1963 Studebaker Avanti news, pictures, and information

Sport Coupe
Chassis Num: 63R1209

The original design for the Studebaker Avanti took only a few weeks for Raymond Loewy and his design team to create. Production began near the close of 1962 and soon attracted the attention of several celebrities and a large number of consumers. To showcase the cars capabilities, Andy Granatelli drove a specially-prepared example to over 170 mph at Bonneville. This meant the Avanti was the 'Worlds Fastest Production Car' at the time.

Though it was an advanced vehicle with better than average performance, sales were slow. Production soon came to a halt and by 1964, Studebaker had closed its South Bend plant.

This Studebaker Avanti R1 example was produced during the first of round headlights. The prior owner was Lloyd Richardson who personally restored the car to factory specifications.

The car is painted in factory black with a black-and-tan vinyl interior. It is equipped with four-wheel disc brakes, fiberglass bodywork, a Borg-Warner Automatic gearbox, factory air conditioning, and a 289 cubic-inch 'Jet Thrust' V8 engine.

In 2007 the car was offered for sale at the Gooding & Company auction held in Pebble Beach, California where it was estimated to sell for $20,000 - $30,000. It was offered without reserve. Those estimates proved accurate as the lot was sold for $30,800 including buyer's premium.

Sport Coupe

Studebaker's answer to the Chevrolet Corvette was the Avanti. It was built in similar fashion using fiberglass for the body and built on a standard chassis - the Lark Daytona Convertible. For an additional $210, a supercharger version of Studebaker's 289 CID V-8 could be had. Sadly, the Avanti did not help the failing company and production of Studebakers in the US ended on December 9th of 1963. The Avanti continued as an independent brand into the 1980's.

Studebaker came into existence in the very early 1900's where they specialized in making wagons for the Union Army during the Civil War. The company later switched over to producing automobiles and by the 1920's had built a reputation for making a fairly good car at a reasonable price. As the 1920's came to a close, the Great Depression coupled with stiff competition made business difficult for the struggling Studebaker Company. An acquisition in 1928 of the Pierce-Arrow Company nearly sent them to bankruptcy. Though the Pierce-Arrow vehicles were some of the best in the industry, they had not done enough to stay competitive. They were supports of the six-cylinder engine while the rest of the competition had outfitted their vehicles with larger eight- and twelve-cylinder vehicles. By the time Pierce-Arrow began using the larger engines, their competition again changed their marketing plans and moved 'down-market', producing lines of inexpensive cars in order to stimulate sales.
During the late 1930s the Studebaker was again able to turn a profit and their business began to prosper. After World War II they were the first American company to introduced new and dramatic designs while their competition continued to create outdated vehicles. By the close of the 1950s, the Studebaker Company was once again faced with staggering sales. In an attempt to redirect their misfortune, Raymond Loewy, a renowned industrial designer, was hired to create a performance car. With the help of three other designers, Loewy began creating a new vehicle that would surly resurrect the troubled company. Locked in a private cottage for two weeks, the team was able to create a clay model accompanied by detailed drawings which they presented to Studebaker.

Studebaker quickly began creating the car but since money was scarce, the company performed many cost-cutting measures such as modifying a Studebaker Lark convertible chassis and using that as the basis for the vehicle. By 1962 the car was ready and dubbed the Avanti, Italian for 'forward'. It was an instant love-or-hate design. Since this was to be a performance car, Studebaker employed the services of Andy and Joe Grantelli to modify the engine. In forty-days the task was completed and the result was a power-plant that could propel the Avanti to a top speed of 171.10 miles per hour, which it achieved on a clocked-run at the Nevada desert. Further fine tuning of the engine, chassis, and body gave the engine the name 'R3'.

Though it had captured the title of 'fastest production car in America' it failed to generate sales. The styling of the vehicle was too much for buyers to bare. In total, only nine examples of the Avant R3 were ever ordered. The company was forced to close its doors on December 9th, 1963 and production ceased. Production of the Studebaker Lark continued for two more years in Canada.

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1963 Studebaker models
Studebaker Avanti R2
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Studebaker Lark Eight Daytona

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