1963-1964 Studebaker Avanti

While Brooks Stevens, the industrial designer from Milwaukee, worked on urgent updates for the Lark and Hawk, Studebaker's president, Sherwood Egbert, enlisted the help of Raymond Loewy to craft a new vision for the brand's passenger cars. Loewy, who hadn't worked with Studebaker since 1956, eagerly took on the challenge, pledging to deliver a revolutionary sports coupe from which a full range of family cars would eventually emerge. However, Studebaker ceased operations before the family cars could be completed, leaving Loewy to provide Egbert with a brief but unforgettable moment in automotive history: the iconic 1963-1964 Studebaker Avanti.

The Avanti, a product of Loewy's design team consisting of Bob Andrews, Tom Kellogg, and John Ebstein, was conceived in isolation and quickly became a design sensation. Its striking appearance featured a distinctive coke-bottle waist, a sleek roof with a large rear window, and a built-in rollbar. The razor-sharp front fenders flowed into a gracefully curved rear, leading to a bold, elevated tail. Loewy departed from tradition by replacing the conventional grille with a functional air scoop beneath a narrow front bumper, and adding an asymmetrical hump to the hood. Inside, the cabin was designed with safety in mind, featuring generous crash padding and four slim-profile vinyl bucket seats, as well as an aircraft-inspired dashboard. Remarkably, the design was accepted for production with minimal alterations from Loewy's original model.

To save on both cost and production time, Studebaker opted to craft the Avanti's body using fiberglass. It required a strong platform, so chief engineer Gene Hardig took a robust Lark convertible frame, shortened it, and made several modifications, including adding anti-sway bars and rear radius rods. The Avanti used Bendix disc brakes, which were the first caliper disc brakes to be used in domestic production, also found in some Larks and Hawks. The engine powering the Avanti was Studebaker's best V-8, the reliable 289, which delivered 240 bhp in its standard ('R1') configuration, featuring a 3/4 race high-lift cam, dual-breaker distributor, four-barrel carburetor, and dual exhausts.

Andy Granatelli and Paxton also created a supercharged 'R2' engine, producing 290 bhp, and a 304.5-cid version with three progressively higher tuning stages: R3, R4, and R5. Only nine R3s were produced, with a claimed 335 bhp, while the R4 (non-supercharged) and R5 were experimental models. The R5 featured two Paxton superchargers—one for each bank of cylinders—magneto ignition, and Bendix fuel injection, delivering a staggering 575 horsepower.

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The 1963-1964 Studebaker Avanti boasted an exceptionally aerodynamic design, even though Raymond Loewy hadn't had the opportunity for wind tunnel testing—he simply relied on his intuition! In late 1962, Granatelli shattered 29 Bonneville speed records with an Avanti R3, reaching speeds that no one had ever achieved before in a stock American car.

Unfortunately, Studebaker struggled to meet the demand for Avantis, as they failed to deliver the cars to dealers quickly enough. Part of the delay was due to unexpected distortion during the fiberglass curing process, which led to the company building its own fiberglass production facility. By the time the issues were resolved, many customers who had placed early orders had given up and switched to Corvettes or imported cars. Fewer than 4,600 Avantis were produced in 1963, and production had already ended by the time Studebaker ceased car manufacturing in South Bend in December 1963.

Despite sluggish sales, Studebaker implemented numerous updates to the Avanti starting as early as July 1962. Officially, the car was 'not designated by model year, but incorporates changes whenever appropriate.' The only way to determine the car's year was by its registration date, which marked 809 Avantis as 1964 models. A general guideline, though not entirely accurate, is the square-bezel headlamps, which became standard in August 1963 along with most other updates for the '1964' models. Initially, Studebaker stated that these were optional, and some cars with round headlights were registered as '64s.

Changes made in August 1963 also included a new grille for the radiator scoop, which slightly departed from Loewy's original design, chrome drip moldings above the doors, redesigned parking lights, and smooth vinyl upholstery as the new standard (instead of offering smooth or perforated vinyl as a choice). All Avantis came fully equipped with a list of standard features that included a high-output generator, three ashtrays, backup lights, a 60 amp/hour battery, chrome engine components, heater-defroster, clock, center console, internal trunk and hood releases, courtesy and trunk lights, padded sun visors, tinted glass, and two-speed (later variable-speed) electric windshield wipers.

After Studebaker discontinued the Avanti in 1964, two partners from a Studebaker dealership, Leo Newman and Nathan Altman, purchased the rights to manufacture the car. They founded the Avanti Motor Corporation and continued production in an abandoned Studebaker facility, successfully reviving one of the most iconic designs of the decade.

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1963-1964 Studebaker Avanti Specifications

The 1963-1964 Studebaker Avanti featured a one-of-a-kind fiberglass body and a potent V-8 engine. Unfortunately, production delays affected the timely delivery of the Avanti to dealers and kept the overall production numbers relatively low.

Specifications

Engines: all overhead valve V-8; 1963-64 289 cubic inches (6 × 3.63), producing 240/290 horsepower; 1964 304.5 cubic inches (3.65 × 3.63), delivering 335 horsepower

Transmissions: 4-speed manual transmission; 3-speed automatic transmission available as an option

Front Suspension: upper and lower A-arms, equipped with coil springs

Rear Suspension: live axle with leaf springs

Brakes: front disc brakes, rear drum brakes

Wheelbase (in.): 109.0 inches

Weight (lbs.): 3140 to 3195 pounds

Top speed (mph): 115 to 120 miles per hour

0-60 mph (sec): 7.0 to 8.0 seconds

Production: 1963: 3,834 units; 1964: 809 units

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