Cole Motor Car Company
 | |
 Share certificate of the Cole Motor Car Company, dated June 6, 1919 | |
| Company type | Automobile Company |
|---|---|
| Industry | Manufacturing |
| Founded | 1909 |
| Founder | Joseph J. Cole |
| Defunct | 1925 |
| Headquarters | Indianapolis, Indiana, US |
Key people | Joseph J. Cole (executive chairman & president) Charles S. Crawford (chief engineer) |
| Products | Automobiles |
The Cole Motor Car Company was a pioneering automobile manufacturer headquartered in Indianapolis, Indiana. Active from 1908 until 1925, the company specialized in producing luxury vehicles and was among the early adopters of the V8 engine technology.
Early years
Joseph J. Cole (1869–1925), the company's founder, began his involvement in the automotive sector in 1903 in Rockford, Illinois, where he operated a dealership and repair facility alongside his son. After an unsuccessful project to develop a four-cylinder touring vehicle named the Rockford, Cole purchased the Gates-Osborne Carriage Company in 1904, rebranding it as the Cole Carriage Company and redirecting its efforts toward automobile manufacturing.
With engineering support from Charles S. Crawford, the firm initially produced a two-cylinder high-wheeler motor buggy known as the "Cole Solid Tire Automobile," achieving sales of approximately 170 units before discontinuing that model. By June 1909, the business reorganized as the Cole Motor Car Company and introduced the Model 30—a compact automobile powered by a two-cylinder engine delivering 14 horsepower on a wheelbase of . Offered in various seating arrangements with prices ranging from $725 to $775, around 100 units were manufactured.
Four-cylinder engines
Toward the end of 1909, Cole launched the Series 30 for the 1910 model year, featuring a newly developed four-cylinder engine producing 30 horsepower and an extended wheelbase of . This model was available in four open body styles priced between $1,400 and $1,500. The Series 30 achieved sales of 783 units that year and earned acclaim through motorsport accomplishments, notably with driver William "Wild Bill" Endicott's victory in the prestigious 1910 Vanderbilt Cup Massapequa Sweepstakes.
In 1911, the Series 30's chassis was lengthened to , accompanied by new body options including roadsters and touring cars priced around $1,600 to $1,650. The following year, the Series 40 succeeded it with an even longer wheelbase of and an upgraded four-cylinder engine delivering approximately . This iteration targeted the luxury automobile market segment, with prices starting at $1,885 for open models and reaching up to $3,250 for limousine variants—signifying Cole's strategic entry into upscale offerings.
The New Six
By 1913, Cole expanded its lineup to three distinct series: the Series 40 retained a wheelbase of , while the more powerful Series 50 (50 HP) utilized the previous Series 40 chassis. Additionally, Cole introduced its first six-cylinder model—the Series 60—equipped with a 40 HP engine on a wheelbase measuring . Pricing ranged from $2,485 for open body styles up to $4,250 for a seven-passenger Berline-Limousine. The Series 40 offered two open body options at $1,685 each; meanwhile, the Series 50 added a toy tonneau priced at $1,985. This year also marked the debut of electric ignition and lighting systems.
In 1914, both Series 40 and Series 50 were replaced by the Model Four—a four-cylinder vehicle generating 28.9 horsepower on a wheelbase of . Available body styles included roadsters, touring cars, toy tonneaus (priced at $1,925), and three-passenger coupes ($2,350). The six-cylinder "Six" featured a power output of 43.8 horsepower on a wheelbase of , offering configurations such as seven-passenger touring cars, roadsters, toy tonneaus ($2,600), coupes ($3,000), and limousines ($4,000).
Facing sluggish sales in 1914, Cole responded in 1915 by reducing prices and revising model designations. The Four became known as Standard 4-40 with two open car models priced at $1,485 and a coupe at $1,885. The Six series was divided into Model 6-50 (29 HP on a wheelbase) featuring four- and seven-passenger touring cars at $1,865; a roadster at $2,465; and a coupe at $2,250. The larger Big Six 6-60 (40 HP) retained its expansive chassis but lowered prices: roadster and touring car models cost $2,465; coupe was priced at $2,750; limousine came in at $3,750. Notably, Joseph Cole declined an acquisition proposal from William C. Durant that would have integrated Cole into General Motors as a subsidiary.
Assembled car
Cole's approach to model and engine updates was shaped by two main considerations: initially, the company refrained from making annual model changes until 1915, instead opting for series updates as necessary—a strategy that early automakers such as Packard also followed well into the late 1930s.
Additionally, Cole operated as an assembled car manufacturer, procuring essential parts like engines, clutches, transmissions, and axles from specialized external vendors rather than fabricating every component internally. Although assembled cars were typically regarded with less prestige compared to fully integrated manufacturers, Joseph Cole valued this method for its operational efficiency and the high quality delivered by expert suppliers. He preferred to describe his automobiles as "standardized cars," highlighting this deliberate business model within the company’s framework.
The Cole V-8
In mid-1915, Cole introduced its V-8 powered vehicle, the Model 8-50, shortly following similar V8 launches by Cadillac and Cunningham. This model was equipped with a 346.3 cubic inch engine producing 39.2 horsepower, manufactured by Northway—a General Motors subsidiary also supplying Cadillac. The Model 8-50 featured a 127-inch wheelbase and was available in five body configurations priced between $1,785 and $3,250, positioning it against rivals such as Cadillac, Stearns-Knight, and Lozier.
Competitors at the higher end included Mercer, McFarlan, Packard (around $3,000), and Kissel’s 4- and 6-cylinder models priced somewhat lower. By 1917, the vehicle was renamed Model 860 and offered in five body styles at comparable price points with designations like "Tuxedo Roadster" and "Tourcoupe." That year saw production reach 4,193 units.
Aggressive marketing
By 1918, Cole’s promotional efforts highlighted innovation using taglines like "There's a Touch of Tomorrow In All Cole Does Today," while balloon tires transitioned from optional to standard equipment by 1925. The "Aero-Eight" (Model 870) came in three body styles: roadster, "Sportster," and touring car—each priced at $2,395—with seating capacities ranging from two to seven passengers. The styling adopted more contemporary trends.
In 1919, the Aero-Eight expanded to seven body styles priced between $2,595 and $3,795. New additions included a town car and "Tourcoupe," with some closed variants featuring distinctive octagonal rear quarter windows. Production increased to 6,225 units.
The 1920 Model 880 Aero-Eight was promoted as "The Forecast of Future Fashions," boasting tire longevity up to 15,000 miles. It was available in three open body types: Roadster (two seats), Speedster (four seats) at $2,750, and "Tourster" touring car at $2,850. Closed models introduced unique names such as "Sportosine" and "Tourosine," equipped with adjustable storm-proof windshields. Technical improvements included Johnson carburetors, a one-piece rear axle, brake adjusters, and a gear ratio of 4.45 maintained through 1922. Engine output rose to 80 bhp and remained steady until production ceased. Prices ranged from $2,750 to $3,995.
In 1921, Cole continued offering eight body styles but simplified naming conventions while retaining "Sportosine" and "Tourosine." Prices rose markedly: open cars were priced at $3,250 while closed models ranged from $4,250 to $4,450.
Approaching the conclusion
In 1922, Cole broadened its manufacturing capabilities by adding new plants, yet sales experienced a steep downturn triggered by a short economic recession. Although the company expanded its lineup and implemented substantial price reductions—many falling below the levels seen in 1918 and 1919—only 1,722 units of the Model Aero Eight 890 were manufactured. The wheelbase saw a modest extension, and the Sportcoupe model weighed . Priced at $3,385, it was equipped with a speedometer.
The 1923 Series 890 debuted with elegant drum-style headlights, enhanced cowl ventilation, and an adjustable windshield for open vehicles. Wire wheels took the place of artillery wheels, while disc wheels became available as an option. Several variants featured shortened running boards that revealed spare wheels mounted on the chassis. With eight body configurations offered, prices for open cars increased slightly whereas closed car prices remained unchanged. The prior flagship model, the $4,185 "Tourosine," was discontinued except for the "Sportsedan" edition. Production numbers dropped to 1,522 units.
Despite falling sales but maintaining a debt-free status, founder J. J. Cole opted to liquidate the company rather than endanger his personal wealth. The Model 890, rebranded as the "Master" series, underwent only minor modifications: full-length running boards were reinstated across seven body styles with prices reduced to $2,175 for open vehicles, $2,750 for coupes, and $3,075 for closed cars. A Cole vehicle participated in pacing the 1924 Indianapolis 500 race.
By 1925, five models remained available featuring standard balloon tires (34" × 7.3") and newly introduced two-piece rear "bumperettes." Early liquidation resulted in production of 607 cars before Joseph Cole's unexpected death due to infection on August 8, occurring shortly before finalizing the liquidation process.
Cole model summary, 1908–1925
| Year | Model | Engine Type / Cylinders | Power bhp (kW) | Wheelbase (inches) |
|---|---|---|---|---|
| 1909 | Model 30 | Straight 2-cylinder | 14 bhp (10 kW) | 90 |
| 1910 | Series 30 | Straight 4-cylinder | 30 bhp (22 kW) | 108 |
| 1911 | Series 30 | Straight 4-cylinder | 30 bhp (22 kW) | 118 |
| 1912 | Forty | Straight 4-cylinder | 40 bhp (30 kW) | 122 |
| 1913 | Forty | Straight 4-cylinder | 40 bhp (30 kW) | 116 |
| 1913 | Fifty | Straight 4-cylinder | 50 bhp (37 kW) | 122 |
| 1913 | Sixty | Straight 6-cylinder | 40 bhp (30 kW) | 132 |
| 1914 | Four | Straight 4-cylinder | 28.9 bhp (21.6 kW) | 120 |
| 1914 | Six | Straight 6-cylinder | 43.8 bhp (32.7 kW) | 136 |
| 1915 | Standard 4-40 | Straight 4-cylinder | 40 bhp (30 kW) | 120 |
| 1915 | Model 6-50 | Straight 6-cylinder | 29 bhp (22 kW) | 126 |
| 1915 | Big Six 6-60 | Straight 6-cylinder | 39.2 bhp (29.2 kW) | 127 |
| 1916 | Model 8-50 | V-8 cylinder | 39.2 bhp (29.2 kW) | 127 |
| 1917 | Series 860 | V-8 cylinder | 39.2 bhp (29.2 kW) | 127 |
| 1918–1919 | Series870 | V-8 cylinder | 39.2 bhp (29.2 kW) | 127 |
| 1920–1921 | Aero Eight880 | V-8 cylinder | 80 bhp (60 kW) | 127 |
| 1922 | Aero Eight890 | V-8 cylinder | 80 bhp (60 kW) | 1271 ⁄4 |
Historical book on Cole
In 1954, Howard Russell Delancy completed a scholarly dissertation focusing on the Cole Motor Car Company while attending Indiana University Bloomington. This research was subsequently published as an authoritative account chronicling founder J.J. Cole and his enterprise. The work relied on exclusive interviews with Cole family members, access to company records, and conversations with former employees. Its importance grew after original company archives were lost due to flooding at the old factory site, establishing this publication as a vital resource for comprehending the firm’s history.
Cole Motor Car Club of America
Established in the early 1990s, the Cole Motor Car Club of America remained active until 2009, coinciding with the centenary of the company. Originally created by Greg Tocket as a registry to document known Cole automobiles, the organization grew through the contributions of Tocket, Norm Buckhart, Mel Seitz, and Joe Cole (the grandson of J.J. Cole). Leroy Cole held the roles of club president and chief editor until the club ceased operations. The club amassed a substantial archive of historical materials, which was gifted to the Gilmore Car Museum and Research Library in 2018. Its publication, Cole Bulletin, featured reprints of original company records and provided guidance for the upkeep and restoration of surviving vehicles.
Cole Motor Car Registry
In 2018, Kevin Fleck reestablished the Cole Motor Car Registry with assistance from Leroy Cole, launching an online platform dedicated to sharing the company’s history and maintaining a detailed record of existing vehicles. Utilizing research conducted by the former club, the registry currently monitors 77 surviving Cole automobiles out of a total production run of 40,717. The registry continues to authenticate historical information and disseminate precise data regarding the company’s offerings, playing an ongoing role in preservation efforts and influencing market awareness.
Building on National Register of Historic Places
The historic Cole Motor Car Company Building, also referred to as the Service Supply Company, Inc., is situated at 730–738 East Washington Street in Indianapolis. Erected between 1911 and 1913, this four-story industrial structure is L-shaped and showcases a white ceramic brick exterior highlighted by distinctive Art Deco features. It earned a place on the National Register of Historic Places in 1983.
See also
- Joseph J. Cole Jr. House and 1925 Cole Brouette No. 70611, Joseph Cole’s 1924 residence, which is also listed on the NRHP
References
- Howard Russell Delancy: "The History of the Cole Motor Car Company", Indiana University (1954).
- Fleck, Kevin. “The Cole Motor Car Registry.” Cole Motor Car Registry, 2018, colemotorcarregistry.com/.
- Bentley, John: "Cole", in The Old Car Book, Number 168, Fawcett Books (1952) p. 107
- Burness, Tad: American Car Spotter’s Guide 1920–1939. Motorbooks International (1975),
- Kimes, Beverly R. (editor), Clark, Henry A.: The Standard Catalog of American Cars 1805–1945. Krause Publications (1985), ; p. 337-340