The Studebaker Motor Company Vintage American Auto Maker
Too many automobile aficionados and downright car guys the nameplate “Studebaker” is associated with such advanced classic vehicles of their time – such as the Studebaker Avanti model introduced unbelievably in the 1963 auto market year. Complete decked out with a fiberglass body , futuristic styling , disc brakes and an optional turbocharged engine the Avanti still turns head and was way ahead of the pack of the car and vehicle products of the big 3 automakers of the time.
How was it that this simple “wagon maker”, well known and respected who actually made Abraham Lincolns horse drawn wagon entered the automotive field? Studebaker was an early innovator experimenting, producing and selling electric and later gasoline powered cars. Indeed Tomas Alva Edison himself (read the well known American innovator and inventor who laid the foundation for the great General Electric GE Company of our day), purchased the second vehicle built a produced by Studebaker. Studebaker lived on, kept innovating, and was known for its reputation of well designed, innovative and reliable American built vehicles.
Studebaker survived the lean economic times of the 1930′s ,merging with the luxury US automaker Piece-Arrow , during this troubled economic time period of the “Great Depression”. Perhaps such spunkiness , stick to it ness and determination might be a business model that the North American based auto industry could take great lessons from in the current shakeup , shakedown and troubled times of the North American auto industry.
Studebaker went on through its history releasing a number of products – some of whose names live on today in the nameplates of other vehicle manufacturers. The “Champion” in 1930 , postwar models with advanced styling and the famed “Starlight ” model with its rear windows enclosed from door to door. Take for example the brand name “Land Cruiser”. This was one of Studebaker’s 3 boxes like models which included the Studebaker “Land Cruiser “, “Commander” and “Champion Models”. All might be considered early on prototypes for current SUV models with extended rear doors, longer wheel bases and hoods alongside incorporated full length front fenders.
In the end in 2010 what has happened to the American auto manufacturing icon and innovator Studebaker. The Studebaker Company currently lives on as the Packard Motor Corp. – luxury auto designers of a new high end design of luxury prestige automobiles.
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