The Mora Company of Newark, New York, was in business from 1906 through 1910. It was founded by Samuel Hancock Mora, who left Eastman Kodak Co. after nearly 13 years, having risen to head of sales, to enter the unknown world of the automobile industry. Mora's designer and chief engineer was William 'Billy' Birdsall who had been employed by two other New York automakers, Buckmobile and Regas.
The Mora Motor Car Co. was officially incorporated in Newark in March 1906. By July of that year, a crew of 35 men were building four to five cars a week. Their vehicles wore roadster or touring bodies, with the roadster resting on a 98-inch wheelbase while the tourer had a 103-inch platform. Only one engine was available, a four-cylinder, water-cooled unit that offered twety-eight horsepower. The cars sold for $2,000 to $2,500.
Racing and endurance challenges were early methods of promoting products, and Mora stated that 'Mora Makes Good' after one of its cars had been driven 8,000 miles on the East Coast and in the Midwest during 1907 without its hood being raised once. This was an incredible accomplishment and proof that they built a quality product. The Mora Motor Company thereafter advertised its products as the 'World's Record Sealed Bonnet Hero.'
By early 1908, the company had moved to larger quarters and had 200 men working 24 hours a day, six days a week, producing hundreds of cars using an assembly-line style setup. Strangely, the finished cars ended up on the second floor of the factory. The factory, also a bit strange, had a test facility and offices but not a foundry.
The Mora Tourer's wheelbase grew in length to 115 inches in 1909, which could now accommodate a six-cylinder engine. The 'Racytype' roadster was powered by a four-cylinder engine offering 60 horsepower. The five-passenger touring sedan sold for $3,600, while the roadster was $100 less.
In September of 1909, the failure of the entire production of piston rings caused Mora to curtail deliveries of cars. It was Mora's policy not to ship any vehicle unless they were perfect. Even though this was a noble practice, it did signal the 'beginning of the end' for the company. Quality problems, financial constraints, and anxious creditors brought an end to production on July 16th, 1910.
This particular Mora Roadster Runabout, currently on display at the Swigart Museum, is one of only two known examples of Mora automobiles in existence. The only other Mora known to exist is a 1908 six-cylinder tourer.
By Daniel Vaughan | Jun 2016
