Ronald Keech started up Diadem Coaches in Luton, Beds in 1953. This photo was taken in 1954 with his first Bedford 29 seat coach. Ron and his parents were taking the Luton Railway Cricket team on a day out.

The success of Diadem Coaches led Ron to purchase Hillside Coaches in 1960 with a fleet of 18. In 1970, he moved to new offices at Luton Airport after Hillside Coaches sold out to Court Line Aviation Ltd. He remained here as Managing Director until 1974 before moving to East Devon. After being involved in tourism in the Seaton area for much of this time, eventually Ron started up in transport yet again and Sovereign Cars & Coaches were formed .
Established in 1981, Sovereign Cars & Coaches, is a family run business operating from Rousdon, Nr Lyme Regis in the heart of the scenic West Country near the Jurassic Coast. The business started up with two private hire cars and found its core business with Allhallows School, known today as The Rousdon Estate. The demand for business grew and soon Sovereign found it necessary to buy its first coach to help with school runs for Allhallows and Devon County Council. The growth of the business since then has been down to our reliability and a quality of service. After all, this is exactly how Ron made a name for himself back in the post-war years