"What's In A Name" written by Jane Barrett was originally published in the May/June Edition of the Ontario Studebaker Drivers Club publication the Studebanner and later went on to receive "Best Article in A Chapter Newsletter Award" in Spokane 2005.
What's in a Name
by Jane Barrett, first published Studebanner 2005 May/June
A name is "The title by which any person or thing is known or
designated" (Webster's Collegiate Dictionary 1948). My interest in how
Studebaker named their various automobiles was peaked by the pride at
which everyone who owns a Studebaker says their model name. Whether it
be the stern sounding Hawk or Dictator, or the lovely way the word
Avanti rolls off the tongue; Studebaker and their names are something
special.
The German Staudenbecker or Studenbecker brothers came into the
United States in 1736. They realized that the name must fit the
language of use, the easier to pronounce, spell and remember name
"Studebaker" was adopted. Studebaker was seen on their earliest of
commercial ventures: wheelbarrows and then horse-drawn wagons.
Studebakers quickly became known as a quality product used by the
people migrating to the west in Conestoga wagons. This family had a
motto, "Always give more than you promise". These words, and name
Studebaker make an image, like today's corporate mission statements.
The name Studebaker was soon on the new "horseless carriage".
First we saw generic, functional names, Big Six, Light Six, Standard
Six, Special Six. Similar in the way other companies named their car
styles, such as the Ford Model T. The public was encouraged to test
drive vehicles, "Drive Before You Buy" a Studebaker was always the
best! "The Great Independent" was also a slogan used. In 1915, Albert
R. Erskine, took over at the helm of Studebaker. He was not related to
the original family, but saw his name on a 1927 small engine car,
called Erskine. It was a costlier vehicle than most and sales always
lacked luster. Then in 1932, a car called Rockne was marketed by
Studebaker. An unfortunate series of events gave Studebaker a vehicle,
but no spokesperson for the car. Naming cars after people was soon
seen as an anachronism at Studebaker and was reconsidered. Ford Motors
would also learn this lesson with the Edsel.
We saw the President introduced in 1926, teamed with Commander,
Champion, the lesser known Chancellor (Turning Wheels April 1982), and
the curious, Dictator. The name was meant to imply Studebaker
"dictated the standard" (which other automobile makes would follow);
the explanation for the "politically incorrect" sounding name. In
Europe, this car was marketed as the similar sounding Director. This
is a very clear illustration that the Studebaker Corporation was aware
that the name of the product was tied to its success. History and
world events change the perception of a name. Some names were so well
coined by Studebaker that other companies adopted them. We saw
Plymouth Champ, Toyota Land Cruiser, Toyota President (sold in Japan),
and a Dodge Challenger. Studebaker can always bring a smile when you
say the name!
Studebaker also added illustrative descriptions to the car names.
A Commander four-door sedan with a long wheelbase (123) was called a
Land Cruiser. The alliteration in the names of the cars made people
say the name more often. The mottos were like prose, "The Thrifty One
For Fifty-One". It was almost playful to save with driving a
Studebaker! The wonderful warm alliterative names of the Studebaker
Starlight, Studebaker Starliner, Studebaker Speedster made these cars
easy to talk about. These were names of the stratosphere, beyond the
borders! The world had changed after WW2; and Studebaker had been
ready with a post-war car.
As the public adjusted to the new powers, we can reflect on the
change that the automobile made in each household. In 1952, families
started to grow in what we now call the baby boom, factory workers
gained unions. Studebaker stressed in the year of 1952, "Father and
Son Craftmanship" to bring product recognition. In 1954 it was almost
a necessity to own a car. Studebaker reminded the buying public of
their great heritage in early America by providing the Conestoga once
again. This family hauler was a station wagon. In 1959 Studebaker
gave the buyers what they needed, quickly, the Lark! One of the first
successful small size cars, the name was choosed by the D'Arcy Ad
Agency. Lark meaning: to frolic, a happy time, an early bird. It was
smaller, nimble, "Twice the Family Pride and Pleasure at Far Less Cost
to Dad" were the rather enticing words used! The Hawk, with its
American predatory bird connections, tied in well, theme wise with the
Lark. The contrast was obvious and the wisdom was evident in car
sales. The Hawk name said dominance. Studebaker sales were inspired
once again! With that inspiration, and also recognition of the
greatness and the spark of creativity that Studebaker gives, we were
given the Avanti, translation; forward.
Forward, and into the more recent history of the automobile.
Almost like the works of a great composer, or a period of art that we
can study, the Studebaker era ended. The name game with cars continue
on. Early in this year, Toyota's Canadian division quickly changed the
name of Celica Tsunami to the Sport Package, a good move. For that
reason names Studebaker used at certain times may get lost in the
translation of time, but the beauty, creativity and joy the Studebaker
car gives, never ceases.
|
