The New Six
For 1913, Cole expanded to no less than three model lines: The Series 40, now on a 116 in (2,946 mm). wheelbase, a 50 HP Series 50 that got the previous 40 chassis, and their first six-cylinder car. Although designated the Series 60, it had in fact 40 HP. Wheelbase was huge at 132 in (3,353 mm). and prices were $2,485 for one of the open body styles but went up to $3,000 for a coupe and an astronomical $4,250 for a 7-passenger Berline-Limousine. The Series 40 was cut to two open styles, a roadster and a touring car, for $1,685 each. In the Series 50, the same body styles were offered, plus a toy tonneau, at $1,985 each. Further, Coles got electric ignition and lighting for the first time.
1914 brought several changes. Series 40 and 50 were replaced by a new Model Four, a 4-cylinder car with 28.9 HP and a wheelbase of 120 inches (3,000 mm). Offered were roadster, touring car and toy tonneau at $1,925 each, plus a 3-passenger coupe for $2,350. The 6-cylinder car also was renamed the Six. It got 43.8 HP and an even larger chassis with a wheelbase of 136 inches (3,500 mm). There was a big 7-passenger touring car, plus the usual roadster and toy tonneau, each at $2,600. A coupe could be had for $3,000 and a limousine for $4,000.
Sales had been low in 1914, so Cole reduced prices for 1915. Further, there were new designations - again - and even some new cars, too. The Four was now called the Standard 4-40. It lost the toy tonneau, and the remaining cars were offered much cheaper: $1,485 for the two open cars and $1,885 for the coupe. The Six was split into two ranges. The smaller Model 6-50 got a 29 HP engine and a 126 in (3,200 mm). wheelbase. It offered a 4- and a 7-passenger touring car $1,865 (still cheaper than the previous Four), a roadster that became more expensive at $2,465 and the coupe at $2,250. Although the new Big Six 6-60, built on the previous year's 136-inch (3,500 mm) chassis, got a powerful 40 HP engine, prizes were lower than the Sixes of yore: Roadster and 7-passenger touring car for $2,465, coupe at $2,750, and limousine at $3,750. Joseph Cole negotiated with William C. Durant about a take-over that would have made Cole a GM subsidiary. Cole finally refused.
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—George Bernard Shaw (1856–1950)
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