Posts Tagged ‘Studebaker’

Automotive Advertising Slogans

Sunday, April 21st, 2013

One of the things I like about collecting automobilia is finding automotive advertising slogans. Here are some examples from Indiana-built automobiles.


1912 American Underslung ad

1912 American Underslung ad

Apperson 8 “The Eight with Eighty Less Parts”
American Simplex (later) Amplex “The valveless two-cycle car” and “The car that has no valves.”
American Underslung “A Car for Discriminating Buyers.”
Black Motor Buggy “Get There!”
Clark “A Car for Many Seasons”
Cole “There’s a touch of tomorrow in all that Cole does today.”
Duesenberg “The world’s finest motor car.”
Elcar “A well built car, tuned to the times.”
Elgin “Built like a watch” and “The car of the hour.”
Empire “The Little Aristocrat”
Haynes “The Birth of New Ideas”


1912 Inter-State ad

1912 Inter-State ad

Inter-State “The Automobile for Women”
International Scout “Wouldn’t you rather play hooky today…?”
LaFayette “You Have Always Known There Would Be Such a Car”
Lambert “Lambert, the father of friction drive.”
Lexington “Built to Stay Young”
Marion “Built to run and last for years.”
Marmon “The mechanical masterpiece” and “The Easiest Riding Car in the World.”
National Electric “Easy to Handle”


Scout ad

Contemporary Scout ad

Overland “The Rig You Have Been Looking For”
Pathfinder “King of Twelves”
Pilot “The Car Ahead”
Pope-Waverley “The Always Ready Automobile”
ReVere “America’s Incomparable Car”
Sears Motor Buggy “A child could run it.”
Star “Low cost transportation.”
Studebaker “Vehicle makers for the world.” and “First by far with a postwar car”
Tincher “Guaranteed for three years.”
Union “In Union there is strength.”
Waverley Electric “No Dirt, No Odor, No Grease, No Bother.”

I believe some of these are rather clever, but I don’t know if some of the others would ever prompt me to take a look at their car. Do contemporary automakers do any better? What do you think?

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Raymond Loewy Industrial Design Icon

Monday, March 11th, 2013

Many recognize Raymond Loewy as one of the founding fathers of industrial design. Loewy and his company had a hand in designing everything from cars, streamlined railroad locomotives, refrigerators and Coca-Cola’s classic bottle.


Broadway Limited with 1938 Studebaker President

Broadway Limited with 1938 Studebaker President
Courtesy Dennis E. Horvath archives

Loewy had always enjoyed drawing automobiles, and in 1932 he restyled the Hupmobile line. The 1938 model year marked the beginning of one of the most famous affiliations in Studebaker’s history. By then, Loewy, one of America’s most famous industrial designers, consulted with Studebaker and developed the all new line-up. These full-width bodies were offered in Commander and President versions. Studebaker’s innovation of windshield washers premiered in this model year. Thanks in part to the popularity of Loewy’s designs, Studebaker sales rose. Studebaker moved to tenth place in domestic auto sales with 92,200 units.

It is interesting to note that the streamline design for the 1938 Studebaker President was influenced by Lowey’s design of the 1937 Pennsylvania Railroad Broadway Limited Locomotive #3768.


Raymond Loewy with 1953 Studebaker

Raymond Loewy with 1953 Studebaker
Copyright © 1953 Studebaker Corporation

The all new “Studebaker Century Models of 1953″ were previewed to dealers in January of that year. The Loewy-influenced Starliner hardtop coupe is probably one of Studebaker’s most recognizable post-war offerings. The coupes are known for their sleek low profile that flows in an unbroken line from front to rear. They have improved weight distribution and a reduced center of gravity.

Visibility was improved by about 33 percent with wrap-around windows at the front and rear. The sedans were not quite as stylish and complicated as the engineering requirements for working on the same chassis. When the dust settled, a total of 186,484 cars were built.


1963 Avanti

1963 Avanti
Copyright © 1962 Studebaker Corporation

In retrospect, it appears that Studebaker saved its best for the last—the Avanti. In early 1961, Studebaker President Sherwood Egbert began concept drawings for a new car that would repair Studebaker’s tarnished image. With his desire to introduce a new car at the New York International Auto Show in April 1962, he enlisted Loewy’s firm to look at his drawings and return with a new model proposal. In the first part of April, Loewy’s one-eighth scale clay model and styling drawings were in South Bend. Egbert introduced the Avanti full-scale styling model to the board of directors on April 27, 1961. By the fall of 1961, orders were placed with outside suppliers for items that Studebaker could not produce internally.

The Avanti is best known for its under-the-bumper air intake and “Coke-bottle,” wedge shape design. The fiberglass body sat on a modified Lark Daytona convertible chassis. Avanti’s safety theme was prominent throughout with a recessed and padded instrument panel with red lights for night vision, built-in roll bar, and safety-cone door locks. The car was also one of the first American passenger cars to use caliper-type disc brakes.

In spring 1962, the Avanti was named the honorary pace car with a Studebaker Lark Daytona convertible selected as the official Indianapolis 500 pace car. I clearly remember Pole Day 1962. What a sensation! I was drawn to the Avanti’s aerodynamic Raymond Loewy styling, which I believe is timeless even today like his other industrial designs are.

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What Everybody Ought to Know about Early Auto Advertising in the 1930’s

Sunday, February 24th, 2013

In the 1920′s, advertising became more lifestyle oriented with the use of lavish scenes like yachting, beaches, and gardening. In the early 1930′s, we saw a reversion to black and white printing with photos and sidebars. Tangible sales points were tied into product features.


Marmon Sixteen

Marmon Sixteen ad

An upscale Marmon Sixteen ad from 1931 is very trendy for the time. The Art Deco black and white illustration of the Sixteen is set off against a silver background. The minimalist copy touted, “The Marmon Sixteen is the modern automobile. Its beauty of line and appointment is the beauty of the simplicity and efficiency of today.” “Both in action and appearance the Marmon Sixteen redefines the motor car in terms of the present.” It included brief equipment specifications and pricing.


1932 Studebaker

1932 Studebaker ad

In the mid 1930′s, Studebaker produced The Wheel magazines for the auto show seasons. On the cover of the 1932 edition, we see a chic woman wearing furs showing a President convertible roadster to an older woman seated in a Studebaker electric. Inside the magazine there are eight pages of color illustrations interspersed with 12 pages of copy and black and white photographs of the “Triumphant New Studebakers.”


1933 Stutz brochure

1933 Stutz brochure

Stutz produced a 32 page brochure for its SV-16 and DV-32 models in 1933. The brochure had 11 full-page black and white photographs of its classy machines opposite descriptive copy of the SV-16 and DV-32 models. The copy advertises value, economy, and advanced design, along with two and half pages of new features. The brochure is very optimistic for a company facing the challenges of the middle depression.


He drives a Duesenberg

He drives a Duesenberg ad

Duesenberg introduced its lifestyle advertisements during the mid-1930′s. One ad emphasized an almost full-page illustration of a gentleman on his yacht braced against a storm with the minimum tagline, “He drives a Duesenberg.” Another showed a women talking to her master gardener with five other gardeners working in the background on a palatial garden. The Duesenberg in question is inferred, it is not shown anywhere. These are probably the epitome of automotive lifestyle advertising.

Most auto advertising of this era is more restrained, but in the upper end of the market we see the premier of lifestyle advertising.

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Studebaker Styling Innovation

Monday, February 11th, 2013

For the second time since World War II, the Studebaker Corporation offered styling innovation for 1953. Leading this line-up was the Raymond Loewy designed Commander Starliner hardtop coupe. This design garnered the corporation many accolades.


Raymond Loewy with 1953 Studebaker

Raymond Loewy with 1953 Studebaker

Copyright © Studebaker National Museum

Loewy’s European influenced design made use of horizontal lines to achieve new contours. One concave feature flowed back from the edge of the headlight along the side to a back angle rake near the edge of the door. The low, sweeping lines of the hood and trunk and the fin-type rear fenders added to the unusually low silhouette of the car. The five-passenger coupe was believed to be lower in overall height than any other American-built automobile.

Two low-profile grille openings located above the bumper extended the full width of the car. Each of the grilles has a horizontal bar with parking and directional signal lights at the outside end. Other styling features included push-button door handles, one-piece curved windshields, and one-piece, wrap-around rear windows.


1953 Studebaker dash

1953 Studebaker dash

Copyright © Studebaker National Museum

This styling influence extended to the interior. The Studebaker’s hooded instrument dials and recessed toggle switches set a new trend in instrument panel design. Lighting was designed to give adequate visibility without disturbing glare. The angle of the steering wheel was situated to give a sport car feel.

The front bench seat was an offset design with the driver’s section somewhat narrower than the passenger section. This resulted in a larger entryway into the rear seat for passengers entering from the right-hand side of the car and greater comfort for the middle passenger when three are riding in front. The rear seat area featured two seats divided in the middle with a fold-out arm rest.

At the end of 1953 model year production, coupes accounted for 80 percent of production. Vestiges of this coupe’s styling stayed in the Studebaker production in various offerings through the 1964 model year. This low-slung compact design was also popular for adaptation into streamline land-speed racer designs.


1957 Studebaker Golden Hawk

1957 Studebaker Golden Hawk

Copyright © Studebaker National Museum

This Studebaker styling innovation still looks timeless today. The 1953 Commander Starliner hardtop coupe was one of five designs that Lowey’s design consultancy produced for Studebaker from 1939 through 1963.

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What Everybody Ought to Know about Early Auto Advertising in the 1920’s

Sunday, January 13th, 2013

In the 1920’s, advertising became more lifestyle oriented with the use of lavish scenes like mountains, equestrians, and elegance.


1923 Marmon

1923 Marmon

An interesting twist on the lifestyle advertisement is the June 1923 Marmon endorsement by Helen Keller. The ad featured a painting by Countess Elizabeth Zichy of Miss Keller in the back seat of a Marmon driving through the Catskills. The tagline read, “I knew we were in the Catskills by the atmosphere.” In four paragraphs of copy, she goes on to extol the virtues of this “wonderful automobile.” Marmon stated, “To her its chief appeal is super-comfort and ease of riding. Like other Marmon owners, she also seeks dependability and economy.”


1927 Studebaker

1927 Studebaker

A 1927 Vanity Fair ad for Studebaker proclaimed, “The President, first choice of America’s first executives. A ‘Cargo of Value’ comes sailing home in The President, a Studebaker Big Six Sedan for seven, and America’s first car to combine custom charm and performance with common sense economy.” In the foreground is an excellent illustration of a Custom Sedan. The background might be best described as depicting the Nina, Pinta and Santa Maria. Two-thirds of the copy covered the allure of The President, and the other one-third on equipment and model specifications.


1929 Cord

1929 Cord

A 1929 ad for the Cord comes closer to a pure “lifestyle” advertisement. It showed two women in a L-29 cabriolet in an equestrian setting with the tagline, “The Cord car creates a place for itself no other car has occupied.” Then it lists pricing for its four models. Clean and to the point.

1929 Duesenberg 400 529


1929 Duesenberg

1929 Duesenberg

The May 1929 House & Garden ad for Duesenberg is elegant with its illustration, typography, and embellishments. The copy read, “The same motive which actuates the creation of any masterpiece, prompts the building of this, the world’s finest motor car: unswerving devotion to one ideal…to produce the best, forgetful of cost, or expediency or and any other consideration. A Duesenberg definitely excels every other automobile in the world, in every way.”

Auto advertising of this era portrays folks enjoying the good life through their automotive choices. This was the time when the luxury makes rose to their zenith.

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What Everybody Ought to Know About Early Auto Advertising

Monday, December 17th, 2012


1905 Pope-Waverley ad

1905 Pope-Waverley ad

When looking at the advertising of automobiles in the first part of the twentieth century, one realizes that the medium quickly evolved to featuring gift buying. One early example from my collection is the wedding gift theme of a 1905 Pope-Waverley ad in Life Magazine. It suggested, “It’s quite the thing nowadays to present the bride with a Pope-Waverley Electric. No gift imaginable can make as lasting an impression or give the recipient more genuine pleasure and convenience. These superb carriages are ‘always ready,’ clean, noiseless, and simple to operate.” How about an electric car for a wedding present?


1929 Studebaker ad

1929 Studebaker ad

Studebaker’s December 7, 1929, Literary Digest ad is probably one of the highmarks for the decade. Three color illustrations told the story, “Give her the keys to happiness.” The main illustration is of a father and daughter looking fondly at their gift of keys to a Studebaker Eight to the mother. “Each year this gracious Christmas custom grows in favor…the presentation of the Keys to Happiness to one well beloved. An attractive gift case holds the shining keys for one of Studebaker’s smart new motor cars — an Eight by the Builder of Champions! One should remember that this ad was conceived before the October 1929 stock market crash which had cataclysmic effects for advertising. You can’t put a car under the Christmas tree, what about gift wrapping the keys?


1932 Studebaker ad

1932 Studebaker ad

In the mid 1930′s, Studebaker produced The Wheel magazines for the auto show seasons. On the cover of the 1932 edition, we see a chic woman wearing furs showing a President convertible roadster to an older woman seated in a Studebaker electric. Inside the magazine there are eight pages of color illustrations interspersed with 12 pages of copy and black and white photographs of the “Triumphant New Studebakers.” Auto shows are about future auto dreams, aren’t they?

These types of materials are part of the sales process in creating attention, interest, and desire in the prospective customer’s mind. Auto advertising over the years was a good barometer of the health of the economy and marketplace.

I love sharing these vignettes about early auto advertising from my collection. They demonstrate that the only thing new in advertising is the delivery medium. The message from earlier times holds true today.

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Struggling to find a gift?

Tuesday, November 6th, 2012

Are you struggling to find a gift for that auto-obsessed friend? Have I got an idea for you!

A couple of years ago we created www.AutoGiftGarage.com to share our unique auto gifts celebrating car culture. These gifts allow genuine car nuts to show who they are and what they care about. Let’s take a look at some of our most popular gifts and see if you agree.

Studebaker Logo Embroidered Hat
Studebaker Logo Embroidered Hat

Our embroidered automotive logo hats and shirts are our most popular items. We’ve researched some of the popular auto logos from the past and recreated embroidered hats and shirts that your auto aficionado can proudly wear.

Some of our most popular embroidered hats are the Studebaker, Studebaker Hawk, Studebaker Golden Hawk, Avanti, and Auburn Logo Hats. They are also popular as embroidered shirts. For these items, we created the logo on multiple hat and shirt styles available in many different colors. Find a style you like and then select a complementary color. Your auto-obsessed friend will applaud your selection.

Genuine Car Nut Logo Hat
Genuine Car Nut Logo Hat

If your friend has an eclectic collection, perhaps he or she would enjoy one of our Genuine Car Nut® Logo items. These unique items are designed to be stylish at any auto gathering. Just pick a style and color that shouts what your friend is all about.

Packard: Ask the man who owns one Shirt
Packard: “Ask the man who owns one.” Shirt

Our Packard “Ask the man who owns one.” printed hats and shirts are quite popular. The original Packard Motor Car Company began using this advertising slogan in the fall of 1901, and it is still popular with Packard collectors today. Help your Packard nuts show their affinity for this fine auto.

Printed items are also popular as mousepads, mugs, and ties. Why not stop by and peruse these galleries for unique gifts for your auto acquaintance?

Hopefully, we’ve provided some food for thought for a gift for your auto obsessed friend or acquaintance. Stop by often to see our new unique auto gifts celebrating car culture.

Visit Our Gift Galleries:

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Reflections on Hershey 2012

Tuesday, October 16th, 2012

This fall I attended the Antique Automobile Club of America Eastern Division National Fall Meet in Hershey, Pennsylvania, and I would like to share my reflections as a first time attendee.

The Hershey Region began hosting this meet in 1955, and I can’t believe I hadn’t visited until 2012. Immediately upon entering the huge meet area, you cross the road ringing around the swap meet fields. The car corral is arranged along this road.


Hershey Car Corral

Hershey Car Corral
Copyright ©2012 Dennis E. Horvath

The corral had over 1,000 vehicles from the 1910’s all the way through the mid-1980’s. The majority of these offerings are eligible for AACA events. These cars ranged from rough barn finds to nicely restored show-ready vehicles. The first car by our entrance was a 1954 Cadillac convertible that sold in two days. There is an excellent chance you could find a car in the corral just like your family had. I saw a 1964 Chevrolet Bel Air Sedan just like my dad’s car. If you’re looking for a more contemporary touring car, you had your choice of late 1970’s and early 1980’s autos. If I had the storage space, one of these would be in our garage.


1913 American Underslung

1913 American Underslung
Copyright ©2012 Dennis E. Horvath

The over 9,000 swap meet spaces are arranged on six fields. The meet program is indexed to easily assist you in locating items on your list. In my case, I was looking for literature and photographs. The first booth I visited was the AACA Library & Research Center Booth in Chocolate Field North. They were selling overstock material at a reasonable price. What a find! One of my friends was quite successful looking for miscellaneous parts for a 1909 Buick roadster. In addition to cars, parts, and tools, if you’re looking for automotive toys and games, they are available also.


1899 Orient Autogo

1899 Orient Autogo
Copyright ©2012 Dennis E. Horvath

The Saturday car show had over 1,500 vehicles. The earliest car was an 1899 Orient Autogo. This early vehicle could best be described as a four-wheel bicycle with De Dion-Bouton mechanicals. This car was quite popular all day. Indiana-built cars were well represented with American Underslung, Avanti, Duesenberg, and Studebaker examples. We had a great time talking with the owners about their cars. Everyone swarmed around a red 1932 Duesenberg convertible like bees to honey. It will be interesting to peruse the 2012 show results.

The popular phrase “If you can’t find it at Hershey, it doesn’t exist” is quite true. We came home with what we were seeking or leads to where to find them. If you are a genuine car nut like me, looking for a particular automotive item, you have to attend the AACA Eastern Division National Fall Meet in Hershey, Pennsylvania! Enjoy the drive.

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Electric cars are generally viewed as modern innovations

Sunday, October 7th, 2012

Today, a gasoline-electric hybrid car is generally viewed as a modern innovation. However, in fact, America’s first hybrid was born over 110 years ago. Yet, with all the innovations in today’s electric cars, we still face the same challenges of limited range per charge and a long recharge time.

Here’s an example. The Munson Company of La Porte, Indiana, is recognized as the first to produce a workable gasoline-electric hybrid car in America in April 1898.


Munson-Buggy-photo

Munson Buggy
The Munson Company of La Porte, IN

The Munson had many unique benefits:
• It combined the good points of both the gasoline engine and electric motor.
• Ten gallons of gasoline would furnish power to propel the vehicle 100 miles or more over ordinary, well-traveled roads.
• No manual starting apparatus was required because starting was automatically controlled from the driver’s seat. This predates self-starters on gasoline engine autos by 14 years.
• The electric motor automatically supplied the extra power required when the engine was taxed beyond its normal speed by driving conditions.
• The required storage battery was 50 percent lighter in weight and, because it was almost constantly charged, would outlast the battery in conventional electric auto.
• All of these features were accomplished mechanically, long before the advent of computerized controls.

Another example comes from Studebaker. The company’s first recorded sale of a car was an electric car in February 12, 1902. Auto production for the year was 20 electric cars. The cars had a top speed of 13 miles per hour and an approximate 40-mile range between charges with two passengers riding along. If this top speed seems ridiculously low, the standards of the age need to be considered. Electrics were primarily used in urban areas, where their main competition was horse-drawn carriages and buggies. Horse-drawn vehicles had a normal cruising speed of four or five miles per hour. Speed limits were very low in most urban areas. Some major cities were as low as four miles per hour. For 1902, the Studebaker electric was quite competitive.


1902 Studebaker Stanhope

1902 Studebaker Stanhope
Similar to Thomas A. Edison’s

One famous buyer of a Studebaker electric car was the inventor Thomas Alva Edison, who bought an early Stanhope, probably in late 1903 or early 1904. This purchase may have been simultaneous with his introduction of the Edison battery, which occurred in 1904. Studebaker was one of the first to adopt Edison’s new batteries. Studebaker produced 1,841 electrics over 10 years with production ending in 1912.

Interestingly, Munson’s 1898 brochure illustrates the problem the company faced by quoting Thomas A. Edison on the benefits of the gasoline engine car over an electric auto. “I believe in ten years a horse will be a rare sight. The automobile carriage is here to stay. It is now practicable, and will soon be cheap enough for general use. Gasoline will be the motive power, for it is more economical and a large supply of it can be carried. Electric storage batteries are too heavy, and besides they are not practicable.” Doesn’t this sound eerily familiar?

With all of merits of today’s gasoline-electric hybrids and plug-in electric autos, they are still plagued by the same problems – limited range per charge and a long recharge time. Only time will tell if electric cars rise or fall in popularity like they did 100 years ago.

This story was excerpted from Indiana Cars: A History of the Automobile in Indiana.

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Father’s Day Gift Ideas

Thursday, May 24th, 2012

Are some of you may be looking for unique Father’s Day gift ideas? If so, I invite you to check out AutoGiftGarage.com.

My dad has been gone a number of years, but I can still remember trying to find him something special. He collected hats and neckties, and I think some of the items at AutoGiftGarage.com would be great for him.

Studebaker Logo Embroidered Hat
Studebaker Logo Embroidered Shirt

If my dad was around today, the first things I would create for him would be our embroidered Studebaker hat and polo shirt. These items would be special for him since he worked as a tool maker at Studebaker for a few years starting in 1929. In the fall, I would get him an embroidered Studebaker fleece jacket to complete his ensemble. Another item I am planning on creating for our gallery is a Studebaker belt buckle.

Cord reflections Print

He also liked Auburn, Cord, and Duesenberg autos. I would probably create a Cord Reflections fine art print with custom frame for him to display in a favorite spot. These items only scratch the surface of the many things available in our galleries.

Now with the availability of create-on-demand gifts, you can customize a unique auto gift especially for your dad. At AutoGiftGarage we have taken this customization process one step further for the auto aficionado in your family. We have created a number of unique auto gifts for folks just like you or your dad. These gifts are unique to AutoGiftGarage. You can’t find them anywhere else.

If your father likes auto hats, apparel, and auto art prints, then take a look at our galleries for a unique auto gift. Look no further! Printed auto apparel and our auto books may be just the thing for your father.

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