Cole Motor Car Company - Facing The End

Facing The End

Cole opened new, wider production facilities in 1922. Alas, sales went down rapidly, mainly because of a short but severe recession. Although there were more models to choose from and prices were reduced drastically (most to a level under that of 1918 / 1919), only 1,722 cars were built of the Model Aero Eight 890, as the car was called this year. The wheelbase was increased by a quarter inch, and the frame ends were split. The Sportcoupe had a weight of 4,155 pounds. The car was priced at $3,385 with a 75 mph (121 km/h) speedometer.

Innovations in 1923 for the Series 890 Cole were stylish drum-type headlights, cowl ventilation and a new windshield with an adjustable upper half on open cars. Other elegant details were wire wheels instead of the previously used "artillery wheels" with fashionable disc wheels on the option list. For this year only, some cars had an added sporty touch with runningboards that did not span the whole length, leaving the chassis-mounted spare wheels "free". Still, with eight types of bodies, prices for open cars were slightly up while those for closed cars remained the same. The most expensive 1922 model, the $4,185 "Tourosine", was gone as were all those strange names, with the exception of the "Sportsedan". Only 1,522 cars left the factory that year.

In this situation and without any debts yet, J. J. Cole decided to liquidate his company rather than risking his fortune by going on. So, it is no wonder that the Model 890, now also called "Master" series, went little changed on the show room floors. Full-length running boards were back on all models. There were seven body styles, again sharply reduced to prices as low as $2,175 for open bodies, $2,750 for a coupe and $3,075 for other closed cars. A Cole was honored to pace that year's Indy 500 race.

Before the curtain finally fell, there were five cars available for 1925. Balloon tires (34" × 7.3") were now standard equipment, and the cars got new two-piece rear bumpers, so-called "bumperettes". Although Joseph Cole began liquidating his firm early in 1925, 607 cars left the factory. He died suddenly of an infection on August 8, 1925, shortly before liquidation was finished.