William Richard Morris, later Viscount Nuffield, set up business as a cycle agent and manufacturer in Oxford, in 1893, at the age of sixteen. He was, through sheer hard work, to go on to make the Morris-Oxford car and set up the famous car works at Cowley, where many other Morris designs were manufactured. This is an account of his life and of his vision: 'the #100 car', a car the public could afford to buy. Leasor tells of this unusual and determined man's success, the millions he made and the millions he gave away.