On 14 January 1896 Lawson incorporated The Daimler Motor Company Limited. A prospectus was issued on 15 February.[18] The subscription lists opened on 17 February[18] and closed, oversubscribed, the next day.[19] The Daimler Motor Company Limited bought The Daimler Motor Syndicate Limited from Lawson's British Motor Syndicate as a going concern. Simms was appointed consulting engineer to the new business but was not to be on the board of directors,[19] possibly because he had become a director of the Cannstatt firm.