Classic Car Wiki

Introduction to the Cord Car Company

The Cord automobile company was a short-lived but immensely influential name in American automotive history. Operating during the tumultuous years of the late 1920s and 1930s, Cord was known for producing some of the most technologically advanced and visually stunning vehicles of the era. With groundbreaking innovations like front-wheel drive, hidden headlights, and streamlined designs, Cord cars became icons of Art Deco styling and automotive engineering. Though the brand lasted less than a decade, its legacy continues to captivate collectors, designers, and historians.

The Origins of Cord

Errett Lobban Cord: The Visionary

The Cord car company was the brainchild of Errett Lobban Cord, a charismatic entrepreneur and engineering visionary. Cord made a name for himself in the 1920s by revitalizing the Auburn Automobile Company, which he transformed from a struggling carmaker into a profitable and stylish brand.

In 1929, Cord sought to create a new line of vehicles that would push the boundaries of automotive design and technology. This ambition gave birth to the Cord brand—positioned as a higher-end offering than Auburn but still below the ultra-luxury Duesenberg brand, which Cord also owned through the Auburn Automobile Company and the Cord Corporation.

Innovation and Early Development

The Cord L-29 (1929–1932)

The first Cord-branded car was the **Cord L-29**, introduced in 1929. It was America’s first mass-produced front-wheel-drive car, a revolutionary step at the time. This configuration allowed the car to have a much lower profile compared to rear-wheel-drive competitors, giving it a sleeker and more stylish appearance.

The L-29 was powered by a 4.9-liter Lycoming straight-eight engine producing about 125 horsepower. It was coupled to a three-speed transmission mounted ahead of the engine. The car featured independent front suspension and a long, low-slung body that captured the opulent spirit of the Jazz Age.

However, despite its elegance and engineering innovation, the L-29 arrived just as the Great Depression began. Sales were modest, and production ceased in 1932 after around 5,000 units had been built.

Art Deco Masterpiece: The Cord 810/812

Introduction of the 810

In 1936, Cord returned to the spotlight with what would become its most iconic model: the Cord 810. Designed by Gordon Buehrig, the 810 was a masterpiece of streamlined styling and technological sophistication. It immediately caused a sensation at the 1935 New York Auto Show and is widely considered one of the most beautiful American cars ever produced.

Design Highlights

• Hidden Headlights: The Cord 810 was the first American car to feature retractable headlights, operated by dashboard-mounted hand cranks.
• “Coffin Nose” Front: The long, louvered hood with no traditional grille gave the Cord an unmistakable look, earning it the nickname “Coffin Nose.”
• Front-Wheel Drive: Like the L-29, the 810 featured front-wheel drive and independent front suspension.
• Semi-Automatic Transmission: The car used a pre-selector gearbox, allowing the driver to pre-select gears using a small lever.

Powertrain and Performance

The Cord 810 was powered by a naturally aspirated 4.7-liter Lycoming V8 engine. In 1937, the Cord 812 was introduced with the option of a Schwitzer-Cummins supercharger, boosting power from 125 to 170 horsepower. These supercharged variants were distinguished by external chrome exhaust pipes that exited from the side of the hood—an unmistakable Cord hallmark.

Challenges and Decline

Mechanical Issues

Despite its forward-thinking design, the Cord 810/812 faced significant reliability problems. Early models suffered from transmission malfunctions and electrical gremlins, which tarnished the car’s reputation just as sales were beginning to ramp up.

The semi-automatic transmission in particular was a novel but complex mechanism that many dealers struggled to service properly. These issues, combined with the car’s premium price tag, made it a difficult sell during the lingering economic hardships of the 1930s.

Closure of Cord Production

In 1937, just one year after the launch of the 812, Cord ceased production. The Auburn Automobile Company itself was suffering from declining sales across all its brands. Cord Corporation was reorganized, and E.L. Cord eventually sold his interests and exited the auto business altogether.

In total, only about 3,000 Cord 810/812s were produced, but their influence far exceeded their numbers.

Legacy and Influence

Impact on Automotive Design

The Cord 810/812 is widely regarded as one of the most important American automotive designs of the 20th century. It anticipated many features that would later become standard in production vehicles, including hidden headlights, unibody construction, and dashboard-mounted gear selectors.

Its styling was decades ahead of its time, and its streamlined Art Deco aesthetic helped usher in a new era of automotive design that emphasized aerodynamics and elegance over brute force.

Collector Status

Today, Cord automobiles—especially the 810 and 812—are highly sought after by collectors. Restored examples regularly command six-figure sums at auctions, and they are frequent highlights at concours d’elegance events such as Pebble Beach.

The Cord’s enduring appeal lies in its combination of beauty, innovation, and rarity. It represents a bold vision of what the automobile could be—both technologically and artistically.

Cord in Popular Culture

Cord cars have appeared in numerous films and television series, often as symbols of luxury or eccentric sophistication. Their unique look makes them favorites for period dramas set in the 1930s, and the 810’s styling continues to influence custom car builders and restoration shops.

The Cord Revival Attempts

Postwar Re-creations

Several attempts have been made to revive the Cord name or replicate the style of the 810/812. In the 1960s and 70s, companies like Samco and Glen Pray’s Auburn-Cord-Duesenberg Company produced modernized replicas under the Cord name, using contemporary drivetrain components and fiberglass bodies.

While these replicas lacked the authenticity and craftsmanship of the originals, they helped keep the Cord legacy alive for new generations of enthusiasts.

Conclusion

The Cord automobile company burned brightly and briefly, yet its impact on automotive history is undeniable. Through pioneering technology and breathtaking design, Cord vehicles redefined what was possible in a luxury automobile during the interwar years.

Though commercial success ultimately eluded the company, the Cord name lives on as a symbol of American innovation, style, and the bold ambition to challenge conventions. Few car companies, even those that lasted decades, have left such an enduring legacy in so short a time.