1937-1938 Studebaker Coupe-Express

Ahead of its era, the 1937-1938 Studebaker Coupe-Express stood as one of the most revolutionary commercial vehicles ever, yet it failed to achieve commercial success.

The 1937-1938 Studebaker Coupe-Express, a pioneering car-pickup hybrid, anticipated the Ford Ranchero and Chevrolet El Camino of the 1950s. It seamlessly blended the elegance and comfort of a car with the durability and functionality of a pickup. Unfortunately, it didn't fulfill Studebaker's hopes of addressing an untapped market demand.

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The 1937-1938 Studebaker Coupe-Express pickup closely resembled the Studebaker Dictator coupe from the cab forward. However, it featured a robust double-wall pickup bed behind the passenger compartment, designed to carry loads of up to half a ton.

Promotional materials for the 1937-1938 Studebaker Coupe-Express highlighted its durable all-steel build and a spacious, well-appointed cab that offered the comfort of a passenger car.

For instance, the seat, ceiling, and door panels were covered in fabric (with leather available at no extra charge), and the seatback could be adjusted. Standard features included dual wipers, a sun visor, safety glass, and a rearview mirror, along with rotary door locks for enhanced safety and ease of use.

Studebaker boasted that the "fully streamlined open pickup body was constructed entirely from 16-gauge steel, featuring both outer and inner panels for a combination of strength, durability, and a sleek, contemporary look.

The 1937-1938 Studebaker Coupe-Express was also known for its spirited performance, delivering robust power in 1937 with an 86-horsepower, 217-cubic-inch six-cylinder engine, and later in 1938 with a 90-horsepower 226 Commander six-cylinder engine.

The 1937 Studebaker Coupe-Express boasted exceptional styling, particularly for a pickup truck. Its grille, hood, cab, and fender lines flowed seamlessly together. Reflecting its "luxury truck" persona, it featured chrome bumpers at both ends and a sidemount spare tire neatly tucked into the right front fender.

In 1938, the renowned Loewy Studios revamped the styling. The same studio, under contract with Studebaker, also refreshed the 1938 car lineup, having shaped most of Studebaker's car and truck designs from 1938 to 1956.

The 1938 Studebaker Coupe-Express saw updates, including a bold prow-front grille replacing the earlier slim, horizontal-bar radiator. However, unlike the passenger models, it retained the 1937-style pod-mounted headlamps instead of adopting the new faired-in design.

The 1938 restyle introduced a shorter hoodline, reducing the space between the doors and the front fenders' trailing edges. A $44.50 "standard accessory group" offered a sidemount spare tire in the right front fender, bumper guards, and a passenger-side windshield wiper. Unfortunately, the shorter hood positioned the sidemount tire above hood level, giving it an awkward, tacked-on appearance.

Additional 1938 options included genuine leather upholstery, a metal tire cover, a vacuum-control gearshift, a "Hill-Holder" clutch, and overdrive with freewheeling functionality.

Despite its attractive design, solid performance, and a practical blend of comfort and utility, the 1937-1938 Studebaker Coupe-Express struggled with poor sales. Production reached its highest point in 1937, with estimates ranging between 3,500 and 3,800 units (sources vary), but only around 1,000 were manufactured in 1938.

Collectible Pluses of the 1937-1938 Studebaker Coupe-Express

Collectible Minuses of the 1937-1938 Studebaker Coupe-Express

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