Studebaker Lark - 1963

1963

For 1963, Stevens again restyled the Lark. The dated wrap-around windshield was eliminated and the entire "greenhouse" was lightened via the use of thinner door and roof pillars. Doing away with the thick framing that had been a much-criticized feature of Studebaker's bodies since 1953 imparted a much more modern appearance.

Inside the cars, a completely new instrument panel with full instrumentation (sans idiot lights) was installed, although the designers were not able to integrate the available air conditioning into the panel; the evaporator and vents were still hung beneath the dash in a space-robbing box. For the ladies, an "Exclusive Beauty Vanity" with a mirror and makeup tray was fitted in the glove compartment on most models. Just in case anyone would forget that Studebaker's glove box contained the vanity feature, the fronts were adorned with the word "Vanity" in golden script.

Aside from the Avanti, the biggest product news for Studebaker in 1963 was the introduction of the novel sliding-roof Wagonaire. Designed by Stevens, the Wagonaire was perhaps the greatest advance in station wagons since the late-1940s introduction of the all-steel body. Dealers found that while buyers were curious in the sliding roof of the Wagonaire, many were hesitant to consider them seriously. When combined with reports of water leakage that many of the early models experienced, management deemed that a less exotic fixed roof wagon was needed. These were added at mid year.

Elsewhere in the lineup, the Cruiser was given heavy promotion as a sensibly sized luxury car. The brochures referred to it as "America's First and Only Limousette." To separate it from the Lark, Studebaker eliminated the "LARK" lettering from the front fenders and added fancier side trim. Inside, buyers could choose luxurious broadcloth upholstery, lending credence to Studebaker's luxury push for the Cruiser.

The Daytona line was expanded for 1963, adding the new Wagonaire to the continuing convertible and hardtop. A new Custom trim level, which used side trim similar to that used on the 1962 Daytonas, stepped into the Regal's former place. Daytonas received new side trim that started as a narrow molding on the front fenders and widened toward the rear. The basic design of this trim was shared with the Cruiser.

With the elimination of the "Deluxe" Lark, this left the formerly "hi-line" Regal models demoted to Studebaker's base model when the 1963 cars were introduced. Regal's were simple badged as a "Lark" and received a thin stainless steel trim piece that extended from the tip of the front fender to the end of the rear fender. While the interiors were plain, they were far from spartan. The regal line shared the newly introduced padded dash, with "Vanity", with its higher priced sister models, and the vinyl interior for some exterior colors featured three colors and textures of vinyl, but with less tufting. Buyers could also option a Regal with any of the engine and transmission choices found in the higher priced models.

In mid-1963, Studebaker introduced the Standard series, a totally stripped line of Larks in the vein of the 1957-58 Scotsman, was introduced, bumping the Regal up a notch in the model hierarchy. While it — like the Cruiser at the other end of the line — was obviously a Lark, it bore no Lark nameplates, just "Studebaker" scripts (first used on 1956 Hawks) on the front fenders. In addition, the Standard, in keeping with its frugal image, carried no side trim, and had a plainer interior with no vanity, just a simple glove box with a lid that opened at the top. Mainly promoted as a fleet vehicle, the Standard offered good value; the two-door sedan carried a base price of only US$1,935. This price was very competitive with other companies' small- and mid-sized cars.

On the engineering front, disc brakes made by Bendix (first offered on the Avanti) were made available; at $97.95, they were a good value and greatly improved the cars' stopping power. In the engine lineup, in addition to the existing six-cylinder and V8 engines of the past, new options were added for the 1963 model year. Unsupercharged "R1" and supercharged "R2" 289 V8s from the Avanti were made available. Buyers choosing those engines late in the model year could also order a "Super Performance Package," which added a host of high-performance goodies aimed at making the cars not only go faster, but handle better. Cars equipped with the package were called "Super Larks."

Unfortunately, though the 1963 models were seen as an extension of the improvements made the previous year, the buying public by this time was looking for more than just a mild change, and sales fell, this time to around 77,000 cars.