For a brief synopsis of the Erskine years, please continue reading below (you may want to do this anyway), however for more detailed information for each year, click on the year by year links below.
Studebaker’s new car line, doomed to failure from the beginning. Why would I say this you might be thinking right now? Well first, if you plan on competing against the small car market of Ford and Chevy, it hard to do with an automobile which sells for around $1,000 dollars when your competition is selling car for just a little over half that amount (Ford about $490 average), (Chevy $635 average). The Erskine asking price was even above car lines like GM’s Pontiac, Hudson’s Essex, and only equal in price to Nash’s Light Six line.
Secondly, one could question Studebaker’s commitment, as the Erskine was for the most part an assembled car, with body by Budd and engine by Continental. Studebaker clearly had the technology to make it’s own bodies and engines at this time and seemed to have plenty of capacity. This out sourcing added to the selling price of the Erkine, as both Budd and Continental had their markup in the body and engine components.
Thirdly, while Studebaker knows from the start, that the car would have to have something special going for it (European beauty and economy with American luxury and efficiency), Studebaker quickly found luxury in the US market meant Packard, Cadillac, or maybe even a Pierce-Arrow. The US market just was not interested in purchasing a small luxury car at this price.
Lastly, Studebaker had hopes to increase it export volume with the new car, so it had the engine designed to take advantage of the European horsepower tax (based on cylinder diameter and the number of cylinders). This engine design was way under square at 2 5/8 inch bore by 4 1/2 inch stroke. This lead to an under powered six with high wear characteristics and premature engine failure. This of coarse produced unfavorable publicity which is nearly impossible to over come. All this to help your export business, which was an extremely small portion of the business anyhow?
The failure of the Erskine would not be the last time Studebaker would attempt to crack the small car market, the Rockne, 1939 Studebaker Champion, and the Lark were yet to come. To what degree, the Erskine project contributed to Studebaker’s eventual bankruptcy is not know, but you can be guaranteed it did have some impact.
In fairness, hind-sight is twenty twenty, and the Studebaker executives were not the only ones attempting to increase their market share with new car lines. Just look at GM’s companion car program, which released the Marquette, Viking, LaSalle, and Pontiac. Corporations at this time simply did not have the advantage of our current market research. Also, I think it was very hard for the wealthy car executives, in the 1920’s, to realize what the little guy wanted or could afford.
After the car market voted, by not purchasing the Erskine, everyone knew.
Summer of 1927:
After initial US sales did not go well, Studebaker made several changes in the summer of 1927. They first dropped prices of the Sedan and four passenger Coupe by $30.00. The Tourer was reduced to $895.00 and a four-passenger sport Roadster was added. This however did not produce significant new sales and the books indicated only minimal profit for the Erskine line.
1928 Model 51
This year the larger 9-F Continental engine replaced the marginal 8-F Continental, now making 43 HP. Larger tires and shock absorbers were also updates. Prices dropped about $100.00 from the initial start prices in 1927. A plusher Royal Sedan is released on the top end, with a new two-door Club Sedan released on the low end. The new Club Sedan body is built by Studebaker instead of Budd, helping reduce the cost. In mid-year Studebaker release the Screen and Panel Delivery models. Production of the Model 51 was slightly less then the 1927 model 50’s.
1929 Model 52
The model 52 is face lifted, looking more American and similar to the Studebaker line of late 1928. The wheel base increased to 109 inches and the cars gained about 150 pound in weight. The Coupe, Roadster and Tourer are discontinued and reversing the trend, prices are increased (see the charts). In late February, all Erskine production is moved from Detroit to South Bend. Studebaker is now ready to abandon the small car, as the sales of the some what larger model 52 has slightly improved. Maybe a yet larger car will fair better?
1930 Model 53
Studebaker releases a larger Studebaker manufactured body, mounted on a 114 inch wheel base, driven by a Studebaker L-head six, developed from the Dictator six. With the exception of the Club Sedan and the two Four-door Sedan’s, all the 1929 body styles are discontinued. Released is an all new Landau Sedan and modified Regal Sedan; two and four-passenger coupes; and Tourer. Prices are slightly raised and further raised by $20 to $40 dollars shortly after introduction. In May, 1930 the Erskine 53 is renamed “Studebaker Six” with little fan fare. The only difference, is the “E” on the hubcaps is changed to “S” and the Erskine radiator badge is changed to the Studebaker Wheel. Thus the Erskine slides into oblivion along with the many other orphaned car lines.
Much of the information presented here with the exception of my thoughts, comes from the featured article, Turning Wheels – December 2005, by Fred K. Fox. For a much more in depth reading on the Erskine I highly recommend getting a copy of this article or finding a copy of the book “Studebaker The Complete Story” by William A. Cannon and Fred K. Fox.
Author: Gerald Johnson – Webmaster RRVCSDC.ORG