E.L. Cord: The Tycoon Who Owned the Road and Sky

Errett Lobban Cord was the ultimate dealmaker of the Jazz Age. Starting as a race car mechanic, he built a transportation empire that included Auburn, Duesenberg, Checker Cab, and American Airlines. He gave his name to the revolutionary front-wheel-drive Cord automobiles, creating some of the most beautiful machines ever made.

The Art of the Deal

Errett Lobban Cord (E.L. Cord) wasn't an engineer; he was a salesman who could sell ice to an eskimo. In 1924, he was hired to save the dying Auburn Automobile Company. His solution was simple but brilliant: he took the unsellable backlog of 700 drab cars, repainted them in bright two-tone colors, added nickel plating, and sold them all at a profit. This masterstroke gave him the leverage to take over the company and begin building his empire.

The ACD Empire

Cord's ambition knew no bounds. He acquired Duesenberg to capture the ultra-luxury market and Lycoming to build the engines. He then launched his own brand, Cord, to bridge the gap between Auburn and Duesenberg. The Cord L-29 (1929) became the first American front-wheel-drive car to reach mass production, allowing for a dramatically lower and sleeker profile than its competitors.

Coffin Noses and Hidden Lights

His masterpiece was the Cord 810/812. Designed by Gordon Buehrig, it featured the famous "coffin nose" hood and was the first car to feature hidden headlights (retractable lights). It was a design so advanced that the Museum of Modern Art in New York named it one of the top 10 industrial designs of all time.

Planes, Trains, and Automobiles

Cord didn't stop at cars. He formed the Cord Corporation, a holding company that controlled over 150 companies, including Checker Cab, New York Shipbuilding, and American Airways (which became American Airlines). However, facing threats of kidnapping and SEC investigations into his stock dealings, he abruptly sold his empire in 1937 and retired to Nevada to become a broadcast mogul and politician, proving he knew exactly when to cash out.

Frequently Asked Questions

Who was Errett Lobban Cord and how did he influence the US auto industry?

<p><strong>Errett Lobban (E.L.) Cord</strong> (1894–1974) was a visionary American industrialist and transportation mogul who founded the <strong>Cord Corporation</strong>. A master salesman and financier, he took over the struggling <strong>Auburn Automobile Company</strong> at age 30 and transformed it into the center of a $125 million empire that included <strong>Duesenberg</strong>, Lycoming Engines, and American Airways. Cord is remembered as a "Gatsby-era" genius who prioritized "novelty" and striking aesthetics, proving that bold design and advanced technology could successfully challenge the industrial giants of Detroit.</p>

What was E.L. Cord’s role in the "Auburn-Cord-Duesenberg" (ACD) empire?

<p>E.L. Cord was the strategic architect of the <strong>ACD Club</strong> brands. He didn’t just manage companies; he integrated them. He acquired <strong>Auburn</strong> in 1924 by repainting and selling off stagnant inventory, then bought <strong>Duesenberg</strong> in 1926 with the mandate for Fred Duesenberg to build the "world’s finest car." Finally, he launched his namesake brand, <strong>Cord</strong>, to showcase cutting-edge engineering like front-wheel drive. This trio of brands represented the pinnacle of American luxury, style, and high-performance engineering during the late 1920s and early 30s.</p>

How did E.L. Cord revolutionize car design with the Cord L-29?

<p>In 1929, E.L. Cord introduced the <strong>Cord L-29</strong>, the first American production car to feature <strong>front-wheel drive</strong>. By eliminating the traditional driveshaft to the rear, Cord was able to drop the car’s height significantly. The L-29 was roughly 10 inches lower than its competitors, giving it a rakish, streamlined silhouette that redefined the "look" of a luxury car. This innovation proved Cord’s philosophy that "novelty sells," making the car a favorite among Hollywood stars and avant-garde designers like Frank Lloyd Wright.</p>

What is the significance of the "Coffin Nose" Cord 810/812?

<p>Launched under Cord’s direction in 1936, the <strong>Cord 810</strong> (and later the supercharged 812) is considered a masterpiece of industrial design. Styled by Gordon Buehrig, it featured a distinctive louvered hood that earned it the nickname <strong>"Coffin Nose."</strong> It was the first car to feature <strong>concealed (pop-up) headlights</strong> and a semi-automatic "pre-selector" transmission. Even in 2026, the Museum of Modern Art (<abbr title="Museum of Modern Art">MoMA</abbr>) recognizes it as the "outstanding American contribution to automobile design."</p>

Did Walter C. Marmon oversee the production of the Marmon Sixteen?

<p>Yes, as Chairman of the Board, Walter oversaw the ambitious development of the <strong>Marmon Sixteen</strong> during the onset of the Great Depression. Despite the economic downturn, Walter supported Howard’s vision to produce a car with an all-aluminum 200 <abbr title="Horsepower">HP</abbr> engine. Under Walter’s leadership, the Sixteen was marketed not just as a car, but as a masterpiece of <strong>American industrial art</strong>, often outperforming the V16 offerings from Cadillac and Packard in power-to-weight ratio.</p>

How did E.L. Cord influence the Duesenberg Model J?

<p>E.L. Cord provided the financial muscle and vision that allowed the <strong>Duesenberg Model J</strong> to exist. He instructed the Duesenberg brothers to build a car that was superior to any European or American rival in power and opulence. Under Cord’s ownership, the Model J became the ultimate American status symbol, giving rise to the phrase <strong>"It’s a Duesy,"</strong> which signified something of the highest possible quality.</p>

What was E.L. Cord’s impact on American aviation?

<p>E.L. Cord was a pioneer in multimodal transport. He acquired <strong>Stinson Aircraft Company</strong> and formed <strong>Century Air Lines</strong>, which eventually merged with other entities to become <strong>American Airways</strong> (now American Airlines). He utilized his automotive engine company, <strong>Lycoming</strong>, to develop powerful radial aircraft engines. His ability to apply automotive mass-production and marketing techniques to the fledgling aerospace industry was a key factor in the rapid growth of US commercial aviation.</p>

Why did E.L. Cord leave the automotive industry in 1937?

<p>Despite his technical and design triumphs, the <strong>Great Depression</strong> severely limited the market for ultra-expensive luxury cars. Facing financial pressure, complex <abbr title="Securities and Exchange Commission">SEC</abbr> investigations into his holding company, and alleged kidnapping threats against his family, Cord sold his stake in the Cord Corporation in 1937 and moved to Nevada. The Auburn, Cord, and Duesenberg brands ceased production shortly after, marking the end of the most innovative era in independent American car manufacturing.</p>

What was Cord’s philosophy on "Novelty" and Marketing?

<p>E.L. Cord famously believed that <strong>"Novelty Sells."</strong> He argued that independent manufacturers could only survive against giants like GM and Ford by offering features the "Big Three" were too conservative to adopt. This led to his pursuit of <strong>front-wheel drive</strong>, supercharging, and aerodynamic styling. He was also a master of visual marketing, often using bold, contrasting paint schemes and elegant showroom layouts to create an aura of exclusivity around his vehicles.</p>

How is E.L. Cord’s legacy honored in the 2026 collector market?

<p>In 2026, the "Cord" name is a gold standard in the classic car world. His vehicles are classified as "Full Classics" by the <strong>Classic Car Club of America (CCCA)</strong>. The <strong>Auburn Cord Duesenberg Automobile Museum</strong> in Auburn, Indiana, is housed in the original Art Deco headquarters he built. His cars are consistent "Best in Show" winners at the Pebble Beach Concours d’Elegance, where they are prized for their <strong>revolutionary engineering</strong> and timeless beauty.</p>

What happened to E.L. Cord after his automotive career?

<p>After retiring from cars at age 43, Cord became a multi-millionaire in real estate, radio, and television. He was even elected as a <strong>Nevada State Senator</strong> in the 1950s. While he amassed even greater wealth in other industries, his primary legacy remains the decade he spent in Indiana, where he challenged the world’s greatest automakers and proved that one man with enough "brass" could change the course of <strong>automotive history</strong>.</p>