Joe Lucas had some good ideas, but …
One good idea was to buy up all their competing firms (Rotax, CAV, etc) as they got into difficulties during the depression in the thirties. This gave Lucas the use of a range of clever patents and clever engineers, so what could go wrong? Well, they used their new bounty to emphasise the cheapness of the product rather than any 'good' properties, and they were encouraged in this by the car makers themselves.
There came a point when the 'guarantee' – according to service engineers – was 500 yards or 5pm, whichever is the sooner.
Happy days
Tim