Editing Studebaker (section)

== History ==
=== German forebears ===
The ancestors of the Studebaker family descend from [[Solingen, Germany]].<ref>{{cite web |url=https://www.hemmings.com/stories/2015/09/16/a-brief-history-of-studebaker-1852-1966 |title=A brief history of Studebaker, 1852–1966 |work=Hemmings |access-date=December 1, 2022 |archive-date=December 1, 2022 |archive-url=https://web.archive.org/web/20221201034938/https://www.hemmings.com/stories/2015/09/16/a-brief-history-of-studebaker-1852-1966 |url-status=live }}</ref> They arrived in America at the port of Philadelphia on September 1, 1736, on the ship ''Harle'', [http://www.bakerslookout.com/exhibitb1736harle.html (see Exhibit B)] from Rotterdam, Netherlands, [http://www.bakerslookout.com/exhibitaerskin.html (see Exhibit A, p. 11)], original manuscripts now in the Pennsylvania State Library at Harrisburg). This included Peter Studebaker and his wife Anna Margetha Studebaker, Clement Studebaker (Peter's brother) and his wife, Anna Catherina Studebaker and Heinrich Studebaker (Peter's cousin). [http://www.bakerslookout.com/exhibitaerskin.html (see Exhibit A, p. 11)]
In 1918, [[Albert Russel Erskine]], Studebaker Corporation president, wrote the book, "History of the Studebaker Corporation", including the 1918 annual report, "Written for the information of the 3,000 stockholders of the Studebaker Corporation, the 12,000 dealers in its products living throughout the world, its 15,000 employees and numberless friends." [http://www.bakerslookout.com/exhibitaerskin.html (see Exhibit A, p. 9)] This book was verified by lawyers and accountants and all board members and was a legal document. [http://www.bakerslookout.com/exhibitaerskin.html (see Exhibit A, p. 7)] In the same book, Albert Russel Erskin, accurately wrote that Peter Studebaker was the "wagon-maker, which trade later became the foundation of the family fortune and the corporation which now bears his name." [http://www.bakerslookout.com/exhibitaerskin.html (see Exhibit A, p. 11)]

"The tax list of York County, Pennsylvania, in 1798–9 showed among the taxable were Peter Studebaker Sr. and Peter Studebaker Jr. wagon-makers, which trade later became the foundation of the family fortune and the corporation which now bears his name." [http://www.bakerslookout.com/exhibitd1799taxes.html (see Exhibit D)] "John Studebaker, father of the five brothers [that began the Studebaker Corporation] was the son of Peter Studebaker. [http://www.bakerslookout.com/exhibitaerskin.html (see Exhibit A, p. 13)]. John Clement Studebaker (son of Clement Studebaker and Sarah Rensel) was born February 8, 1799, Westmorland, PA, and died in 1877 in South Bend, St. Joseph, IN. John Studebaker (1799–1877) moved to Ohio in 1835 with his wife Rebecca (née Mohler) (1802–1887).

=== The five brothers ===
[[File:Peter, Jacob, Clement, Henry and John Mohler Studebaker.jpg|235px|thumb|right|The five Studebaker brothers—founders of the Studebaker Corporation: Left to right, (standing) Peter and Jacob; (seated) [[Clement Studebaker|Clem]], Henry, and [[John Studebaker|John M.]]]]
[[File:Studebaker Brothers Mfg. Co. Coach and Harness Builders Chicago, U. S. A. 1894 ad in The Press Club of Chicago - a history, with sketches of other prominent press clubs of the United States (IA pressclubofchica00infree) (page 6 crop).jpg|thumb|235x235px|Studebaker Brothers Mfg. Co. 1894 ad ]]
[[File:Studebaker Brothers Manufacturing Company 1906.jpg|thumb|Share certificate of the Studebaker Brothers Manufacturing Company]]

The five sons were, in order of birth: Henry (1826–1895), [[Clement Studebaker|Clement]] (1831–1901), [[John Studebaker|John Mohler]] (1833–1917), [[Peter Studebaker|Peter Everst]] (1836–1897) and Jacob Franklin (1844–1887). The boys had five sisters.<ref>Genealogy at [http://www.fritziinc.com/tree/pafg262.htm Conway's of Ireland] {{Webarchive|url=https://web.archive.org/web/20111005232556/http://www.fritziinc.com/tree/pafg262.htm |date=October 5, 2011 }}—John Clement Studebaker</ref> Photographs of the brothers and their parents are reproduced in the 1918 company history, which was written by Erskine after he became president, in memory of John M.,<ref name="Erskine-1918">{{cite book |title=History of the Studebaker corporation |first=Albert Russel |last=Erskine |url=https://books.google.com/books?id=iO9HAAAAIAAJ |year=1918 |access-date=February 7, 2016}}</ref>{{rp|5}} whose portrait appears on the front cover.

=== 18th-century colonial family business ===
In 1740 Peter Studebaker built his home on a property known as “Bakers Lookout”. (The home still stands in [[Hagerstown, Maryland]].) The first Studebaker wagon factory was built in the same year next to the home. On Bakers Lookout Peter, master of the German Cutler Guild, built the first Studebaker home, the first Studebaker wagon factory where he began forging and tempering steel and seasoning wood in the colonies. Peter Studebaker built the first Studebaker mill and a wagon road. Broadfording Wagon Road was built to run through the property. Peter owned property on both sides of the [[Conococheague Creek]], so he built a bridge over the creek in 1747. Peter began the family business on the Bakers Lookout property where he made his home and built the first Studebaker wagon factory. In this factory, Peter manufactured everything, all necessities including products he made in Solingen, Germany, and naturally wagons. Bakers Lookout, the 1740, 100-acre [[land patent]], Hagerstown, Maryland, was the first of many land patents to be acquired by Peter Studebaker. Peter purchased approximately 1500 acres in what is now known  state of Maryland. The home still stands today and is proof of the advanced technology of Peter Studebaker. [http://www.bakerslookout.com/ (see Bakers Lookout Peter Studebakers 1740 home website)]

In 1747 Peter Studebaker built a road through his owned properties known as Broadfording Wagon Road. The road he built carried heavy traffic to Bakers Lookout's wagon and forging services that were instrumental to expand the west. The Maryland Historical Trust WA-I-306 writes 04/03/2001, that this road was "One of Washington County's earliest thoroughfares, Broadfording (Wagon) Road was already in existence in 1747." [http://www.bakerslookout.com/exhibitisurveys.html (see Exhibit I)] The wagon transportation industry boomed. On the property, Broadfording Wagon Road built in 1740 by Peter Studebaker, went directly through the property to allow access from the home to the factory and to the mill.

Although Peter Studebaker's life in the colonies was short, less than 18 years, the family business flourished through his descendants [http://www.bakerslookout.com/exhibitmpeterline.html (see Exhibit M)] and apprentices expanded the vast land holdings enlarging the Studebaker family business and its industrious wagon-making region. Peter's trade secrets were passed from father to son, generation to generation. The Studebaker family business plan, purchasing, again and again, vast amounts of land, on which they built industrious farms with mills and wagon making facilities and wagon selling facilities, each identical to the Bakers Lookout situation, industrious farms, much acreage, on which one finds the necessary resources, lumber, iron ore, oil shale and land selected with stream, spring, or river to hydropower factories, mills and equipment.<ref>"[http://www.bakerslookout.com/exhibitcweirbach.html Exhibits are evidence of the historical significance of Peter Studebaker] {{Webarchive|url=https://web.archive.org/web/20170816040555/http://www.bakerslookout.com/exhibitcweirbach.html |date=August 16, 2017 }}"</ref> Peter's technology-enabled expansion of the family business through the famous [[Conestoga wagon|Conestoga]] and [[Covered wagon|Prairie Schooner]] wagon designs. Peter's trade was the stepping-stone that expanded the transportation industry. Thomas E. Bonsall, wrote "Much more than the story of a family business; it is also, in microcosm, the story of the industrial development of America." Peter Studebaker died in the mid-1750s.

==== End of horse-drawn era ====
John M. Studebaker had always viewed the automobile as complementary to the horse-drawn wagon, pointing out that the expense of maintaining a car might be beyond the resources of a small farmer. In 1918, when Erskine's history of the firm was published, the annual capacity of the seven Studebaker plants was 100,000 automobiles, 75,000 horse-drawn vehicles, and about $10,000,000 worth of automobile and vehicle spare parts (${{formatnum:{{Inflation|US|10000000|1918}}}} in {{Inflation-year|US}} dollars {{inflation-fn|US}}).<ref name="Erskine-1918" />{{rp|85}} In the preceding seven years, 466,962 horse-drawn vehicles had been sold, as against 277,035 automobiles,<ref name="Erskine-1918" />{{rp|87}} but the trend was all too clear. The regular manufacture of horse-drawn vehicles ended when Erskine ordered the removal of the last wagon gear in 1919.<ref name="Longstreet-1952" />{{rp|90}} To its range of cars, Studebaker would now add a [[pickup truck|truck]] line to replace the horse-drawn wagons. [[Bus]]es, [[fire engine]]s, and even small rail [[locomotive]]-kits<ref>[http://nla.gov.au/nla.news-article87110219 Petrol Motor Vehicles on Railways] ''[[Bunbury Herald]]'', Western Australia, May 3, 1919, at [[National Library of Australia Trove|Trove]]</ref> were produced using the same powerful six-cylinder engines.

=== Studebaker automobiles 1897–1966 ===
==== In the beginning ====
[[File:Carbon County High School Bus by Studebaker, Utah c 1912.jpg|thumb|1912 Studebaker bus]]

In 1895, John M. Studebaker's son-in-law Fred Fish urged for development of 'a practical horseless carriage'. When, on Peter Studebaker's death, Fish became chairman of the executive committee in 1897, the firm had an engineer working on a motor vehicle.<ref name="Longstreet-1952" />{{rp|66}} At first, Studebaker opted for electric (battery-powered) over [[gasoline]] propulsion. While manufacturing its own [[Studebaker Electric]] vehicles from 1902 to 1911, the company entered into body-manufacturing and distribution agreements with two makers of gasoline-powered vehicles, [[Studebaker-Garford|Garford]] of [[Elyria, Ohio]], and the [[E-M-F Company|Everitt-Metzger-Flanders]] (E-M-F) Company of [[Detroit]] and [[Walkerville, Ontario]]. Studebaker began making gasoline-engined cars in partnership with Garford in 1904.<ref>Clymer, Floyd. ''Treasury of Early American Automobiles, 1877–1925'' (New York: Bonanza Books, 1950), p. 178.</ref>

==== Studebaker marque established in 1911 ====
[[File:Studebaker Speedster 1916.jpg|thumb|Studebaker Speedster 1916]]
[[File:Studebaker Touring 1916.jpg|thumb|Studebaker-EMF Touring 1916]]
[[File:Studebaker1920.jpg|thumb|Studebaker's Big Six Touring Car, from a 1920 magazine ad]]
[[File:GBStude.jpg|thumb|1928 Studebaker GB Commander crossing the continent of Australia on unmade roads in 1975]]
[[File:Studebaker Phaeton.jpg|thumb|1930 Studebaker President Phaeton]]
[[File:36 Studebaker rhd.jpg|thumb|A UK-imported right-hand-drive 1936 Studebaker four-door sedan]]
[[File:Studebaker Bus 1938.jpg|thumb|1938 Studebaker Bus on a K-series truck chassis]]

In 1910, it was decided to refinance and incorporate as the Studebaker Corporation, which was concluded on February 14, 1911, under New Jersey laws.<ref name="Erskine-1918" />{{rp|p.63}} The company discontinued making electric vehicles that same year.<ref name="Longstreet-1952" />{{rp|71}} The financing was handled by [[Lehman Brothers]] and [[Goldman Sachs]] who provided board representatives including [[Henry Goldman]] whose contribution was especially esteemed.<ref name="Erskine-1918" />{{rp|76}}

After taking over E-M-F's Detroit facilities, Studebaker sought to remedy customer dissatisfaction complaints by paying [[mechanic]]s to visit each disgruntled owner and replace defective [[automobile parts|parts]] in their vehicles, at a total cost of [[US$]]1&nbsp;million (${{formatnum:{{Inflation|US|1000000|1920}}}} in {{Inflation-year|US}} dollars{{inflation-fn|US}}). The worst problem was rear-axle failure. Hendry comments that the frenzied testing resulted in Studebaker's aim to design 'for life'—and the consequent emergence of "a series of really rugged cars... the famous [[Studebaker Big Six|Big Six]] and [[Studebaker Special Six|Special Six]]" listed at $2,350 (${{formatnum:{{Inflation|US|2350|1920}}}} in {{Inflation-year|US}} dollars {{inflation-fn|US}}).<ref name="Hendry-1972" />{{rp|231}} From that time, Studebaker's own marque was put on all new [[automobile]]s produced at the former E-M-F facilities as an assurance that the vehicles were well built.

In 1913, the company experienced the first major labor strike in the automotive industry, the [[1913 Studebaker strike]].

==== Engineering advances from WWI ====
The corporation benefited from enormous orders cabled by the British government at the outbreak of [[World War I]]. They included 3,000 transport wagons, 20,000 sets of artillery harness, 60,000 artillery saddles, and ambulances, as well as hundreds of cars purchased through the London office. Similar orders were received from the governments of France and Russia.<ref name="Erskine-1918" />{{rp|79}}

The 1913 six-cylinder models were the first cars to employ the important advancement of [[monobloc engine]] casting which became associated with a production-economy drive in the years of the war. At that time, a 28-year-old university graduate engineer, [[Frederick Morrell Zeder|Fred M. Zeder]], was appointed chief engineer. He was the first of a trio of brilliant technicians, with [[Owen Ray Skelton|Owen R. Skelton]] and [[Carl Breer]], who launched the successful 1918 models, and were known as "[[The Three Musketeers (Studebaker engineers)|The Three Musketeers]]".<ref name="Hendry-1972" />{{rp|234}} They left in 1920 to form a consultancy, later to become the nucleus of [[Chrysler]] Engineering. The replacement chief engineer was Guy P. Henry, who introduced [[molybdenum]] steel,<ref name="Hendry-1972" />{{rp|236}} an improved clutch design,<ref>{{Cite web |url=https://books.google.com/books?id=jOIDAAAAMBAJ&dq=Popular+Science+1930+plane+%22Popular+Mechanics%22&pg=PA594 |title=Popular Mechanics |first=Hearst |last=Magazines |date=October 7, 1930 |publisher=Hearst Magazines |via=Google Books |access-date=March 11, 2023 |archive-date=June 3, 2023 |archive-url=https://web.archive.org/web/20230603055701/https://books.google.com/books?id=jOIDAAAAMBAJ&dq=Popular+Science+1930+plane+%22Popular+Mechanics%22&pg=PA594 |url-status=live }}</ref> and presided over the six-cylinders-only policy favored by new president [[Albert Russel Erskine]], who replaced Fred Fish in July 1915.<ref name="Hendry-1972" />{{rp|234}}

==== First auto proving ground ====
In 1925, the corporation's most successful distributor and dealer [[Paul G. Hoffman]] came to South Bend as vice president in charge of sales. In 1926, Studebaker became the first automobile manufacturer in the United States to open a controlled [[Bendix Woods|outdoor proving ground]] on which, in 1937, would be planted 5,000 [[pine tree]]s in a pattern that spelled "STUDEBAKER" when viewed from the air.<ref>{{cite web |last=Strohl |first=Daniel |title=Studebaker's tree sign to be restored for 75th anniversary |url=http://blog.hemmings.com/index.php/2013/07/31/studebaker-tree-sign-to-be-restored-for-its-75th-anniversary/ |work=Hemmings Daily |publisher=[[Hemmings Motor News]] |access-date=July 31, 2013 |archive-date=August 3, 2013 |archive-url=https://web.archive.org/web/20130803155010/http://blog.hemmings.com/index.php/2013/07/31/studebaker-tree-sign-to-be-restored-for-its-75th-anniversary/ |url-status=usurped }}</ref> Also in 1926, the last of the Detroit plant was moved to South Bend under the control of [[Harold Sines Vance|Harold S Vance]], vice president in charge of production and engineering. That year, a new small car, the [[Erskine (automobile)|Erskine Six]] was launched in Paris, resulting in 26,000 sales abroad and many more in America.<ref name="Longstreet-1952" />{{rp|91}} By 1929, the sales list had been expanded to 50 models and business was so good that 90% of earnings were being paid out as dividends to shareholders in a highly competitive environment. However, the end of that year ushered in the [[Great Depression]] that resulted in many layoffs and massive national unemployment for several years.

==== Facilities in the 1920s ====
[[File:1929 Studebaker fire engine.jpg|thumb|1929 Studebaker Fire engine]]
[[File:Studebaker W130 fr RSD viaduct jeh.jpg|thumb|The [[Studebaker Building (Columbia University)|Studebaker Building]] at [[Columbia University]]. Formerly a Studebaker finishing plant, it was sold to the [[Borden (company)|Borden Milk Company]] in 1937, and now houses the university's finance department.]]

Studebaker's total plant area in Indiana was {{cvt|225|acre|km2}}, spread over three locations, with buildings occupying 7.5 million square feet of floor space. Annual production capacity was 180,000 cars, requiring 23,000 employees.<ref name="Hendry-1972" />{{rp|237}}

The original South Bend vehicle plant continued to be used for small forgings, springs, and making some body parts. Separate buildings totaling over one million square feet were added in 1922–1923 for the Light, Special, and Big Six models. At any one time, 5,200 bodies were in process. South Bend's Plant 2 made chassis for the Light Six and had a foundry of {{cvt|575000|sqft|m2}}, producing 600 tons of castings daily.<ref name="Hendry-1972" />{{rp|236}}

Plant 3 at Detroit made complete chassis for Special and Big Six models in over {{cvt|750000|sqft|m2}} of floor space and was located between Clark Avenue and Scotten Avenue south of Fort Street.<ref>{{cite web |url=https://www.atdetroit.net/forum/messages/6790/42132.html?1112984310 |website=Discuss Detroit: Old car Factories |access-date=25 February 2021 |title=Discuss Detroit: Old Car Factories – 6 |archive-date=April 14, 2021 |archive-url=https://web.archive.org/web/20210414180004/https://www.atdetroit.net/forum/messages/6790/42132.html?1112984310 |url-status=live }}</ref><ref>{{cite web |title=What Makes Detroit A Great City? "Industry and Henry Ford" |url=https://detroithistorical.pastperfectonline.com/archive/2BC717C0-9735-4CFD-89D0-748400438357 |publisher=Detroit Historical Society |access-date=25 February 2021 |archive-date=March 3, 2022 |archive-url=https://web.archive.org/web/20220303221328/https://detroithistorical.pastperfectonline.com/archive/2BC717C0-9735-4CFD-89D0-748400438357 |url-status=live }}</ref> Plant 5 was the service parts store and shipping facility, plus the executive offices of various technical departments.<ref name="Hendry-1972" />{{rp|236}} The Detroit facilities were moved to South Bend in 1926,<ref name="Longstreet-1952" />{{rp|91}} except that the [[Ford Piquette Avenue Plant|Piquette Avenue Plant]] (Plant 10) was retained for assembly of the [[Erskine (automobile)|Erskine]] between 1927 and 1929 and the [[Rockne]] (1931–1933).<ref name=NRHP />

Plant 7 was at Walkerville, Ontario, Canada, where complete cars were assembled from components that had been shipped from South Bend and Detroit factories or locally made in Canada, and is in close proximity to the current Ford Windsor Engine Factory. Output was designated for the Canadian (left-hand drive) and British Empire (right-hand drive) trade. By locating it there, Studebaker could advertise the cars as "British-built" and qualify for reduced tariffs.<ref name="Hendry-1972" />{{rp|237}} This manufacturing facility had been acquired from E-M-F in 1910 (see above). By 1929, it had been the subject of $1.25&nbsp;million investment and was providing employment that supported 500 families.<ref name= finpost />

==== Impact of the 1930s depression ====
[[File:Studebaker-Glenn Motor Sales, 600 Saginaw St., Bay City, Mich.jpg|thumbnail|left|Studebaker dealer, 600 Saginaw St., Bay City, Michigan, ''circa'' 1950–52]]
[[File:Studebaker Champion 1939 BW.JPG|thumbnail|1939 Studebaker Champion]]

Few industrialists were prepared for the [[Wall Street Crash of 1929|Wall Street Crash]] of October 1929. Though Studebaker's production and sales had been booming, the market collapsed and plans were laid for a new, small, low-cost car—the [[Rockne]]. However, times were too bad to sell even inexpensive cars. Within a year, the firm was cutting wages and laying off workers. Company president [[Albert Russel Erskine]] maintained faith in the Rockne and rashly had the directors declare huge dividends in 1930 and 1931. He also acquired 95% of the [[White Motor Company]]'s stock at an inflated price and in cash. By 1933, the banks were owed $6 million, (${{formatnum:{{Inflation|US|6000000|1933}}}} in {{Inflation-year|US}} dollars {{inflation-fn|US}}) though current assets exceeded that figure. On March 18, 1933, Studebaker entered [[receivership]]. Erskine was pushed out of the presidency in favor of more cost-conscious managers. Erskine committed suicide on July 1, 1933, leaving successors [[Harold Vance]] and [[Paul G. Hoffman|Paul Hoffman]] to deal with the problems.<ref name="Longstreet-1952" />{{rp|96–98}}

By December 1933, the company was back in profit with $5.75 million working capital and 224 new Studebaker dealers, while the purchase of White was cancelled.<ref name="Longstreet-1952" />{{rp|99}} With the substantial aid of [[Lehman Brothers]], full refinancing and reorganization was achieved on March 9, 1935. A new car was put on the drawing boards under chief engineer [[Delmar "Barney" Roos]]—the [[Studebaker Champion#First generation|Champion]]. Its final styling was designed by [[Virgil Exner]] and [[Raymond Loewy]]. The Champion doubled the company's previous-year sales when it was introduced in 1939.<ref name="Longstreet-1952" />{{rp|109}}

==== World War II ====
From the 1920s to the 1930s, the South Bend company had originated many style and engineering [[milestone]]s, including the [[Studebaker Light Four|Light Four]], [[Studebaker Light Six|Light Six]], [[Studebaker Special Six|Special Six]], [[Studebaker Big Six|Big Six]] models, the [[Studebaker Dictator|Dictator]], the record-breaking [[Studebaker Commander|Commander]] and [[Studebaker President|President]], followed by the 1939 [[Studebaker Champion|Champion]]. During [[World War II]], Studebaker produced the [[Studebaker US6]] truck in great quantity and the unique [[M29 Weasel]] cargo and [[personnel]] carrier. Studebaker ranked 28th among United States corporations in the value of wartime production contracts.<ref>[[Whiz Kids (Department of Defense)|Peck, Merton J.]] & [[Frederic M. Scherer|Scherer, Frederic M.]] ''The Weapons Acquisition Process: An Economic Analysis'' (1962) [[Harvard Business School]] p. 619</ref><ref>Herman, Arthur (2012). ''Freedom's Forge: How American Business Produced Victory in World War II,'' pp. 81, 215–18, 312, Random House, New York. {{ISBN|978-1-4000-6964-4}}.</ref> An assembly plant in California, Studebaker Pacific Corporation, built engine assemblies and nacelles for [[B-17]]s and [[PV-2 Harpoon]]s.<ref name="Studebaker Pacific Corporation">{{Cite web |url=http://usautoindustryworldwartwo.com/studebaker-pacific-corporation.htm |title=Studebaker Pacific Corporation |website=usautoindustryworldwartwo.com |access-date=December 2, 2019 |archive-date=November 26, 2019 |archive-url=https://web.archive.org/web/20191126035029/http://usautoindustryworldwartwo.com/studebaker-pacific-corporation.htm |url-status=live }}</ref> After cessation of hostilities, Studebaker returned to building automobiles.

==== Post-WWII styling ====
[[File:Studebaker M16 52A Truck 1948.jpg|thumb|1948 Studebaker M16 52A truck]]
[[File:Studebaker 4-Door Sedan.jpg|thumb|1949 [[Studebaker Champion]] four-door sedan]]
[[File:1953 Studebaker Commander.jpg|right|thumb|1953 [[Studebaker Commander]] Starliner, showing the streamlined design of the 1950s Studebaker]]
[[File:1960 Studebaker Lark Deluxe Convertible (8451761887).jpg|thumb|right|1960 Studebaker Lark VIII Deluxe Convertible]]
[[File:1963 Studebaker Avanti R1 front, concours 6.1.19.jpg|thumb|right|1963 Studebaker Avanti]]

Studebaker prepared well in advance for the anticipated postwar market and launched the slogan "First by far with a post-war car". This advertising premise was substantiated by [[Virgil Exner]]'s designs,<ref name="theoldmotor.com">[http://theoldmotor.com/?p=160117 Virgil M. Exner’s Striking Studebaker Starlight Coupe Design] {{Webarchive|url=https://web.archive.org/web/20161119182337/http://theoldmotor.com/?p=160117 |date=November 19, 2016 }}. ''The Old Motor'', September 26, 2016. Accessed November 19, 2016</ref> notably the 1947 [[Studebaker Starlight]] coupé, which introduced innovative styling features that influenced later cars, including the flatback "trunk" instead of the tapered look of the time, and a wrap-around rear window. For 1950 and 1951, the Champion and Commander adopted a polarizing appearance from Exner's concepts, and were applied to the 1950 [[Studebaker Starlight]] coupe.<ref>[http://americanhistory.si.edu/onthemove/collection/object_6.html Studebaker Champion Starlight coupe] {{Webarchive|url=https://web.archive.org/web/20110826091128/http://americanhistory.si.edu/onthemove/collection/object_6.html |date=August 26, 2011 }} in ''America on the Move'' history website</ref> The new trunk design prompted a running joke that one could not tell if the car was coming or going, and appeared to be influenced by the [[Lockheed P-38 Lightning]], particularly by the shortened fuselage with wrap around canopy.<ref name="theoldmotor.com" /> During the war the Studebaker Chippewa Factory was the primary location for aircraft engines used in the [[Boeing B-17 Flying Fortress]] and the marketing department attempted to evoke a reference to their contribution to the war effort.

==== Industry price war brings on crisis ====
Studebaker's strong postwar management team including president Paul G Hoffman and Roy Cole (vice president, engineering) had left by 1949<ref name="Hendry-1972" />{{rp|252}} and was replaced by more cautious executives who failed to meet the competitive challenge brought on by [[Henry Ford II]] and his [[Whiz Kids (Ford)|Whiz Kids]]. Massive discounting in a price war between [[Ford Motor Company|Ford]] and [[General Motors]], which began with Ford's massive increase in production in the spring of 1953—part of Ford's postwar expansion program aimed at restoring it to the position of the largest car maker which GM had held since 1931—could not be equaled by the independent carmakers, for whom the only hope was seen as a merger of Studebaker, [[Packard]], [[Hudson Motor Car Company|Hudson]], and [[Nash Motors|Nash]] into a fourth giant combine after [[Chrysler]]. This had been unsuccessfully attempted by [[George W. Mason]]. In this scheme, Studebaker had the disadvantage that its South Bend location would make consolidation difficult. Its labor costs were also the highest in the industry.<ref name="Hendry-1972" />{{rp|254}}