1951 Studebaker Champiuon convertible.
I’ve never owned a Studebaker, but I’ve always envied members of the Studebaker Drivers Club Inc.
You’ll notice it’s called a “drivers” club and not an “owners” club like most other organizations that celebrate a vintage marque. That’s because Studebaker people know that the real fun of old cars is in the driving, not rolling them off trailers and onto the show field.
While I appreciate the fact that some classic restorations are just too valuable to be driven, I also believe its more fun to own an old car that’s regularly operated on the road than one that’s, in effect, a museum piece..
That’s why I’ve always admired the Studebaker Drivers Club – and the Horseless Carriage Club of America (for vintage vehicles up to 1915) too. Members believe their cars are best enjoyed on tour, not in a static display.
With that in mind, if you don’t own a Studebaker, maybe you can beg a ride on Saturday, Sept. 4, because the SDC has declared that to be International Drive Your Studebaker Day. And, if you do own a Stude, why not invite someone not as fortunate along for a ride? It may be a real eye-opener for your typical Chevy or Ford owner who’s not hip to how good Studebaker engines were or how their styling was far ahead of the curve.
Before it built its last car in Hamilton, Ont. in 1966, Studebaker was one of the oldest transportation companies in the world, having made horse-drawn vehicles, including the famous Conestoga wagons that opened the American West, since 1852.
But even though it was an established company by the time the horseless carriage era arrived in the U.S. in 1893, it took Studebaker a while to abandon wagons for automobiles.
Studebaker, founded in South Bend, Ind. by brothers Clem and Henry, made its first cars there in 1902. They were electrics, built in modest numbers until 1912. Although the company experimented with gasoline-powered cars, it elected to act as agents for other manufacturers such as Garford, E.M.F. and Flanders. But in 1913 Studebaker began full production of its own 4- and 6-cylinder autos, and two years later built 45,000 vehicles – good enough for sixth place in U.S. sales.
The company prospered throughout the 1920s and was one of the few independent marques to survive the Great Depression, although sales had slipped from 105,005 in 1922 to 46,207 by 1938. But the company’s fortunes turned for the better with the hiring of Raymond Loewy as chief stylist in 1939 and sales rebounded to 117,091 in 1940 thanks to his stylish and economical Champion.
After World War II Studebaker shocked the automotive world with Loewy’s modern new bullet-nosed Champion which helped it record sales of over 200,000 per year from 1949-51. By then the Champion’s styling was looking a little dated, so Loewy created the stunning 1953 redesign that gave the car a lower European look and resulted in one of the most admired cars of all time – the 1953 Starliner coupe. That, in turn, morphed into the gorgeous Hawk series of coupes built from 1956-64.
The 1950s were tough years for the remaining U.S. independents with the demise of nameplates such as Packard (which had merged with Studebaker in 1954), Hudson, Nash, Willys, Kaiser and Frazer.
Studebaker’s last great design was Loewy’s fibreglass-bodied Avanti of 1962, but it couldn’t save the company. By then Studebaker was relying on sales of its compact Lark series, but its future was doomed when the Big Three decided to get in on the small car game with the Ford Falcon, Plymouth Valiant and Chevrolet Corvair.
Studebaker production ceased in South Bend in 1964, but continued at its Canadian assembly plant in Hamilton for two more years.
Although the brand is gone, it’s not forgotten – especially by the 12,500 members of the Studebaker Drivers Club.
If you know one of them, see if he’ll take you out for a spin on Sept. 4.
Write to Glen at glenwoodcock@canoemail.com