The Duesenberg Model J, announced in late 1928, was the new luxury car that E. L. Cord wanted. Production began in the spring of 1929. Cord insisted that the Model J be bigger (and heavier) than Fred would have liked, but Duesenberg engineered the car's design. With prices for a completed car beginning at US$13,500, and later increased to US$18,000 or more, buyers received a luxury car with a 32-valve, dual overhead camshaft engine that was capable of generating 265 horsepower and could reach a maximum speed of .