Birchills Automotive will soon start its first contract with the MoD to address emission issues worldwide. This new project complements its ongoing work with companies like Morgan Motor Company and other car and motorcycle manufacturers.
Working with the Walsall High-Growth Programme, the company has acquired Cheeseman Products and integrated it into its Green Lane factory.
The father and son management team, Andrew and Oliver Wellings, received advice from business growth adviser Gail Jennings on streamlining production, enhancing sustainability, and developing leadership skills.
Part of the assistance involved understanding the different programs available, which led to nearly £30,000 in grants from Walsall Council. This funding helped cover the £60,000 cost of a new tube bending machine.
“We are very niche in what we do and there aren’t many companies that have the technical manufacturing capabilities in place to make exhaust systems that are compliant yet give off the right ‘acoustics,” explained Oliver Wellings, director at Birchills Automotive.
“It’s the complete turnkey package for 4-wheel, 2-wheel, industrial, off road, marine and MoD vehicles. From concept, CAD design and prototyping to development, jig manufacturing, tooling, production, quality, assembly and testing.”
“The acquisition has been a big moment for us, but thanks to Gail’s support we have been able to successfully integrate it into our Black Country operation, relocating four experts all the way from Aldershot.”
Oliver joined the family business near the end of the Covid-19, initially to support its core exhaust system operations. Sooner, he identified an opportunity to repurpose monthly scrap waste, which led to the creation of a spin-off sculpture venture.
This venture has been successful, with three initial commissions – a wolf, stag, and eagle – used for the King’s Coronation event in Dubai. The sculptures are currently on display in the Dubai International Financial Centre. A stainless-steel tree of life is currently being sculpted for use at Manor Hospital in Walsall.
“There’s a lot to do and I’m still learning, which is why being invited onto the peer-to-peer support group by Walsall High-Growth Programme has been so rewarding. I get to kick ideas around with fellow MDs and we’re now working through MRP options for our business together,” added Oliver.
“This is the latest element of the support we’ve received, and everything has been really beneficial. As a fast-growing business, you don’t always have time to explore the full assistance available and that’s where Gail came in, looked at some of our challenges and provided immediate solutions.”
Gail Jennings, business growth adviser, Walsall High-Growth Programme, concluded: “Birchills Automotive initially needed help incorporating Cheeseman Products into its Black Country factory following the acquisition and that’s what we’ve helped it to do.”
“From there, we also identified the possibility to secure funding towards the new tube bender that will help it take advantage of new opportunities and Oliver is continuing his business education with the peer-to-peer group.”
“It’s exactly the type of company we want to see more of in Walsall, a world class manufacturer with a passion to grow and make the most of its unique ‘niche’ in exhaust systems.”
Source: Birchills Automotive
About Birchills Automotive
Birchills Automotive, headquartered in Walsall, West Midlands, specializes in designing and manufacturing exhaust components for original equipment manufacturers (OEMs), the aftermarket, and motorsport sectors, serving industries such as automotive, motorcycle, motorsport, commercial vehicle, marine, and construction. Birchills offers in-house capabilities including CAD design, presswork, fabrication, and 3D printing. In recent years, it has expanded its product range to include bollards and barriers. The company has also grown through acquisitions, notably integrating Cheeseman Products and assets from Motad to enhance its motorcycle exhaust offerings. Birchills Automotive (Presswork) Limited was incorporated in 1964 and remains active.
About Walsall High-Growth Programme
The Walsall High-Growth Programme is a government-funded initiative headquartered in Walsall, West Midlands, and supported by the UK Shared Prosperity Fund (UKSPF). Delivered by Oxford Innovation Advice on behalf of Walsall Council, the programme is designed to provide intensive support to small and medium-sized enterprises (SMEs) with growth potential. It offers one-to-one guidance through experienced business growth advisers who help companies navigate challenges and implement growth strategies. Businesses receive customized action plans using the GROWTHmapper diagnostic tool and gain access to peer-to-peer networks where leaders exchange ideas and offer mutual support. Serving various industries across the borough, the programme is focused on helping businesses overcome barriers, improve productivity, and scale sustainably. By combining advice with collaborative learning, the Walsall High-Growth Programme plays a key role in driving innovation and economic growth within the region.