Rights to the Cord automotive brand to be offered at auction

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Cord
The Cord 810/812 was a landmark design | Barrett-Jackson

“One of the most iconic names in American automotive history could be yours!”

That’s what Worldwide Auctioneers touts as it prepares to offer for sale the trademark, licensing and manufacturing rights to the Cord brand, one of the greatest American automotive names of the 1920s and ’30s, during its Auburn, Indiana, auction in August.

The maker of premium front-wheel-drive cars, Cord is best remembered for its futuristic 810 and 812 models designed by the renowned Gordon Buehrig. The bold styling was a stark departure from mainstream automobiles, and the cars are widely acclaimed as among the most beautiful vehicles ever built.

Cord
The Cord logo would be part of the sale | Worldwide Auctioneers

Cord was part of E.L. Cord’s trio of special automotive brands, including Auburn and Duesenberg, that were headquartered in Auburn. Each brand was highly regarded but fell prey to the financial woes of the 1930s.

The 810 and 812 were produced only in 1936-37, although some attempts have been made through the years to replicate the famous shape, with mixed results. Ownership of the brand would allow the company to be reborn, Worldwide says in a news release.

“It’s only fitting that the trademark, licensing and manufacturing rights to the historic Cord Automobile should be offered for sale right here in Auburn where it all began,” said John Kruse, principal and auctioneer for Worldwide. “This is a rare and substantial opportunity to reinvent an iconic marque and all that is associated with it, and our hope is that a brave new future for Cord will begin again here.”

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Worldwide’s auction will be held August 31 at the company’s new 200,000-square-foot facility in Auburn, where the company is based. The Auburn sale comes just a few weeks after Worldwide’s annual Pacific Grove, California, auction held during Monterey Car Week.

For more information, visit the auction website.

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Bob Golfen is a longtime automotive writer and editor, focusing on new vehicles, collector cars, car culture and the automotive lifestyle. He is the former automotive writer and editor for The Arizona Republic and SPEED.com, the website for the SPEED motorsports channel. He has written free-lance articles for a number of publications, including Autoweek, The New York Times and Barrett-Jackson auction catalogs. A collector car enthusiast with a wide range of knowledge about the old cars that we all love and desire, Bob enjoys tinkering with archaic machinery. His current obsession is a 1962 Porsche 356 Super coupe.

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