1960s Studebaker cars still feel different from most American classics of the same era. They were stylish, practical, inventive, and shaped by a company that had to make every dollar count.
By the start of the decade, Studebaker was no longer competing on equal footing with Ford, General Motors, and Chrysler. The larger automakers had broader dealer networks, deeper budgets, and enough scale to spread development costs across huge production runs. Studebaker had less room for error, so its best cars leaned on smart design, creative engineering, and a strong sense of identity.
This pressure gave the 1960s Studebaker lineup much of its appeal. The Lark, Wagonaire, Gran Turismo Hawk, Avanti, Daytona, and Cruiser were not ordinary cars from a fading company. They were the final products of one of America’s most important independent automakers.
From South Bend Wagons To American Cars
Studebaker’s roots go back to 1852, when Clement and Henry Studebaker opened a blacksmith shop in South Bend, Indiana. The company built wagons before it built automobiles, supplying transportation for farmers, westward migrants, and the U.S. military.
By the early 1900s, Studebaker had moved into the auto business, first with electric vehicles in 1902 and then gasoline-powered cars in 1904. The company later reorganized as the Studebaker Corporation in 1911, marking its full shift into modern vehicle manufacturing.
South Bend became central to that identity. Studebaker’s factory complex shaped the city’s economy, workforce, and architecture for generations. Assembly 84, completed in 1923 and designed by industrial architect Albert Kahn, covered about 800,000 square feet and used reinforced concrete to improve strength and fire resistance. The plant was more than a factory. It was the physical center of Studebaker’s rise, and later, the symbol of its decline.
By 1960, South Bend had reached its peak population of roughly 132,000 people, supported in large part by Studebaker’s payroll and supplier network. When the company struggled, the city felt it.
The Lark Gave Studebaker A Second Chance
The Studebaker Lark arrived for 1959 and quickly became the car that kept the company alive. American buyers were beginning to show interest in smaller, easier-to-drive vehicles, and the Lark reached the market before the Big Three fully committed to compact cars.
The 1960 Studebaker Lark offered the right mix of size, price, and variety. Buyers could choose a two-door sedan, four-door sedan, convertible, or station wagon. Engine options included a 170-cubic-inch inline-six or a 259-cubic-inch V8, with manual and automatic transmission choices. Available comfort features such as bucket seats and air conditioning helped the Lark feel more flexible than a basic economy car.
Its early success mattered. Studebaker earned a profit in 1959 after selling roughly 164,000 vehicles, according to the research document. However, the advantage did not last long. Once larger automakers launched their own compact models, the Lark faced tougher competition from companies with stronger dealer networks and lower production costs.
Even so, the Lark remains one of the most important 1960s Studebaker cars. It proved the company could still read the market well, even when its resources were limited.
The Wagonaire Turned A Station Wagon Into Something Clever
The Studebaker Wagonaire, introduced for 1963, showed how much creativity the company could pack into a family vehicle.
Its signature feature was a retractable rear roof panel supplied by Golde of Germany. With the roof section open, drivers could carry tall items that would not fit inside a normal station wagon. This gave the Wagonaire real utility for families, small businesses, and anyone who needed more cargo flexibility without moving up to a truck.
The Wagonaire was available with six-cylinder and V8 power, and some models offered a rear-facing third seat. It was practical, unusual, and easy to remember, which is why it still attracts attention at shows today.
For collectors, the sliding roof is part of the appeal and part of the concern. A well-preserved or properly restored Wagonaire can be more desirable, while worn seals, roof hardware, or trim can make restoration more involved.
The Gran Turismo Hawk Made Old Bones Look Fresh
The Gran Turismo Hawk is one of the best examples of Studebaker doing more with less.
Industrial designer Brooks Stevens refreshed the aging Hawk platform for 1962, giving it a cleaner and more European look. The formal grille, long hood, flatter rear styling, and upgraded cabin helped the car feel modern without requiring an entirely new platform. This mattered financially, since new sheet metal and tooling would have been expensive for a company already under pressure.
The GT Hawk was available with Studebaker’s 289-cubic-inch V8, and performance versions could be equipped with Paxton supercharging. Inside, bucket seats, woodgrain trim, and more upscale materials gave the coupe a grand touring personality rather than a stripped-down performance feel.
The Hawk’s appeal comes from that balance. It had style, comfort, and enough power to stand apart, yet it still carried the resourceful engineering that defined Studebaker’s final decade.
The Avanti Was Studebaker’s Boldest Statement
The Studebaker Avanti was the company’s most daring car of the 1960s.
Company president Sherwood Egbert wanted a halo car that could bring attention back to Studebaker showrooms. Instead of relying on the company’s internal design process, he hired Raymond Loewy, who assembled a small team that worked under an intense 40-day development schedule in Palm Springs.
The finished Avanti looked unlike anything else in American showrooms. Its fiberglass body had a low, smooth shape, a grille-less front end, and a distinctive “bottom breather” air intake beneath the bumper. Studebaker used fiberglass partly to avoid the high cost of steel body tooling, while the underlying platform drew from the Lark convertible frame.
The Avanti also had substance behind the styling. It came with standard front disc brakes, making it one of the first major American production cars to offer that feature as standard equipment. Available Paxton-supercharged V8 engines gave the car serious performance credibility, and in 1963, an R3-powered Avanti reached a two-way flying mile average of 170.75 mph at Bonneville.
Unfortunately, the Avanti reached buyers too slowly. Fiberglass body production delays hurt momentum at the exact moment Studebaker needed strong sales. The car built excitement, but the company could not turn that attention into enough volume.
The Daytona And Cruiser Filled Out The Lineup
While the Avanti and Hawk drew the most attention, the Daytona and Cruiser helped keep Studebaker’s regular lineup competitive.
The Daytona added a sportier feel to the Lark family, with available bucket seats, center consoles, V8 power, and a cleaner personal-car image. For buyers who wanted something more comfortable, the Cruiser offered a longer 113-inch wheelbase, a more formal roofline, upscale trim, and rear vent windows. These details mattered to shoppers who still wanted a practical sedan but preferred a more refined cabin.
Studebaker’s final lineup worked best when viewed as a whole. The company had compact cars, wagons, sporty coupes, premium sedans, and the futuristic Avanti. The problem was not a lack of imagination. The problem was that imagination had to carry a company without enough scale.
Studebaker Engineering Had More Bite Than Its Budget Suggested
Studebaker’s 1960s cars earned respect for more than their styling. The company offered several engineering features that made its vehicles feel ahead of their time.
The Bendix-Dunlop front disc brake system on the Avanti improved braking consistency compared with traditional drum brakes, especially during repeated stops. Studebaker later made disc brakes available on other models, giving buyers a safety and performance feature that was still uncommon among American cars.
The Twin-Traction limited-slip differential also gave Studebaker owners a useful advantage. Developed with Dana, the system helped improve traction on wet pavement, snow, gravel, and other low-grip surfaces. For drivers in northern states, this was more than a performance feature. It affected everyday control and confidence.
Performance buyers could look to the Paxton-supercharged R-series V8 engines. The R2 version of the 289-cubic-inch V8 produced 289 horsepower, reaching the notable benchmark of one horsepower per cubic inch. Higher-output R3 engines pushed Studebaker even further into serious performance territory.
These details explain why collectors still study the brand closely. Studebaker was not merely trying to survive with warmed-over cars. It was still building vehicles with real engineering ambition.
South Bend Could Not Carry The Company Forever
Studebaker’s decline came down to money, scale, and timing.
The South Bend operation had high fixed costs, an older multi-story factory layout, and labor expenses that made profitability difficult at lower production levels. According to the research document, the company needed roughly 120,000 annual vehicles to break even, while its best production efficiency required far more volume.
After the Lark’s strong start, sales fell quickly. The company built about 118,200 vehicles in 1960 and around 87,000 in 1961. A 42-day United Auto Workers strike in 1962 interrupted production during an important model launch period, which drained cash and weakened momentum. By 1963, sales had slipped below 90,000 vehicles, and the auto division had lost tens of millions of dollars over the early part of the decade.
The Avanti might have helped change public perception, but delayed deliveries limited its impact. The car attracted attention, yet Studebaker needed sustained showroom traffic and stronger production numbers.
On December 20, 1963, Studebaker closed its South Bend assembly lines. About 7,000 workers lost their jobs, and the company shifted remaining production to Hamilton, Ontario.
Hamilton Kept The Name Alive A Little Longer
Studebaker’s Hamilton plant in Ontario was smaller and more efficient than South Bend. Company leaders hoped the lower-cost operation could keep the brand alive with a simplified lineup.
For 1965, Hamilton-built Studebakers used Chevrolet-designed engines built in Canada by McKinnon Industries under license from General Motors. These included inline-six engines and the 283-cubic-inch V8. The move reduced costs after South Bend’s engine operations closed, though it also marked the end of Studebaker’s own engine identity.
Hamilton production continued through the 1966 model year, but sales remained too low. The final Studebaker automobile, a turquoise and white 1966 Cruiser sedan, was completed in March 1966. The company then left the auto business for good.
Why 1960s Studebaker Cars Still Matter
The last Studebakers have aged well because they tell a more interesting story than many higher-volume classics.
The Lark showed how quickly an independent automaker could respond to changing buyer preferences. The Wagonaire brought unusual practicality to the station wagon market. The Gran Turismo Hawk proved how strong design could refresh an older platform. The Avanti pushed American styling and performance in a direction few people expected from a struggling company.
For collectors, condition and originality matter heavily. Mechanical parts can be easier to source than trim, rubber seals, model-specific interior pieces, and unique body components. A clean Avanti, a well-kept Wagonaire, or an original GT Hawk can draw attention partly due to rarity, and partly due to the company’s larger story.
Studebaker’s physical legacy remains strongest in South Bend. The Studebaker National Museum preserves company archives, historic vehicles, and the final 1966 Cruiser, giving enthusiasts a direct connection to the brand’s long arc from wagon builder to independent automaker.
How Much Is A 1960s Studebaker Worth?
Studebaker values vary widely by model, condition, originality, documentation, and current buyer demand.
A driver-quality Lark will usually sit in a different price range than a restored Avanti or a rare performance-equipped Hawk. Original parts, correct trim, rust condition, and drivetrain configuration can change value quickly. For buyers, the safest approach is to compare recent auction results, inspect the car in person when possible, and budget for parts that may be harder to locate.
For owners planning transport, value also affects shipping decisions. A rare Avanti, restored Wagonaire, or show-quality GT Hawk may justify enclosed transport, especially if paint, trim, glass, or weather exposure is a concern.
Transporting A Classic Studebaker
Moving a classic Studebaker takes more planning than moving a daily driver. Cars from this era often have lower ground clearance, older braking systems, delicate trim, and replacement parts that may not be easy to find.
AmeriFreight Auto Transport helps owners arrange classic car transport across the United States, including enclosed transport and top-load placement when available. Enclosed transport can reduce exposure to road debris and weather, while top-load placement can help reduce the chance of fluid exposure from vehicles loaded above. Get a quote now!
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