In 1923, he moved to Morris Motor Company, where he was involved in rationalizing all stages of the production process. In 1927 Morris bought Wolseley Motors and Lord was transferred there in order to modernize their production equipment.
In 1932 Lord is promoted General Manager at Morris, operating out of the Cowley factory.
At that time, Herbert Austin had sought somebody to direct his company. His only son had been killed during the First World War. Ultimately, Lord was selected to manage the company.
With the advent of the Second World War, Austin converted from civil production towards military production and in particular the construction of ambulances and government vehicles.
By the end of the war, Lord was Chairman of Austin Motor Company, and moves the company to a resumption of "civil" motor vehicle production.
Through further mergers and acquisitions, Lord ultimately became president of British Motor Company and British Leyland.
He died in 1967, aged 71.