The Cord Corporation was founded and run by E. L. Cord as a holding company for his many transportation interests, including Auburn. Cord was noted for its innovative technology and streamlined designs. It is said Cord had a philosophy to build truly different, innovative cars, believing they would also sell well and turn a profit. This did not always work well in practice.
The body design of the Cord 810 was the work of designer Gordon M. Buehrig and his team of stylists, which included young Vince Gardner. Nearly devoid of chrome, the new car was so low it required no running boards. Pontoon fenders, wraparound grille, and concealed gas hatch were featured. Its engine-turned dashboard included complete instrumentation, including a tachometer and built-in radio.
The new car caused a sensation at the 1936 New York Auto Show in November. The crowds around the 810 were so dense, attendees stood on the bumpers of nearby cars to get a look. Many orders were taken at the show, but the cars were not ready to deliver until February. The engine featured a transmission which extended in front of the engine, like a Traction Avant. As a result, the front wheels were well forward of the engine. This also enabled the floor of the car to be much lower than the typical automobile.
The new car caused a sensation at the 1936 New York Auto Show in November. The crowds around the 810 were so dense, attendees stood on the bumpers of nearby cars to get a look. Many orders were taken at the show, but the cars were not ready to deliver until February. The engine featured a transmission which extended in front of the engine, like a Traction Avant. As a result, the front wheels were well forward of the engine. This also enabled the floor of the car to be much lower than the typical automobile.
The Cord 810/812 models of 1936 and 1937 were some of the most visually striking cars of all time, and were the most mechanically advanced of their day. They were also the last products of an underfunded company scrambling to survive the Great Depression. It was an effort doomed to fail. Only 1174 of the 1936 model, called the 810, were produced. For 1937 the model name was changed to 812, and production actually declined to 1146. In the end stunning design and innovative engineering could not overcome production delays, mechanical bugs, and the declining market for cars in the Cord's price range. Auburn Automobile Company, the Cord's parent, filed for bankruptcy in December 1937, leaving behind 2320 cars to be coveted by future collectors and enthusiasts.
The design of the Cord 810/812 remains the most distinctive of the 20th century. In 1996, American Heritage magazine proclaimed the Cord 810 sedan "The Single Most Beautiful American Car." The "Classic Cord" Hot Wheels toy car of the 1960s, a convertible coupe, is one of the most valuable, and commands up to $800 (2006) if still in an unopened package.
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