MG cars had their roots in a 1920s sales promotion sideline of Morris Garages, a retail sales and service centre in Oxford belonging to William Morris. The business's manager, Cecil Kimber, modified standard production Morris Oxfords and added "MG Super Sports" to the plate at the nose of the car. A separate M.G. Car Company Limited was incorporated in July 1930. It remained Morris's personal property until 1 July 1935, when he sold it to his holding company, Morris Motors Limited.