GRAY

Gray Motor Corp. (1921-1925)

Gray Manufacturing Co. (1925-1926)
Detroit, Michigan

This is a Gray radiator emblem (mid-1923-1925)      mjs
Size: 71mm wide 44mm high     MM: Bastian & Fox

In 1905, Paul and David Gray, sons of banker, John S. Gray, who was also president of the Ford Motor Company, collaborated with a fellow boating enthusiast, Ora James Mulford, to establish the Gray Marine Motor Company with Mulford as president. Initially the company built only marine motors, but they gradually expanded production to include utility engines for farm and general use. The company was purchased by Frank Briscoe's U.S. Motor Company in 1909. When U.S. Motor Company went bankrupt in 1910, Mulford purchased Gray, and renamed it Gray Motor Company. Under his leadership, Gray went on to produce not only marine and general purpose motors, but automotive engines as well. 

The Gray Motor Company was sold to the Gray Motor Corporation, which was established in April 1920 for the manufacture of automobiles and trucks, with Frank Beall as president, and Paul Gray and O.J. Mulford as directors. The company began developing a mid-priced car using an overhead valve engine designed by Frank Beall. In March 1921, Frank L Klingensmith resigned as vice-president of the Ford Motor Company to become president at Gray with Frank Beall as Vice-President and General Manager. Under Klingensmith, the company abandoned the mid-priced Gray design and began developing a low-priced Gray car with a more conventional four-cylinder L head engine to compete directly with the Model T Ford.

The Gray took a long time to arrive through a period of recession in the US and the change in its original design as a mid-priced car to that of a low-priced car, but it was ready by November 1921. The first 20hp four-cylinder Gray cars were called Model N and  were offered in several body styles. Two commercial versions were also made of the Gray car, a 1/2-ton and a 1-ton truck, called Model T, both using the same engine as the passenger car. 

A Gray touring model and a closed body model were introduced at the New York Auto Show in January 1922. As displayed, these two Gray cars were not fitted with engines or transmissions but the Gray was ready for full production to commence.

In the fall of 1922, a stock Gray touring car was driven from San Francisco to New York averaging 33.8 miles per gallon of fuel, thereby setting a new gasoline mileage record and boosting Gray publicity. Gray predicted annual sales of around 250,000 but this never happened. 

The Gray was advertised initially with the slogan "Quality in a Small Car"and, from mid-1924, as the "Aristocrat of Small Cars" and offered the buyer "world record economy". In addition to the home market, the Gray was to be widely exported overseas.

The Gray Model O was introduced for the 1924 model year and continued into 1925.

However, the Gray could not compete with Ford on price and it became larger and more expensive beginning in 1924. The company was in serious financial difficulties in 1924 as sales fell and the marine engine business was sold to O. J. Mulford to raise cash. 

There was a complete change in management and a reorganization to the Gray Manufacturing Company in June 1925. Frank Klingensmith resigned and, although the manufacture of Gray passenger cars was to be continued, the primary company focus for Gray under the new president, Ernest M. Howe, was changed completely and became the development of an American version of the British Tillings-Stevens gas-electric bus. The Gray plant and property in Detroit were mortgaged in July 1925 to raise working capital but the business became insolvent when Howe was unable to close the sale of the initial three buses Gray had manufactured. By mid-year in 1926, it was all over.

Only one model of Gray motor car in a single body style was made for 1926, the Gray Model S, or Greater Gray Sedan. Most likely very few Gray Model S cars were built before production ceased.

Emblems

The following shield shaped Gray logo was used in Gray advertisements until mid-1924 and for Gray radiator emblems from inception until at least the company reorganization in June 1925 and possibly to the end of production, although I cannot confirm this:

This is the Gray logo   ms

The most widely known Gray radiator emblems are shown below:

This is a "nickel" Gray radiator emblem   mjs
Size: 71mm wide 44mm high    MM: Bastian

This is a "blue" Gray radiator emblem   mjs
Size: 71mm wide 44mm high    MM: Bastian

This is a "white" Gray radiator emblem   mjs
Size: 71mm wide 44mm high    MM: Bastian & Fox

There are very few original period photos of early Gray motor cars clearly showing a radiator emblem. This, together with the fact that the Gray logos used in advertisements and catalogs in many cases appear different to the radiator emblems known to have been used at the time, make it difficult to be precise over the dates of use of early Gray emblems, even the sequence of use of these emblems.

A detailed analysis was made of the known Gray radiator emblems, Gray catalogs and parts lists, which include reference to the types of radiator emblem fixings, known changes to the Gray radiator design, serial number records and the comparative frequency of use of different emblems, as well as information from surviving Gray cars. The possible sequences of use of Gray radiator emblems were assessed based on the results of this analysis.

The sequence of use of Gray radiator emblems set out below is my best assessment based on the information available at this time but I cannot confirm this sequence absolutely.

Gray radiators had a shield shaped recess to accommodate the radiator emblem, see example shown below:

Gray motor car radiator emblem recess   jgc

"Nickel" Gray radiator emblem within emblem recess  jgc

The first Gray radiator shells from late 1921 were mostly finished in black enamel and made to be used with flat radiator emblems attached using "snap" type fixings, which were easier and faster to fit.

From about October 1923, there was a change to a new nickel plated radiator shell, which initially continued to use a flat radiator emblem but which was made to carry radiator emblems using "stud" type fixings not the previous "snap" type fixings. For 1924 and 1925, the radiator design was changed again and required the radiator emblem to be slightly curved. 

As noted in the Gray radiator emblem photos shown earlier above, the most widely known Gray radiator emblems were made either by Bastian or by Fox. The Bastian made Gray radiator emblems all had "snap" type fixings and the Fox made Gray radiator emblems all had "stud" type fixings.

This means that from about October 1923, when the radiator shells requiring "stud" type emblem fixings were introduced, all Gray radiator emblems were "white" Gray radiator emblems made by Fox. The "white" Gray radiator emblems made by Bastian using "snap" type emblem fixings most likely immediately preceded the "white" Gray radiator emblems made by Fox. This long use of the "white" Gray radiator emblem is supported by the fact that the "white" Gray radiator emblem is by far the most common Gray radiator emblem to be found today.

Deciding on the sequence of use of the remaining Gray radiator emblems is more problematic.

The first Gray catalog for 1922 shows the Gray radiator emblem logo in color, a dark blue emblem with "Gray" in white, see example shown below:

Gray catalog showing radiator emblem logo & slogan (1922)   jgc

The same basic emblem logo continued to be used in Gray catalogs after 1922, see example from May 1924 shown below:

Gray ad showing emblem logo (1924)  ebay

The only Gray radiator emblem in this color style is the "blue" Gray radiator emblem, which matches the 1922 Gray catalog logo image.

This suggests that the "blue" Gray radiator emblem was intended to be used from the start of production and continued for some years after. However, it has been shown that from at least about October 1923, the Gray radiator emblem was the "white" Gray radiator emblem. This makes me believe that once the "blue" Gray radiator emblem logo had been agreed and used in the initial Gray catalogs and advertisements, it was decided to continue to use the "blue" Gray radiator emblem design as the Gray logo, irrespective of the actual Gray radiator emblem.

The following original photo has written on the reverse "new Gray car now on exhibition Hotel Commodore lobby", so this Gray touring car is one of the two 1921 built Gray cars that were introduced at the New York Auto Show in January 1922:

Gray 1921 touring model shown at NY Auto Show Jan 1922   dpl 

This 1921 Gray touring model is seen to carry the "blue" Gray radiator emblem on a black enamel radiator shell:

Gray touring model showing "blue" Gray radiator emblem (1921)

The following original factory illustration of a 1922 Gray touring model also depicts the "blue" Gray radiator emblem. This Gray touring car illustration also depicts the hubcaps: 

Gray touring car illustration (1922)   dpl

Close up showing "blue" rad emblem & hubcap (1922)

Gray hubcap (c1922)   dkc

It is clear that the "blue" Gray radiator emblem was indeed the first Gray radiator emblem, hence its adoption as the Gray logo. However, the "blue" Gray radiator emblem is by far the rarest of the well known Gray radiator emblems. Very few of these emblems have been seen. I have only seen two "blue" Gray radiator emblems, one of which is shown earlier above. The extensive Swigart emblem collection has many "white" Gray radiator emblems, a few "nickel" Gray radiator emblems but no "blue" Gray radiator emblems at all. None of the surviving Gray cars that I have seen carry the "blue" Gray radiator emblem. 

A first batch of the "blue" Gray radiator emblems at least was procured in 1921 and these emblems were used on the Gray cars shown at the New York Auto Show in January 1922 and probably for the first Gray cars built in late 1921 and early 1922 . However, as noted above, very few "blue" Gray radiator emblems seem to exist, which suggest that this emblem was short lived. 

It is possible that, once the decision was made to enter into full production of the Gray motor car with predictions of producing up to 250,000 cars annually and to compete with the Model T Ford, it was decided to reduce costs by using the "nickel" Gray radiator emblem instead of the more expensive "blue" Gray radiator emblem. 

The only examples of surviving Gray cars I have seen from 1922 have "nickel" Gray radiator emblems, see the example shown below:

Gray roadster with "nickel" Gray radiator emblem (1922) hemmings

Close up showing "nickel" Gray radiator emblem (1922)  hemmings

After the New York Auto Show in January 1922, the next original period photos of Gray cars showing the radiator emblem, which can be dated, were taken at the time of the gasoline mileage record run of a stock Gray touring car from San Francisco to New York in September/October 1922. 

The following newspaper photo shows the Gray record run touring car leaving the Gray factory for San Francisco in September 1922 with the American Automobile Association official observer, Captain A. B. Walton and driver De Clark. The poor quality of the photo does not allow the radiator emblem to be seen clearly but a large Gray emblem logo in the style of the "blue" Gray radiator emblem is seen painted on the side of the front of the hood, no doubt for publicity purposes.

Gray touring car leaving Gray factory (Sept 1922)
The Philadelphia Inquirer

I believe that this is how the Gray organization intended the Gray record run car to appear, together with details of the run to be painted on the sides of the car before the run began, see the following Gray advertisement published after the record run, with a publicity photo of Captain Walton and driver De Clark in the car, no doubt taken before the run took place:

Gray ad showing record run car (Oct 1922) pinterest 

Gray record run car as planned to appear (1922)

In the event, however, the Gray record run touring car was painted a light, possibly grey, color before the run. The front hood sides were removed, it was said for "inspection" purposes but more likely to give added cooling ventilation to the engine for its long journey. This removed the "blue" Gray  publicity logo painted on the front hood sides. A new Gray emblem logo in the style of the "nickel" Gray emblem was now painted on the remaining hood sides, see the following original photo showing the Gray record run touring car in San Francisco prepared ready for the run:

Gray economy record touring car in San Francisco before the start of the run (Sept 1922)   dpl 

The record run car also has a nickel plated radiator, most likely because a black enamel radiator would absorb heat from the sun and increase the risk of overheating during the run. The record run car appears to carry a "nickel" Gray radiator emblem, which matches the large emblem logo painted on the remaining sides of the hood. Why the more obvious "blue" Gray emblem logo was not used to make the publicity photos is a mystery. What appears clear, however, is that a decision to switch to the "nickel" Gray radiator emblem had been made before the time of the record run in September 1922. 

For completeness, here are newspaper photos of the record run Gray about to leave San Francisco and on arrival in New York:

Gray record run car at the start of the run in San Francisco (Sept 1922)
The Pittsburgh Press

Gray record run on car arrival in New York (Oct 1922)
New York Herald

The relative numbers of "nickel" and "white" Gray radiator emblems found with "snap" fixings, suggests that the "nickel" Gray radiator emblem may have continued in use until about mid-1923, by which time the more realistic, lower production figures for the Gray would have become apparent and a decision may have been made to use the brighter "white" radiator emblem to give a lift to the appearance of the Gray.

My suggested sequence of Gray radiator emblems based on the analysis set out above is as follows.

The blue and white enamel "blue" Gray radiator emblem shown below was most likely used briefly on the early Gray Model N passenger car from late 1921 to mid-1922 and is extremely rare:

This is a "blue" Gray radiator emblem (late 1921-early 1922) mjs
Size: 71mm wide 44mm high    MM: Bastian

The blue enamel "nickel" Gray radiator emblem shown below probably replaced the "blue" Gray radiator emblem shortly after full production of the Gray Model N passenger car began in early to mid-1922 and was probably used until early to mid-1923. This "nickel" Gray radiator emblem was also used on the the Gray Model T truck. The "nickel" Gray radiator emblem is rare.

 

This is a "nickel" Gray radiator emblem (early 1922-early 1923) mjs
Size: 71mm wide 44mm high     MM: Bastian

The white and blue enamel "white" Gray radiator emblem is believed to have been used on the Gray Models N and O passenger cars from about early to mid-1923 until the introduction of the Gray Model S in 1925 and on some Gray Model T trucks and is scarce. The first "white" Gray radiator emblems were made by Bastian using "snap" fixings but, after about October 1923, the "white" Gray radiator emblems were made by Fox using "stud" fixings.

This is a "white" Gray radiator emblem (early 1923-mid 1925) mjs
Size: 71mm wide 44mm high    MM: Bastian & Fox

Photos of surviving 1925 Gray cars that I have seen carry the "white" Gray radiator emblem but the detailed inscription on the emblems usually cannot be deciphered. They are likely to be inscribed "Motor Corporation Detroit" and most were probably built before the June 1925 reorganization. However, old "white" Gray radiator emblems may have continued in use after June 1925, as the Gray organization was struggling financially and may have decided not to invest in a new set of emblems. No Gray radiator emblem has yet been seen inscribed with "Gray Manufacturing Company". 

For 1926, the only Gray car produced was the single body style Gray Model S Four-Door Sedan. It is likely that very few of these cars were built before production ceased. However, if a new radiator emblem with a different design or different inscription had been made for the Gray Model S, batches of unused emblems would surely exist but, to date, none have been found. If an original Gray radiator emblem inscribed with "Gray Manufacturing Company" could be found, it would be extremely rare and possibly ultra rare.

I have not seen any photos of the 1926 Gray Model S. If you have any photos showing this model, especially showing the radiator and emblem, please let me know, in order to update this post. 

Gray cars exported overseas after 1925 continued to carry a "white" Gray radiator emblem, even models delivered to distributors in Australia as late as 1927, although these would have been models built much earlier.

The following is a wider version of the "white" Gray radiator emblem shown above. This may possibly have been used on one of the Gray commercial vehicles but I cannot confirm this. This larger Gray radiator emblem is very rare.

This is a Gray radiator emblem (poss 1923-1925)    kmc
Size: 89mm wide 44mm high    MM: Bastian Bros

The initial Gray logo used from 1922 based on the "blue" Gray radiator emblem continued to be used in Gray advertisements into 1924. The following Gray advertisement from August 7, 1924 shows this "blue" Gray logo and refers to the Gray having gained the title of "Aristocrat of Small Cars" in the text. The "GRAY" name at the bottom of the advertisement is boldly presented in capital letters:

Gray ad with logo and reference to "Aristocrat of Small Cars" (Aug 7, 1924)
The Journal Times

But, by later in August 1924, the "blue" Gray logo had gone and the "GRAY" name using capital letters is shown together with the slogan "The Aristocrat of Small Cars", see the Gray advertisement from August 31, 1924 below:

Gray ad with new logo (August 31, 1924)
Detroit Free Press

A slightly changed version of the new Gray logo is seen on the following Gray advertising pamphlet showing the Gray cars for 1925:

Gray ad showing new logo and slogan (1925)  jgc

The following poor quality, slightly distorted photo appears to show a green and creamy yellow Gray emblem with the advertising slogan "Aristocrat of Small Cars" in place of "Motor Corporation Detroit". It is not known if this emblem is the size of a radiator emblem. If this is indeed an original Gray radiator emblem it would be extremely rare and possibly ultra rare.

This appears to be a Gray emblem (date unknown)   ms
Size: Unknown    MM: Unknown

It has been suggested that this emblem might have been used as a radiator emblem for the Gray Special Touring model introduced in 1924, since an internal Gray company publication from August 1924 speaks glowingly about the sensation created by the new Gray Special Touring which had a "body painted a rich cream with a delicate green striping", but this cannot be confirmed.

If you have any further details about this Gray emblem, please let me know, in order to update this post.

The following photo shows a transparent blue enamel Gray badge. However, this is a very small advertising pin and not a radiator emblem.

This is a Gray advertising pin (dates unknown)  flickr
Size: Unknown   MM: Unknown

The following small oval shaped Gray emblems are often included in collections of automobile emblems but they are a completely different design compared with the known Gray motor vehicle radiator emblems. These small oval shaped emblems are not automotive emblems at all but were used on marine engines and boats made by the Gray Marine Motor Company and are believed to have been used in the period around 1936-1942.

This is a Gray marine engine emblem (c1936-1942)    mjs
Size: 66mm wide 25mm high    MM: Bastian Bros

This is a Gray marine engine emblem (c1936-1942))    mjs
Size: 66mm wide 25mm high    MM: Bastian Bros

The sequence of use of Gray radiator emblems set out in this web post is my best assessment based on the information available at this time and I cannot confirm this sequence or the dates of use absolutely, apart from the use of the "white" Gray radiator emblem explained earlier above. If you have better information regarding any Gray radiator emblems, please let me know, in order to update this post.

I am most grateful to Jim Gray for sharing the results of his extensive research into the Gray Motor Corporation and related companies, for his most valuable advice and for his positive responses to my requests for help. Any errors in my interpretation of Jim's advice are entirely down to me. I am also grateful to the Detroit Public Library for providing original photos of early Gray motor cars.