Stratstone has a proud heritage dating back to 1921.
Motor enthusiasts Undecimus Stratton and Ernest Instone established the company to offer nrivalled personalised service to its customers.

Now as Europe's largest luxury automotive retail network, Stratstone upholds the values of its founders and prides itself on providing the very highest standards of quality service in Stratstone style.

1920's
Stratton-Instone Limited formed in 1921 (1)

Mssrs Stratton and Instone went into partnership and assumed control of the Daimler Company's London premises heralding the arrival of the motor distribution system as we know it today.

1930's
Joseph Mackle assumes control in 1929 (2)

When our founders passed away Joseph Mackle, a former engineer with Daimler, took control and renamed the company Stratstone Limited.

Business booms in Stratstone style (3)
Business surged following the launch of the Light 15 Daimlers. Stratstone extended its operations in England and Stratstone style became very much what it is today

Number 27 Pall Mall, London became a popular rendezvous for the growing list of wealthy and famous customers, particularly as a butler served champagne at a given time each morning.

The Stratstone Royal Connection (4)
The Royal Warrant, first gained in 1921 was held by Stratstone until a change of ownership in 1982.

In the thirties' slump in England the government considered that national interest in cars might be stimulated if the King had a new fleet. Stratstone was commissioned to supply six new limousines to King George V. (5)

1940's, 1950's, 1960's
Stratstone acquired by the Thomas Tilling Group in 1938

Following its acquisition and with war becoming likely, the leases on the Pall Mall and Euston Road Premises were not renewed and the head office was relocated to Berkeley Street.

Stratstone change of venue during the war

During the war the Berkeley Street showroom was requisitioned by the Royal Air Force. As no cars were being manufactured, there was urgent demand for large cars that could be converted to ambulances. The company undertook these conversions, while smaller cars were sold to the police.

1970's
Stratstone expand in 1971
Stratstone expanded taking over a London service depot at Willsden, providing a specialist service north of the river.

James Smillie takes the helm

Throughout the 1970s rapidly rising inflation in England took its toll and tough measures had to be taken to cope with its effect on Stratst0ne.A fleet sales department was set up in 1973 to supply limousines to top companies, embassies and foreign governments together with the special requests of the funeral profession.

1980's

James Smillie the Managing Director successfully acquired the equity and in 1982 Stratstone Limited became a private company after a break of 46 years.

Stratstone sets the standard

1988 saw the largest and most advanced service centre in Britain open at Grays Inn Road, London WC I .There were 24 work bays covering an area of 279 square metres and occupying two floors, with a retail and trade counter. Stratstone commenced work to completely refurbish the Berkeley Street showroom. The decor reflected the elegance of bygone days and at the same time complemented the image of the high quality modern products it represented; this Stratstone style has been an aspect of the brand that has been maintained to this day.

1990's
Stratstone has national coverage

In 1992 Stratstone grew through acquisition to become the largest luxury retailer in the UK.