RILEY - THE COMPETITIONas Old as the Industry, as modern as the Hour
To put in perspective the Riley sales, in the late 1930s (according to Wikipedia), the top Five producers were Morris with around 27% of the market, Austin (24%), Ford (15%), Standard (13%) and Rootes (Hillman, Humber and Sunbeam: 11%), Vauxhall were 6th with 10%. With the exception of Sunbeam, none of these producers really rivalled Riley throughout their lifetime.
The companies that did rival Riley were just as small, if not smaller producers, some selling just a few hundred cars a year. In the 1930s the larger producers included:
There were, of course, also some continental competitors, such as Alfa Romeo and BMW, but in the 1930s foreign cars were very rare in any car producing country.
All in all, Riley had carved out a very comfortable little niche for themselves, but as they tried to expand, they only caused themselves more problems, and ended up with too many models, many selling less year on year, and all too quickly the money ran out.