Studebaker Canada - Marketing and The End of Production

Marketing and The End of Production

Studebaker cars built in Canada were openly marketed there as Studebaker: Canada's Own Car!. In other markets, notably the United States, Studebaker promoted the Common Sense Car. Production of Studebaker cars in Canada increased in 1964 due to the American plant closure, but American sales collapsed. During 1965, even Canadian sales began to decline, both a sign the future was not rosy. Although the 1965 production of 19,435 cars met the announced goal, the reality was that the move to Canada was more a method of gradually phasing out production, rather than a real effort to remain in the auto business.

Grundy approached management in early 1966 seeking funds for a minor 1967 restyle and the associated tooling, but was advised that there would be no 1967 models. The last of the 8,947 1966 models built, and the final Studebaker car, a V8-powered Cruiser four-door sedan, rolled off the Hamilton assembly line on March 16, 1966. Now fully restored, it is on display at the Studebaker National Museum in South Bend, Indiana.