1954 Studebaker Commercial Loewy Coupe

[MrYellowDawg]

Those cars were steel, not plastic and had radios and door locks and optional air. they got good mileage because the engines and drive-trains were more efficient. today’s cars stuff 5 pounds of drive-train under a 2 pound hood so everything is up front eliminating the need for a full chassis. This makes the car cheaper to build, lowers longevity, and increase maintenance cost resulting in higher profits for the manufacturer.

[llanamejia]

Willowhi: I can perfectly understand what you felt when you found your old man's car

[startover942]

I could only indicate I like this; I LOVE this! Go Studebaker!

[50zcarsman]

One of the great designs, but looked too "foreign" for most Americans, and did not look good as a sedan -- coupe only -- thus no mass market.; 2-door cars were only 12-15% of sale most years. Yes, there were build quality problems -- Stude's workers were among the highest-paid, but their tools and dies were not refreshed as often as the Big Three's. Nothing fatal -- Stude had a strong dealer network. Only when people became convinced they might buy an "orphan" did sales plummet (1963-6).

[matt1948]

unbeatable sleek streamlined beautiful remarkable design of all times,i wished always to own one in particular 1954.this car is so genuine in design that doesnt hold any of other makers touch.ITS UNIQUE so is the avanti

[mixwizard2310]

I am 74 now and this advert brought back the great memories of the three studis I owned back in the early 60's - my first was the 1949 bullet nose (Lhd) and then the 1953 Champion (Rhd) and the later 56 Lark (Lhd) - I almost nearly owned the Avanti but the dealer sold it before I could get to the car lot - best cars I ever - ever - ever, ever owned, Thanks for the memory.

[willowhi]

My father purchased a new two-tone green Studebaker Champion back in 1954. He loved the car so much that he was never able to part with it. Sadly enough, this kind gentle man who was a friend to all passed away last May in a freak accident. I found his beloved Studebaker parked in his garage right where he'd left it on a warm sunny day in May...

[matthewmtt]

I love this car.

[HotCuppaCoffee]

Have to say, that's a pretty sharp looking car.

Put real spoke wheels and a set of thin stripe tires, and it would have been perfect.

[playlistchannel1]

@HotCuppaCoffee Have to say, you're a bit of a coward blocking me. It's cool though if you wanna do the taunt behind the fence thing. I guess it takes some people longer to grow up.

[HotCuppaCoffee]

@playlistchannel1 : I blocked you because your comment was dirty and insane.

Take your pills, lunatic.

[davesw69]

Way ahead of it's time. Compare it to an 80's Camaro.

[stanroe100]

Mine cost about $2000 when I got home from Korea in 54. Was stopped on Autostrada north of Genoa Italy in 58 by cop for alleged offense: he just wanted a close look at the only one he'd ever seen. Red paint faded, wheels wouldn't stay aligned, leaky rear window. It may still be somewhere in Germany. I still love it.

[HoganEE3963]

I Bought one new in 54 when I came back from Korea. Cost about $1,100 then and drove it all over the US for 4 years, 55,000 miles. Mileage never under 24 MPG. problem was brakes wearing out because of free wheeling and overdrive. No engine resistance to slow it down, only brakes. My first new car and I still wish I could have it back. Great memories lf my collage years 54/58 and exploring the country back then.

[thespawnof66]

Those coupes were amazing. It's a pity their good looks didn't translate as well to the four door though.

[ROCKADULTOX]

DI HE SAY 29.5mpg!?

for a v8?

1953!?

[Drivermatic]

Sure, very possible without all the emission stuff added to cars in the late 60's

[canine2]

What a GREAT ad! Yes Ford sold the most cars in '54, followed by Chevy, but neither had the style or aesthetic vision of the Starliner or Starlight. I personally believe the the greatly revamped styling of the big 3 in '55 was due, in part, to being shamed by Studebaker in '53-4. (No, I don't own a Stude...I own a '54 Ford.)

[srercrcr]

Surprised nobody mentioned the Hawk series!

[Klattu]

just fabtastis ...look at other 1954 cars, this one is years ahead.

29.5mpg...cool

[seaturtle4]

This is why I am proud to be a Studebaker. Thanks for posting!

[okrabay]

why did studebaker go under?

[OsbornTramain]

Studebaker didn't go under, they were a company that had other concerns besides automobile manufacturing.  STP Petrolium Products, Wheel Horse Tractors, Olin Engines etc etc. They put their resources into other capital ventures where the felt they could make more profit. The auto division slowly died. The end came in 1966 when they closed their Canadian Operation down. In 1979 McGraw Edison, bought out completely Studebaker-Worthington for namely the Worthington appliance division.

[JSG1951]

They looked way ahead of their time. Very sleek. Thanks for posting!!

[leadman1979]

Bob Bourke was the actual designer.He worked for Lowey Studios

[OsbornTramain]

True, he worked for Lowey so Lowey is considered responsible by many. Bob Bourke and others from the Studebaker Design Studio are actually responsible for the 49 Ford too. Bourke had a former Stude co worker Designer working for Wagner. Wagner was hired by Ford. Bourke was trying to help this guy (forget his name) and pitched in to help him create the car. He actually thought it was a proposal for Nash as Wagner was keeping it a secret who the car was for.

[OlegKostoglatov]

@OsbornTramain You must be thinking of George Walker, he ended up being the lead designer at Ford. Interesting story is that Virgil Exner was also working for Leowy around this time, he had a hand in designing the 1947-48 Studebakers but was moonlighting for Studebaker while he did it. Loewy had his own idea of what the car should look like but Studebaker liked Exner's design, so when Loewy found out what Exner did he was fired and went to work for Chrysler.

[rebecca32602]

just curious if you know any current info about Bob Bourke. He was a friend of my dad's (my dad restored his '54 hardtop, that Bob had modified, back in 1986). I can't find any info about him. I don't even know if he is still alive.

[leadman1979]

As far as I can tell he died in 1996.I sent you a link to the information .

[cheddyrod]

The Avanti was designed by Raymond Loewy. Loewy had Bob Andrews, Tom Kellogg, and John Ebstein work on it in his California home. There is a book called Bob Bourke Designs for Studebaker which is very good. Bob Bourke did several Studebaker designs at Loewys Studio, but not the Avanti.

[Alanputz]

I love your old Studebaker commercials. Do you think you could boost the audio?

[SHRUDE]

Yu can't compare classics of this era with modern day technology. Of course the modern cars are more efficient.

However you wan't get them as beautifuly designed like this any more.

Loewy, BYW was the same guy who designed the famous Coke Bottle.

[jhuston53]

Air pollution devices kill mileage.

[stephanrae]

I am 68 years old and fell in love with the

Studebaker when I was a teenager. The Studebaker was way ahead of its time. I'd love

to see what a 2008 Stude would look like if they were still around wouldn't you?

[startover942]

Absolutely! I'm only a pup at 48 but I still remember when some of the family would drive in with their Studes at reunions or other gatherings.

OK, now I want a Studebaker; better check my wallet...

[winston5610]

Remember the '63 Avanti? The late Tom Kellogg, one of the designers on Loewy's Palm Springs team, designed a twenty-first century Avanti based on a Pontiac Firebird space frame, and it was SWEET! Looked like a refined version of the original. A few were produced, then they switched to Mustang components (added a brute called the Studebaker XUV, built on an Excursion-class chassis, too), all built in Villa rica, Georgia, then ceased all production. Will they reorganize?

[momojew]

OK, so in 1954 they could design and build a decent-looking car that got 29 mpg? Was it a 4 or 6 stroke and what happened? I drive a 1995 4 stroke Jeep that gets only 16 mpg on a GOOD day and it's fuel injected. The oil companies are definitely taking us for a ride, so to speak.

[OsbornTramain]

Not the oil industry, it's weight, We want cars with options. This didn't have air, door locks, windows, stereo systems electronics, blah blah blah, it all ads weight and kills mileage

[momojew]

My 1995 Jeep Wrangler rag top weighs substantially less than this 54 Studebaker, has no air conditioning or fancy advanced electronics (except engine monitor chips).In fact the only glass in my Jeep is the windshield and rear and side mirrors. It gets a whopping 16 mpg and it's a four stroke. Explain that.

[winston5610]

Your Wrangler has the aerodynamics of a brick smokehouse. A Checker Superba is smoother!

[winston5610]

Air actually improves your mileage if it means you don't have to open the windows. Our '93 Roadmonster gets over 26 MPG on the highway using air, matching my 4-cylinder Nissan Frontier. In town, we learn what Loewy meant when he said,"Weight is the enemy!"

[rentatrip1]

@OsbornTramain - Bull Shit -

29.5 MPG is far beyond any ful size effort over the last 25 years ?

What the truth is- IS- the USA Auto Industry has pull a dumb one on the American Public-

[505197]

@rentatrip1 They didn't get 29 mpg real world , that was the mobil deal and they got all sorts of inflated bullshit results. It was probably closer to 18 on a good day.

[MrYellowDawg]

@OsbornTramain Those cars were steel, not plastic and had radios and door locks and optional air. they got good mileage because the engines and drive-trains were more efficient. today’s cars stuff 5 pounds of drive-train under a 2 pound hood so everything is up front eliminating the need for a full chassis. This makes the car cheaper to build, lowers longevity, and increase maintenance cost resulting in higher profits for the manufacturer.

[MrYellowDawg]

Those cars were steel, not plastic and had radios and door locks and optional air. they got good mileage because the engines and drive-trains were more efficient. today’s cars stuff 5 pounds of drive-train under a 2 pound hood so everything is up front eliminating the need for a full chassis. This makes the car cheaper to build, lowers longevity, and increase maintenance cost resulting in higher profits for the manufacturer.

[OlegKostoglatov]

@momojew It may also have to do with gear ratios, Jeeps are usually lower geared to go off road so that means more engine revolutions to hit 60 mph which burns more gas. Also in 1954 they did not have emissions crap and could tune the car as they liked, most also used a three on the tree manual and typically no air conditioning unless it was something higher end like a Chrysler or a Packard. Even so 29 mpg sounds a little optimistic, even unlikely for a small six cylinder from back then.

[JeffDeWitt]

@OlegKostoglatov

Couple of things, yes of course those cars didn't have emissions systems or the safety equipment modern cars are weighted down with. Also we are talking about 29 MPG in the Moblegas economy run, which is NOT real world driving.... it was more like the 50's version of hypermiling. It saves gas but is just not a good idea in real traffic.

Plus, we are talking about a car with a 185 cid flathead six, can you say SLOW?

[GenericGene]

A beautiful streamline car, 1954 started a race in auto production that was to amaze the world. Great Post.

[mohasi3]

Hope "Lowey" was a typing error, for his real name was LOEWY (Raymond). Thanks for posting these lovely vintage car commercials. I collect car brochures and these are a nice addition. so I subscribed. Are there any videos of Ricardo Montalban praising the Chrysler Cordoba, or of the Chrysler Lebaron convertible of 1989? I had one of these and absolutely loved it! Looking out for more!

Michael.