Homer B. Roberts facts for kids
Quick facts for kids
Homer B. Roberts
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| Born | 1885 Springfield, Missouri, U.S. |
| Died | 1952 (aged 66–67) Chicago, Illinois, U.S. |
| Allegiance |  United States of America |
| Service/ |
 United States Army |
| Rank | Lieutenant |
| Unit | United States Army Signal Corps |
| Battles/wars | World War I |
| Other work | Retail auto salesman, first black auto dealer, built the first shopping mall |
Homer B. Roberts (1885–1952) was a truly important American pioneer. He was a graduate of Kansas State Agricultural College. He also served in World War I.
Roberts was the first black man to become a lieutenant in the United States Army's Signal Corps. This group was in charge of communications for the army. After the war, he started his own car business. He began by placing ads for used cars in local newspapers.
By the end of 1919, Roberts had sold over 60 cars. He focused on selling to African-American buyers. He hired two salesmen and offered car insurance. He also helped customers with payment plans. Later, he founded Roberts Motors. This was the first car dealership in the United States owned by an African-American.
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Homer B. Roberts' Business Journey
Homer Roberts knew how important advertising was. He placed ads in The Kansas City Sun. This was a major local African-American newspaper. His smart advertisements quickly attracted many customers. His business grew very fast.
By 1921, he had proper offices and showrooms. He hired more salesmen. His sales kept increasing to meet the growing demand.
Expanding Car Dealerships
Because Roberts was so good at reaching the African-American market, many car makers wanted to work with him. Smaller companies like Hupmobile, Rickenbacker, Whippet, and Marmon saw his success. They supported his business.
Roberts got special agreements, called franchises, from Hupmobile in 1923. He also got one from Rickenbacker in 1925. In 1923, he also made a deal with a local Oldsmobile dealer. This helped him sell many Oldsmobile cars.
He even landed a franchise from Ford. This Ford dealership grew to include a car repair shop. It also had a parts store and a large showroom for 60 cars. By 1925, his dealership, Roberts Co. Motor Mart, was very successful. It was ranked third in the United States for selling Rickenbacker cars.
A new facility was planned to offer many services. It would have painting, tires, repairs, and accessories. It would also have upholstery services, batteries, and a gas station.
The Roberts Company Motor Mart
On July 29, 1923, the new Roberts Company Motor Mart officially opened. Over 3,000 people attended the grand opening. Later that year, the Roberts Company started selling brand new Oldsmobiles. These cars were made in Detroit by General Motors.
In 1924, the Roberts company was a top Oldsmobile dealer. They sold hundreds of Oldsmobile 6's. The building had a large showroom, offices, and service areas. It could store and display 60 vehicles. At its busiest, the business employed 55 black workers.
Later, Roberts opened a second dealership in Chicago. He advertised daily in The Kansas City Call. This was the biggest African-American newspaper in Kansas City. During this time, he also worked as a broker. He connected 15 white dealers in Kansas City with black customers. These dealers preferred not to have black customers in their own showrooms.
Roberts then partnered with two black businessmen in Kansas City. A Hupmobile dealership under Thomas 'Big Piney' Brown stayed at this location until 1929. In 1928, Roberts and Kenneth Campbell Jr. moved to Chicago. In 1929, they opened a second Hupmobile dealership. It was located at the Hotel Grand. This was the second black-owned car dealership in America.
Both the Kansas City and Chicago dealerships were called Roberts-Campbell Motors Inc. 'Big Piney' Brown managed the Kansas City dealership. It closed in 1929. Due to the Great Depression, the Chicago showrooms also struggled. Roberts eventually closed the Kansas City operation too. After his dealerships closed, Roberts continued to work as a salesman. He worked for white dealers who wanted to sell cars to black customers.
Homer B. Roberts' Lasting Legacy
- The Kansas City Automotive Museum honors Homer B. Roberts. They have a special showroom named after him. It displays cars from his time.
- Roberts is also featured in a documentary series. It is called Profiles of African-American Success.
