10 Luxury Car Brands That Time Forgot

Luxury brands, often highly desired and seemingly timeless, can be as transient as the wealth that enables their purchase. In the world of automobiles, some iconic names that once evoked envy now elicit little more than confusion. Here, we reflect on automotive brands that may be unfamiliar to you but, to your father, grandmother, or great-grandfather, represented success even more than a silver cane or a silk top hat.

Isotta-Fraschini, 1900–1948

The Italian automaker Isotta-Fraschini, named after its two founders, was established at the turn of the century but shifted its focus entirely to the luxury market after World War I with the launch of the Tipo 8. This car, which featured an aluminum-block straight-eight engine, was sold only as a bare chassis, with each model custom-bodied.

During the Roaring Twenties, the brand became a favorite of Hollywood celebrities like Rudolph Valentino and the fictional Norma Desmond from Sunset Boulevard (a classic film now largely forgotten). Isottas were also favored by royalty, including the King of Egypt and the Queen of Romania, as well as influential figures such as media mogul William Randolph Hearst.

Borgward, 1924–1961

Carl F. W. Borgward’s first creation was a three-wheeled scooter/van in 1924, but he quickly expanded into manufacturing full automobiles, aiming for the luxury market. After World War II, Borgward gained an early advantage over competitors with the 1949 Hansa 1500, widely regarded as the first completely new European car post-war. It featured integrated front and rear fenders and a full-width passenger compartment. In 1952, Borgward followed up with the stylish Goliath GP 700E, powered by a 700-cc two-stroke engine and the first production car to feature direct injection. The Hansa 2400, introduced the next year, offered an optional three-speed automatic transmission designed by Borgward, the first of its kind in Europe.

However, it was the 1954 Isabella that truly cemented the Borgward brand in the public’s mind. Available in coupe, two-door sedan, cabriolet, and station wagon versions, the Isabella demonstrated that luxury and refinement could be found in a more compact form. For Borgward, engineering excellence and refinement were the essence of luxury.

Cord, 1929–1932 and 1936–1937

While not the most luxurious models from the Auburn Automobile Company, Cord’s two production vehicles were quite extravagant for their time. (In fact, Auburn’s Duesenberg brand is likely better remembered than many of the car companies that went under during the Great Depression.) Named after Errett Lobban Cord, the young businessman who essentially rescued Auburn in 1925, the Cord brand debuted in 1929 with the long and low L-29, which became the first front-wheel-drive American production car. Coachbuilders quickly adopted the innovative design, and one particularly stylish coupe won the prestigious Concours d’Élégance in Monaco and Paris in 1930. The Great Depression limited the L-29’s production, but a respectable 5,010 units were built.

Horch, 1899–1940

Like the original Maybach, German Horch automobiles were known for their exceptional refinement and innovative technology, setting them apart from mainstream vehicles. Founded by August Horch, a German engineer who grew disillusioned with working for Karl Benz, the company began in 1899. Horch famously defeated his former employer in a 1906 endurance race with his Horch 11/22 PS tourer. However, not all races had favorable outcomes, leading to Horch’s ousting by the board of directors in 1910. Forbidden from using his own name, Horch founded Audi—derived from the Latin translation of his surname, meaning “hark!” or “to listen.” Audi went on to win more races and, by 1933, reunited with his old company after it merged with Auto Union.

Imperial 1955–1975

As early as the 1920s, Chrysler used the Imperial name for its most luxurious vehicles, including grand, often custom-bodied sedans, convertibles, and limousines that rivaled those from Packard, Cadillac, and Lincoln. However, the prestige of these cars was somewhat diminished by the fact that they were Chrysler Imperials, as Chrysler was generally seen as a mid-range brand. In 1955, Imperial became a standalone marque. The brand truly made its mark with the iconic 1957 models, and that same year, Italy’s Ghia began producing the ultra-luxurious Crown Imperial limousine, which carried an astronomical price tag of $15,075 (equivalent to over $127,000 today).

Napier, 1900–1924

After 87 years of operation, the British engineering company D. Napier & Son was struggling in 1895 when Montague Napier, the founder’s grandson, took over. Just five years later, the first Napier car was introduced at the dawn of the new century. Before the year 1900 ended, Montague’s Australian friend, S.F. Edge, was racing a Napier. In 1902, a dark green Napier won the Gordon Bennett Race, marking what is believed to be the first use of British racing green livery. That same year, a Napier completed an incredible 42,000-mile journey around the globe. The introduction of six-cylinder Napiers in 1904 put the brand in direct competition with Rolls-Royce in terms of quality and price. By 1905, the American branch of Napier began producing cars in Boston, but after a series of corporate upheavals, the American division shut down in 1912.

Daimler, 1896–2007

Daimler’s early history features several well-known names, including Maybach, Benz, NSU, and Armstrong, among others. However, in 1889, it all began with just Gottlieb Daimler and an experimental vehicle. This car, called the Stahlradwagen, featured an NSU-provided chassis and a 0.6-liter V-twin engine that produced 1.5 horsepower. After collaborating with Wilhelm Maybach on various projects, Gottlieb licensed his engines to a British company in 1891, which eventually became the Daimler Motor Company in 1896. (Gottlieb would later establish his own German Daimler car company, which merged with Karl Benz’s company and adopted the Mercedes name.) In 1910, the British Daimler was incorporated into the Birmingham Small Arms (BSA) company.

Continental, 1956–1957

The name “Continental” is far from forgotten. Many Lincolns have proudly carried that name over the years, and it will make a comeback for a new flagship sedan expected to arrive by mid-2016. However, only those deeply familiar with automotive history may realize that Continental was briefly its own division from 1956 to 1957. Ford created it to sell the luxurious Mark II, a successor to the iconic V-12 Lincoln Continentals of the 1940s. William Clay Ford, the youngest grandson of Henry Ford, played a key role in establishing the division and served as its leader.

LaSalle, 1927–1940

In 1912, Cadillac adopted the slogan “Standard of the World”—a fitting phrase given the brand’s exceptional luxury and innovation. By the prosperous 1920s, some Cadillac models were priced as high as $5,000 (while the Ford Model T cost under $800), creating a gap for General Motors to introduce a brand positioned between Buick and Cadillac in its lineup. Between 1926 and 1929, GM launched four “companion” brands to expand its already extensive range: Oakland introduced the Pontiac line, Cadillac offered LaSalle, Oldsmobile launched Viking, and Buick briefly added Marquette.

Stutz, 1911–1937

Like many early automotive pioneers, Harry Clayton Stutz entered the car business as a freelance engineer. During the bustling early 1900s, the automotive industry was filled with job opportunities and eager investors, and Stutz readily capitalized on both. After building a successful business producing transaxles and working on various engineering projects, he found enough time—legend says five weeks—to design and construct his first car, which went on to finish eleventh in the inaugural Indianapolis 500 in 1911. By August of that year, Stutz cars were already in production.

Guided by Stutz, the company focused on performance-oriented vehicles like the iconic Bearcat and engineering marvels like the four-valve, 80-hp “T-Head” engine introduced in 1917. However, Stutz grew restless and left the company in 1919. Without his leadership, the Stutz brand soon began to lose its way.