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Automotive

Why Studebaker Failed

15 February 2010

in Automotive

I have your book Studebaker 1946-1966 originally published as Studebaker: The Postwar Years. As an employee of the old company at the end in Hamilton, Ontario,  it brought back memories of many old Studebaker hands: stylists Bob Doehler and Bob Andrews were good friends about my age.

I am looking forward to the last chapter discussing how Studebaker went wrong, especially since I also have theories. It would fun to compare notes. I am on a panel in Phoenix/Glendale next June and made a PowerPoint presentation to the Avanti Club in 2006. My grand finali was your a quote from your book: “For many years, Raymond Loewy Associates would be the only thing standing between Studebaker and dull mediocrity.”

P.S. Like you I  owned a 1962 Gran Turismo Hawk, a surprisingly impressive car. I drove it back and forth to Hamilton when we were working on the last 1966 production Studebakers. I put a ‘53 Starliner decklid on it and ‘54 Starliner wheel covers; I thought each addition was an improvement. —B.M., via email

1962 Gran Turismo Hawk: Brooks Stevens' ultimate facelift of the great Studebaker hardtops and coupes, it could be traced back to the 1953 Starliner.

Thanks for the kind words. My GT Hawk was one of the best cars I ever owned: fast yet easy on gas, stylish, fun to drive. It leaked oil and the famous “flexible frame” was a little creaky, but it was a satisfying car, if overly susceptible to the dreaded tinworm.

At the end of my book is a list of what Studebaker did wrong, begininning with chairman Paul Hoffman accepting every union demand after World War II. James Nance, the last president of Packard, who purchased Studebaker in 1954, told me: “The trouble with Studebaker was that they wouldn’t take a strike. Everybody else took strikes after the war and reasonable compromises were reached on wages and benefits. Studebaker didn’t, and they never caught up.”

What Nance and Packard didn’t know when they bought Studebaker—but learned to their horror when Packard’s accountants finally got into the books—was that Studebaker’s break-even point by the mid-Fifties was 50,000 or more cars higher than their volume in their best year on record. A Studebaker designer told me he once priced the 1953 Starliner using General Motors costings—and found that GM could have sold the identical car for $300 less (which was a lot more then than it is now).

Studebaker proved the albatross that dragged Packard down with it, making it impossible for Nance to find the finances to bankroll the highly competitive all-new 1957 line that might have allowed Studebaker-Packard to go on longer than it did.

1953 Studebaker Starliner: Designed mainly by Bob Bourke, it was probably the single most outstanding American auto design of the Fifties, a tribute to Raymond Loewy's vision and eye for talent. (raymondloewy.org)

And yes, Raymond Loewy, for  all his posing as the actual  creator of styling triumphs like the 1953 Starliner and 1963 Avanti, was the key to the cars being as disctinctive as they were. He had an eye for talent and hired and directed fine designers, such as Bob Bourke (Starliner) and Bob Andrews, John Epstein and Tom Kellogg (Avanti).

Studebaker’s sales and marketing people blunted those good designs by inept planning and promotion. In 1953, for example, they built a surfeit of sedan models, finding to their shock that people mainly wanted the beautiful Starliner hardtops and Starlight coupes. Their production mix was the exact opposite of what the public desired.

1964 Lark Wagonaire: Brooks Stevens had the clever idea for a sliding rear roof, enabling bulky items to be hauled easily. (autoweek.com)

But Studebaker’s styling was consistently good. Trying to save the rump company in the Sixties, President Sherwood Egbert hired Brooks Stevens, who deftly facelifted the Lark and Hawk, and came up with novel ideas like the sliding-roof Wagonaire station wagon—but these were all reskins of the 1950s models. Stevens and Loewy then offered  exciting ideas for all-new designs for 1966 and beyond, but by then it was too late. Studebaker shut down its main factory in South Bend, Indiana, in 1964, and the Hamilton Ontario plant closed after building the last 1965-66 models. But no—Studebaker didn’t have to fail.

Raymond Loewy, Sherwood Egbert and the 1963 Studebaker Avanti: basis for Loewy's new-generation Studebaker proposals for 1964 and beyond.



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sunlemans

I’ll never forget my first encounter with the Sunbeam Harrington Le Mans. It was in 1963 at Beckrag (sp?) Motors in Irvington, New Jersey, where I’d arrived to buy a bolt-on hardtop for my Sunbeam Alpine. The Le Mans was in their showroom, gleaming red, enticingly shaped, with wire wheels, snug Microcell bucket seats and the walnut dashboard I’d tried to fake with contac-paper on my Alpine. It looked like 100 mph stock-still. The price was $4295, about $3000 more than I could even borrow. I had to stick with my hardtop Alpine.

The Le Mans was your basic English blacksmith’s revenge, cobbled up from a production vehicle, like the Triumph Herald-based Bond Equipe, but rather more impressive. The base car was the Alpine; the builder was Thomas Harrington Ltd. in Hove, Sussex, where they knew a few things about custom conversions. 

The Alpine had been designed for the Rootes Group (by Raymond Loewy Associates) in the late Fifties; Harrington shaved its by-then-dated tailfins and deck and applied their own fiberglass fastback, which clamped onto the stock windscreen and ran back to a Kamm-like tail, sandwiched onto the metal body and held down in the rear by a bolt that could have come from the Golden Gate Bridge. They added a hatchback and swing-out rear windows, “Le Mans” lettering, a slim strip of bodyside brightwork ending in an arrow point, and a svelte interior, and built about 250 copies, which wasn’t bad for a closed custom body style selling for almost double the price of a stock Alpine.

In the 1980s I briefly owned a white Harrington, in pretty good shape, too, and wrote a “driveReport” for Dave Brownell’s Special-Interest Autos, now sadly defunct (“Rootes Builds a Faster Fastback,” SIA #76, August 1983). Consumed with enthusiasm, I started a Harrington Register and published two or three editions of a newsletter called the Harrington Harangue. But my Le Mans was a bucket of bolts in need of restoration, other things interfered and I let it go. If it’s still out there, the serial number is #6413.

In the Internet Age, past sins come back to haunt you. Imagine my surprise to hear via this website from Jan Iggbom, a retired Swedish Air Force officer and, since 1969, a Harrington owner (of the only Le Mans sold new in Sweden). Two years ago, with Ian Spencer in the USA, Mr. Iggbom created a web-based Harrington Register which has tracked almost half of the cars built. Jan writes:

The owners who have discovered us have become members in the Harrington Society. It’s not a club, just something which holds the owners together. We thought about writing a book, but a book is some kind of final result, while a website is more alive. I’m updating the site at least a couple of times every month. Ian and I have tried to dig deep in the Harrington story. We have both been in contact with Clive and Justin Harrington many times, and have written articles with them. We have also found a couple of old employees from the factory who have verified some facts for us.

It sounds irreligious, but I’ve never been able to relate to Ferraris, possibly because I could never afford one. Give me a quirky English rig like the Sunbeam Harrington Le Mans, with an interesting past and a shape you don’t see every day. There’s something about the smell of leather and oil, the way the rain beads on the bonnet, that reminds you of the days when almost anybody in England could build a sports car, and most of them did….

tigeralpineIn 1961-63, teams of Sunbeams appeared at the great French endurance race for which the Harrington was named. In 1961 a highly-modified Harrington Alpine (reg. no. 3000RW) circulated Le Mans like a clockwork mouse, winning a trophy called the Index of Thermal Efficiency. You can look it up in my book, Tiger Alpine Rapier: Sporting Cars from the Rootes Group

Thanks and a tip of the hat to Messrs. Iggbom and Spencer for preserving an interesting corner of automotive history.

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Beverly Rae Kimes 1941-2008

March 3, 2009

“Correrai ancor piu veloce per le vie del cielo”
Originally written for The Packard Club and the Society of Automotive Historians, May 2008; additional material has been added.

Nothing anyone can say will ease the pain of a friend’s loss, but here is one inadequate try: When The Packard Club’s Stuart Blond circulated the sad news to [...]

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