This year marks the 160^th anniversary of the Studebaker brand name although the automotive manufacturing division closed way back in 1966. Despite the fact that Studebaker has not created a vehicle in almost 50 years the current owners of the Studebaker marquee (Arvada, Colorado) are attempting to revive the brand through a “Six Step Studebaker Plan”.   The six step plan begins with the creation of a scooter which would be similar to that of a Yamaha or Honda style scooter and culminates with step six which is the company going public and offering stock options.

While the company currently has no products in production the design and development of the scooters and vehicles is underway and the company is offering renditions of the Lark as well as several other vehicles on its website.  Curiously though the design of their SGRT motorcycle is identical to the Hyosung GV650 which is an inferior Korean motorcycle that has a poor reputation of quality so it remains to be seen if Studebaker will be selling scooters and motorcycles of an original design or if they will just import Asian products and put the Studebaker badge on them.  If that is the direction that they are planning to take the company it may be difficult to recreate a successful car company that was once completely American and restart it with an inferior Asian product. 

While all of this information appears to be aimed at luring investors to finance the first step of the plan some of the early feedback from various sources show a strong distaste for the renditions as they have very limited connection to the original Studebaker designs and appear to be closer in style to Korean manufacturer Ssangyong which uses its own chassis designs but outsources engines from Mercedes Benz.      

While I for one enjoy the thought of a classic American automotive brand being revived from the dead I am not convinced we will see a NEW Studebaker car on the road anytime soon.  Check out their website at www.studebakermotorcompany.com and let us know your thoughts on a 21^st century Studebaker.

Studebaker Concept Motorcycle

Actual Hyosung Motorcycle

[Edited By Moderator]