The Apple Motor Car Company was a short-lived American automobile manufacturer founded by William A. Apple in Dayton, Ohio, in 1915.
Although the company survived only a few years, it produced an ambitious eight-cylinder touring automobile known as the Apple Eight, marketed as an affordable luxury car.
Its history is particularly interesting because the company was reportedly producing automobiles successfully when a devastating factory fire in October 1915 effectively ended its automotive ambitions.
William A. Apple had already established himself in Dayton’s automotive business before attempting to build complete cars.
In 1912, he founded the W. A. Apple Auto Top Company, manufacturing folding automobile tops, particularly for the Ford Model T.
The Apple family also had experience in the emerging automobile electrical industry. Members of the family were associated with the Apple Electric Company, which manufactured automotive batteries and electrical equipment in Dayton around 1908.
By 1915, William Apple decided to move beyond supplying components and enter the automobile manufacturing business. He reorganized his enterprise as the W. A. Apple Motor Car Company, operating at the address associated with the company, 343 Cincinnati Street.
Dayton was a natural place for this venture. During the early 20th century, the city was an important center for automotive engineering, home to manufacturers such as Stoddard-Dayton and Speedwell, and to pioneering automotive electrical inventions.
The Apple Eight was introduced in 1915 and marketed for the 1916 model year. It combined an eight-cylinder engine with a relatively affordable price.
Its most recognizable design feature was a distinctive pointed, V-shaped radiator, which gave the car a more individual appearance than many competing touring cars.
Apple marketed the car with the slogan: “No hills too steep. No roads too rough.”
Production reportedly began in May 1915. By September, the company was said to have assembled approximately 40 automobiles.
However, on October 11, 1915, a fire destroyed the company’s manufacturing facility. The fire proved disastrous to the venture. Apple subsequently entered a legal dispute with his insurance company over the losses.
On January 25, 1917, The Dayton Herald reported that William A. Apple had been awarded $28,014.31 through the courts. Although the company is commonly listed as operating from 1915 to 1917, its meaningful automobile production appears to have been concentrated in 1915. After the automobile venture collapsed, Apple returned to making automobile tops and upholstery.
(sources: Wikipedia)
What a fascinating little piece of automotive history! I particularly like the Apple Eight's pointed radiator. It's such a shame that the factory fire effectively ended the company before it had a chance to establish itself. Makes you wonder how many other promising manufacturers might have survived under different circumstances. And what a wonderful advertising slogan!