Automotive News - Studebaker mid-1959 Progress Report

[2R2]

At the mid-point of the 1959 calendar year, Studebaker sure had a lot of optimistic news to share:

• Their market share increased from only 0.88% to 2.22% for the first six months
• In sales per dealer, their ranking increased from 15^th place all the way up to 9^th, the biggest improvement in the industry.

Yet, despite this good news, there were already some dark clouds. Take a look at the following article, out of the August 17^th, 1959 edition of Automotive News. Keep in mind this was written a few months before the Detroit big three would release their own compacts.


No Pattern for Compacts In Rambler, Lark Sales.


Just released registration figures for June show Rambler accounting for 6.22% of all new titling during the month. This represents an all time high for Rambler as well as a record for the year.
Lark, however, accounted for only 2.08% of June new car registrations.


^th in registrations for the month of June. (all information in this post if from the 8/17/1959 edition of Automotive News)

Thoughts?

[BobPalma]

'Probably a combination of factors, Eric. (Yeah, I know, people hate combinations of factors. They want to point to ONE BIG THING and say, "yep, that's it," and then move on to something else.)

But in reality, several things contributed to the observations made in your citation from Automotive News:

1. As the 1959 model year wore on, the country's economics improved from the so-called 1958 "Eisenhour Recession." This encouraged more people to buy "up" who were going to buy a new car anyway.

2. More and more information was leaking out about the reality of The Big Three compacts. So, an increasing percentage of each marque's loyal customers had reason to "wait and see." 1959 Studebaker Lark sales, by contrast, we so high that we may assume many -if not most- were conquest sales from other makes. (I.e., the demographics were such that there sure weren't that many Studebaker "regulars" sitting around, waiting to buy a new car after 1958.)

3. While Studebaker was famous for economy cars with the Champion and such, American Motors / Rambler was probably more famous. Nothing succeeds like success, so "economy car" buyers were [probably] already predisposed to Rambler over Studebaker, all other things equal...and with three times as many Ramblers being sold as Studebakers, even in 1959, people would see more of them on the street and follow the crowd.

4. Rambler had two distinct economy-car lines in 1959 (Rambler and Rambler American), plus the premium Ambassador for customers so inclined. Studebaker had essentially one line (plus the novelty -by that time- Hawk) and fewer models within that one line, than did Rambler.

If an economy car buyer wanted model choices such as the smaller American or a 4-door wagon, he went to Rambler. This point is proven by Lark sales resurging from late-1959-model-year levels to early-1960-model-year levels when the 1960 models came out and the 4-door wagon and convertible were available. We have no idea how many customers showed up at their Studebaker dealer in the fall of 1959 to see a 4-door wagon and/or a convertible and, instead, wound up buying a model that had been available in 1959 all along.

People are funny, but it's safe to say the two new 1960 Lark models pulled more of them into Studebaker dealers than maybe were coming in during the summer of 1959, when only the limited 1959 Lark line was on display.

There are certainly other factors, but those come to mind, now, to help answer your question. BP

[8E45E]

If an economy car buyer wanted model choices such as the smaller American or a 4-door wagon, he went to Rambler. This point is proven by Lark sales resurging from late-1959-model-year levels to early-1960-model-year levels when the 1960 models came out and the 4-door wagon and convertible were available. We have no idea how many customers showed up at their Studebaker dealer in the fall of 1959 to see a 4-door wagon and/or a convertible and, instead, wound up buying a model that had been available in 1959 all along.

People are funny, but it's safe to say the two new 1960 Lark models pulled more of them into Studebaker dealers than maybe were coming in during the summer of 1959, when only the limited 1959 Lark line was on display.

I wouldn't be at all surprised, as the (once)Big Three compacts didn't offer a station wagon of any kind until mid-year, and convertibles until two or three years later. But then, one must wonder why the Lark 2 door hardtop and convertible didn't sell better in 1961.

Craig

[BobPalma]

I wouldn't be at all surprised, as the (once)Big Three compacts didn't offer a station wagon of any kind until mid-year, and convertibles until two or three years later. But then, one must wonder why the Lark 2 door hardtop and convertible didn't sell better in 1961. Craig

Well, Craig, really; the bloom was off the Lark by then, unfortunately.

So many Studebaker dealers were dualed with a Big Three brand that Studebakers got pushed to the side of the showroom, if any were in the showroom at all, once those dealers got their Big Brand X compact to sell. Simply, fewer people were looking at them, period. 'Posed for the picture of Fair Weather Friend.

And the 1961 Lark was kind of like the 1963; so many changes, 'most all for the good, but relatively invisible unless you knew where to look (suspended pedals, Saginaw steering gear, OHV six, etc.).

Again and as usual, a combination of factors, none of them good. BP

[Milaca]

I would be interested in a price comparisson. Perhaps AMC lowered the price of their Rambler so as to outsale the new Lark?