The Allure of Cord Automobiles

In the innovation and excess of the American automobile industry of the late 1920s and 1930s, few car company names are remembered as well as Cord (even though the company was not around for very long). Backed by the ambitious Errett Lobban Cord, Cord automobiles were more than cars; they were rolling declarations that the future could be better engineered and styled for the brave.

1936 Cord

Cord headed the business empire that included Auburn and Duesenberg, all under the umbrella of the Auburn Automobile Company. While Duesenberg represented ultimate luxury and Auburn delivered performance at a more reasonable price, Cord was the technology and style leader—the brand that pushed the boundaries.

1936 Cord

America’s First Front-Wheel-Drive Production Car – The Cord L-29

1936 Cord

The L-29’s engineering proved complex, and its performance—hindered by too much weight and low power—did not quite match its appearance. Worse still, its launch coincided with the start of the Great Depression, which was bad news for the luxury automobile market.

Despite its shortcomings, the L-29 set the tone: Cord would not follow trends—it would be a leader.

The Cord 810/812: Art Deco on Wheels

Designed by the talented Gordon Buehrig, the 810 was introduced at the 1935 New York Auto Show and amazed audiences. Its “coffin nose” grille replaced the traditional upright radiator, using horizontal louvers that flowed seamlessly into the body. Even more amazing were its hidden headlights—operated by hand cranks—making the Cord one of the first production cars to feature hide away head lights.

The car’s design language was pure Art Deco: streamlined, modern, and elegant. Inside, the dashboard resembled an aircraft cockpit, reflecting our fascination with aviation.

Mechanically, the 810/812 continued with Cord’s front-wheel-drive layout and introduced other innovations like a semi-automatic gearbox with an electrically pre-selected transmission. The supercharged 812 models, identifiable by their so cool, dramatic external exhaust pipes, delivered performance to match the looks.

Early cars suffered from new technology issues, and the advanced transmission system could be troublesome. Production delays and quality concerns damaged what should have been a triumphant moment.

A Lasting Legacy

Cord production ended in 1937, a victim of financial difficulties within the Auburn-Cord-Duesenberg empire and the on going impact of the Great Depression. In less than a decade, the brand had gone from daring upstart to an automotive legend.

And legend is justified for Cord.

Cord has endured not because of their commercial success, but because of the vision. They anticipated trends that would become mainstream decades later: front-wheel drive, aerodynamic styling, integrated design, and driver-focused interiors.

More importantly, they captured something rare in the automotive world—a willingness to take risks. In an industry often defined by small, incremental change, Cord took a big step forward, even when the market was not ready.

Photo by Mike Gulett at the 2015 Carmel Mission Classic

Today, the Cord 810 and 812 are regarded as among the most beautiful American cars ever built, appearing in museums and concours events. Their influence can be seen in everything from postwar European sports cars to more modern cars.

A Perspective

There is something very attractive about Cord—not just the cars themselves, but what they represent. They remind me of a time when ambition could override caution, when a car company just might gamble everything on an idea simply because it was new and exciting.

Every time I see a Cord at any event I must stop, stare and take photos. They are so beautiful.

In today’s world of algorithms, regulations, software and risk mitigation, Cord cars feel so romantic.

These were cars built not just to sell, but to inspire us all.

Cord did not last as a company—but it did last as a creator of very memorable cars.

Let us know what you think in the Comments.

Research, some text and some images by ChatGPT 5.2. Some images from Cord brochures and advertisements.