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The Affordable 1930s Luxury Car! It’s…

The Cord 810/812 1936 -1937

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✪ The Cord 810 and 812 are two of the most stunning automobiles ever created. These cars represented the pinnacle of American automotive design in the 1930s, combining innovative engineering with breathtaking styling that still turns heads nearly 90 years later.

Yet despite their beauty and technical sophistication, the Cords were commercial failures that helped doom their parent company. This is the story of ambition, innovation, and the painful reality that sometimes being too far ahead of your time is just as fatal as being behind it.

To understand the Cord 810, you need to understand Errett Lobban Cord, one of the most ambitious and controversial figures in automotive history. Born in 1894, E.L. Cord built a business empire in the 1920s that included Auburn Automobile Company, Duesenberg, and the car that bore his name. By the mid-1930s, the Cord Corporation controlled not just these automakers but also Lycoming engines, Stinson Aircraft, and numerous other enterprises.

The original Cord L-29, introduced in 1929, had been America’s first front-wheel-drive production car. Powered by a Lycoming straight-eight engine producing 125 HP, the L-29 featured a low-slung profile made possible by eliminating the driveshaft tunnel. Priced at around $3,000, it competed with luxury marques like Packard and Pierce-Arrow. However, the timing couldn’t have been worse. The stock market crashed just months after introduction, and the Great Depression devastated the luxury car market.

Cord sold only about 5,000 L-29s between 1929 and 1932 before discontinuing the model. By 1935, E.L. Cord wanted to re-enter the market with something spectacular. He tasked designer Gordon Buehrig with creating a car that would make people forget the Depression and dream again. The result would be the Cord 810, one of the most revolutionary automobiles ever built.

Gordon Buehrig was only 35 years old when he designed the Cord 810, but he was already an accomplished automotive stylist. He had worked for Stutz and General Motors before joining Duesenberg, where he designed some of the most beautiful coachwork ever fitted to the legendary Model J chassis.

When E.L. Cord gave him the assignment to design the new Cord, Buehrig had less than a year to go from concept to production-ready automobile. The design that emerged was unlike anything else on American roads. The Cord 810 featured a fastback shape with smooth, flowing lines that eliminated running boards entirely. But the most striking feature was the front end, which eliminated the traditional vertical radiator grille entirely. Instead of a grille, the long, low hood of the Cord featured horizontal chrome louvers that wrapped around the nose, with retractable headlights tucked into the front fenders. These hidden headlights, operated by small hand cranks on either side of the dashboard, were the first on an American production car. When retracted, they created a sleek, uninterrupted front end that looked like nothing else. Contemporary observers compared the car’s appearance to a coffin-nose, and the nickname stuck.

The Cord 810 debuted at the New York Auto Show in November 1935 to tremendous acclaim. The automotive press praised the revolutionary design, and the public crowded around the display to admire the stunning automobiles. Cord reportedly received thousands of orders based on the show car alone. The company announced a base price of $1,995 for the Westchester sedan, competitive with premium offerings from Packard and Buick. However, the show car was essentially a non-functional prototype, and translating Buehrig’s design into production reality proved far more difficult than anticipated.

The complex front-wheel-drive system required extensive development, and the transmission’s electro-vacuum shift mechanism simply wasn’t ready for production. E.L. Cord, eager to begin deliveries and generate revenue, pushed the car into production before critical systems were properly worked out. The lack of a traditional grille was both aesthetic choice and engineering necessity. The front-wheel-drive layout placed the engine behind the front axle line, eliminating the need for a large radiator opening. Cooling air entered through the horizontal louvers and was directed to a radiator mounted behind the engine. This configuration allowed Buehrig to create the remarkably low hood line that gave the Cord its distinctive profile. The body sat unusually low for its era, with the floor just 14 inches off the ground. This was made possible by the front-wheel-drive layout, which eliminated the driveshaft tunnel and rear axle housing.

The result was a car with a ground-hugging stance that made conventional automobiles look tall and ungainly by comparison. Overall height was just 60 inches, several inches lower than most contemporary cars.

The interior was equally advanced. The dashboard featured a complete set of instruments in an aircraft-inspired panel, with large, easy-to-read gauges. The speedometer registered to 120 MPH, optimistic for the car’s actual performance but reflecting the sporting pretensions. A radio was optional, and some cars featured the innovative Bendix electric vacuum automatic transmission shifter mounted on the steering column. The low floor and absence of a driveshaft tunnel meant the interior was remarkably spacious. Three adults could sit comfortably across the bench seat, and legroom was generous. The seats themselves were upholstered in quality cloth or optional leather, and interior trim featured figured walnut or mahogany wood accents. Four body styles were offered: the Westchester sedan, the Beverly sedan with a more formal roofline, the Sportsman convertible sedan, and the Phaeton convertible. All shared the same basic design language and mechanical components. The Sportsman and Phaeton featured power-operated convertible tops, an expensive feature for the era.

Power came from a Lycoming-built V8 engine displacing 288.6 cubic inches (4,730 cc). The engine featured a 3.5-inch bore and 3.75-inch stroke, with a relatively modest 6.5:1 compression ratio that allowed it to run on the low-octane fuel available in the 1930s. A single Stromberg two-barrel carburetor fed the engine. The V8 produced 125 HP at 3,500 RPM and 240 lb-ft of torque at 2,000 RPM. While not particularly powerful even by 1936 standards, the engine provided adequate performance for a car weighing approximately 3,700 pounds. The side-valve design was simple and reliable, if not particularly advanced.

Lycoming had been building aircraft engines and knew how to create durable powerplants. The engine sat behind the front axle line in a front-wheel-drive configuration, driving through a four-speed manual transmission. This transaxle arrangement was complex and expensive to manufacture. The transmission featured a unique electrically selected pre-selector mechanism. The driver would move a small lever on the steering column to select the desired gear, but the actual gear change didn’t occur until the driver pressed and released the clutch pedal.

This electro-vacuum shift mechanism was simultaneously innovative and troublesome. When it worked properly, it allowed for smooth, quick shifts. But the system was complex, with vacuum servos, electrical solenoids, and mechanical linkages all needing to function in harmony. In practice, the system proved unreliable, and many owners eventually converted their cars to conventional manual shift mechanisms.

The front-wheel-drive layout used inboard brakes to reduce unsprung weight and constant velocity joints to transmit power to the front wheels. These CV joints were advanced for their time but proved to be another source of reliability issues. The technology simply wasn’t mature enough for widespread production use. The front suspension employed a De Dion-type beam axle with semi-elliptic leaf springs. This provided good ride quality and acceptable handling for the era. At the rear, a simple live axle with semi-elliptic springs supported the back end. The lack of driven rear wheels meant the rear suspension could be simple and lightweight. Braking was provided by hydraulic drums at all four corners. The brake drums measured 12 inches in diameter and provided adequate, if not outstanding, stopping power. The hydraulic system was modern and represented a significant advance over the mechanical brakes still common on many cars of the day. Steering used a worm-and-roller mechanism that required approximately four turns lock to lock. The steering was light and easy at parking speeds, one benefit of the front-wheel-drive layout’s lack of engine weight directly over the front wheels. However, the steering provided less road feel than rear-drive contemporaries and the car exhibited noticeable torque steer under hard acceleration, a common bugaboo of early front-wheel drive systems.

Despite its advanced engineering and striking appearance, the Cord 810 was not a particularly quick car by contemporary standards. The 125 HP engine had to move 3,700 pounds, resulting in leisurely acceleration. Contemporary road tests reported 0-60 MPH times in the 20-second range, with top speeds around 90 MPH. These figures put the Cord behind competitors like the Packard Twelve and the Auburn 851 Speedster.

However, performance figures don’t tell the whole story. The Cord‘s party trick was its remarkably smooth and quiet operation. The front-wheel-drive layout eliminated driveline vibrations, and the side-valve V8 was inherently smooth. Road noise was well suppressed, and the ride quality was excellent over all but the worst roads. The car felt substantial and well-built, qualities that justified the premium price. Handling was competent if not particularly sporting. The front-wheel-drive layout provided good traction in slippery conditions, a genuine advantage over rear-drive cars. The low center of gravity contributed to relatively flat cornering, and the car felt stable at highway speeds. However, the steering lacked the precision and feedback that enthusiast drivers preferred, and the soft suspension allowed considerable body roll in hard cornering.

The real issue with the Cord‘s driving experience was reliability. The complex transmission frequently malfunctioned, with vacuum leaks and electrical gremlins causing erratic shifting. The CV joints wore quickly and required frequent replacement. The inboard brakes were difficult to service and tended to overheat. These problems were exacerbated by the rushed development and insufficient testing before production began.

812 1937 

For the 1937 model year, Cord introduced the 812, which was essentially an updated 810 with available supercharging. The blown version used a Schwitzer-Cummins centrifugal supercharger mounted on the left side of the engine and driven by the crankshaft through gears and a flexible coupling. Running approximately 6 PSI of boost, the supercharged engine produced 170 HP at 4,200 RPM, a 45 HP increase over the naturally aspirated version. The additional power transformed the car’s character. Performance improved dramatically, with 0-60 MPH times dropping into the low teens and top speed increasing to approximately 110 MPH. These figures made the 812 Supercharged competitive with high-performance cars from Packard, Cadillac, and Lincoln. The supercharger was reliable and relatively trouble-free, one of the few complex systems on the Cord that actually worked as intended.

Supercharged 812s were distinguished by chrome exhaust pipes emerging from each side of the hood, two on each side. These external exhaust pipes, called the “Trumpet Pipes,” were both functional and decorative. They reduced under the hood heat and gave the supercharged cars a distinctive appearance. The pipes made a distinctive sound as well, announcing the car’s arrival with a purposeful rumble.

Interior changes for the 812 were minimal. A small dashboard plaque identified supercharged models, and the speedometer now read to 130 MPH to reflect the increased performance. Some cars received upgraded interior trim and materials, but the basic dashboard and seating layout remained unchanged from the 810.

Unfortunately, the supercharger couldn’t solve the Cord‘s fundamental reliability issues. The transmission and CV joints remained problematic, and the added power actually accelerated the wear on these already-fragile components. Many supercharged cars spent more time in repair shops than on the road, frustrating owners who had paid premium prices for what should have been the ultimate expression of American automotive engineering.

Various celebrities of the day such as Clark Gable, Johnny Weissmuller, Al Jolson and Tom Mix were early adopters of the Cord 810 and 812. Aviation pioneer Amelia Earhart owned a 1937 812 Phaeton which was sold off by Earhart’s husband George Putnam to help pay for the extensive searches he conducted for her. Despite the connection to the famous aviator, the car was unceremoniously parted out to keep other Cords on the road.

In the 1980s a Texan named Ray Foster began to hunt down the original parts with help from records from the Earhart estate. He restored most of it himself, taking the car to LaVine Restorations for the final finishing touches. The restored 812 Phaeton debuted at the 2021 Pebble Beach Concours d’Elegance, taking second place in the American Classics class. It also took home Best Of Show at the 2021 Auburn Cord Duesenberg Festival and the Chattanooga Motorcar Festival.

The Cord was not without its woes. The first customer cars didn’t reach buyers until February 1936, three months late. Worse, these early cars were plagued with problems. Transmissions failed, CV joints wore out in thousands of miles rather than tens of thousands, and various electrical gremlins plagued owners. Dealers struggled to repair the complex cars, as few mechanics had experience with front-wheel drive or the unusual transmission system.

Word of the reliability issues spread quickly, dampening initial enthusiasm. Many customers who had placed deposits canceled their orders. Others took delivery but returned their cars after experiencing repeated breakdowns. The automotive press, initially enthusiastic, began publishing critical reports about the Cord‘s mechanical troubles.

The sales figures tell the story: Cord produced approximately 1,174 810s for the 1936 model year, far short of the ambitious production targets. For 1937, total production of both naturally aspirated and supercharged 812s was around 1,146 cars. In August 1937, after less than two years of production, the Cord Corporation announced it was ceasing automobile production entirely. The final tally was devastating. Cord built approximately 2,320 810/812 automobiles in total. For comparison, Packard sold over 100,000 cars in 1937 alone. The losses from the Cord automobile division contributed to the eventual collapse of E.L. Cord’s entire business empire. Auburn ceased production in 1936, Duesenberg in 1937, and by 1938, the Cord Corporation had been liquidated.

It also competed in a challenging market segment. At its $2,000 base price, it cost significantly more than mainstream offerings from Chevrolet or Ford, which sold for under $800. Yet it was priced below true luxury marques like Packard, Cadillac, and Lincoln, whose top models commanded $3,000 to $5,000 or more.

In this middle ground, the Cord faced competition from cars like the LaSalle, Packard One-Twenty, and Auburn. These cars offered conventional engineering with proven reliability at comparable or lower prices. The LaSalle, Cadillac‘s junior marque, provided V8 power and Cadillac prestige for around $1,600. The Packard One-Twenty, introduced in 1935, brought the respected Packard name to the medium-price field at $980 to $1,200.

What these competitors lacked in innovation and styling flair, they made up for in reliability and dealer support. A buyer choosing a Packard knew they could get service at any Packard dealer, and the car would likely run for years with routine maintenance. The Cord offered no such assurances. Its mechanical complexity meant it needed frequent attention, and finding a mechanic who understood the systems was challenging outside major cities.

The Great Depression made the Cord‘s situation even more difficult. In 1936 and 1937, the economy was still struggling, and consumers were cautious about spending money on expensive discretionary purchases. Those who could afford a $2,000 automobile tended to be conservative buyers who valued proven engineering and strong resale values. The Cord, with its radical design and uncertain reliability, was a risky choice.

Despite its commercial failure, the Cord 810/812 achieved legendary status almost immediately after production ceased. Automotive historians recognized the design’s importance, and the cars began appearing in museums and significant private collections.

In 1951, the Museum of Modern Art in New York included the Cord 810 in its seminal “Eight Automobiles” exhibition, cementing its status as a design icon. The car’s influence on automotive design was profound. The hidden headlights, integrated fenders, and clean, flowing lines anticipated styling trends that wouldn’t become mainstream for another 20 years. Designers at other companies studied the Cord‘s proportions and details, incorporating elements into their own work. The coffin-nose front end influenced everything from 1940s Hudsons to 1960s sports cars.

Today, Cord 810/812 automobiles are highly sought after by collectors. Supercharged 812s with the distinctive external exhaust pipes command the highest prices, often exceeding $200,000 for pristine examples. Even the more common naturally aspirated 810 sedans bring six-figure sums at auction. The rarity contributes to the value, as fewer than 1,500 of the original 2,320 cars are believed to survive.

Restoration and maintenance remain challenging. The complex transmission and CV joints require specialized knowledge, and parts are scarce. Several suppliers specialize in Cord parts, but many components must be custom-fabricated. Some owners have converted their cars to conventional manual transmissions and modified rear-wheel-drive layouts, improving reliability at the cost of originality. The cars are regular features at concours d’elegance events worldwide.

A well-preserved original or properly restored Cord 810/812 draws crowds wherever it appears. The retractable headlights still fascinate observers, and the overall design looks fresh and modern despite being nearly 90 years old. This timeless quality is the hallmark of truly great design.

The Cord 810/812‘s failure offers lessons that remain relevant. First, innovative design must be matched with engineering maturity. Gordon Buehrig created a masterpiece of automotive styling, but the mechanical systems weren’t ready for production. The transmission, CV joints, and other components needed another year or two of development before they could be reliable. Second, rushing to market is rarely successful. E.L. Cord’s decision to begin deliveries before the bugs were worked out of the new systems doomed the project. Those early buyers who experienced repeated breakdowns became the car’s harshest critics, and their negative experiences poisoned the market for subsequent sales. A delayed launch with a properly developed product would have served the company better. Third, complexity for its own sake is problematic. The electro-vacuum transmission was clever, but it didn’t offer compelling advantages over a conventional manual gearbox. The added complexity and reduced reliability made it a liability rather than an asset. Sometimes the simple solution is the better solution.

Finally, market timing matters. The Cord arrived in the depths of the Great Depression, when consumers were least willing to take chances on unproven technology. In a stronger economy, buyers might have been more forgiving of the car’s teething troubles. But in 1936, with unemployment still high and economic uncertainty widespread, the Cord‘s problems were fatal.

The Cord 810/812 represents one of automotive history’s greatest might-have-beens. Gordon Buehrig created a design that was decades ahead of its time, and the engineering team developed innovative systems that pushed the boundaries of what was possible with 1930s automotive engineering. But ambition without execution is just dreaming, and the Cord‘s reliability issues transformed a potential triumph into a cautionary tale. Today, we remember the Cord not for its commercial failure but for its stunning beauty and technical daring. It proved that sometimes the most beautiful failures leave more lasting legacies than mundane successes.

The Cord 810/812 dared to be different, dared to be beautiful, and dared to innovate. That it failed makes it no less significant. If anything, the failure makes the achievement more poignant. These were cars that deserved better, created by people who dreamed bigger than their resources allowed. In the annals of American automotive history, few cars have been more beautiful or more tragic than the Cord 810/812. ✪

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