For 1963, Studebaker brought some new features and new messaging to its distinctive Lark model line. Here’s the lowdown from South Bend.
There’s some key messaging right up front in this 1963 Studebaker spot that’s difficult to miss. Clearly, the Indiana automaker was carving out a new market niche for its Lark model line. Introduced in 1959 as a compact, the Lark was treated to new Brooks Stevens-designed sheet metal for 1962, which added nearly a foot in length along with a classic Mercedes-style grille. “Not a compact, not a big car, the Lark is utterly different,” the company asserted, carefully slotting the Lark above the Detroit compacts but more efficient in packaging than the traditional fullsize models.
To further distinguish the Lark from the Big Three compacts, which tended toward the cheap and bare, Studebaker took pains to offer added value with premium carpeting and fabrics, extra convenience features, and full instrumentation—and they’re all showcased here. One attractive option that’s prominently pictured but not mentioned is the Skytop folding sunroof (supplied by Golde, a predecessor of American Sunroof). But despite the thoughtful marketing, Studebaker continued its tumble through the sales charts and alas, 1963 would be the company’s last full model year manufacturing automobiles in America. But for the time being, the carmaker continued to offer an upbeat message. Video below.
Not mentioned, and barely advertised, was the availability of the R-1 and R-2 Avanti engines. Quite likely the first true “musclecar”.
…cleaner than a hounds tooth- looks like its goin’ 100 and its standing still! Some lovely sheet metal there!
I wish Studebaker had of had better management, their vehicles were always ahead of their time. And except for a period from the late 40’s to early 50’s, had some real nice styling. Never cared for the bulletnosed era, but from 1953 on, Studebaker was right up there with the big three, if not ahead of them. Makes you wonder what a new 2018 Lark would have looked like had they survived, I’d bet it would not be a slicked up bellybutton design!