shortage...maestro goes on to become on of the UK's longest running models built for 34 years... 3

4 4the 1960s and 1970s The Bailey Prima was the first budget range that Bailey launched and proved a great success, running from when it cost 901, only 600 more than the original Maestro 27 years previously - to This one is the ! Expansion and export The 1960s saw further success for Bailey, even though many new caravan manufacturers were entering the market, the company continued to enjoy an enviable reputation for their designs and product reliability. Although not ones to shout about achievements Bailey started to gain ground on the more popular makers of the time. The line up now consisted of five models (with the Minor having been dropped from the UK portfolio) from the Maestro to the Maison prices ranged from 355 to 469. Further sales growth necessitated new larger premises, so in late 1960 the company moved to South Liberty Lane in Bedminster, South Bristol and has remained there ever since. The 1964 model year saw the launch of a new fully insulated 10ft 6in model called the Maru. Sleeping four it was based on the layout of the Minor of Said to weigh in at just over 9cwt the Maru was initially designed primarily for the continental market. It featured a step up roof line and as with other Bailey models it was brush painted and had independent suspension. By the end of the 1964 season up to 40% of Bailey s annual production was being exported to the continent and overall it had certainly proved to be one of the company s best to date. By this time Bailey was producing the Montane a 22ft holiday caravan especially designed as a permanently sited static model. In 1966 Bailey launched two family tourers in a previously neglected 12 ft body shell length: the Mikado T and the Mikado S (the latter again primarily designed for the export market). All Bailey models had a sleeker look than previously and featured torsion bar suspension. New doors featuring a glazed top half were used for the first time, whilst inside Tartan upholstery fabrics and kitchen units with full splash side guards set Bailey apart from other manufacturers. Bailey entered the two berth market for the first time with the introduction of the Mikado EK end kitchen model in This was classed as fully equipped with water pump, gas point, awning rail, front window Venetian blind and a twin front gas bottle carrier- all for 455! The Bailey shape was to change again for 1969 using more curves making the vans more attractive. Chassis s were now all supplied by B&B (later to be taken over by Al-Ko), the hand painted panels had given way to pre-painted aluminium and water pumps were now fitted as standard. The French importer for Bailey showed Primas and Bailey tourers on its stand at the French show back in saw the launch of the 12ft Mikado S and T. A year later a two berth end kitchen model joined the range Bailey introduces the first 12-volt battery charging system on a volume produced caravan...

5 Turbulent times After an extremely successful decade the caravan industry began the 1970 s in rude health - with annual production topping 60,000 units. However fuel shortages, economic instability and increased competition from foreign package holidays meant more challenging times laid ahead. At this time Bailey took the strategic decision to focus on its touring caravans and to drop its holiday home models. To compensate for this at the top end of the range the company introduced the 898 Mikouri; its first twin axle model and one of very few to be designed as a genuine tourer. At 22 ft long and 7ft 5in wide in its day the Mikouri was one of the largest caravans seen on the road. A new look body shell was introduced to the Bailey range in 1972, which was complemented with more modern interiors using the then trendy blues and oranges for soft furnishing colours. Bailey also again broke new ground by being the first UK volume market manufacturer to fit as standard a 12-volt electrical system. Produced by Lab Craft it meant Bailey s now came with a battery box, charger and meter in a system that ran the lighting and the new electrical water pump. In the early 70 s caravan racing and road rallying became a popular sport. Bailey found the road rallying an excellent way to promote the Bailey name especially when the teams it entered usually came out as winners! The company used the expertise gained in this activity to improve the stability of its vehicles by introducing wider tracks and longer drawbars. As result its caravans quickly developed a reputation for excellent towing qualities. By 1973 high inflation and raw material prices meant the costs of caravans steadily increased. To ensure it was not priced out of leisure market, Bailey acted by launching the budget Prima range. Initially conceived for the French consumer this range also proved surprisingly popular in the domestic market. Indeed some of the early models destined for the continent never left the country - so it was not uncommon to be seen with caravans with doors on the wrong side in the UK at this time. The Prima s were to give budget buyers a taste of the Bailey brand. However these tourers were pretty basic with just the essentials such as gas lighting, a twin burner hob with simple furniture construction and soft furnishings. It was also about this time that Martin Bailey decided to hand the company over to Winn Industries with Martin being kept on as adviser. However this short lived arrangement saw another buyout, with the company returning to family ownership the Howard family, members of which are still at the helm today saw an innovative stride forward by Bailey when, in another first for the industry, the company introduced a lightweight chassis made from aluminium to its own design giving them a clear weight advantage over its competitors. At this time Bailey had three ranges: Prima, M range and the all new Clifton. The latter was based on a Scandinavian export range and featured double glazing, heating and a fridge to allow it to be used all year round. Bailey was now increasingly been seen as a progressive caravan manufacturer with a loyal following that produced well made, good value products. A Bailey Mikado T on the Bailey stand around 1968 all kitted out to Canadian spec for a new export market. The 70s saw caravans rallied across country and raced on tracks, as here at Silverstone, where Bailey had many a success. Bailey strove forward in a market place where most feared to tread but the Mikouri was launched and sold in limited numbers. By 1976 Baileys were fitted with fridge, 12 volt system, wheel spats and neat gas locker as standard. the 1960s and 1970s sees Bailey introduce a wide track chassis design to improve towing stability... 5

6 6the 1980s and 1990s Decades of growth 1980 saw a tough beginning with sales across the industry badly hit with many caravan manufacturers going to the wall - but Bailey fought back by increasing spec and value. Tough economic conditions at the start of the 1980s had hit caravan sales and were forcing some manufacturers out of business. However those such as Bailey who had been shrewd enough to invest into new ranges and features would shortly see the benefit. In 1982 the company came up trumps, with what has proved to be one of the UK s best selling caravans. The Pageant range was priced initially between 3,583 and 3,989, and featured a lightweight design, traditional styling and good levels of specification for a mid-market caravan - and it s still a firm favourite. Its introduction coincided with the Royal wedding of Charles and Diana in that year, but the patriotic Bailey team also celebrated this event with their own special edition named Majesty. With extra soft furnishings and specification the Majesty would be a very limited edition as only 99 were built! Bailey introduced a new budget range for the 1983 season named Caribou. Consisting of a four models range all of which were priced below 3,000, the Caribou boasted super light weights, with MTPLM s of just 15cwt, and were specified for summer-only touring. It was this year that the company also changed over to bonded side panel construction providing additional strength and better insulation qualities. By the mid 1980s the market was on the up and Bailey were as usual geared up to take advantage of buoyant conditions. The top of the range Clifton was replaced by the Corsair which featured the first use of moulded front aerodynamic panels Bailey s budget range from 1982 the Caribou offered young families the chance to buy into the Bailey brand from new offering lightweight value saw the use of moulded front and rear panels giving integral gas lockers, distinctive looks and better wind resistance. with an integral gas locker to give it a distinctive new look. Specifications were also increased to include hot water, mains electric and a radio/cassette player. This was subsequently superseded by the Senator range in 1988 which was launched as part of the company s 40th anniversary celebrations. This range offered high specifications, superb interiors and styling that reflected the latest designs. It consisted of five layouts priced between 8,570 and 9,685 and included the new Thetford cassette toilet as well as an optional microwave oven. Design improvements were recognised for the first time with the receipt of numerous industry awards notably the company s first Tourer of the Year title presented to the midmarket Scorpio 380/2 in This certainly proved to be a taste of things to come saw this limited edition Bailey Majesty launched to celebrate the royal couple s wedding only 99 were built sees all Baileys use bonded side panels...in 1985 Bailey introduces moulded one-piece front

7 The launch of the Ranger Whilst the early 1990 s were not necessarily easy times, with some popular caravan marques disappearing and others being swallowed up by larger groups, Bailey marketing expertise prompted the continued generic growth of the brand resulting in increases in market share. The Bailey focus, from the first models onwards, had always been to bring caravanning and Bailey ownership to as many people as possible and in 1992 another milestone was reached with the launch of the Discovery. This range of caravans showed the company s ability to produce lightweight models for smaller car owners yet still giving the owner high levels of comfort. The five model range featured two berths and four berth end wash room layouts with a maximum MPTLM of just 21 cwt. By 1995 the Bailey portfolio was consisted of four ranges with prices starting at 7,447 and going up to 14,370. The three existing ranges (Discovery, Pageant and Senator) were joined by the value for money Beachcomber product. This was also used as the base vehicle for a number of Retailer Special Editions which were increasingly prevalent at this time. After mixed success in 1996 Bailey took the Beachcomber back to the drawing board. By standardising designs, increasing throughputs and re-aligning margins they were able to add specification while at the same time reducing prices. As a result they were able to bring to market a caravan to market that featured mains lighting, blown air heating, flyscreens and window blinds, fridge/freezer, space heater, TV aerial and sprung upholstery for under 9,000. Renamed as Ranger it proved to be an overnight success with over 1,000 units sold in the first year of production transforming Bailey from a niche manufacturer to one with mass market appeal. This successful formula was quickly applied to the existing Pageant and Senator ranges. Now consumers found that Bailey s more up-market ranges also offered better specification for less money - again prompting a surge in sales. The three core ranges were joined by the Hunter Lite Bailey s most creditable effort yet in the entry-level sector market. Based on the Ranger these models came without frills but were still of a high quality for the price. As the 1990 s came to close the company celebrated its 50th year in production with the introduction with a special GT50 version of the Ranger. Featuring extra specification and different graphics and soft furnishings these prized caravans were only build in limited numbers was also the 10th anniversary of the introduction of the Senator range and this seasons models were some of the best yet with such luxuries as full size fridge/freezers and air conditioning as standard. Bailey of Bristol The 1999 Bailey Senator California came with a spacious end washroom. Launched in 1992 the Discovery was popular for several years, it stopped production only to come back in a completely different guise. the 1980s and 1990s The Pageant Champagne from 1998 with new distinctive front panel. The legendary Ranger from 1996 saw sales go through the roof as the sheer value and light weight and affordable price tag sold over a 1,000 units in the first year. Rangers were exported to Holland; the one pictured here is an export model. Bailey s Beachcomber Club was to be the next stepping stone for the Ranger, interiors of the Ranger were not dissimilar but would be better equipped. and rear panels...bailey introduces the Ranger value for money range in 1996 and its success is phenomenal. 7

8 8the 2000s The six-berth Bretagne from the Pageant Series 6, which has seen sales reach new highs. (pic: Andrew Jenkinson) New Millenium, new challenges The continued success of Bailey s value for money policy across the portfolio was to prompt further expansion of the South Liberty Lane factory. At the end of the 1990 s production was running at 1500 units per year but by 1997 this had nearly doubled to just under 3,000 units. Demand was now beginning to outstrip supply, more dealerships were clambering for the franchise and waiting lists for the product began to develop. Bailey responded by refining building methods and further investment in the production facility to increase capacity. The product line up remained fairly consistent during this period with Ranger, Pageant and Senator now firmly established in their relevant market sectors. In 2000 the limited edition top end single axle Range was introduced. Once a market for this type of product had been established it was then quickly absorbed into the Senator line up. In 2001a new budget range named Discovery joined the portfolio. Replacing Hunter Lite, it aimed to introduce more first time buyers to the market via a low cost light weight touring caravan. However the key change at this time was not in the products themselves but in the way they were marketed. Until 2004 Bailey, like the rest of the industry had updated all their models on an annual basis as part of the model year. However this was to change as Bailey decided to change individual ranges as the market demanded rather than automatically every twelve months. From now on models would be signified by their Series rather than their year of manufacture. The fittingly the first range to receive this treatment was Pageant with Series 5. The advantages of this new approach to product development became abundantly clear as by focussing on one range Bailey could introduce many more meaningful design and specification changes without significantly increasing the price. Pageant Series 5 subsequently broke all company sales records. Discovery was re-launched in 2001 as a super budget range. Next was to be Senator which if anything was even more successful establishing Bailey for the first time as a significant player in the premium caravan market sector. Sales were lead by the Indiana model, the UK s first single axle nearside fixed bed model, which secured 1,000 orders alone - in three months! The Ranger Series 5 launched in 2005 has become one of the most successful Rangers of all. (pic: Andrew Jenkinson) Bailey had done it again, with rave reviews from the press the Bailey brand was now firmly established as the UK s number one. Today over 9,000 caravans a year are now being produced in the state of the art factory at Bristol. Bailey has not built its success over night: the principle has been established from day one with Martin Bailey s initial concept of supplying the best quality for the lowest possible price. Bailey has always made quality affordable. The company has proved innovative too, with new ideas not just on design but also in marketing to ensure that it remains ahead of the field. Through shrewd management and a the possession of a sound understanding the market place and customer demands the Bailey success story is set to continue for many years to come. Senator Series 6 Wyoming won Tourer of the Year Award and has carried on the success of the previous Series 5 Senators.(pic: Andrew Jenkinson) Andrew, right, with Bailey Chairman Patrick Howard About the Author Andrew Jenkinson has become known for his writing in the caravan press, testing caravans and motorhomes and cars. His specialist area however is historical caravanning articles and the history of the UK caravan industry. Andrew has written several books published by Veloce Publishing (Tel ) on the history of the caravan and the motorhome. He also publishes historic caravanning greeting cards and produces a classic caravanning scenes calendar each year. Andrew has appeared on TV and radio talking about caravanning and its historical background. Andrew s grandparents caravanned in the 1950s and then Andrew caravanned with his parents in the 60s and 70s till in 1985 he purchased his own caravan. In 1999 Andrew bought his first Bailey a new Ranger 500/5. After six years he then traded it for another Bailey a Pageant Champagne Series 5 in early Then in late 2006 Andrew bought a new Series 6 Pageant Bretagne. Andrew says, Since I first stepped in a Bailey Mikado in 1969 as a young lad I knew then these caravans were solid and good value for money. Little did I know back then I would eventually own one! With Bailey s commitment to quality and design I can see only more future success and I feel that the Howard family have definitely played a major role in developing Bailey and have also influencing the UK Caravan Industry as a whole. Happy 60th! Further information