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Home/Ads - Brochures - Press Releases - Styling & Design/Advertisements/Studebaker-Packard Ads/ 1963/

1963 Studebaker Lark and Hawk Ads

The Lark had been in service since 1959, so the body style was becoming dated. Worse, the entire Studebaker line was outdated in the styling game and no new models had been introduced other than the Avanti, a botique model that was marketed as a stand-alone brand.

The net result was a continuing downward spiral in sales. For example, the Lark, Studebaker's bread-and-butter car, sold 93,052 units in 1962, but dropped to 75,377 by 1963.

The Hawk, whose chassis, driveline and basic sheet metal dated from 1953, with updates in 1956 and 1962, while crisp in design, was showing its age as well. It had sold almost 20,000 units in 1962, only  to fall to 8,468 in 1963.

Increasingly, Studebaker had to turn to touting its performance versions to sell cars, and there just wasn't a large enough performance market to sustain the Company.

Studebaker's plants were out-dated and designed for much higher levels of production. Something had to give.


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1963 Studebaker Lark Ad "Q-Car"
1963 Studebaker Lark and Hawk Ad "Two new cars are born: R2 Super Lark, R2 Super Hawk"