Velocette

Veloce Ltd

Company type	Private
Industry	Motorcycle manufacturing
Founded	1896
Founder	John Goodman (John Taylor)
Defunct	February 1971
Headquarters	Hall Green, Birmingham , England, United Kingdom
Products	Motorcycles

Velocette denotes a series of motorcycles manufactured by Veloce Ltd, located in Hall Green, Birmingham, England. Although a modest, family-run enterprise, Velocette's handcrafted motorcycles achieved sales figures comparable to those of large-scale producers such as BSA and Norton. Renowned for their craftsmanship and innovative engineering, the firm gained international recognition in motorcycle racing from the mid-1920s through the 1950s, securing two World Championship titles in the 350 cc category (1949–1950) and establishing an enduring 24-hour speed record exceeding 100 mph (161 km/h) with a single-cylinder 500 cc machine. Veloce was instrumental in introducing numerous patented features now commonplace in motorcycles, including the positive-stop foot gear shift and swinging arm rear suspension equipped with hydraulic dampers. Despite its achievements, the company experienced a steady decline during the late 1960s, ultimately ceasing operations in February 1971.

Foundation

The origins of the company trace back to "Taylor, Gue Co Ltd," founded in 1896 by John Goodman (originally Johannes Gütgemann, later known as John Taylor). Initially, the firm specialized in manufacturing cycle frames and components before progressing to produce frames for the Ormonde Motorcycle. By 1904, they had developed a tri-car powered by a 3.5HP water-cooled four-stroke engine featuring a two-speed gearbox and an innovative clutch mechanism. Following the merger of Ormonde with engine supplier Kelecombe and its subsequent failure, Taylor Gue acquired the combined assets and constructed their inaugural motorcycle, named Veloce, in 1905.

In that same year, John Taylor founded Veloce Limited to focus on producing cycles and associated products. Alongside his sons Percy and Eugene, he ventured into engine manufacturing under the Veloce Motor Company brand, culminating in the 1910 release of the V.M.C motorcycle equipped with a 500cc side-valve engine, direct belt-drive system, and an optional hub gear. The establishment of New Veloce Motors Ltd occurred in 1912 with J. Taylor and P.J. Taylor as shareholders at Veloce Works in Spring Hill, Birmingham—likely intended to isolate motorcycle production risks from other business interests. This entity was dissolved during World War I.

Veloce Motorcycles

The initial Veloce model was briefly produced in 1905 by Taylor Gue Ltd after acquiring assets from Ormonde and Kelecombe, presumably due to outstanding payments related to cycle parts supplied for Ormonde.

In 1910, the Veloce Motor Company introduced the V.M.C. motorcycle featuring a 3.5HP (500cc) side-valve engine paired with belt-drive transmission and an optional Armstrong three-speed hub gear.

By 1912, a smaller lightweight model debuted alongside their larger motorcycle at the Olympia exhibition through collaboration with Wilton Cycle Co, specialists in sidecar manufacturing. This version incorporated an inlet-over-exhaust valve configuration with a mechanically operated front inlet valve. Its specifications included a bore and stroke measuring 70mm by 76mm, pump-driven oil lubrication, and an external flywheel. The two-speed gearbox was integrated within the engine casing—an early example of unit construction patented by Percy Taylor in 1910. A larger variant with a 76mm bore competed in the 1913 T.T., ridden by Cyril Pullin; however, it encountered performance issues due to an oil leakage.

In 1913, Veloce presented motorcycles jointly with Wilton Cycle and Motor Co at exhibitions, including the introduction of the Velocette two-stroke model. Additionally, they offered a more substantial lightweight four-stroke rated at 2.75HP with a 76mm bore available in both ladies' and gentlemen's versions; the ladies' model featured a lowered frame and additional engine covers. The larger 500cc model remained unchanged during this period.

The growing popularity of the Velocette brand led to its adoption as the official name: following dealer objections upon launching the overhead camshaft 350cc model under the Veloce name in 1925, all motorcycles were thereafter marketed exclusively as Velocette.

Velocette two-strokes

The initial two-stroke motorcycle, launched in 1913 under the name Velocette, established a strong reputation for producing premium 250cc machines from 1913 through 1925. Although the brand briefly reverted to Veloce for the 'K' series—causing some confusion among customers familiar with Velocette—the original name was restored for all following models.

These single-cylinder two-stroke engines incorporated advanced features such as throttle-operated oil pumps, setting them apart from rivals and contributing to their success in events like the Isle of Man TT. The range progressed through various iterations including series A (with AC2 and AC3 variants), the H series, and model U versions, culminating in the GTP model introduced in 1930 and manufactured until 1946. Renowned for its dependability, smooth power delivery, and sharp handling, the GTP became a hallmark of the brand.

Velocette 'K' series

In the early 1920s, Veloce identified a need to expand its lineup with a more advanced motorcycle. This led to the creation of the 'K' series in 1925, featuring a 350 cc overhead camshaft (OHC) engine. Despite initial development challenges, refined 'K' models competed successfully at races such as the Isle of Man TT and Brooklands, earning acclaim for their performance and reliability. This racing pedigree inspired the production of the KTT model, built between 1928 and 1949. Notably, the 1929 KTT was the first production bike equipped with a positive-stop foot-operated gear change. Road-going versions included the Velocette KSS (super sports), KTS (touring sports), KTP (twin exhaust ports), and KN (standard). In 1935, the 'KSS Mk2' debuted with a fully enclosed aluminium cylinder head. The OHC engine line persisted until 1948, concluding with the KSS Mk.2 featuring rigid frames and Dowty air-sprung telescopic forks. Valve timing precision was improved by employing innovative stroboscopic lamps. The 'K' series combined speed with durability, cementing Veloce’s status in competitive racing like the Isle of Man TT.

Velocette 'M' series

Because manufacturing the K series involved costly hand assembly of shaft-and-bevel camshaft drives, Veloce introduced a more straightforward overhead valve (OHV) range to streamline production and reduce expenses. The first model was the MOV in 1933, equipped with a 250 cc 'square' engine (68 mm bore and stroke). It offered spirited performance (approximately 78 mph) and reliability, quickly becoming popular among buyers. Following this, the Velocette MAC 350 cc arrived in 1934 with an increased crankshaft stroke; it gained even greater popularity and generated substantial revenue for Veloce. In 1935, Veloce unveiled the Velocette MSS 500 cc model featuring a reinforced frame derived from the MkV KTT racer and shared with the KSS MkII (1936–1948). Designed primarily for sidecar use, the MSS also proved financially successful. Additionally, a 350 cc variant of the MOV served as a foundation for military motorcycles during World War II.

Post war

Following World War II, Velocette aimed at capturing demand within the growing personal transportation market by introducing the LE model ("Little Engine"). This 149 cc water-cooled flat-twin motorcycle featured a pressed steel frame along with telescopic front forks and a swingarm rear suspension. Company director Eugene Goodman envisioned an innovative design that would meet consumers’ needs for affordable and dependable transport. Designer Charles Udall developed the LE as an integrated unit combining engine, gearbox, drive shaft, and bevel box into one assembly. Although technologically advanced and expensive to produce, it became Velocette’s best-selling motorcycle despite limited profitability due to high tooling expenditures.

The LE gained widespread use among British police forces for urban patrol duties. To improve safety during saluting while riding, officers adopted nodding gestures instead of hand salutes, which led to its nickname "Noddy Bikes," also associated with the well-known children’s character Noddy.

Velocette also sustained its involvement in competitive motorcycling with the 348 cc KTT racer. The company dominated the 1947 Isle of Man TT Junior race by claiming the top four positions and secured victories in the inaugural FIM 350cc World Championships in both 1949 and 1950. In 1967, Neil Kelly achieved first place in the Isle of Man Production TT 500cc class riding a Velocette Thruxton.

Later models

The 499 cc Velocette MSS from 1954 gained popularity within American desert racing circles, which spurred the creation of scrambler and enduro versions: the 349 cc Viper and the 499 cc Venom, both launched in 1956. A 1958 evaluation highlighted the Viper's impressive capabilities, noting its top speed surpassed . In 1961, a Velocette Venom established a 24-hour endurance record at France’s Montlhery circuit, covering more than at an average pace of , a record that remains unbroken for motorcycles up to 500cc. Although this Venom suffered damage during a fire at the UK’s National Motorcycle Museum, enthusiasts from the club successfully restored it.

In 1960, Velocette introduced the Viceroy, an innovative 250 cc opposed twin two-stroke scooter characterized by its front-mounted engine and fuel tank positioned beneath the legshield. Equipped with an electric start system, 12-volt electrical components, delivering over , and capable of comfortable cruising speeds around , it showcased advanced handling and features for its time. Nevertheless, shifting consumer preferences limited its market impact.

Throughout the late 1960s, production of Velocette motorcycles steadily declined: the Viper and Vogue models ceased in 1968; "Special," Scrambler, and Endurance variants ended production in 1969; while MSS Venom and Thruxton models were discontinued by 1970. Operations at Veloce Ltd. ultimately ceased in February 1971.

Commercial failure

From 1956 onward, the company faced financial difficulties triggered by alterations in hire purchase legislation and fuel rationing during the Suez Crisis. Significant losses stemmed from the development of the Viceroy scooter (1956–1960), exacerbated by surplus inventory of obsolete parts and capital tied up in the Velocette Vogue—a modernized iteration of the LE featuring a fibreglass touring body. Sales remained low, with only a few hundred units sold over five years, and neither Veloce nor Avon (the bodywork manufacturer) recovered development expenses. These issues played a major role in the firm’s economic downturn.

Despite commercial failure in the late 1960s, profits generated from spare parts sales following acquisition of the Royal Enfield spares business in 1967 helped sustain operations until 1971.

In February 1971, all employees were laid off. C C Cooper, a local metals-recovery entrepreneur, acquired most of the machinery and continued limited spare parts manufacturing through a small engineering team. Subsequently, ownership rights to the Velocette brand and parts production were transferred to the Holder family, and the Hall Green premises were demolished.

See also

• List of Velocette motorcycles