Born in an Age of Tumult
Simplex’s birth and growth as an automobile company was anything but simple. Created in 1904 by A.D. Smith and C.R. Mabley (Smith & Mabley) in Manhattan, NYC—importers of luxury European automobiles (Fiat, Renault, Mercedes, etc.)—they wanted to create an American car that would stand with what was coming from overseas. Cars were the new wave of opportunity, and they wanted in on it.
The S&M Simplex Automobile Company of New York, New York
The Smith & Mabley Simplex was born in 1904, but it wasn't until 1907 that examples for sale showed up in the Simplex showroom, and that was only after Smith & Mabley sold out.
The reason? The early 20th century was rife with economic rogue waves. Along came a big spoiler, the Panic of 1907, and S&M Simplex was placed into administration for lack of cash flow.
Changing Hands
Textile importer Herman Broesel, Sr. scooped up the troubled firm and its chief engineer, Edward Franquist, and marched on with Simplex production, rolling out a Model 50 Toy Tonneau in 1907, of which they made 93 examples. By 1909, six variations of the Model 50, using chain driven four- or six-cylinder T-head engines with a four-speed transmission, were offered for sale. Built on a rugged frame using Krupp steel, these rugged chassis were outfitted by the best coachbuilders of the northeast: Brewster, Demerest, Holbrook, and Quinby, to name just several. A visit to the showroom at 12 West 23rd St. often convinced a rich client to purchase a chassis and secure a coachbuilder. Easy-peasey!
1909 Simplex Toy Tonneau.
Palmer & Singer stepped in to exclusively sell the product; over the next several years over 250 Model 50's were sold to the best families on the east coast.
Recurring Theme - A Sporting Speedster
However, not all Simplexes were bespoke land yachts. In fact, a recurring model that emerged in 1909 would continue in the Simplex lineup—a Simplex speedster for the sporting crowd. One that could climb hills, compete at tracks in competition, or just roar about town. Something to advertise the brand.
Enter the 1909 Speed Car.
1909 Gentleman’s Speed Car outfitted for track use. This model featured the four-cylinder engine.
Mind you, Simplex was a luxury car company with a small base to market to, and it did have its pretenders to contest against. Sometimes in court.
For instance, a small firm in Mishawaka, Indiana had decided to market its product, the American Simplex, beginning in 1904. Organized by E.J. Gulick and H.L. Bell, the American Simplex had an innovative three-point suspension and a running gear subframe affixed to the rear axle.
American Simplex settled on a four-cylinder two-stroke engine to power its several models, and by 1908 had a nifty runabout speedster on a 117-inch wheelbase.
1908 American Simplex Runabout, later renamed “Amplex” to avoid a lawsuit.
American Simplex eventually recognized the problem with its name, and in 1910 changed it to Amplex. Since Simplex was registered with the A.L.A.M. under the Selden patent, Amplex followed suit to protect itself from lawsuits.
The 117-inch Amplex runabout speedster would stretch to fit the 124-inch frame for 1911, the year in which a racing version of this would compete at Indy. Placing eighth in that historic first event, it took three days for judges to confirm that Amplex had acquitted itself well at the Sweepstakes.
1911 Amplex Indy racer on the 124-inch wheelbase chassis. Placed eighth!
Meanwhile, Simplex had been expanding its model lines into 1911 despite an economic slowdown. The Model 50 made room for Simplex's speedster variant, a prototype of its 1911 Indy Sweepstakes champion, which came home in sixth place that year.
George Beardsley racing a Simplex Model 75 90-hp racer at the 1910 Vanderbilt Cup race. This was a prototype speedster for the 1911 entry.
Still running on a chain drive, the "50" was also motivated by Simplex's two-pot T-head four on its 124-inch chassis. This would change in 1911, when the 50 Runabout would also be sold on the 129-inch wheelbase.
1911 Model 50 chassis with chain drive
1910-11 Model 50 Runabout, a.k.a. the “Speed Car.” this example was on the shorter 124-inch chassis.
A shaft-dive Model 38 was introduced in 1911 to offer a less-expensive Simplex. The runabout model for this line was bodied instead of the formerly open platform look of prior Simplex runabouts. The times, they were a'changin, and so too were the looks of speedsters.
1913 Simplex 38 hp chassis with suggested outfits for the discerning client. Note that the runabout now featured a roadster body.
In 1912 Simplex once again enlarged its model line with a Model 75, a four-cylinder 90 horsepower beast on a 124-inch chassis. This model was a clear shot across the bow to its competitors—Simplex was claiming "big dog" status. True to its proven roots, the "75" kept the chain drive in place, although this solution was rapidly giving way to the safer shaft drive mechanism. By 1915, chain drives were all but gone.
1911 Model 75 chassis, whose engine produced 90 hp and was the choice for racers.
Best of Times (1914)
Simplex had banked on its runabout speedsters to attract attention, and between 1909 and 1913 had sold a sizeable number of other models to its well-heeled clientele. 1912 had also been a year of change for the company, as Simplex owner Herman Broesel had died, prompting sale of the company to Goodrich, Lockhart, & Smith, who promptly moved operations to nearby New Brunswick, New Jersey.
Annual sales crested in 1913, with over 250 units sold. This was also the last year of Simplex Runabout Speedsters.
The 1913 Model 75 was the go-to choice for track racing, the “Zip” being the exemplar, as well as two additional choices for spirited road work.
And, of course, a full-blown economic recession befell the United States in 1913, not to mention the onset of the Great War in Europe in 1914. Sad days ahead...
Worst of Times (1916-onward)
The new management at Simplex purchased the rights to Crane Motor Car Company in 1914 as the economy re-expanded. They also acquired the talents of its owner, Henry Crane, and the shaft drive six-cylinder L-head Crane came to be known as the Crane-Simplex, a technologically advanced addition to the aging chain drive lineup at Simplex.
Although the Crane model would supplant the Simplexes due to its superior technology, the seeds of change were again blowing through the economy, and this in turn affected all independent automobile manufacturers.
In 1916, owning a Simplex meant that you had arrived. Or were leaving, as did the company itself.
Despite promotions subtly touting its luxury status, by 1916 Simplex was again on the ropes, with only a little over 120 examples produced and sold. Its market had dried up.
It was time to sell...
Wright-Martin Aircraft acquired the firm and its factory in New Brunswick, and almost immediately landed a contract to assemble Hispano-Suiza aircraft engines for the conflict overseas. The Armistice abruptly followed in 1918, whereupon Wright-Martin ceased production of Simplex automobiles in an effort to shore up its fortunes. The remaining Simplex parts were assembled into cars for sale.
Takeover and Collapse
A hare-brained idea by former Packard vice president Emlen Hare to purchase and consolidate three companies on the rocks—Simplex, Mercer, and Locomobile—occurred right when the post-war depression hit in 1920, and of course this did not bode well for this merger.
In 1922 Henry Crane purchased the Simplex assets from that group in a vain attempt to rebirth Simplex, but it was just too little, too late. Like many companies of that period, Simplex went down for the count. And stayed down, a TKO of another independent automotive company...
Such a pretty logo and emblem. Such a pitiful ending for an awesome classic car!
Book News!
Blue Bug, my new book, is at the printers as I write this. It has been a long several months, but we will be ready to roll it out as a beautiful children's book (also involving a classic speedster) on or about November 1, just in time for you to get yourself a copy for a loved one. Check out the website at https:/BlueBugBook.com and subscribe to receive timely information and updates on this new issue. I'm excited—aren’t you too?
Blue Bug is coming out in November. Go to BlueBugBook.com and check it out!
And don't forget my book offered on ClassicSpeedsters.com! It'll make a great gift for someone, maybe even yourself. After all, the holidays are coming up! Go grab a copy!
Classic Speedsters is THE book about speedsters. Available on ClassicSpeedsters.com.
Until then,
Go drive that speedster!
=rds