See the 1964 Studebaker lineup—and meet Studebaker CEO Sherwood Egbert—in this fast-moving and entertaining commercial spot.  

It makes our day to watch this original 1964 promotional clip, which features a rare appearance by Studebaker president Sherwood Egbert. Young, energetic, and more than capable, Egbert was just the leader the venerable Indiana  carmaker needed to reverse its sinking fortunes, and he’s the star of this spot as well.

Among his bold moves, Egbert commissioned famed industrial designer Raymond Loewy to style the striking Avanti sports car, and he tapped his old friend Brooks Stevens to update the Lark line and reskin the Studebaker Hawk as the sleek Gran Turismo Hawk. But tragically, Egbert was diagnosed with cancer not long after taking over the top spot from Harold E. Churchill, and he resigned as chief executive in November of 1963. Barely a month later, the company suspended operations in the United States. The automaker would continue for a brief time, but as a scaled-down Canadian operation.

Struggling to step out of the long shadow cast by the Motor City automakers, Studebaker marketed the 1964 model lineup with the tagline, “Different by Design.” In this spot using the same name, the spotlight is on the stunning Avanti and the Wagonaire with its clever sliding roof panel. Both these models illustrate how Studebaker attempted to survive by zigging where the Big Three zagged. But for whatever the reason, the equally distinctive Gran Turismo Hawk is nowhere to be seen in this clip. Hmm, there’s a possible mystery to be unraveled. In the meantime, enjoy the video.