In the era when Henry Ford revolutionized transportation by making cars accessible to the masses, transforming them from luxury items into essential tools for daily life, the landscape of automotive brands looked quite different than today. In Europe, BMW was renowned for its airplane manufacturing, while Cadillac had yet to become the epitome of American opulence. Amidst the backdrop of jazz and prohibition, the vehicle that captured the desires of America's elite and celebrities was none other than the illustrious Duesenberg.
Now entering its second century of existence, Duesenberg Motors Company was established in 1913 by siblings Fred and Augie Duesenberg. With Fred's prior experience in automobile manufacturing serving as a catalyst, they embarked on creating their own marque. Initially, their focus wasn't on catering to the affluent market segment; rather, the business aimed to produce race cars, alongside engines for various modes of transportation including airplanes, trains, and automobiles.
Despite being self-taught, their craftsmanship was exceptional, leading to hand-assembled Duesenbergs securing victories at the Indianapolis 500 in 1924, 1925, and 1927. Additionally, at Daytona Beach, a vehicle powered by a Duesenberg engine shattered the land speed record, achieving 156 mph (251 km/h). Such remarkable achievements signaled it was time for them to commence manufacturing their own vehicles.
The debut of their efforts, the Model A, was unveiled in 1921, replete with groundbreaking features. It stood out as the first American automobile to adopt hydraulic brakes on all four wheels, moving away from the conventional cable brakes typified by the Ford Model T. Moreover, it was the pioneer among American cars to be equipped with a straight-eight engine. The Model A quickly became a symbol of status among the era's celebrities, including silent film icon Rudy Valentino. Nonetheless, the high production costs due to its innovative features led to a premium price tag, resulting in sales that were insufficient to sustain production. Ultimately, only 650 Model As were sold before Duesenberg faced bankruptcy in 1925. Even the introduction of the Model X, a sportier variant with just 13 units produced, couldn't salvage the company. Despite these setbacks, the Duesenberg brothers' engineering prowess caught the attention of Errett Lobban Cord, the proprietor of the company behind the luxurious Cord Automobiles. In 1925, Cord offered Duesenberg a lifeline, recognizing the brothers' technical ingenuity.
Errett's ambition extended far beyond merely producing another luxury vehicle; he envisioned creating the pinnacle of automotive excellence — the fastest, most opulent car on the planet. He tasked Fred with surpassing the grandeur of the era's leading European luxury cars, including Mercedes-Benz, Bugatti, and Hispano-Suiza. After two years of dedicated engineering and design efforts, Fred and his team realized Cord's vision. On December 1, 1928, they unveiled the Duesenberg Model J, an automobile that eclipsed its rivals in virtually every aspect. Its straight-eight engine delivered an astonishing 265 horsepower, effectively doubling the maximum output available from Detroit's finest at the time.
Yet, for the ambitious Duesenberg brothers and E. L. Cord, exceptional was not sufficient. August showcased his engineering brilliance by inventing one of the earliest superchargers, boosting the vehicle's power output to an unprecedented 320 horsepower. This innovation established the Duesenberg as not only the most lavishly priced vehicle in the United States but also the swiftest. Its three-speed transmission efficiently delivered the 320 horsepower to the rear wheels, achieving a breathtaking top speed of 225 km/h. The company's slogan confidently declared, "The only car that could pass a Duesenberg was another Duesenberg — and that was with the first owner's consent," underscoring its unmatched performance and exclusivity.
In keeping with the practices of the era, Duesenberg itself did not produce the bodywork for its cars. For the equivalent of approximately 9,000 dollars at the time (which translates to about 160,000 dollars in today's currency), the affluent and celebrated clientele — essentially the sole buyers of Duesenbergs — would acquire a Model J's engine, frame, and gearbox, along with the iconic radiator grille emblematic of the brand and several other features. This provided them the liberty to approach any of the numerous coachbuilders across Europe or America to customize the chassis with a body of their choosing. The result often manifested as elegant coupés or grand sedans, adorned with mahogany woodwork and opulent fabrics, reflecting the unique tastes and opulence of their owners.
Distinguished owners of the Model J included luminaries such as Clark Gable, Greta Garbo, Al Capone, the Prince of Yugoslavia, and numerous members of European royalty, positioning the Duesenberg as the vehicle of choice for the era's most illustrious figures. Initially, it seemed the Duesenberg was set to eclipse its competitors, including Bugatti and Mercedes-Benz, with its superior eight-cylinder performance. However, the onset of the Great Depression shortly after the launch of the Model J drastically affected sales. The demand for such a luxury item plummeted as people faced uncertainties about their basic necessities. Duesenberg's initial goal to produce 500 cars annually became unattainable; sales dropped from 300 chassis in 1929 to just 100 the following year. Despite these challenges, the Model J remained the pinnacle of luxury until 1937, when financial difficulties forced the Cord Corporation to bring the Duesenberg era to an end.
Following World War II, multiple endeavors were made to restore the illustrious status Duesenberg once held, yet all attempts fell short, solidifying its legacy as a symbol of pre-war opulence without a contemporary counterpart. Of the roughly 1,000 vehicles produced, several hundred have withstood the test of time. Today, acquiring one is a rarity, reserved seemingly for the exceptionally affluent, such as those residing in Monaco. For instance, a preserved Model J fetched 4.5 million dollars at a 2011 auction. Among the world's most avid car collectors, Jay Leno, owns not one, but three of these iconic vehicles, underscoring the enduring allure and prestige of the Duesenberg name among enthusiasts.
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