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The Return of Studebaker?


It almost seems like it can’t be true or it is some sort of joke, especially in these economic times, but it is true, the Studebaker name is trying to make a comeback. On the website StudebakerMotorCompany.com there is a Disclaimer which states:

“Studebaker Motor Company is not yet able to produce vehicles, as we are in the planning stages. However, we are almost ready to sell Studebaker shirts and hats.”

With all of this being said, I took it upon myself to do some research about the Studebaker return.

First thing first, this is not the same iconic Studebaker of old. The old Studebaker’s were sold under the “Studebaker Automobile Company” “Studebaker Brothers Manufacturing Company,” “Studebaker Corporation” and “Studebaker-Packard Corporation” and this company is called the “Studebaker Motor Company”. Don’t get me wrong, this is still the Studebaker name, and if produced the cars could have the same names, but it’s going to be a little different this time around.

After some research I found out the President and CEO is a Realtor in Colorado and the same address listed for Studebaker Motor Company is the same address as the Kahuna Trading Company. Kahuna Trading Company is also owned by the same individual and is said to be the distributor of the scooters and apparel for Studebaker.

I could go on and on with my findings, but let’s see how this all plays out. For Mr. Reed (Studebaker CEO), I hope his plan works and new Studebakers make it to the road in car form. The first phase of his plan is to sell scooters and motorcycles and then move on to cars.  A similar formula which worked for companies such as Honda and Suzuki.

The new Studebaker has a very long way to go, and still needs a lot of support, planning, and funding to make a comeback. Will it happen? Only time will tell…




  1. John Penrice February 18, 2012

    FYI the original Studebaker company had 3 names in the years it produced automobiles: “Studebaker Brothers Manufacturing Company,” “Studebaker Corporation” and “Studebaker-Packard Corporation.” It was never known as the “Studebaker Automobile Company.”

    1. Rob February 18, 2012

      Thanks so much for the information! I’ll have to let my source know they are incorrect.

  2. Skatie Fourie January 12, 2013

    Skatie Fourie South Africa, the following of Studebaker is great, should the rebirth of this fantastic car be true, I am sure there will be a big market World Wide.
    In the motor World Stud is the most admired name.


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