1963 Studebaker Avanti

The Studebaker Avanti, the car that never dies


Possibly the most intriguing car in American design and production history, the Avanti is the 007 of classic autos, at once mysterious and eye catching, its history is as storied as its mythology. Learn for yourself at the Studebaker National Museum in South Bend, Indiana where the car is on display.

A few days ago, at the Burns Day Parade in Burns, Wyoming, I saw something that amazed: a 1963 Studebaker Avanti cruising down the parade route with the other classic cars. This car is the most elusive of collector cars and one of the most classic American car designs to have ever been produced. The car's design is breathtaking on its own, but the legends and controversy surrounding it only add to the appeal.

The Avanti was Studebaker's last grasp for revival and was meant to be the automaker's savior on the market. Ostensibly designed by the legendary Raymond Leowy, to say the Avanti was a fast-track design-to-production is like saying Michael Jordan was a pretty good basketball player. The Avanti went from Studebaker CEO Sherwood Egbert's sketches hastily scrawled on paper to a full-fledged production car in just over a year. The design was largely thanks to a 3-man crew assembled by Leowy and the internal chassis and power plant teams at Studebaker.

In 1961, in deep financial trouble, Studebaker's new chief executive was desperate to bring the company around and knew that they needed something dramatic and powerful to pull themselves up and back to greatness. By then, the automaker was already fifty years old and was one of the oldest car builders in the United States. The venerable giant had been losing out to Ford and Chevrolet for years and by 1961, Studebaker was hovering on insolvency.

From desperation can come greatness. The Avanti was introduced in April of 1962 at the New York auto show. The fiberglass-bodied luxury car was an immediate sensation, the four-seat personal luxury car had a price tag more than double the Chevrolet Corvette and competed with the then-new Buick Riviera at $4,445. The Avanti was very well-received, however, and the few Studebaker dealerships still remaining were flooded with orders for the car.

Egbert hoped to produce 20,000 of the cars that first year (1962, model year 1963) in the three variations offered - a base V8 in 289 cubic inches, and a Paxton supercharged R2 or R3 model. Many collectors say that the Avanti was not just a personal luxury car, but was the first of the pony cars that would dominate the blue collar muscle car scene a few years later.

Production hit continual delays, mostly due to the fiberglass fabricator chosen to do the job and their inability to keep up with demand. Delays cost Studebaker orders and customers and ultimately limited 1963-64 model year production to only 4,600 units. Production was halted and not long after, Studebaker closed its doors. Conspiracies immediately popped up, a sort of "Who Killed the Avanti?" circulation of half-truths and speculation similar to the Who Killed the Electric Car? conspiracy surrounding the Chevrolet EV1. In the end, the truth is simple: Studebaker, in their hurry to begin making the Avanti, trusted the fiberglass fabrication to a company in Ohio that was completely unprepared to meet the expected demand. Production delays, however, did not really kill the Avanti.

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Comments

Two errors in your report. In 1962 Studebaker was 110 years old making it not only one of America's oldest auto makers, but the world's oldest wheeled manufacturer. Also omitted was the short Caforo period in the early 90's when production was moved from Studebaker base South Bend to Youngstown, Ohio,
The term 'Classic' as applied to autos has various connotations on different continents. In the USA the category ended with the 1946 Lincoln Continental. Other appelations to more recent "collectible" cars have been applied, none of which became official. In Britain, any humble old crock survivor can claim the name 'Classic'. Perhaps we should call cars like the Avanti a "class act." which sounds just like Classic!

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