In February 1928 the Model J designation was born. The newly revived Duesenberg company set about to produce the car which debuted for the first time on December 1 at the New York Car Show of 1928.

In Europe, it was launched at the "Salon de l'automobile de Paris" of 1929. The first, and at the time of the New York presentation, the only example made of the series, the J-101, was a LeBaron sweep panel dual cowl phaeton finished in silver and black.

When the Depression hit in October 1929, only some 200 cars had been built. An additional 100 orders were filled in 1930. Thus, the Model J fell short of the original goal to sell 500 cars a year.