Cole Motor Car Company - Aggressive Marketing

Aggressive Marketing

The new kind of marketing became even more apparent in 1918. Advertising slogans were "There's a Touch of Tomorrow In All Cole Does Today" or "Did You Ever Go Ballooning in a Cole?", the latter referring to the adoption of balloon tires as an option that year (they became a standard feature finally in 1925). The car was advertised as the "Aero-Eight" (internally Model 870). There were only three body styles left, a roadster, a "Sportster" and the obligatory touring car. They cost $2,395 each and seated 2, 4, and 7 passengers, respectively . The cars also became more fashionably styled.

The 870 Aero-Eight was technically much the same in 1919 but there were now seven bodies to choose from at prices between $2,595 and $3,795 for the new town car and the "Tourcoupe". Some closed bodies got an octagonal rear quarter window as a "beauty" feature. That year, 6,225 Coles were built.

The "Aero-Eight" Model 880 for 1920 was boldly announced: "The Forecast of Future Fashions". The ad further bragged that there were 15,000 miles (24,000 km) possible on its tires. Available were only three body styles, all of them of an open type: A Roadster for 2 and a Speedster for 4 passengers at $2,750 plus a "Tourster" a.k.a. touring car for $2,850. But naming the product got even more creative. While "Sportsedan" and "Sportcoupe" might sound familiar in our ears, "Sportosine" and "Tourosine" for some closed cars definitely do not. These cars got adjustable, "storm-proofed" windshields that had an angled position. Cole switched to Johnson carburettors and introduced a one-piece rear axle and a brake adjuster. The gear ratio was 4.45 (until 1922). A new measure for power replaced the antiquated N.A.C.C. rating. Thus, the Cole V-8 came in with 80 bhp (60 kW) and stayed there until car production ceased. Prices were slightly up and were between $2,750 and $3995.

1921 Coles were only slightly altered. Most of the exalted terms vanished - but "Sportosine" and "Tourosine" remained. There were 8 body styles that were substantially more expensive: $3,250 for the three open cars and between $4,250 and $4,450 for closed.