Cord, the legendary automobile brand that once graced the elite and famous during Hollywood’s Golden Age, is now available for purchase, inviting prospective buyers to breathe new life into this illustrious name in the world of automakers.
Could the middle sibling of the Auburn-Cord-Duesenberg trio be poised for a grand resurgence? It certainly appears so. This truly illustrious American car marque is long overdue for a renaissance. The auction offering encompasses the entirety of the Cord legacy, including the brand itself, along with the rights to produce Cord automobiles.
During the 1920s and 1930s, Cord stood as a prominent luxury American automotive icon, making a significant impact with models like the L29 and 810/812, exemplified by the 1937 Cord Supercharged Sportsman. Unfortunately, the brand did not weather the storm of the Great Depression and was eventually acquired by the Aviation Corporation, which made an attempt at revival in the 1940s. A modest resurgence occurred in the 1960s. Now, with the Cord brand up for grabs once more, a new owner could potentially utilize it to license Cord components, create Cord-branded apparel and collectibles, or even embark on a new automotive venture under the classic Cord name.
In the 1930s, Cord’s distinctive “coffin-nosed” cars attracted film stars such as Johnny Weissmuller, Al Jolson, and Clark Gable, while tycoon Howard Hughes was captivated by the innovative technology in these vehicles, featuring front-wheel drive, advanced gearing and suspension, and concealed headlamps and door handles—all within an elegant, streamlined design. Cord’s avant-garde design even earned the 810 recognition from the Museum of Modern Art in New York as “an outstanding American contribution to automobile design” in 1951. The iconic coffin-nose design left an indelible mark on pop culture, influencing the design of the original Batmobile in comic books and inspiring numerous Sony PlayStation video games, as well as making appearances in music, literature, and films like James Leasor’s “Where the Spies Are” and “The Godfather.” Could we witness a Chinese automobile manufacturer acquiring the Cord brand to capitalize on its cachet and deep sentimental value? Recent history suggests that classic brands can indeed find new life in the modern world. The prestigious German brand Borgward, which ceased operations in the 1960s, was resurrected by the Chinese company Beiqi Foton Motor in 2015. Additionally, Chinese ride-hailing and short-term rental provider Ucar acquired a 67 percent stake in Borgward, demonstrating the potential for successful revival.
The 812 Supercharged model, featured here, boasted a Lycoming V8 engine delivering 170hp. Its unique front-wheel-drive system allowed the car to maintain an unusually low profile, enhancing handling and earning the 812 the distinction of holding the average speed record (80mph) at the Indianapolis Motor Speedway, a record that endured until 1954. Craig Corbell acquired the rights to the Cord name for $242,000 in late 2014 from the family of the late Glenn Pray, who had previously secured the rights to build Buehrig-designed Cord replicas in the 1960s. Over the past five years, Corbell pursued various avenues, striving to bring two separate Cord-branded vehicles to life.
In a conversation with Hemmings Classic Car Magazine in 2019, Mr. Corbell disclosed that he came tantalizingly close to putting prototypes for his Cord Revival project on the road but ultimately chose to shelve the endeavor and put the Cord name rights up for sale again. This decision was partially influenced by the lack of federal government guidelines regarding low-volume replica cars at the time. In 2022, government guidelines finally provided a solution, but the intervening years led him in a different direction, diversifying into real estate development. Mr. Corbell’s vision now rests in thehope that the Cord trademark will fall into the hands of someone who, much like Stephen Wynne did for the DeLorean Motor Company, will resurrect its legacy.