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December 2016 The Brass Lamp

Studebaker: First in Muscle ? Glenn Arlt Historical Association Blog October 2016

A conventional view of automo- when they redesigned the Styled by ’s tive history remembers that the Thunderbird for 1958. And it team in 1952, the Starlight and muscle/pony era pretty much was this “new” style of Thunder- Starliner started out as a couple began with the debut of GTO bird that begat the smaller and of concept cars. Going from the and Mustang, respectively, in less expensive drawing board to the clay- 1964½. Not according to Hager- and its competitors, which be- model phase, the cars were ty Historian, Glenn Arlt, who gat cars like the Trans Am and considered so gorgeous that looks back a decade prior to the Camaro. they were ultimately given the evolution of ’s line go-ahead for full production in screaming “family sports cars.” After digging into the history of 1952 and debuted the follow- Starliner, Studebaker’s largely ing model year. The other day, I was rearranging unrecognized place in muscle a few 1/18 models I keep on my car history becomes even im- One look at the long , desk at the Hagerty Institute portant when you consider the short deck and low profile of and something caught my eye. automotive missing link that the Starliner, and even the cas- Two of the models—a 1977 really connects all these cars ual observer would agree, this black Trans Am and a 1953 Stu- together—another, ground- Studebaker classic satisfies the debaker Commander Starliner— breaking Studebaker known as modern definition of “pony car” were curiously similar. the Hawk. style. To say nothing of the in- credibly powerful engines un- The Starliner (essentially a low der the hood. slung, sporty, 2+2 seater per- In The Beginning sonal car) is the car/design Ford Initially, Studebaker offered two designers may have had in mind After a little research, I’m more versions of the cars—the convinced than ever that per- Champion series (6-six cylinder) haps “first pony car honor” and Commander series (V8 cyl- should be given to long-gone inder). Starlight (pillared Studebaker, which introduced a coupe) and Starliner (hardtop very sporty, very low, gorgeous coupe) were sub-series desig- and classy looking Starlight nating the body-style. coupe and Starliner hardtop coupe a full 11½ years prior to Continued on page 4 >>> the Mustang.

Joseph F Yochim The President’s (314) 602-9498 President Column… Mark Goldfeder By Joseph F Yochim (314) 878-2786 1st Vice President/Programs

Sharon Mercer (636) 928-8672 Season’s greetings every- ticket you could be the 2nd Vice President/Membership one! Let me quote the lyrics proud owner of this beauti- from one of my favorite hol- ful magnificent 1966 Golden Louis Allen iday songs “it’s the most Rolls-Royce. More im- (314) 741-4158 wonderful time of the year!” portantly, that vehicle will Treasurer I’m sure all of you know that be given away at the Fa- is one of many hit songs thers’ Day show. The win- Vacant performed by Andy Wil- ning ticket will be drawn in Recording Secretary liams. Mr. Williams loved conjunction with the HCCM Dr. Gerald Perschbacher the holiday season so much Fathers’ Day classic car show (314) 849-5249 that he named his daughter at the Museum of Transpor- Corresponding Secretary Noel. tation. Wow! You can’t buy that kind of publicity! The Directors Remember: no January vehicle will be on display at Bill Albertin(2016) general meeting. the greater St. Louis area Al Mercer(2016) The date of the general auto show January 19th John Clark (2017) st Ron Nelson(2017) membership meeting in through the 21 at the St. Jackie Allen (2018) January conflicts with the Louis Convention Center. David Stephens (2018) St. Louis area auto show. The vehicle will be in the display exclusively for the Ron Nelson 9826 Affton View Ct. Next scheduled member- Museum. The vehicle will St. Louis, MO 63123 ship meeting February 17, not be part of the HCCM (314) 638-7131 2017, 7:30 PM at Logan display. Brass Lamp Editor College Ladies and gentlemen, it Don Hoelscher (636) 939-9667 The annual HCCM Christmas has been a privilege to be Webmaster party took place on Sunday, your president this last cal- December 4 at the Glen endar year and I look for- Echo Country Club. Mr. ward to serving all of you in Ronald Elz a.k.a. Johnny the 2017 calendar year. Rabbit was our master of Moving forward into the ceremonies. He led three 2017 calendar year we are rounds of trivia that every- now in the beginning plan- one enjoyed and Chris Crin- ning stages of Easter Con- gle made a visit to the party cours d’Elegance number giving out lots of prizes to 56. The location again is the lots of people in attendance. St. Louis Forest Park Muni Wendell Smith from the Opera house upper parking www.hccmo.com Museum of Transportation lot. As all of you know this (314) 991-HONK was kind enough to bring is the premier venue of our the 1966 Rolls-Royce that is organization. Therefore, I the 2017 calendar year raffle am reaching out to each vehicle. Yes, that is correct. and every one of you to Celebrating 72 Years That is not a misprint. With participate or help in some In the purchase of a $25 raffle capacity. Easter Sunday will St. Louis!

2 fall on April 16, 2017. The fighters Museum on Tamm with nothing but fully loaded Concours number 56 poster Avenue. auto carriers. Three trains of car is a 1933 Rolls-Royce. In supplies in and two conjunction with the poster And—I’m still working on it trainloads of brand-new vehicle the club will be ac- ladies and gentlemen—I am out. knowledging the first year not going to give up trying of production of the inimita- to get an inside tour of the I am also working on a Route ble Camaro in GM Wentzville assembly 66 road trip to Oklahoma City! 1967. We will display a plant. For those that were th I set the date and I put this 2017 50 anniversary Cama- not in attendance at the last out there back in October. So ro convertible alongside the few meetings I reported that far, to date I’ve only had one 1967 SS convertible Camaro. I had obtained a way of get- person express any interest in If you are unaware, the ting us into the plant for a participating in this event. Chevrolet Camaro is now on tour. That was until the Therefore, I am putting it in the national historic registry plant manager caught wind the newsletter. If anyone is of vehicles. of it being a car club organi- interested in participating in a zation and not a family road trip in the month of May. A member of the club who group. The tour was imme- (Before it gets too darn hot) is one of my dear friends diately canceled. My friend please send me an email, give suggested that we do a who works at the plant said me a call, or a shout out. The road trip to the Blue Owl the manager said “If I let wife and I are for sure making restaurant in Kimmswick, one club in here I’ll have to this road trip and all are wel- Missouri. I could not agree let everybody in here.” Not come to come along and en- more. I will set a date and to be deterred, I’m still try- joy the fun. time in either late April or ing to figure out a way for early May for all of us to us to take that tour. I was Well, that takes all of us half- participate on a voluntary fortunate enough to attend way into the New Year. On basis to make a road trip to an open house in the early behalf of myself and my fami- the restaurant. Everyone 80s when the plant was pro- ly and the Board of Directors that participated last June in ducing , of the Club the hot summer night’s car and Pontiacs. I really really of Missouri, we wish you and cruise for ice cream knows want to see how the full-size all your family a happy and we all had an extremely vans and Colorado pick up joyous holiday season. awesome time. This is an- are assembled. Every day I other event that I plan to see three separate long revisit in calendar year 2017. trains of cargo containers Sincerely You can look forward also to heading to the plant. Every Joseph F Yochim a visit to the St. Louis Fire- day I see at least two trains

Used with permission from Leonard Lawson, Saint Louis Auto Dealers Association

3 <<< from front page “Golden Hawk” subseries). Iron- traits that Mustang would emu- ically, the huge V8 lateand capitalize on years later. By 1956, the body had been weighed only about 30 pounds facelifted with fiberglass tail fins, more than the much smaller obligatory for the era, and re- displacement Studebaker 259 christened as the Hawk se- V8 engine, but being physically On A Lark ries. The Hawk came about as a longer, it really filled the engine series, because the sedans and bay. Ford’s Thunderbird was built as family cars were restyled to less a boulevard two-seater, not resemble the Loewy look. It was On the street, the four- , from 1955 through more appropriate to do what passenger Hawk was an incredi- 1957. But something clearly Ford did in 1955 with the Thun- ble performer rivaled only by changed at Ford for the 1958 derbird and give the sportier car two-passenger Corvette, which model year when the company its own “name”. cost more. (Base price for the released its 2+2 personal luxury Golden Hawk was $3,182 versus Thunderbird. Enter The Hawk $3,321 for the highest-powered Corvette.) One theory explains the move by looking to the relative suc- The 1956 Hawk family of cars cess of the super low, Loewy were 2+2, low, sporty, beautiful designs at Studebaker— and came with engine options especially early 1950s Stu- ranging from an economical 6- debaker coupes. It’s a well- cylinder to the super-popular, known fact that a large number barnstorming V8. (Mustang did- of car designers at GM, Ford, n’t come out with a big-block and all the smaller car V8 until 1967.) manufacturers purchased 1953 Even more than the Olds 88, the Commander Starliner hardtops Hawk is deserving of “first mus- Yes, the wheelbase on the Stu- back when the model was one cle car” status because it essen- debaker was much longer (with of the most popular cars on the tially established the “big en- the front wheels put much far- road. gine/smaller body” formula by ther forward than either the which later muscle cars would Trans Am or the Mustang), but By 1959, however, the new com- be judged. The Golden Hawk this meant the engines were set pact Lark had taken over as Stu- subseries model, specifically, farther back—almost front-mid- debaker’s most popular model, followed the exact same formu- engine. This design feature re- while the Hawk was continued la that ’s GTO would duced steering effort, improved only as the lower cost, two-door eight years later: weight distribution and helped post (coupe). The Hawk’s hard- Big Engine + Smaller, Sporty handling. On the road and track, top body style was also gone, Body and rear seats = Big Per- this translated into handling far yet the car remained popular formance in a “practical” pack- superior to many other 1950s enough that when Studebaker age cars. The Hawk’s unique long initially planned to concentrate nose, short tail, and all-round only on the Lark, the dealers And, interestingly, the same sporty look were also design revolted and demanded the man had a part in the creation of both—John Z. DeLorean, who worked for Studebaker- Packard in the mid 1950’s as a highly placed, albeit still young, engineer who’s idea for the GTO eventually lead to his promotion to head engineer at Pontiac years later.

Under DeLorean, a 1956 Pack- ard V8 engine—boasting 352 cubic inches and prodigious power—was installed in the 1959 Lark much lighter Studebaker Hawk (specifically, the upper-end

4 done by more savvy Madison Avenue marketing, missed op- portunities and slow turnaround on executing their revolutionary ideas, Studebaker still believed they had a chance to compete against the Big Three. The com- pany even gave the green light to to begin building an all-new Hawk re- placement, code named “Sceptre.”

With 340 cubic inches and op- tional supercharger, power that 1962 Lark could have been in the 350 horsepower range, the Sceptre might have been a real con- tender against the late-to-the- Hawk be given a stay of execu- By 1963, the sales of the bread- party Charger, Mustang, tion. and-butter family cars were fad- and even Thunderbird if the ing. Lark was losing altitude with company had acted sooner. But For 1962, the aging Hawk was the Hawk close behind. This in early 1963, Studebaker execs given a new lease on life. Ray- steady plummet in popularity who saw the end was nigh re- mond Loewy’s main competitor continued until Christmas of versed their decision and or- in , Brooks Ste- 1963 when Studebaker execs dered a light re-do of the extant vens, was given the task of up- decided that 1964 would be the 1963 cars for 1964. dating the car on a shoestring last for Hawk. Only 1,767 Gran budget, and he did so by bring- Turismo Hawks were produced At the same time, Studebaker ing back the hardtop, two-door for the 1964 model year. put into production the , body style, adding fins, and ash- the last design by Raymond canning the pillared coupe in By comparison, Ford sold 92,465 Loewy. But it was too little, too favor of a very Thunderbird-like Thunderbirds for 1964 and late. By spring 1966, Studebaker squared off roofline coupled 680,989 Mustangs for the 1965 sold its last car and closed its with Mercedes-like . model-year (which lasted 18 doors forever. (Studebaker actually distributed months for that car, starting Mercedes-Benz cars in North sales in April 1964). Pontiac America from 1958 through sold 32,450 GTOs for the short- 1965). With these pivotal chang- ened 1964 model-year (the car es, sales for the Hawk increased being introduced in the spring, about 300 percent (or 8,388 a little before the Mustang). units sold) in 1962. Despite being consistently out-

What Might Have Been

Brooks Stevens’ efforts pro- duced a stunning and beautiful vehicle. But the automotive world was changing. At a time when “more size, more cubic inches, more power” was be- coming the mantra of American car buyers, Studebaker’s old V8 proved too undersized and overweight by modern industry standard. The company was hard at work on a larger 340 cubic-inch Studebaker V8, but it ultimately came too late. Raymond Loewy’s last Studebaker design

5 Moon over Missouri by John Paul Historic Vehicle Association

Back when cars were all made by hand and ordered direct by customers through the mail, there was Missouri- based automaker who be- lieved that his company’s reputation mattered more than profit. Check out the sto- ry behind the turn-of-the- century car company that set the standard for reliability and style during the Golden By 1909, the company had a Age of The Automobile. the whole of its existence. Not only that, but the compa- handful of models on offer and sales began to take off. At the dawn of the motoring ny built a name for itself based on the quality and The following year, after hav- age, it seems now almost eve- ing lowered the price to a ry town in America had their craftsmanship of its product. slightly more affordable own independent automobile $1,500 to $2,000 (roughly manufacturing company. Great Car Of The Great Plains $40,000 to $53,000 today), Long before the Big Three production began increasing dominated the auto industry, Founded by Joseph Moon exponentially. Where only 45 plucky upstarts across the cars were manufactured by country brought their own following a falling out with his brother, John, (with Moon Motors in 1906, by ideas (along with myriad 1913 the company was manu- hopes and dreams) to the bur- whom he had previously worked in the buggy busi- facturing over 1,500. Soon geoning industry. While the after, Moon’s son-in-law, majority would last little ness), the Moon Motor Car Company sought to capitalize Steward McDonald, took more than a few years, there over as vice-president of the are a number of car compa- on the burgeoning automobile market and America’s grow- company. nies that survived beyond these early years. ing infatuation with these new motorized buggies. Ra- Over-The-Moon Style

Among these, the Moon Mo- ther than simply motorizing a traditional buggy design, Playing to the public’s fasci- tor Car Company, one of nation with looks and styling nearly 100 automobile com- Moon developed his first car in 1905 as a five-passenger and the growing infatuation panies headquartered in St. with celebrity, McDonald Louis, Missouri, at the time, touring car featuring a 35-hp engine and three-speed, slid- sought to rebrand Moon cars lasted from 1905 to 1930. for their “style, comfort and Where the majority of their ing-gear transmission. Be- cause of this, the “ideal color” more so than their en- fellow Midwestern manufac- gineering. In this, McDonald turers tended to fold or be American car” (as Moon deemed his creation) was ini- proved a visionary in his ap- absorbed by the competition proach to marketing and aes- within a little more than a tially priced at a cost prohibi- tive $3,000—nearly $79,000 thetics. Among the more in- few years, Moon managed to novative approaches to grow- remain independent through in today’s dollars. ing the business, McDonald

6 company begin to struggle as orders remained unfulfilled and production backed up due to outdated production methods. By the end of the next decade, the company was faced with dwindling profits and further resistance from New Era Motors’ Andrews who request- ed Moon begin building a more expensive luxury vehi- cle to be known as the Rux- ton. Forcing the car into pro- duction and seizing control of the company, Andrews’ ac- tions weakened the leadership of the Moon Motor Car Com- pany.

By 1930, faced with these multiple setbacks and the on- set of the , the Moon Motor Car Compa- ny was forced to shut its doors, thus putting an end to a veritable Golden Age of placed ads for the St. Louis- cars’ “striking contour, per- early motoring. Over a centu- based company in the nation- fect proportions and distin- ry later, the Moon remains a ally distributed Saturday guished appearance.” Along popular and rather rare auto- Evening Post. with their simple elegance, mobile, its legacy maintained these cars were heralded for by the Moon Car Club. Reaching a weekly audience having been “made but not of over two million readers, built” and embodying “the the Saturday Evening combined engineering skill of Post brought the elegance of the world” in every vehicle. the Moon to a broader audi- While ad copy is often prone ence, one with disposable in- to hyperbole, these state- come and an eye for good- ments seemed well in line looking automobiles. The with the company’s public epitome of these basic ideas perception at the time. can be seen in a period photo- graph showing actress Clara The End Of An Era Bow, Hollywood’s “it girl” at the time and one of the most When Joseph Moon died in popular actresses of the silent 1919, McDonald took over film era, sitting astride a 1919 the company, insisting that it Moon. remain free from debt. Unfor- tunately, this strict refusal to During its prime, Moon Mo- take on any debt saw the tor Car ads trumpeted the

7 Members of the HCCM had a great afternoon at the Holiday Party at Glen Echo Country Club on December 4. Seen left is Peter Bitzer talking with Ron Elz (aka, Johnny Rabbit) from KMOX radio. Elz walked us through three sets of St. Louis trivia.

Bottom: Bill Tabor was selected to administer the oath to new officers for 2017: Joseph F. Yochim, President; Mark Goldfeder, 1st Vice President, programs; Al Mercer, 2nd Vice President, mem- bership; Larry Hassel, Recoding Secretary; Gerry Perschbacher, Corresponding Secretary; Lou Al- len, Treasurer; Sharon Mercer, Director.

8 The First Presidential Limousine

When you first encounter the massive 1909 White Model M Steam Car, you’re immedi- ately struck by its size. As you begin to acclimate to its out- sized proportions, you begin taking in the random details: the golden presidential seal; the within a steering wheel; and the wild assortment of levers. But all of this pales in comparison to the historic significance of the car itself, one which argu- ably set the stage for much of what was to come with the dawn of the automotive age. It was chosen by President William Howard Taft as the first presidential limousine.

The first week of his administration saw the arrival of President William Howard Taft’s 1909 White Model M Steam Car. With its radiant green body, wooden wheels and golden presidential seal, this massive and imposing vehicle drew quite a crowd throughout the week. Currently residing in the collection of the Heritage Museums & Gardens in Sandwich, MA, the White Steam Car was specifically selected by Taft to become the first presidential limousine. The first of four vehicles that would eventually constitute the White House fleet, the White held special significance for Taft.

A proud Ohioan, Taft jumped at the chance to showcase his home state’s auto- motive ingenuity by picking the best the Cleveland-based White Motor Compa- ny had to offer. Not only did it bring notoriety to the , the president’s use of an automobile helped the American people begin to bet- ter accept the burgeoning automotive age. By 1911, the total number of regis- tered vehicles had more than doubled.

9

FOR SALE 1938 Chrysler Royal 4-door . Beautiful driver with many upgrades. A great starter car. Great paint, new upholstery. Runs and drives great. For more information call Howard Anna 618-233-8365, 828 Lebanon Avenue, Belleville, Ill. (submitted by Dave Stephens) 1938 Packard Super 8 four-door sedan. Beautiful frame-up restoration of solid original car. Silver gray with tan interior. Packaard radio and heater. Recent engine rebuild. CCCA winner. Asking $46,500. Bob Radel 314-991-3590.

AUTOMOTIVE PIONEERS TRIVIA CHALLENGE “Hall of Fame” Every month we will feature a description of one or more automotive pioneers. Can you guess the identity of these inventive and creative people? Answers the following month.

Answers from last month’s trivia

Pioneer #21: Roy D. Chapin He drove the curve dash Olds to the second national auto show in New York. With Howard E. Coffin he formed Thomas- Company in 1906 and later Chalmers- Detroit Company. Then in 1909 they secured the backing of J. L. Hudson and started the .

Pioneer #22: Walter E. Flanders One of Detroit's first mass production experts, he was responsible for the largest produc- tion increase in one year. Flanders left Ford in 1909 to form his own auto manufacturing company. He made and sold the E. M. F. automobiles.

**********

Thanks for staying with this piece of automotive history for the whole year. I hope you enjoyed it. Who was this great man? You have all the answers now. More trivia coming in 2017.

Submitted by Bill Tabor. Most info from CHILTONS COMPLETE BOOK OF AUTOMOTIVE FACTS, Editor: Craig T. Norback. Published 1979

10 The Brass Lamp

The Publication of the Horseless Carriage Club of Missouri, Inc. december 2016

Activities Calendar

Information in this calendar is summarized. See flyers for 2016 Club Events Calendar events —go to www.midwestswapmeets.com Note: No general meeting in December or January. 2016 SWAP MEETS CAR SHOWS, ETC. The January regular meeting date conflicts with the St. Louis Auto Show. Please join other members at Please check the Midwest Swap Meets calendar site for the show to visit and talk with guests. Free admis- shows and meets scheduled through the winter months. . sion as a vendor if you contact Mark Goldfeder at (314) 878-2786 More For Sale

1956 Packard Executive Four-door sedan. 352 cubic inch engine. Production total 1,784—rare. Alert! Please check the This was the last year for the big , built club web site monthly at during the last three months before offices were HCCMO.com for notices moved to South Bend, Ind. Color: blue and white. $22,000 or best offer. of club event cancella- tions or changes in time 1957 Chrysler South Hampton, 4-door hardtop. or location due to weath- Full power, no a/c white body, blue top. $25,000 or er or other circumstances. best offer. Photo: 1967 Chevy Impala Super Sport Convertible, 327 V-8 automatic, 4-barrel , factory a/c, bucket seats, power steering and , exterior red with white top and white interi- or. Engine and drive train rebuilt. $29,500 or best offer.

Finders fee for each. For additional information call: Bill Albertin, (314) 270-7330.

1970 FORD GALAXIE 500 XL CONVERTIBLE ($17,900) Very nice 1970 Ford Galaxie 500 XL converti- ble. Always garaged and same owner for last 30 years. Has original 429 engine with 4 barrel carburetor; . Actual mileage of 78,4XX. Blue exterior and white interior. Call for more details. (314-843-9820) Sunset Hills. Shirley Kiel

Used with permission from Leonard Lawson, Saint Louis Auto Dealers Association

The Brass Lamp is a monthly publication of The Horseless Carriage Club of Missouri ©2016 All Rights Reserved. Material from this 11 newsletter may be reprinted or shared by our club members with proper citation and written consent from the editor.

The 1947 International Fire Truck owned by Dave Shepard took a third place

award at the September 2016 swap meet and car show at the Hollywood Casino

The Brass The Lamp A Publication of the Horseless Carriage Club of Missouri, Inc. Carriage Missouri, of Club Horseless the of Publication A www.hccmo.com (314) 991-HONK