Studebaker Erskine Neon Sign: Vintage Dealer Service Automobilia – NS1979

History Of The Studebaker Erskine (1926-1930)

The Studebaker Erskine was a line of cars produced by the Studebaker Corporation in the late 1920s. The Erskine brand was part of an effort by Studebaker to broaden its market and appeal to the mid-range consumer by offering a more affordable line of vehicles. Here's the history behind the Studebaker Erskine:

1. The Rise of Studebaker

The Studebaker Corporation itself was founded in 1852 in South Bend, Indiana, originally as a manufacturer of horse-drawn wagons. Over the next several decades, Studebaker became one of the largest producers of wagons in the United States. In the early 1900s, the company shifted to automobile production, manufacturing some of the first cars in America.

• Studebaker's Early Automobiles: By the 1910s, Studebaker had transitioned to building cars, and its vehicles were known for their quality and durability. The company found success with models like the Studebaker Big Sixand Studebaker Light Six, and by the mid-1920s, it was one of the larger U.S. automakers.

2. The Introduction of the Erskine Brand (1927)

In the mid-1920s, Studebaker was facing increased competition from both established automakers and newer companies. The company realized that it needed a way to compete in the rapidly growing "low to mid-range" automobile marketwithout cannibalizing its existing, higher-priced models. As a result, Studebaker decided to introduce a new line of cars designed to appeal to middle-class buyers who couldn't afford the luxury models of the time.

• The Erskine Name: In 1927, Studebaker introduced the Erskine brand of cars, which was named after Herbert Erskine, the company's general sales manager at the time. The Erskine models were priced lower than Studebaker’s mainline vehicles, and they were aimed at buyers who wanted a quality, reliable car but could not afford the higher-end Studebaker models.

3. Erskine Model Features and Market Position

The Erskine brand was a strategic move to broaden Studebaker’s customer base and compete with cars like the Chevrolet, Ford, and Chrysler models, which were dominating the low- and mid-priced car segments during the 1920s.

• Affordable Luxury: The Erskine cars were marketed as a kind of affordable luxury. While the prices were lower than Studebaker’s other models, the cars still offered premium features for their price, including stylish body designs, smooth running engines, and quality craftsmanship.
• Engine and Performance: The first Erskine model introduced in 1927 was equipped with a six-cylinder engineand featured a sleek, streamlined design, which was relatively advanced for the time. The Erskine cars were considered well-engineered and reliable, and they offered an alternative to the more utilitarian cars of the era.
• Affordability: The pricing of the Erskine was one of the key selling points. The base price of an Erskine model in 1927 was around $695 (a little over $10,000 in today’s dollars), which was significantly less expensive than Studebaker’s higher-end models that could cost twice as much.

4. The Erskine Models

During its brief existence, the Erskine brand produced several different models in different body styles. The primary models offered in the late 1920s included:

• 1927 Erskine Six: The first model, introduced in 1927, came with a six-cylinder engine. It featured a longer wheelbase than many other cars in its price range, giving it a smoother ride and more comfortable interior.
• 1928 Erskine: This model featured a revised body design, including a more angular and modern look. It was available in a variety of body styles, including sedans, roadsters, and coupe versions.
• 1929 Erskine: The final year for the Erskine brand saw even more updates to the car’s design and features, with a more streamlined appearance, increased comfort, and improved performance. Some of the 1929 models also featured upgraded interiors, with better upholstery and additional luxury features.

5. The Decline and Discontinuation of the Erskine Brand

Despite the initial success of the Erskine, the brand struggled to maintain its position in the market as the Great Depression loomed. By 1930, Studebaker faced severe financial difficulties due to the economic downturn and increased competition from Ford and Chevrolet, which were able to produce vehicles at even lower prices thanks to their larger production volumes and economies of scale.

• Market Competition: The Erskine brand faced stiff competition from other affordable car makers, particularly Ford's Model A and Chevrolet's lower-priced models. These automakers had a broader appeal, better distribution networks, and economies of scale that allowed them to sell their cars at lower prices than the Erskine line.
• End of the Erskine Line (1930): As a result of these challenges, Studebaker discontinued the Erskine line in 1930, just three years after its introduction. The company refocused on its primary brand, the Studebaker, which continued to produce higher-end cars and trucks.

6. Legacy of the Erskine Brand

While the Erskine brand was short-lived, it remains an interesting chapter in the history of Studebaker and American automotive manufacturing. The Erskine cars were well-regarded for their quality, but the brand couldn’t compete with the growing power of mass-production automakers during the Great Depression. However, Studebaker’s ability to adapt and innovate in response to market demands played a critical role in the company’s success in the following decades.

• Erskine Collectibility: Today, Erskine cars are considered classic collectibles. The cars are admired for their unique design and engineering, and enthusiasts of early American automobiles still seek them out. A number of Erskine models can be found in vintage car collections, and some have been restored to their original glory.

7. Conclusion

The Studebaker Erskine brand was an ambitious attempt by Studebaker to enter the affordable mid-range car market during the late 1920s. Though short-lived, the Erskine line represented an attempt to offer quality vehicles at a lower price point without sacrificing performance and style. Despite its discontinuation in 1930, the legacy of the Erskine remains a part of the broader history of Studebaker and American automotive development during the early 20th century.