Auburn Beauty-SIX

The Auburn Automobile Company was established in Auburn, Indiana, by Frank and Morris Eckhart. The company's initial offering was a single-cylinder chain-driven runabout that was priced at $800. Sales were slow and its high cost to produce meant that change was needed. In 1903, the Eckharts re-introduced their car with several changes, but still powered by a single cylinder. A short time later, the company would offer a two and a four-cylinder model, and in 1912 a six-cylinder model became available.

Sales were relatively strong, yet it was not achieving the financial success required to stay in business. They were headed toward receivership when they were rescued by a group of Chicago businessmen. The group included William Wrigley of Chewing Gum and Baseball fame. In 1919, the Auburn Company was purchased by the Chicago group from the Eckhart's.

The Auburn Company, under its new ownership, introduced the Auburn Beauty Six. It was a streamlined, fender-less vehicle that had several improvements over the prior Auburns. The cars were marketed on a national scale and new retail outlets were obtained where Auburn had previously lacked representation. With the introduction of the Beauty-SIX, the company had a record sales year that moved more than 6,000 new Auburns. A late model year introduction was the Beauty-SIX Roadster.

In 1919, Auburn switched to that of a Continental six-cylinder engine that had a displacement of 230.98 cubic inches and produced 43 horsepower.

For 1922, following the post-war recession, the Country saw a 54 percent rise in the production of passenger cars. Auburn, however, was not part of this resurgence. Sales were off again and only 2,308 new Auburns were sold. Auburn hoped that their Auburn Beauty-SIX Sport would help revitalize sales. It was a flashy four-passenger car with step plates, side-mounted trunks, and an angled dash. Power was from a Continental six-cylinder engine that displaced 224 cubic inches and produced 55 horsepower.

By 1924, Auburn was producing six cars a day and having trouble finding buyers. Soon, hundreds of new unsold cars sat behind the factory. The company was again in need of salvation. Fortunately, the company was saved by Erret Lobban Cord, a man less than thirty years old. He was an energetic and brilliant businessman and salesman who had started as a salesman with the Moon Automobile Company in Chicago, Illinois. In less than five years, he had become General Manager and Director at Moon.

Under Cord's direction, the Auburn cars were repainted with bright two-tone color combinations and plated many of the trim parts in nickel. The vehicles were brought to the town square, and dealers were offered the cars at large discounts. Within a short period of time, Cord had managed to sell the entire old stock and associated parts.
By Daniel Vaughan | Nov 2010