The biggest news at Studebaker was the introduction of the new Lark. The new small car from Studebaker would be ahead of the small car segments offered the next year by Ford, General Motors, and Chrysler. Studebaker would offer The Lark in two-door and four-door sedans and a wagon, as well as the sporty Regal Hartop Coupe. The 1959 Lark sold briskly and gave Studebaker its first profit in six years.

Studebaker would acheive great success introducing the compact Lark ahead of the 1960 launch of the Ford, GM, and Chrysler compacts. All new contstruction and design from the 1953 - 1958 models, with a new chassis engineered by Eugene Hardig.

Studebaker was looking for a TV show to sponsor the launch of the new Studebaker Lark to the public. The show had to be family oriented to reach the target audience, and research said a situation comedy would get the greatest response. A new pilot produced by Screen Gems was ready to see if the response would allow syndication. The pilot, Wilbur Pope and Mr Ed, would become what we know today as Mr. Ed. In a presentation to its dealers, Studebaker claimed 75% of all people watched one or more programs on television each evening, projecting that the new show would reach 40% of all TV viewing homes in America.

You can watch the pilot episode and introduction of Mr. Ed to Studebaker leadership, along with Studebaker commercials in place. At the end of the show, George Burns talks about the strategy to promote Lark, and introduces the new cast that will star in the new family sit-com.

This Road and Track issue has a report on the new Studebaker Lark.

Road and Track March 1959

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Road and Track March 1959

Contents

• Fiberglass for a personal car
• Peerless GT Test
• 1930 Dupont Town Car/li>
• 1930 Dupont Road Test
• Studebaker Lark
• Rambler American
• A Craftsman's Crosley
• S1000 Sports Car
• Coupes De Grace
• Race Reports
• Technical Corner


• All The Vintage Ads And Much More...