Simplex Automobile Company
Simplex Automobile Company was an American luxury automobile manufacturer active during the Brass Era and early post-Brass Era, best known for large, high-performance cars and the later Simplex-Crane Model 5.
Last updated November 4, 2026
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Overview
Simplex Automobile Company was an American maker of high-priced automobiles established in New York City in 1907. It was created by Herman Broesel, Sr. to take over the assets and operations of the financially troubled Smith & Mabley Manufacturing Company, whose S & M Simplex had been designed by engineer Gustav Edward Franquist. The new company inherited the Simplex name, engineering staff, plant, and a position in the uppermost tier of the American luxury-car market. Simplex automobiles were large, expensive, technically ambitious machines produced in an era when prestige cars were frequently sold as bare chassis and completed by independent coachbuilders. The company initially concentrated on powerful four-cylinder cars, including 50-horsepower and 90-horsepower models. Franquist’s 90-horsepower car was promoted as a high-speed automobile capable of approximately 90 miles per hour, placing Simplex among the most performance-oriented American manufacturers of its period. Bodies were supplied by specialist firms, including J. M. Quinby & Company and, later, Brewster, Healey, Holbrook, Stone, and Demarest. Racing and competition were central to Simplex’s early reputation. Simplex cars won the Brighton Beach 24 Hour race in 1908, 1909, and 1910, and a 90-horsepower car driven by George Robertson won the 1909 Fairmount Park race in Philadelphia. Ralph DePalma drove a 50-horsepower Simplex to sixth place in the first Indianapolis 500 in 1911. The company also supplied engines for competition motor boats. Simplex-powered boats in the Dixie series won the Harmsworth Cup four times between 1907 and 1911. These successes strengthened the brand’s image as a maker of fast, durable machinery, although the company later acknowledged that racing attracted too few of the wealthy touring-car customers it needed. Simplex’s business remained small and specialized. Its reported maximum output was approximately 350 cars per year, and from 1911 the company increasingly emphasized chassis sales rather than completed automobiles. This allowed wealthy customers to commission bespoke bodies while reducing the need for Simplex to maintain a broad factory-built body range. In 1911 the company moved manufacturing from New York City to a new plant in New Brunswick, New Jersey, while retaining a substantial service operation in Long Island City. A significant engineering change came in 1915, when Simplex acquired the Crane Motor Company. The acquisition brought engineer Henry M. Crane into the business and gave Simplex access to a more refined six-cylinder design. Crane’s Model 4 evolved into the Simplex Crane Model 5, commonly called the Simplex-Crane or Crane-Simplex. It used a shaft-driven six-cylinder chassis and was described in period coverage as developing 100 horsepower at 2,000 revolutions per minute. Coachbuilders created bodies for the model, and Simplex advertised the chassis as being guaranteed for the life of the original owner. The company’s automobile business was curtailed by a change in ownership and the demands of the First World War. Wright-Martin Aircraft Corporation acquired Simplex and converted the New Brunswick plant to aircraft-engine work, including licensed production of Hispano-Suiza aviation engines. Automobile production ended in October 1917. In 1920 Simplex assets were absorbed into a corporate structure associated with Mercer, Locomobile, and later Kelly-Springfield Motor Truck Company. Attempts to reorganize the business continued, but Simplex did not resume normal automobile production. Henry M. Crane attempted a final revival in 1922 through the Crane-Simplex Company, acquiring the former Simplex facilities and assets in Queens and announcing plans for limited production. Only a few chassis appear to have been built, and the venture closed. The original Simplex Automobile Company therefore survives primarily through historically significant surviving cars, especially the rare Simplex-Crane Model 5, museum collections, concours appearances, and specialist vintage-car scholarship. Total production is generally reported at 1,865 vehicles, including approximately 467 vehicles associated with Henry Crane’s designs.
History
The Simplex story began with the Smith & Mabley Manufacturing Company, founded in New York City in 1904 to produce automobiles. Its S & M Simplex was a luxury car engineered by Gustav Edward Franquist, whose designs reflected the influence of European automobiles. When Smith & Mabley faced bankruptcy, its automobile business and plant were sold in March 1907 to Herman Broesel, Sr. Broesel incorporated the Simplex Automobile Company with a stated capital of $2,000 and established a salesroom in Manhattan. Broesel brought his sons, Herman Jr. and Carl, into the enterprise. Both were interested in automobile and motor-boat racing, an enthusiasm that helped shape Simplex’s early engineering and promotional strategy. Wilbur C. Whitehead served as president until 1910, while Franquist remained involved in design and engineering. Palmer & Singer became the company’s sole selling agent in 1908, although Simplex later resumed operating its own salesrooms. J. M. Quinby & Company was an important coachbuilder, reflecting the period’s practice of selling luxury cars as chassis for completion by specialist body firms. The company’s principal early cars included 50-horsepower and 90-horsepower models. The latter was a particularly ambitious machine for its time, with a claimed top speed of about 90 miles per hour. Simplex also supplied 50-horsepower chassis and engines to American-LaFrance for firefighting equipment. Its engines had a parallel marine role: Simplex-powered Dixie motor boats won the Harmsworth Cup four times from 1907 through 1911. Competition results were an important part of the brand’s identity. Simplex won the Brighton Beach 24 Hour race in 1908, 1909, and 1910. George Robertson also won the 1909 Fairmount Park race in Philadelphia in a 90-horsepower Simplex. The 1911 Brighton Beach meeting brought a serious setback when Simplex driver Leonard Ormsby was disqualified after an incident during practice in which Mercer driver H. Frey was killed while avoiding an illegal turn. Ralph DePalma subsequently drove a Simplex to third place in the race. DePalma and Charles Bury also finished sixth in the first Indianapolis 500 in a Simplex 50-horsepower car. By 1911 management recognized that the racing program was expensive and did not reliably convert attention into sales among the intended luxury-car clientele. Simplex reported annual racing expenditure of $50,000 and planned to reduce competition activity in favor of print advertising. The company’s output was limited to roughly 350 vehicles annually. Production moved to a new New Brunswick, New Jersey, plant on November 15, 1911, while the former New York operation was replaced by a major service department in Long Island City. Herman Broesel, Sr. died in June 1912. In September 1913 his sons sold the company to New York bankers Goodrich, Lockhart and Smith. Henry Lockhart, Jr. became president, while sales manager John D. Dale and engineer G. E. Franquist remained directors. The company’s capitalization was increased, and it continued to focus increasingly on chassis sales and custom coachwork rather than a standardized range of complete bodies. Simplex sought a more sophisticated six-cylinder design through the purchase of the Crane Motor Company in July 1915. Crane had produced a small number of high-priced six-cylinder chassis and had favored Brewster & Company for body construction. Henry M. Crane joined Simplex as second vice-president and chief engineer. Crane’s Model 4 was developed into the Simplex Crane Model 5, a shaft-driven six-cylinder car rated at 100 horsepower. Period publications used both “Crane-Simplex” and “Simplex-Crane,” although the formal designation was Simplex Crane Model 5. Bodies came from several leading coachbuilders, including Brewster, Healey, Holbrook, Stone, and Demarest. The company’s independent automobile business was soon overtaken by the aviation industry and wartime demand. The Wright Company agreed to acquire Simplex in 1915, and after Wright merged with the Glenn L. Martin Company in 1916, Wright-Martin Aircraft Corporation acquired all outstanding Simplex stock. The New Brunswick plant was enlarged for aviation-engine work, including licensed Hispano-Suiza production. Simplex automobile production ended in October 1917. In January 1920, Mercer Motor Company, controlled by Emlen S. Hare, absorbed Simplex assets. Those assets were placed within a broader structure that also involved Locomobile and later Kelly-Springfield Motor Truck Company. Reorganization efforts in 1921 and 1922 returned Simplex to Mercer’s control before Henry M. Crane acquired the Queens facilities and announced a new Crane-Simplex company in November 1922. The proposed revival never reached meaningful production and ended after only a few chassis. Simplex’s legacy consequently rests on its surviving Brass Era and Simplex-Crane automobiles, its racing record, its marine-engine associations, and its role in the transition from bespoke luxury-car manufacture to wartime aviation production.
- 1922
Final Crane-Simplex revival attempt
[1]Henry M. Crane organized a new company, but production did not resume on a sustained basis.
- 1917
Automobile production discontinued
[1]Wright-Martin redirected the New Brunswick facility to aircraft-engine production.
- 1915
Crane Motor Company acquired
[1]The acquisition added Henry M. Crane and the six-cylinder program that produced the Simplex Crane Model 5.
- 1911
New Brunswick plant opened
[1]Manufacturing moved from New York City to New Brunswick, New Jersey.
- 1908
First Brighton Beach 24 Hour victory
[1]Simplex won the endurance race with George Robertson and Frank Lescault.
- 1907
Simplex Automobile Company formed
[1]Herman Broesel, Sr. took over the predecessor’s automobile operation and formed the Simplex Automobile Company.
- 1904
Smith & Mabley begins automobile manufacturing
[1]The predecessor company was established in New York City and developed the S & M Simplex luxury automobile.
Products and positioning
An ultra-luxury American automobile marque positioned around large-displacement engines, speed, competition success, bespoke coachwork, and limited production.
Luxury automobile · 1907
Simplex 50-horsepower
The 50-horsepower Simplex was the company’s principal early model and was offered as a large, high-priced American luxury car. It was also used in competition, including Ralph DePalma’s sixth-place finish in the inaugural Indianapolis 500. Simplex increasingly sold such vehicles as chassis, allowing customers to commission custom bodies from specialist coachbuilders.
High-performance luxury automobile · 1909
Simplex 90-horsepower
Designed by Gustav Edward Franquist, the 90-horsepower model represented Simplex’s performance-oriented image. Period descriptions associated it with a speed of approximately 90 miles per hour. A 90-horsepower Simplex won the 1909 Fairmount Park race in Philadelphia, making the model an important part of the marque’s competition and publicity strategy.
Luxury automobile chassis · 1915
Simplex Crane Model 5
The Model 5 emerged after Simplex acquired Crane Motor Company in 1915. It used Henry M. Crane’s six-cylinder engineering, shaft drive, and a reported 100-horsepower output at 2,000 revolutions per minute. The model was completed with bodies from firms such as Brewster, Healey, Holbrook, Stone, and Demarest. It is also known as the Simplex-Crane or Crane-Simplex.
Marketing campaigns
- 1908Brighton Beach endurance-racing program
United States
Simplex used endurance racing to demonstrate reliability and speed, winning the Brighton Beach 24 Hour race in 1908, 1909, and 1910.
Outcome. The victories strengthened Simplex’s performance reputation, although the company later concluded that racing attracted too few of its target luxury-car buyers.
- 1907Dixie motor-boat engine program
United States
Simplex engines powered the Dixie series of racing motor boats, linking the automobile marque with high-profile marine competition.
Outcome. Dixie boats won the Harmsworth Cup four times between 1907 and 1911.
Brand decisions
1922
Attempt to revive the marque as Crane-SimplexStrategyBackground
After a series of asset transfers involving Mercer and Hare’s Motors, Henry M. Crane sought to restart production under a new company.
Action taken
Crane acquired the Queens plant and assets and announced plans for limited annual production.
Aftermath
Only a few chassis were built and the revival closed without restoring regular automobile production.
1916
Convert the plant to wartime aviation productionStrategyBackground
After Wright merged with Glenn L. Martin, Wright-Martin acquired Simplex and redirected its industrial capacity toward aircraft engines.
Action taken
The New Brunswick plant was enlarged for licensed Hispano-Suiza aviation-engine production.
Aftermath
Simplex automobile production stopped in October 1917, effectively ending the original automobile business.
1915
Acquire Crane Motor CompanyM&ABackground
Simplex needed a more refined design than the large chain-drive four-cylinder automobiles it had been producing.
Action taken
The company purchased Crane Motor Company and retained Henry M. Crane as a senior engineering executive.
Aftermath
Crane’s six-cylinder design became the Simplex Crane Model 5, the marque’s best-known late product.
1911
Reduce racing expenditure and emphasize print advertisingStrategyBackground
Management judged that the company’s expensive racing program generated insufficient sales among the wealthy customers sought by Simplex.
Action taken
Simplex planned to curtail racing activity and broaden its print advertising while continuing limited-volume luxury production.
Aftermath
The company remained a low-volume specialist, with reported maximum output of approximately 350 cars annually.
Recent events
- 1922
Crane-Simplex revival attempt announced[1]
Product launch
Henry M. Crane announced the Crane-Simplex Company and plans to restart limited automobile production, but the venture built only a few chassis and did not become a sustained manufacturer.
- 1917
Simplex automobile production ends[1]
Other
Automobile production at New Brunswick ceased in October as Wright-Martin concentrated the plant’s activity on aviation engines.
- 1916
Wright-Martin converts the Simplex plant to aircraft-engine production[1]
M&A
Following Wright-Martin’s acquisition, the Simplex facility was expanded for licensed Hispano-Suiza aircraft-engine production during the First World War.
- 1915
Simplex acquires Crane Motor Company[1]
M&A · Product generation
Simplex purchased Crane Motor Company, gaining Henry M. Crane and the six-cylinder engineering program that became the Simplex Crane Model 5.
- 1911
Simplex places sixth in the inaugural Indianapolis 500[1]
Other
Ralph DePalma and mechanic Charles Bury finished sixth in a Simplex 50-horsepower car in the first Indianapolis 500.
- 1911
Simplex moves automobile manufacturing to New Brunswick[1]
Other
The company relocated production from its New York City factory to a new plant in New Brunswick, New Jersey, while maintaining a Long Island City service facility.
- 1910
Simplex wins Brighton Beach for a third consecutive time[1]
Other
A Simplex driven by Al Poole and Charles Basle won the Brighton Beach 24 Hour race for the third time in succession.
- 1909
Simplex introduces a 90-horsepower model[1]
Product launch
Simplex added a more powerful model designed by Gustav Edward Franquist, complementing its established 50-horsepower offering.
- 1908
Simplex wins the Brighton Beach 24 Hour race[1]
Other
A Simplex entry driven by George Robertson and Frank Lescault won the Brighton Beach endurance race, establishing an early competition credential for the marque.
- 1907
Simplex Automobile Company established to succeed Smith & Mabley[1]
Other
Herman Broesel, Sr. established the Simplex Automobile Company after acquiring the automobile manufacturing operation of the financially troubled Smith & Mabley Manufacturing Company.
Sources1 sources
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