Homer B. Roberts was a WWI veteran and an electrical engineer. Not only was he the first black American car dealer but was also one of the first black retailing giants.
He created a cutting-edge campaign of “class and distinction almost describes our cars and customers” in the 1920s that preceded the Duesenberg elegant men and women campaign in the 1930s. Roberts knew that marketing the feeling of driving a car sold by him was as important as the car itself. He was a marketing genius.