Re: SP merger

Posted by 58L8134 On 2015/2/27 9:17:43

Hi Steve203

"This does bring up a question that puzzles me though: with their strength in commercial, farm and military wagons, why didn't Studebaker get into trucks until the late 30s, when they had lost the market advantage their wagons had given them?"


That's a question that's been asked repeatedly. Apparently the Studebaker brothers were conservative and cautious in extreme. As you correctly point out, their name and reputation was supreme throughout the country for rugged commercial vehicles and a natural fit for succession into motor trucks. By not pursuing that market, the brothers left millions on the table.

They are to be commended for taking advantage of their established dealer network by adding Studebaker-branded cars early, though probably crippled their long-term market dominance by the timid, incremental approach.

Steve