Lone Surviving Panel Tells the Story of a Doomed Automaker
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Designed TO DELIVER LONE SURVIVING PANEL TELLS THE STORY OF A DOOMED AUTOMAKER by Hailey Schulte ounded in 1852, the Studebaker Brothers Manufacturing Although Studebaker was a U.S.-based company, it advertised all Company was quick to begin producing vehicles to compete over the globe, from North and South America to Africa, from F with the top automotive corporations on the U.S. car scene. Australia to Asia and, of course, in Europe. The combination of When it came to the years leading up to the Great Depression, European and American characteristics helped the car achieve the company was run by Albert Russel Erskine, an innovative an almost universal appeal: a medley of Eastern beauty and leader who had an entire line of vehicles named after him from economy and Western luxury and endurance; they featured 1915-1933. In 1928, Studebaker unveiled a one-of-a-kind 1928 the best of both worlds. But, as European demand sustained, Erskine 51B Panel Truck, and today, after years of restoration, American attraction dwindled. this vehicle presents in its full glory once again, suited in a Studebaker dedicated its brand to crafting the most efficient beautiful tan and black exterior with a matching interior color engines on the market, and although Erskines were a top competitor, scheme. Originally designed as a delivery vehicle to replace the engines were nevertheless outmatched by rivals. But what the typical horse and buggy system, this model, along with really deterred potential buyers were the hefty price tags worn the other models in the Erskine line, made a vigorous effort by the Erskine line. The top two competing vehicles most akin to rival the endless competition. to the 1928 Erskine Studebaker 51B Panel Truck included the Albert R. Erskine’s inspiration for his namesake line came from Ford Model A/AA and the full-size GM Oldsmobile. The Erskine, the influential designs of sleek, compact European cars, especially priced at an estimated $975, was nearly double the amount one the short-wheelbase arrangements most vehicles featured at the would pay for a Ford Model A, which was priced at about $500. time. This conception gave Studebaker a foothold in the European Yes, the Ford was a smaller model with fewer features, but it car market, one that not every company had the privilege of had the reputation (and the price tag) to back up its economical obtaining. What set these cars apart from others, on the marketing design. Competitive pricing and desirable design features also front, was that Studebaker promised efficiency, durability and boded well for the GM Oldsmobile. At only $1,195, the full-size endurance, ensuring that the cars were “built to last.” General Motors Oldsmobile was $220 more than the Erskine, but 2 • MONTHLY STUDEBAKER PROMISED EFFICIENCY, DURABILITY AND ENDURANCE, ENSURING THAT THE CARS WERE “BUILT TO LAST.” it included more space and a well-known The demand for the Erskine line peaked reputation of top-brand reliability. The at a little over 22,000 total units in the Erskine simply couldn’t withstand the year 1928, in comparison to Ford, which, pressures of its opponents. at its prime, was developing around 9,000 From the beginning of its 1920s sales pickup vehicles each day. Studebaker’s approach, Studebaker was said to be profit margins were so low, in fact, that doomed. Some of it had to do with the the company soon faced bankruptcy, previously stated pricing points, but there causing a scramble for a “plan b,” meaning were other issues as well. Because of new makes and models that would leave Erskine’s European influence, American the Erskine line to fade into the history demand was low; U.S. citizens wanted a books with production halting in 1930. car that depicted American values—larger Today, whereas roughly 250,000 vintage scale bases and more power under the Ford Model As are estimated to remain hood. To try to get back on the forefront in the garages and storage spaces of of American minds, Studebaker began to collectors around the world, this is the improve individual engines and elongate only 1928 Erskine 51B Panel Truck known the bodies of its vehicles. The efforts to exist of the mere 200 approximate nevertheless proved fruitless, and the Erskines registered in total—making popular opinion among European buyers every one of them rarities with an aura of eventually matched that of Americans: collectability and exclusivity that would there were simply better-suited and be welcome in any collection, especially better-priced options out there. a singular example such as this. MECUM.COM • 3 The year 1933 added insult to injury drama and panache of the late 1920s. A for Studebaker, with financial decline rare and attractive machine, its design on a detrimental and nationwide scale, is utterly unique and encapsulates the the wreckage of which weighed heavily demands of a memorable and historic on many of the day’s most successful era. This one-of-a-kind Studebaker entrepreneurs. Businesses of any size and possesses a distinct color palette, a the innovative leaders that sat at their windowless backend and a Timken helms were among those hit hardest 3-Speed manual transmission. by the devastating effects of the Great As part of Mecum’s new addition Depression, and the pressures proved to tradition—featuring pickup trucks too much for Erskine, who ultimately alongside tractors at upcoming Gone took his own life on July 1, 1933, just Farmin’ auctions—attendees of the three months after his holdings went Fall Premier in Davenport, Iowa, can into receivership. catch the 1928 Erskine 51B Panel Truck Accompanied by a rich and intriguing this November 7-9, along with 500 history dating back to the earliest other lots available for viewing and years of the 20th century, this 1928 bidding pleasures. History, rarity and Erskine 51B Panel Truck would make a appeal come together to form the basis phenomenal addition to the collection of this auto’s enduring allure, and it of any enthusiast who appreciates won’t go unnoticed by the keen eyes innovation, competition or the polish, of collectors this fall. OFFERED NOVEMBER 7 AT DAVENPORT 2019 MECUM.COM • 5.