The Name Game

[Rafe Hollister]

I'm curious if there is any reason for so many different names for the same car. Was it a wacko CEO or constantly changing advertising companies?
The C/Ks were called: 53&54 Starlites and Starliners; 54 Speedster; 56 Flight, Power, Silver, Golden Hawks; the Grand Tourismo after 62. I believe the 53&53 might also have been called Commanders. And sometimes Commander was model name, and other times a trim level.
I'm familiar with the Hawks, but I suspect they did the same thing with other models?
Most other brand cars do all they can to keep a model name alive for brand identity. Even going so far as to keep the same name even when the car is completely different. The Dodge Charger's 57 year history is a good example. Gen 1-3 66-74 were big beautiful chiseled cars. The 75-78s were a styling abomination. Then the silly 100hp 82-87 economy cars. And finally in 06, the current car with great performance reputation.
Anyone know the reason for so many confusing names?
Thanks,
Rafe Hollister

[8E45E]

At least they had actual NAMES! Not a just bunch of letters or numbers like they do today for trim levels.

Craig

[Skip Lackie]

I don't think it was/is confusing at all. The Commander was the senior model, and came with a V8 beginning in 1951 (big 6 before that). The Champion was the less-expensive model and only came with the smaller 6. The Starlite and Starliner names were used for the hardtop and sedan versions of the 2-door coupes. The introduction of the Corvette and Thunderbird changed the market, and Studebaker responded by creating a special, top-of-the-line two-door hardtop in 1955 called the Speedster. It was, in reality, in the new top President model line. In 1956, they tried to cover the market by creating the Hawk model name, and giving the (equivalent of) the Commander and Champion versions of the 2-door hardtops and coupes the Flight, Sky, Power, Golden, etc names. After that didn't help sales much, the hardtops were simply Goldens and the coupes were simply Silvers. The fresh new restyling in 1962 deserved a new name, Gran Turismo.

Maybe you hadda be there. All the other car makes were renaming models in those days, and adding new top-of-the-line levels (Bel Air - Impala - Caprice). It just seemed natural. Your Dodge example is not comparable, as it took place long after the 1950s-60s period that you are comparing it to. I would contrarily assert that Dodge was just trying to glean some glamor for its utilitarian cars by reusing a sexy name from its past.

[6hk71400]

I'm curious if there is any reason for so many different names for the same car. Was it a wacko CEO or constantly changing advertising companies?
The C/Ks were called: 53&54 Starlites and Starliners; 54 Speedster; 56 Flight, Power, Silver, Golden Hawks; the Grand Tourismo after 62. I believe the 53&53 might also have been called Commanders. And sometimes Commander was model name, and other times a trim level.
I'm familiar with the Hawks, but I suspect they did the same thing with other models?
Most other brand cars do all they can to keep a model name alive for brand identity. Even going so far as to keep the same name even when the car is completely different. The Dodge Charger's 57 year history is a good example. Gen 1-3 66-74 were big beautiful chiseled cars. The 75-78s were a styling abomination. Then the silly 100hp 82-87 economy cars. And finally in 06, the current car with great performance reputation.
Anyone know the reason for so many confusing names?
Thanks,
Rafe Hollister

Thom,

A true loyal Studebaker owner purchasing a car in the 1940/50's had choices that were different trim levels but the same car. Studebaker was not alone in this marketing. In 1958 Buick has the same model names of the same car: Roadmaster, Century, Super, and Special. These were the same car but different trim/engine levels. That all changed in 1959 with the Electra, Invicta, LeSabre which except for the middle car was the same until the mid 80's

Today, if you want a Buick(?) there is not a model that has a name familiar to older buyers. Naming a car after a dairy (Luceren) does not make good marketing in my opinion. There is a city in Switzerland with that name but most people know that name with a gallon of milk.

After all, Rafe is just a Thom but they are the same person

[Dwight FitzSimons]

Just for the record for C & K (year, model, sub-model):
1953-54 - Champion (6) or Commander (232) - either year & model could be a Starlight ("post" coupe) or Starliner (HT)
1955 - Champion (6), Commander (259), or President (259) - Each could be a post coupe or HT
1956 - Flight Hawk (6 cyl, post), Power Hawk (259, post), Sky Hawk (289, HT), Golden Hawk (352, HT)
1957-58 - Silver Hawk (6 or 289, normally aspirated, post) or Golden Hawk (289 supercharged, HT)
1959 - Silver Hawk (6 or 259, post)
1960-61 - Hawk (289, post)
1962-64 - (289, R1, R2, R3, R4; HT)

Someone correct me if I've got anything wrong. Also, there are variations for export models.
--Dwight

[Rafe Hollister]

Now I'm more confused that I thought I was!
Rafe

[Studedude]

Don't forget the Regal/Deluxe model designations.

[Rafe Hollister]

Hey 6hk71400,
But after my sex change operation, my names are gonna be Martha Hollister and Thomasina. But you will all still know who I am because the branding is similar, tho the look will be different. (Martha was Rafe's wife in one Andy Griffith episode)
Rafe

[6hk71400]

Well Thomasina was a cat and Martha is a women so I guess you will be Catwoman. Julie Newmar was the first Catwoman.
Bob AKA 6hk71400

[bensherb]

Not entirely correct Bob. Julie Newmar was the BEST Catwoman!

[Dwight FitzSimons]

Hey 6hk71400,
But after my sex change operation, my names are gonna be Martha Hollister and Thomasina. But you will all still know who I am because the branding is similar, tho the look will be different. (Martha was Rafe's wife in one Andy Griffith episode)
Rafe

Rafe, the resemblance is amazing!
--Dwight

[BRUCESTUDE]

I always liked the Champion/Commander names and series differences. They should have stuck with that ‘till the end!

[Rafe Hollister]

Champion name is nice, but Commander sounds a bit too authoritative to me, tho certainly not as much as Dictator!
Rafe

[studeclunker]

Don't forget the Regal/Deluxe model designations.

Regal and Deluxe (there was at least one more and I can't remember it) were trim levels, not models. All Models were available in several trim levels.

[8E45E]

Regal and Deluxe (there was at least one more and I can't remember it) were trim levels, not models. All Models were available in several trim levels.

That would be the base level Custom.

And they did make a few Presidents in Custom trim: Which years (and models) do we know of no survivors? - Studebaker Drivers Club Forum

1957 President 2 door aplenty - Studebaker Drivers Club Forum

Craig

[Noxnabaker]

I find it rather silly that they called 6-cylinder cars Commander in the 60's, that feels wrong! ...in my opinion.

[Dwight FitzSimons]

I agree. The names (Commander. etc.) no longer identified the engine; They identified the trim level. For example, a Commander had a higher level of trim than a Challenger, but could be ordered with a six or a V8.
--Dwight

[Bob Andrews]

Completely agree with this. I have given up on trying to keep all of the names straight. You didn’t mention Larks, which were actually made from 1959 through 1966… But starting in 1964, even though it was pretty basically the same car, they didn’t call them Larks anymore. Today people refer to them as “Lark types”. And don’t get started on the truck names and various numbers and hyphens, they’re even worse!

Skip did touch an a good point, I know that a lot of my knowledge of older cars came from growing up with them as they were introduced, and made their way through their usual lifespan. I’m left out today, a few years ago I was looking at new Lincolns and I told the sales girl in the slinky black dress that I was interested in their ’station wagon’. She didn’t even know what I was talking about lol. I’m still not sure, but it was MK something, I think I MKT. You would think for marketing purposes they would continue using flowery, descriptive model names, like Bonneville, Catalina, Fleetwood, Continental, etc.

[Rafe Hollister]

Post picture of sales girl please.
Rafe

[Bob Andrews]

Lol Rafe Just go to any new car show, they all have them and all look the same

[8E45E]

I’m left out today, a few years ago I was looking at new Lincolns and I told the sales girl in the slinky black dress that I was interested in their ’station wagon’. She didn’t even know what I was talking about lol. I’m still not sure, but it was MK something, I think I MKT. You would think for marketing purposes they would continue using flowery, descriptive model names, like Bonneville, Catalina, Fleetwood, Continental, etc.

Not sure where you have been for the past three years, but since 2020 at least, Lincoln has given ALL their vehicles NAMES and got rid of the three letters. They are now labeled Navigator, Aviator, Nautilus, and Corsair. And even the trim levels for each have actual names, Standard, Reserve, Grand Touring, and Black Label.

Craig

[StudeRich]

"Just for the record for C & K (year, model, sub-model):
1953-54 - Champion (6) or Commander (232) - either year & model could be a Starlight ("post" coupe) or Starliner (HT)
1955 - Champion (6), Commander (259), or President (259) - Each could be a post coupe or HT
1956 - Flight Hawk (6 cyl, post), Power Hawk (259, post), Sky Hawk (289, HT), Golden Hawk (352, HT)
1957-58 - Silver Hawk (289 normally aspirated, post) or Golden Hawk (289 supercharged, HT)
1959 - Silver Hawk (259, post)
1960-61 - Hawk (289, post)
1962-64 - (289, R1, R2, R3, R4; HT)"

Very Correct except for Canada and Export that were always "Different".


State, Regal, Deluxe, Custom were merely just "SUB Models" (Trim Levels) to the MODEL Name.
Like a: '63 Chevrolet, Chevy II, Nova or Nova SS.

It seems perfectly understandable, DIFFERENT CARS, Different Names!

[Skip Lackie]

Rich-
I'm confused by your Chevy analogy. For example, the full-size 63 Chevys came in three series (roughly equivalent to Stude's trim levels): Biscayne, Bel Air, and Impala. They were also a bit more than different trim levels, as some models (eg, convertible) were only available in in the Impala series. And while the SS option DID include different trim, it also included bucket seats, console, and a bunch of other stuff. The Chevelles and Chevy IIs followed the same system. But (as you know) all could be ordered with any available engine.