Homer B. Roberts

Homer B. Roberts
Born	1885
Died	1952
Occupation(s)	Automobile dealer, businessman, United States Army officer
Years active	Early 20th century–1930s
Known for	First African-American lieutenant in the United States Army Signal Corps; founder of Roberts Motors, the first African-American owned car dealership in the U.S.

Homer B. Roberts (1885–1952), an alumnus of Kansas State Agricultural College and World War I veteran, was the pioneering African-American to achieve the rank of lieutenant within the United States Army Signal Corps. He launched his automotive venture by advertising used vehicles in local newspapers. By late 1919, Roberts had successfully brokered more than 60 automobile sales exclusively serving African-American customers. Expanding his enterprise, he employed two sales representatives on his lot, provided auto insurance and financing options for buyers, and eventually established Roberts Motors—the first car dealership owned by an African American in the nation.

Career

Late (1923) Marmon 34B 2-passenger Speedster

Recognizing the influence of targeted marketing, Roberts placed advertisements in The Kansas City Sun, a leading newspaper serving the African-American community. His innovative advertising strategies generated strong responses from black consumers, fueling the growth of his business. By 1921, he had secured office space and display showrooms, expanded his workforce with two additional salesmen, and increased sales volume to accommodate rising demand.

Dealerships

Capitalizing on his success within the African-American market segment, Roberts attracted partnerships with several smaller automobile manufacturers. Companies such as Hupmobile, Rickenbacker, Whippet, and Marmon identified opportunities through his clientele and supported his operations. This led to franchise agreements including a Hupmobile franchise in 1923 and a Rickenbacker franchise in 1925. Additionally, Roberts arranged a distributorship with a local Oldsmobile dealer in 1923, which thrived under that brand's name. These affiliations also facilitated Roberts securing a Ford Motor Company franchise that expanded to encompass an auto repair facility, parts outlet, and a showroom capable of displaying 60 vehicles. By 1925, Roberts Co. Motor Mart ranked third nationwide for Rickenbacker automobile sales. Plans for a new location included services such as painting, tire sales, repairs, accessories, upholstery work, battery sales, and a gas station.

Roberts Co. Motor Mart

On July 29, 1923, the grand inauguration of the newly constructed Roberts Company Motor Mart attracted an audience exceeding 3,000 attendees. By the end of that year, Roberts Company was retailing brand-new Oldsmobiles, a vehicle manufactured in Detroit by General Motors. Throughout 1924, the company operated as an official Oldsmobile dealer, selling hundreds of Oldsmobile 6-cylinder models. The facility featured a 1,750-square-foot showroom, administrative offices, service bays, and space to exhibit and store up to 60 automobiles. At its height, the enterprise employed 55 African Americans across various roles. Subsequently, Roberts expanded by opening a second dealership in Chicago. He maintained daily advertisements in The Kansas City Call, recognized as the largest African-American newspaper in Kansas City. During this era, Roberts also served as an intermediary for 15 white-owned dealerships within the Kansas City region that preferred to avoid having black customers interact directly with their clientele on showroom floors. He later formed a partnership with two African American businessmen in Kansas City and operated a Hupmobile dealership managed by Thomas 'Big Piney' Brown at this location until 1929.

In 1928, Roberts and fellow entrepreneur Kenneth Campbell Jr. relocated to Chicago where they inaugurated a second Hupmobile dealership in 1929, situated at the Hotel Grand on South Parkway. This establishment was notable for being the second African-American-owned automobile dealership in the United States. Both the Kansas City and Chicago operations were branded as Roberts-Campbell Motors Inc. 'Big Piney' Brown oversaw the Kansas City branch until its closure in 1929. Due to the economic downturn caused by the Great Depression and the subsequent failure of the Chicago location, Roberts allowed the Kansas City showroom to decline and ultimately cease operations. In 1930, Hupmobile appointed Harry Williams, an African American, as a successor manager; however, details about this period are scarce as the dealership closed shortly afterward. Presently, a dealership operating under the Roberts Motor Mart name continues business in Kansas City.

Following the shutdown of his own dealerships, Roberts took on roles as a sales representative for local white-owned dealerships aiming to attract African-American customers.

Legacy

• The Kansas City Automotive Museum honors Roberts’ contributions through its Homer B. Roberts showroom, which features vehicles from his era.
• His story is highlighted in the documentary series Profiles of African-American Success.

See also

Hupp grille emblem featured on a 1941 Skylark

• List of African-American firsts
• Marmon Motor Car Company
• Evanair-Conditioner
• Greyhound Lines The initial Greyhound vehicle was a 7-passenger Hupmobile.
• National Football League The inaugural meeting took place inside a Hupmobile showroom located in Canton, Ohio.
• List of automobile manufacturers
• Frederick Patterson
• Eddie Rickenbacker
• Edward Davis (car dealer)
• Sarah Rector