Ariel Motor Company's Slogans & Taglines

Ariel Motor Company Ltd is a low-volume performance motor vehicle manufacturing company based in Crewkerne, Somerset, England. Founded by Simon Saunders in 1991 as Solocrest Ltd, the company was renamed Ariel Motor Company in 1999, reviving the historic Ariel marque originally established in 1870. Saunders, a transport design lecturer, developed the concept of a modern Lotus Seven with student Niki Smart, leading to the Ariel Atom—launched in 1999 with first deliveries in 2000. Famous for its exposed spaceframe and the description No doors, no screen, no roof, the Atom captured the trackday scene, originally using Rover K-Series engines before switching to Honda power in 2003; over 1,800 have been built. Core offerings expanded with the off-road Ariel Nomad (2015), dubbed Atom's mucky brother, the Ariel Ace motorcycle, and the electric Hipercar project. Under the company motto Serious Fun, Ariel remains one of the UK's smallest automakers, with around 30 employees producing up to 100 cars per year.