The date was January 4, 1928. Albert Russel Erskine was thrilled with excitement as he read the two page advertisement in the Saturday Evening Post. The ad was for the newest automobile to come out of the Studebaker factory since he became president of the company. The ad read:
“It's a big car - full 114-inch wheelbase. It's a powerful car - its 70 horsepower delivers more power per pound of weight than any other car under $1000. It's a fast car - your daring dictates the speed you travel. It's a comfortable car - with hydraulic shock absorbers, long springs, deep cushions and generous head and leg roam. It's a safe car-with never-failing four-wheel brakes, rugged double-drop frame, cam and lever steering and a steering wheel with an unbreakable steel core.
A significant car, first of its type and price-built by Studebaker to its 78 year standards of quality. (sic) Those who can command the best will drive no smarter looking cars than this. Its design is as modern as the dynamic new skyscraper architecture of the day.
Only by actually seeing and driving the new Erskine can you know how impressively it interprets the spirit of these tremendous times. Go to the nearest Studebaker showroom and take out a dynamic new Erskine for the revelation of a trial drive.”
Even though the Erskine automobile was a bold new design, it had a short life and was ultimately a failure. The Erskine was manufactured only 3 short years; from 1927 to 1930. The Erskine automobile was the namesake and brainchild of Albert Russel Erskine who was the president of Studebaker from 1915-1933. Erskine had a sterling reputation as a leader and a business man. Under his leadership, Studebaker was posting profits even during times when other automobile companies were posting losses. Unfortunately, the decision to build the Erskine automobile was not one of his best decisions.
The story of the Erskine car began in Europe in 1924. Albert Erskine visited Europe in September and October of 1924. While in Europe, he visited many automobile plants and attended automobile shows in both London and Paris. It was during the course of a dinner party that a conversation began about designing a car for the European market. The idea was so fascinating that the conversation lasted into the early morning. By the time Erskine left the party, it is believed, he had conceived the idea of the Erskine automobile.
The first Erskine was introduced to the world on October 7,1926 at the Grand Palais, in Paris, France. The United Press ran the following announcement: “For the first time in the history of European motor car development, an American car has been the sensation of the automobile show in Paris.” According to sources, more than 1500 orders for the Erskine automobile were placed at the exhibition.
The car that A. R. Erskine imagined would combine the refinements in body detail and precision workmanship of European cars with the durability, power and performance of American cars. Unfortunately, his new design was not appreciated by American consumers. In 1930, the last year that the Erskine automobile was produced, the price had topped over $1000.00. Sales were reported at only about 25,000 per year, which was not enough to make a profit. Furthermore, even though the Erskine was conceived for a European market, no substantial European market was ever developed.
In May, 1930, the Erskine automobile was dropped from Studebaker’s production line and replaced with the Model 53, which was also known as the Studebaker Six -- a name that was already well accepted by the public. Soon after the Erskine automobile was discontinued, Albert Russel Erskine retired from Studebaker and moved to
Huntsville, Alabama.
Author Resource:-
John Erskin is an ESL teacher residing in South Korea. One of his hobbies is researching his family history. Learn more about the Erskine Auto at ErskinClan.Com
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