Studebaker Scotsman
Encyclopedia
The Scotsman was an automobile series produced by the Studebaker Packard Corporation of South Bend, Indiana
, during model years 1957 and 1958, and a low-priced series of pickup trucks in 1958 and 1959. The name was based on the humorously offensive stereotype of Scottish frugality, the cars being built for function with minimal luxury.
's two- and four-door sedan and two-door station-wagon bodies, the company created a vehicle which could undercut the prices of minimal-frill competitors the Chevrolet 150
and Delray
, Ford Custom
and Plymouth Plaza
. The Scotsman had features reminiscent of the "blackout" cars of the shortened 1942 model year, from which chrome trim was eliminated by war-materials rationing, though such refinements have been added by latter-day enthusiasts.
Hubcaps and grille
were painted; buyers paid extra for a basic recirculating heater for the passenger compartment. Interiors were fitted with painted cardboard panels—gray vinyl
being the single standard for upholstery. Rubberized floor coverings replaced carpeting. The only chrome plating was on the front and rear bumpers and some minor interior parts. Painted bumpers were an option to reduce the cost of the car even further. On two-door models, the rear windows were fixed without winders. Standard windshield wipers were vacuum-powered, resulting in reduced performance as engine load increased. The only apparent frill was Studebaker's heavily promoted "Cyclops
Eye" speedometer, the same as that used on the 1956 Studebakers. Dealers were instructed to avoid installing extra-cost accessories, on the rationale that a buyer who wanted frills on an economical car could buy a regular Champion for an extra $200.
Priced below the competition from $1,776 for the two-door sedan, Scotsman sales were projected at 4,000 cars for the short 1957 model year. In fact, over 9,000 were sold—not only to frugal or low-budget customers but also to wealthy notables such as former First Lady
Eleanor Roosevelt
. For, despite its austerity, the Scotsman delivered exceptional value and economy. The small six-cylinder engine delivered a claimed 30 miles per US gallon of gasoline when the overdrive transmission was chosen. This was unheard-of mileage for a car of its size in 1957, although it came at a price: With only 101 hp, the Scotsman was by no means a rip-roaring performer. It took about 20 seconds to reach 60 mph (96.6 km/h) from rest, at a time when sub-10-second 0-60 mph times were becoming more common, even among the low-priced field. However, it appears that few complained about poor performance in the early days of the Interstate highway.
Following up on the initial success of the first Scotsman, the 1958 models were changed little. An ever-so-slightly altered grille and round taillamp lenses were adopted, which allowed the company to keep prices as inexpensive as possible. Although the 1958 Champion received added-on tailfins in the back and fender-mounted pods up front to accept four headlamps (two per side) as was the trend in '58, the Scotsman remained finless in the rear and kept the old dual headlamp system. Promotional materials now referred to the "Studebaker Scotsman" rather than "Studebaker Champion Scotsman", a promotion of sorts from a sub-series to a model in its' own right.
In a push to increase fleet sales, Studebaker also offered the Econ-o-miler in 1958, based on the body of the 120.5 in (3,060.7 mm) wheelbase President sedan. The Econ-o-miler used the Scotsman's frugal exterior and interior elements and was pushed as a taxi
model. In addition, Studebaker's police-package cars in 1958 were often Scotsmans with Commander
and President
V-8
engines.
The Scotsman, which got off to a great start for '57, continued its success in 1958, outselling the Champion, Commander and President lines combined. The Scotsman proved that Studebaker need not attempt to follow the styling trends of the rest of the industry. Building on the Scotsman's clean-lined look, Studebaker engineers and designers quickly and cheaply created a new compact car for 1959, the Lark
, not as austere as the Scotsman, but able to seat six adults in a package markedly different from its competitors at the time.
a model was produced on the lines of the 1949-53 style of grille and front-end sheetmetal, with a few modifications. Most trucks in the 1950s had as standard one tail-lamp, one interior sun visor, one windshield wiper, and one arm-rest—all on the driver's side. The Scotsman followed this philosophy with one exception: There was no arm-rest. Externally, the Scotsman had no chrome plating and simple plaid decals with the Studebaker name on the hood, dashboard and tailgate.
Stripping to an even more basic level did allow Studebaker to advertise the lowest-priced pickup in the U.S. in 1958; it cost less than $1,500 to drive home a standard Scotsman pickup. The model sold reasonably well, though the general car and truck market was down in 1958.
The Scotsman truck, unlike the car, was continued in 1959, exchanging its plaid decal nameplates for chromed "S" and "Studebaker" emblems. An inexpensive "Deluxe Equipment Group" enabled buyers to fit their Scotsmans with the same grille and front sheetmetal as the regular Studebaker trucks. Two new models were added as well, although these were comprised simply of additional engines from which to choose. More pickups were sold than the standard "Deluxe" line.
The Scotsman was replaced for the 1960 model year by the Studebaker Champ
pickup, which was based on the truck chassis with a cab derived from the contemporary Lark four-door sedan.
South Bend, Indiana
The city of South Bend is the county seat of St. Joseph County, Indiana, United States, on the St. Joseph River near its southernmost bend, from which it derives its name. As of the 2010 Census, the city had a total of 101,168 residents; its Metropolitan Statistical Area had a population of 316,663...
, during model years 1957 and 1958, and a low-priced series of pickup trucks in 1958 and 1959. The name was based on the humorously offensive stereotype of Scottish frugality, the cars being built for function with minimal luxury.
Car and wagon
When Studebaker-Packard's financial situation worsened in 1955 and 1956, company leaders decided, rather than meet the "Big Three" automakers head-on, to compete with low-priced, basic transportation. Using the Studebaker ChampionStudebaker Champion
The Studebaker Champion is an automobile which was produced by the Studebaker Corporation of South Bend, Indiana from the beginning of the 1939 model year until 1958....
's two- and four-door sedan and two-door station-wagon bodies, the company created a vehicle which could undercut the prices of minimal-frill competitors the Chevrolet 150
Chevrolet 150
The Chevrolet One-Fifty, or 150 was the economy/fleet model of the Chevrolet car from 1953-1957. It took its name by shortening the production series number by one digit in order to capitalize on the numerical auto name trend of the 1950s. The numerical designation '"150"' was also sporadically...
and Delray
Chevrolet Delray
The Chevrolet Delray debuted in 1954 as an optional trim level on the mid-range 210 series of Chevrolet's full-size car. It later became a distinct series of its own.-1954-1957:...
, Ford Custom
Ford Custom
The Ford Custom is a car model name that has been used by the Ford Motor Company both in the United States and Canada from the 1930s to 1972....
and Plymouth Plaza
Plymouth Plaza
The Plymouth Plaza was an automobile produced by the Plymouth division of the Chrysler Corporation from 1954 through the 1958 model year. The Plymouth Plaza had Plymouth's popular styling of the late 1950s, which is most recognized on the Plymouth Fury .The Plaza was Plymouth's entry-level car...
. The Scotsman had features reminiscent of the "blackout" cars of the shortened 1942 model year, from which chrome trim was eliminated by war-materials rationing, though such refinements have been added by latter-day enthusiasts.
Hubcaps and grille
Grille
A grille or grill is an opening of several slits side by side in a wall or metal sheet or other barrier, usually to let air or water enter and/or leave but keep larger objects including people and animals in or out.-Spelling:In the United States, "grille" is used to differentiate the automotive...
were painted; buyers paid extra for a basic recirculating heater for the passenger compartment. Interiors were fitted with painted cardboard panels—gray vinyl
Vinyl
A vinyl compound is any organic compound that contains a vinyl group ,which are derivatives of ethene, CH2=CH2, with one hydrogen atom replaced with some other group...
being the single standard for upholstery. Rubberized floor coverings replaced carpeting. The only chrome plating was on the front and rear bumpers and some minor interior parts. Painted bumpers were an option to reduce the cost of the car even further. On two-door models, the rear windows were fixed without winders. Standard windshield wipers were vacuum-powered, resulting in reduced performance as engine load increased. The only apparent frill was Studebaker's heavily promoted "Cyclops
Cyclops
A cyclops , in Greek mythology and later Roman mythology, was a member of a primordial race of giants, each with a single eye in the middle of his forehead...
Eye" speedometer, the same as that used on the 1956 Studebakers. Dealers were instructed to avoid installing extra-cost accessories, on the rationale that a buyer who wanted frills on an economical car could buy a regular Champion for an extra $200.
Priced below the competition from $1,776 for the two-door sedan, Scotsman sales were projected at 4,000 cars for the short 1957 model year. In fact, over 9,000 were sold—not only to frugal or low-budget customers but also to wealthy notables such as former First Lady
First Lady
First Lady or First Gentlemanis the unofficial title used in some countries for the spouse of an elected head of state.It is not normally used to refer to the spouse or partner of a prime minister; the husband or wife of the British Prime Minister is usually informally referred to as prime...
Eleanor Roosevelt
Eleanor Roosevelt
Anna Eleanor Roosevelt was the First Lady of the United States from 1933 to 1945. She supported the New Deal policies of her husband, distant cousin Franklin Delano Roosevelt, and became an advocate for civil rights. After her husband's death in 1945, Roosevelt continued to be an international...
. For, despite its austerity, the Scotsman delivered exceptional value and economy. The small six-cylinder engine delivered a claimed 30 miles per US gallon of gasoline when the overdrive transmission was chosen. This was unheard-of mileage for a car of its size in 1957, although it came at a price: With only 101 hp, the Scotsman was by no means a rip-roaring performer. It took about 20 seconds to reach 60 mph (96.6 km/h) from rest, at a time when sub-10-second 0-60 mph times were becoming more common, even among the low-priced field. However, it appears that few complained about poor performance in the early days of the Interstate highway.
Following up on the initial success of the first Scotsman, the 1958 models were changed little. An ever-so-slightly altered grille and round taillamp lenses were adopted, which allowed the company to keep prices as inexpensive as possible. Although the 1958 Champion received added-on tailfins in the back and fender-mounted pods up front to accept four headlamps (two per side) as was the trend in '58, the Scotsman remained finless in the rear and kept the old dual headlamp system. Promotional materials now referred to the "Studebaker Scotsman" rather than "Studebaker Champion Scotsman", a promotion of sorts from a sub-series to a model in its' own right.
In a push to increase fleet sales, Studebaker also offered the Econ-o-miler in 1958, based on the body of the 120.5 in (3,060.7 mm) wheelbase President sedan. The Econ-o-miler used the Scotsman's frugal exterior and interior elements and was pushed as a taxi
Taxicab
A taxicab, also taxi or cab, is a type of vehicle for hire with a driver, used by a single passenger or small group of passengers, often for a non-shared ride. A taxicab conveys passengers between locations of their choice...
model. In addition, Studebaker's police-package cars in 1958 were often Scotsmans with Commander
Studebaker Commander
The Studebaker Commander is the model-name of a long succession of automobiles produced by the Studebaker Corporation of South Bend, Indiana and Studebaker of Canada Ltd of Walkerville and, later, Hamilton, Ontario . Studebaker began using the Commander name in 1927 and continued to use it until...
and President
Studebaker President
The Studebaker President was the premier automobile model manufactured by the Studebaker Corporation of South Bend, Indiana from 1926-1942. The nameplate was reintroduced in 1955 and used until the end of the 1958 model when the name was retired....
V-8
V8 engine
A V8 engine is a V engine with eight cylinders mounted on the crankcase in two banks of four cylinders, in most cases set at a right angle to each other but sometimes at a narrower angle, with all eight pistons driving a common crankshaft....
engines.
The Scotsman, which got off to a great start for '57, continued its success in 1958, outselling the Champion, Commander and President lines combined. The Scotsman proved that Studebaker need not attempt to follow the styling trends of the rest of the industry. Building on the Scotsman's clean-lined look, Studebaker engineers and designers quickly and cheaply created a new compact car for 1959, the Lark
Studebaker Lark
The Studebaker Lark is a "compact car" which was produced by Studebaker from 1959 to 1966.From its introduction in early 1959 until 1962, the Lark was a product of the Studebaker-Packard Corporation. In mid-1962, the company dropped "Packard" from its name and reverted to its pre-1954 name, the...
, not as austere as the Scotsman, but able to seat six adults in a package markedly different from its competitors at the time.
Pickup truck
To serve an estimated market for a low-priced, basic pickup truckPickup truck
A pickup truck is a light motor vehicle with an open-top rear cargo area .-Definition:...
a model was produced on the lines of the 1949-53 style of grille and front-end sheetmetal, with a few modifications. Most trucks in the 1950s had as standard one tail-lamp, one interior sun visor, one windshield wiper, and one arm-rest—all on the driver's side. The Scotsman followed this philosophy with one exception: There was no arm-rest. Externally, the Scotsman had no chrome plating and simple plaid decals with the Studebaker name on the hood, dashboard and tailgate.
Stripping to an even more basic level did allow Studebaker to advertise the lowest-priced pickup in the U.S. in 1958; it cost less than $1,500 to drive home a standard Scotsman pickup. The model sold reasonably well, though the general car and truck market was down in 1958.
The Scotsman truck, unlike the car, was continued in 1959, exchanging its plaid decal nameplates for chromed "S" and "Studebaker" emblems. An inexpensive "Deluxe Equipment Group" enabled buyers to fit their Scotsmans with the same grille and front sheetmetal as the regular Studebaker trucks. Two new models were added as well, although these were comprised simply of additional engines from which to choose. More pickups were sold than the standard "Deluxe" line.
The Scotsman was replaced for the 1960 model year by the Studebaker Champ
Studebaker Champ
The Studebaker Champ was a light-duty pickup truck produced by the Studebaker Corporation from 1960-1964.Designed at a time when Studebaker's truck line hadn't seen major upgrading in over 10 years, the company, which had endured years of declining sales, was forced to use a number of existing...
pickup, which was based on the truck chassis with a cab derived from the contemporary Lark four-door sedan.
Further reading
- The Standard Catalogue of American Cars 1946-1975, John Gunnell, Editor. Kraus Publications, 1987. ISBN 0-87341-096-3
- Studebaker Cars James H. Moloney. Crestline Books, 1994. ISBN 0-87938-884-6
- Studebaker, The Postwar Years Richard Langworth. Motorbooks International, 1979. ISBN 0-87938-058-6