Homer B. Roberts: Pioneer of Black Automobile Dealership and Automotive Entrepreneurship

Homer B. Roberts was an early African American automotive entrepreneur who broke racial barriers by becoming the first Black owner of a major automobile dealership in the United States, establishing a business model that empowered Black consumers and challenged the exclusionary practices of the early twentieth‑century auto industry. Born in Kansas City in 1883, Roberts came of age as the automobile was transforming American life, yet opportunities for Black entrepreneurs in this rapidly growing sector were severely limited.

Roberts began his career in transportation with a focus on taxi services, recognizing early on that cars could provide economic as well as personal mobility. In the 1910s and 1920s, he operated a successful taxi and limousine service, which allowed him to gain valuable experience in automotive maintenance, sales, and customer service. His understanding of both the mechanical and business sides of the automobile industry set him apart and prepared him for larger ventures.

In 1919, Roberts took a bold step that would define his career when he opened Homer B. Roberts Motor Company, a Chevrolet dealership in Kansas City. At a time when racial segregation and discrimination prevented Black consumers from easily accessing automotive sales and financing, Roberts’s dealership became a critical resource for individuals and families seeking new and used vehicles. Roberts pioneered innovative business practices, including offering installment payment plans and trade‑in options, making car ownership more accessible to Black customers who had been underserved by white‑owned dealerships.

Roberts’s success attracted national attention and positioned him as a leader in Black business circles. He later expanded his operations by opening additional dealerships and car leasing ventures, demonstrating that African American entrepreneurship could thrive even in industries historically closed to people of color.

Beyond his own business achievements, Roberts’s work inspired other Black entrepreneurs and challenged prevailing assumptions about race and commerce in America. His legacy extends beyond car sales; he helped lay the groundwork for economic empowerment and community development in the Black business world.

Homer B. Roberts’s entrepreneurial spirit and strategic vision made him a pivotal figure in automotive history. As one of the first Black automobile dealership owners, he not only provided essential services to his community but also helped redefine what was possible for African American business ownership in the twentieth century. His contributions continue to be celebrated as examples of innovation, resilience, and economic leadership.