I came across this on e-bay and thought it looked rather Lambda like from the front. It seems that after Ceirano Welleyes went into the formation of FIAT the Ceirano family were serial starters of car companies. This included involvement with John Bennett, a Manchester car dealer, and Bennett & Carlisle which resulted in this 1926 Newton-Ceirano Boat Tailed tourer.
http://www.ebay.co.uk/itm/192320344014?ssPageName=STRK:MESINDXX:IT&_trksid=p3984.m1436.l2649I've added a picture of the standard car as well.