 In early 1896, Lawson's British Motor Syndicate Limited (about to incorporate The Daimler Motor Company Limited), bought The Daimler Motor Syndicate Limited.In early 1896, Simms was appointed a director of Stuttgart's Daimler Motoren Gesellschaft which later became Daimler-Benz.He remained consulting engineer to Lawson's The Daimler Motor Company Limited but, perhaps wisely, did not join its board of directors.