Enthusiasts of classic American automobiles often wonder: Is Studebaker coming back? The short answer is that although various revival efforts have taken place over the decades, no new Studebaker vehicles are currently in production. Still, the brand holds a unique place in automotive history, and its legacy continues through concept plans, nostalgia-driven displays, and dedicated clubs. Here, we’ll explore Studebaker’s past, revival attempts, and the present status of its comeback ambitions.
Studebaker: From Coachbuilder to Car Legend
The Studebaker Corporation began in 1852 in South Bend, Indiana, originally producing wagons and carriages. Over time, it evolved into a carmaker, launching its first electric vehicles in 1902 and gasoline-powered models by 1904. Studebaker earned acclaim for quality, design innovation, and engineering, but financial troubles led to its last American assembly in 1963 and closure in 1966.
A Notable Legacy
- Pioneered electric-run cars in the early 1900s and introduced the first monoblock engine.
- Popular models like the Lark, Hawk, and Avanti became design icons.
- Maintained devoted collectors today’s Studebaker Drivers Club has over 12,000 members.
Early Revival Efforts
Since the brand’s demise, multiple individuals and companies acquired rights to Studebaker. The most ambitious attempt dates back to 2010 when Colorado entrepreneur Ric Reed purchased the trademark and unveiled plans to revive the brand first with scooters, then hybrid cars.
- The initial launch included Chinese-made scooters, as a test of market interest.
- Planned cars, particularly hybrids like the Lark sedan, would blend retro styling with modern tech, possibly using Hydristor transmissions.
- A revival structured in six stages: brand merchandise â scooters â hybrids â full car production.
Despite early enthusiasm, these plans were stymied by lack of funding and industry partnerships. Reed’s Colorado-based operations remained small-scale and unfunded.
Most Recent Developments
As of 2025, the revival remains largely conceptual. While Reed’s efforts have endured, there remains no prototype or production vehicle available. Renderings of a hybrid Lark sedan, trucks, and two-wheeled models may circulate online, but none have moved beyond design.
A major stumbling block has been the need for qualified investors. Despite enthusiastic statements, the venture has yet to secure large-scale financial backing or partnerships with OEMs or suppliers.
Enthusiast Support and Cultural Presence
While commercial revival hasn’t materialized, the Studebaker legacy remains vibrant among enthusiasts:
- Classic car shows and museum exhibits continue celebrating Studebaker’s golden era such as the 2025 exhibit at the Savoy Automobile Museum.
- Online communities like Reddit frequently discuss and design theoretical modern Studebaker models.
- Collector events, such as the Studebaker Drivers Club’s annual meets, demonstrate ongoing popularity.
Why Studebaker’s Return Is Challenging
Great hurdles stand between nostalgia and reality:
Funding and Scale
Launching a new car brand today demands enormous investment in R&D, compliance, and supply chains. Without major automotive backing, bringing a vehicle to market remains unlikely.
Brand Identity and Market Fit
Recreating a retro brand requires a strong, modern identity. Reed’s retro-hybrid Lark concept had potential, but without prototypes or marketing momentum, it stalled.
Regulatory and Technology Demands
Modern vehicle standards safety, emissions, electronics impose high complexity and cost. Retro-styled vehicles must also meet rigorous standards, requiring serious investment.
What Would Bring Studebaker Back?
For a meaningful revival, several factors are needed:
- Significant investment from automotive OEMs or venture capital.
- Viable product plan focused on niches like retro pickups or electric SUVs.
- Partnering with component suppliers to ease cost and ensure compliance.
- Building brand presence through concept vehicles and limited releases.
Some legacy brands like Borgward have succeeded in similar fashion, though most comeback stories pale in comparison .
The Verdict: Is Studebaker Coming Back?
Currently, Studebaker remains dormant. While Ric Reed and others hold the trademark and have proposed modern Studebaker models, no production cars or official prototypes exist. Revival attempts have focused on scooters and renderings, not full-scale rollout. So, while the spirit of Studebaker keeps living through fan clubs and design dreams, an actual revival is still waiting for major investment and manufacturing.
So, is Studebaker coming back? Not yet but the idea endures. Revival plans have surfaced in the past, and Ric Reed’s attempts since 2009 show ongoing interest. Enthusiast followings, museum displays, and online excitement reflect the nostalgia power. However, without funding, partnerships, and prototypes, we remain in the realm of maybe someday. For now, Studebaker lives on in legacy, not on modern roads yet the door remains open should a serious revival engine start turning.
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