The Mechanics Behind Cord Cars

Criticism is inevitable unless one remains silent, inactive, and insignificant. Errett Lobban Cord, however, faced significant criticism despite his bold actions and achievements.

Starting as a car salesman in 1924, Cord rose to become president and primary shareholder of Auburn by 1926. At just 31, he became the youngest leader of an American car manufacturer. By the early 1930s, he had also taken control of Duesenberg and numerous other businesses.

Cord's strategy was straightforward: flood the market with common stock to drive down its price, allowing him to acquire controlling stakes at minimal cost. His vast empire spanned industries like aviation, shipping, and taxicabs, among others.

Distracted by his various ventures, Cord's automotive businesses declined. Significant financial losses compelled him to sell his stakes in 1937. The new owners promptly halted car production, a decision that some enthusiasts still resent.

Over a decade of remarkable success, E.L. Cord was responsible for some of the most extraordinary cars in history. In 1928, he launched the stunning Auburn Speedster. The next year saw the debut of the powerful Duesenberg Model J and the Cord L-29. Although the latter fell short of expectations, it paved the way for the iconic 1936-37 Cord 810/812, a vehicle that left an indelible mark on automotive history.

The exuberant optimism of the late 1920s spurred the creation of numerous new models and brands to cater to specific market segments. E.L. Cord aimed to bridge the price gap between his eight-cylinder Auburns and the luxurious Duesenbergs with a sleek new car bearing his name and featuring the innovative front-wheel drive.

The L-29, primarily designed by race-car expert Harry Miller and Cornelius Van Ranst, both strong advocates of front-wheel drive, started with the 298.6-cubic-inch Auburn straight-eight engine but underwent significant modifications.

To accommodate the Cord's front-wheel drive, the engine was reversed, positioning the clutch and transmission at the front. The cylinder head was redesigned to relocate the water outlet, and the crankcase was adjusted for a rear engine mount. A Cord expert noted that the L-29 engine included over 70 unique components. Initially advertised at 125 horsepower, its actual output was 115 until 1932, when a larger bore boosted it to the advertised 125 horsepower.

Power was delivered to the front wheels via a three-speed sliding-pinion gearbox positioned behind the differential, similar to a Miller-designed 1927 Indianapolis race car. Front brakes were placed inboard, adjacent to the differential rather than on the wheels, reducing unsprung weight for better ride quality and handling. The front suspension used quarter-elliptic leaf springs, while the rear featured semielliptic springs, complemented by Houdaille-Hershey shock absorbers on all corners. Premium Cardan constant-velocity universal joints were employed for the driveshafts.

This design had its drawbacks. The primary issue was the excessive length of the drivetrain, necessitating a 137.5-inch wheelbase. This configuration placed over half the car's weight on the rear wheels, which compromised traction on hills, icy roads, or gravel surfaces.

Additionally, the U-joints struggled to withstand braking forces and the stress of wheels that both steered and drove, leading to frequent wear and failure. While these issues could have been resolved with more development time, Cord insisted on launching the car before 1930, which it did, albeit only six months ahead of schedule.

However, the design's aesthetic appeal was undeniable. The elongated front end allowed Auburn's lead designer, Al Leamy, with assistance from body engineer John Oswald, to create a sleek hood and fender assembly that emphasized the car's impressive length and the low profile enabled by front-wheel drive. The front was crowned by a fully enclosed radiator grille, a pioneering feature in the automotive industry.

The L-29 was a visual masterpiece, available in four factory body styles: sedan, brougham, phaeton, and cabriolet, all produced by Cord's subsidiary companies. Many celebrities purchased L-29s, and custom coachbuilders worldwide crafted exquisite bespoke bodies. Priced competitively between $3100 and $3300, the L-29 had all the makings of a commercial success.

The L-29 failed to gain traction, quite literally. Beyond its poor grip and U-joint issues, front-wheel drive was an untested technology, making it a hard sell in the cautious $3000 market. The timing of its late 1929 launch couldn't have been worse, coinciding with the Wall Street crash and economic turmoil.

Additionally, when compared to rivals like Packard, Lincoln, and Cadillac, the L-29 was notably sluggish. It took around 25 seconds to reach 60 mph, with a top speed of just 75 mph. One reviewer diplomatically described its performance as "pleasantly mild," a flaw somewhat overshadowed by its stunning design.

Financially, the L-29 was unsustainable. It struggled through 1932 with minimal updates, ending production at 5010 units. By 1935, used-car guides valued the L-29 convertible at a mere $145. Despite its commercial failure, the L-29 has since earned recognition, including being designated a Classic by the Classic Car Club of America.

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1936 Cord 810, 1937 Cord 812

Following a three-year hiatus, the Cord brand made a comeback in 1936 with the sleek and forward-thinking 810. This model continued the front-wheel drive tradition but introduced significant improvements.

Unlike the L-29, which featured a lengthy straight-eight engine positioned far behind the front axle, the 810 utilized a more compact V-8 engine placed just behind the axle. Its differential and clutch assembly extended forward to the transmission, located slightly ahead of the axle. This design improved weight distribution and traction, supported by a shorter 125-inch wheelbase.

The 810 boasted numerous advanced features. For example, its front suspension used independent trailing arms connected by a single transverse leaf spring. The transmission offered four forward gears instead of the standard three, along with a Bendix "Electric Hand" preselector. This system allowed drivers to select a gear using a lever on the steering column and engage it by pressing the clutch.

The 810's V-8 engine, a 288.6-cubic-inch unit produced by Lycoming, another Cord-owned company, delivered 125 horsepower. An optional Schwitzer-Cummins centrifugal supercharger, similar to those used in late Auburn models, boosted output to an impressive 170 horsepower, later increased to 190 with a higher-boost blower. Standard 810 models could reach 90 mph and accelerate from 0 to 60 mph in 20 seconds, while the supercharged version achieved 110 mph and hit 60 mph in 11-13 seconds, making it one of the fastest cars in prewar America.

While performance was notable, the 810's design, led by Gordon Buehrig with contributions from Dale Cosper, Dick Robertson, and Paul Laurenzen, stole the spotlight. Originally intended for a canceled "baby Duesenberg" project, the car featured a sleek "coffin-nose" hood, distinctive wraparound horizontal louvers replacing the radiator, minimal trim, pontoon fenders, and, on supercharged models, sporty exposed exhaust pipes.

The 810 introduced several groundbreaking features, including concealed headlamps that manually flipped up when needed, a unit-body construction, a front-opening hood, a separate license-plate light, full wheel covers, and a hidden gas cap. Inside, the car showcased a metal dashboard filled with needle gauges and a ceiling-mounted radio speaker in sedans. Remarkably, Buehrig crafted many design elements from existing parts, including some repurposed from Auburn models.

The 810 debuted with four body styles: Westchester and Beverly sedans (distinguished mainly by upholstery patterns) and two-seat Cabriolet and four-passenger Phaeton convertibles. Prices started as low as $2000. The 1937 812 line, largely unchanged, saw a $500 price increase and added two long-wheelbase sedans, the Custom Beverly and Custom Berline, priced between $2,960 and $3,575.

Unfortunately, the 810/812 faced even more challenges than the L-29, reflecting the declining fortunes of the Cord Corporation. Budget constraints, cost-cutting measures, and excessive reliance on hand labor resulted in inconsistent build quality. Ultimately, E.L. Cord's empire collapsed in 1937, and the Cord automobile joined Auburn and Duesenberg in fading into history.

While the L-29 was largely overlooked by collectors, the 810/812 started gaining value almost immediately after production ceased (with 1629 and 1278 units made, respectively). Like the Duesenberg Js and Auburn Speedsters, its unmatched design inspired several postwar revival attempts and low-quality replicas, though none achieved even the modest success of the original.

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