EDWIN PETER FODEN CBE
Page 18
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24 February 1930-3 July 2012
A pragmatic entrepreneur
Words: Reginald Crawford
EDWIN PETER Foden CBE, former chairman of ERF Trucks and chairman and CEO of ERF Holdings, has died. Born in Blackpool on 24 February 1930, he was the last of the great Cheshire family dynasty of Fodens to be actively involved with the truck industry.
Better known as Peter or, to many of the firm’s employees, Mr Peter, he will also be remembered as a moderniser and a champion of innovative engineering. Under his tutelage, ERF Trucks grew from a family business into a major force in the British truck industry.
A 20-year-old director
The son of Edwin Richard Foden, one of the founders of ERF, Peter joined the firm after the war as an apprentice. Following the death of his father in 1950, he became a director of ERF when he was 20.
From 1953 to 1955, Peter did his stint on National Service and was attached to the Corps of Royal Electrical and Mechanical Engineers (REME) as an officer. A period as export sales director at ERF followed.
Following the unexpected death of the then MD Dennis Foden in 1960, Peter took control of ERF – now a public company – and began a period of modernisation. Innovations included GRP cabs and the LV range of trucks. In time, GRP would be replaced by SMC plastic cabs that were built by ERF Plastics at Biddulph. The company pioneered the use of rust-free SMC panels, mounted on a strong steel safety cage, for truck cabs.
Over the years, under Peter’s stewardship, ERF’s export order books flourished to comprise nearly 18% of sales in the late 1970s. Large orders included the supply of 50 tractor units in 1969 to the Jordanian phosphate mining company. The latter, complete with King trailers, were delivered overland in one consignment from the UK to Amman.
Dealing with recessions
The recession of 1981 brought considerable difficulties to British manufacturing and ERF wasn’t immune. Under attack from continental truck makers, the next decade was a period when ERF and Peter became crusaders for British trucks. Near neighbour Fodens Ltd had already been swallowed up by Paccar; Leyland too, with Atkinson and Bedford eventually taken over, closed down or changed out of all recognition. Yet, with Peter’s drive for ERF, the 80s became a comeback decade.
It began with the introduction of the Cummins-based driveline philosophy. Described as the Customer Preferred (CP) policy, the adoption of a standardised Cummins, Eaton, Rockwell driveline allowed ERF to cut its manufacturing costs, rationalise spare parts and deliver better service.
In 1986 the CP policy culminated in the launch of what was ERF’s most modern, driver-oriented range yet. For operators who only knew ERF as a gaffers’ truck, the E Series provided a truck with consistent build quality. By 1987, Peter announced that the firm was now supplying over 3,000 UK operators with new trucks. To demonstrate that supporting the UK economy was crucial to ERF, he insisted that the E series carried ‘Built in Britain’ on badges prominently displayed on the cab.
Time to retire
In 1996, ERF Trucks was sold to Western Star of Canada, and Peter retired from his position as chairman and CEO. The sale of its assets to MAN were followed by the complete cessation of the brand as a trading name in 2006.
Peter was a man who successfully revivified ERF in the face of, in business terms, appalling odds.
He was an indefatigable supporter of numerous charities and was awarded a CBE for his services to the industry he loved.
He was also a great facilitator of ideas and fostered many talented engineers and projects. It is true to say that he was an example of that great British ideal – a pragmatic entrepreneur. ■