During the
War of 1812, Cunard volunteered for service in the 2nd Battalion of the
Halifax Regiment militia and rose to the rank of captain. He held many public offices, such as volunteer fireman and
lighthouse commissioner, and maintained a reputation as not only a shrewd businessman, but also an honest and generous citizen. Cunard led Halifax investors to combine with Quebec business in 1831 to build the pioneering ocean steamship to run between Quebec and Halifax. Although
Royal William ran into problems after losing an entire season due to
cholera quarantines, Cunard learned valuable lessons about steamship operation. He commissioned a coastal steamship named
Pochohontas in 1832 for mail service to Prince Edward Island and later purchased a larger steamship
Cape Breton to expand the service. Cunard's experience in steamship operation, with observations of the growing railway network in England, encouraged him to explore the creation of a Transatlantic fleet of steamships, which would cross the ocean as regularly as trains crossed land. He went to the United Kingdom seeking investors in 1837. He set up a company with several other businessmen to bid for the rights to run a
transatlantic mail service between the UK and North America. It was successful in its bid, the company later becoming
Cunard Steamships Limited. In 1840 the company's first steamship, the , sailed from
Liverpool to
Halifax, Nova Scotia, and on to
Boston, Massachusetts, with Cunard and 63 other passengers on board, marking the beginning of regular passenger and cargo service. Establishing a long unblemished reputation for speed and safety, Cunard's company made ocean liners a success, in the face of many potential rivals who lost ships and fortunes. Cunard's ships proved successful, but their high costs saddled Cunard with heavy debts by 1842, and he had to flee to England from creditors in Halifax. However, by 1843, Cunard ships were earning enough to pay off his debts and begin issuing modest but growing dividends. Cunard divided his time between Nova Scotia and England but increasingly left his Nova Scotian operations in the hands of his sons Edward and William, as business drew him to spend more time in London. Cunard made a special trip to Nova Scotia and New Brunswick in 1850, when his brother
Joseph Cunard's timber and shipping businesses in New Brunswick collapsed in a bankruptcy that threw as many as 1000 people out of work. Cunard took out loans and personally guaranteed all of his brother's debts in Nova Scotia, New Brunswick and Boston. Joseph Cunard moved to Liverpool, England where Samuel helped him re-establish his shipping interests.
Personal views Cunard throughout his personal life was not a religious man and was considered by many to be agnostic. On his deathbed, Cunard declined
last rites and declared he "did not feel and admit and believe." His views on slavery in the 19th century were not known, but his statements regarding
Frederick Douglass's segregated passage arranged by a Cunard Agent in Liverpool on one of his ocean liners in 1845 strongly suggests he was against any form of racial prejudice. ==Later life==