The Black and Golden Studebaker

Images: Deepanjan Sarkar, Indrojit Sircar

Studebaker ventured into the luxury market in 1926 using the ‘President’ moniker for the longer wheelbase sub-model of the Big Six. This triggered a new naming strategy broadly involving three model lines, starting with the top-of-the-line President, then the Commander, and the entry-level model being the Dictator.

During the 1930s, when the world was ruled by ‘dictators’ such as Hitler and Mussolini, Studebaker replaced the Dictator model line with the Champion – a good decision, in my view.

The subject of this story is the fourth-generation President, particularly the 1956 model year, which coincided with tumultuous times for the American manufacturer. Labour shortages and challenging economies of scale compared to the Big Three had pushed Studebaker into a massive financial crisis (and no, this story is not about how a model revived a car manufacturer because it simply didn't!) Around this time, Studebaker negotiated a strategic takeover by Packard, a smaller but more financially stable car manufacturer. The merger with Packard didn't do much for the President model line, as 1958 marked its final year of production.

However, the silver lining in these difficult times was the styling of the 1956 President, which has some of my favourite design elements from the 1950s. Being in sync with the preferences of the time, the front end of the President is flooded with generous amounts of chrome, with those delightful chrome ‘eyebrows’ over the headlights that make it easily distinguishable. Moving to the side, you see the lightning strike stripe, unique to the 1956 model year car.

Exaggerated tailfins were a popular design element in the late 1950s thanks to the ‘Father of the Tailfin’ Chrysler's Virgil Exner. However, for the 1956 model year, the Studebaker's fin was still subtle, refined, and understated, making it closer to my style. This changed drastically when the fourth generation reached its final model year in 1958, featuring Chrysler-like massive tailfins.

Another interesting design element on the President is the ‘Cyclops eye’ speedometer, which rotates as the speed changes with a glass bubble on top of it acting as a sort of magnifying glass, making it easy to read the exact speed on the move. Polarising but distinct, it's the kind of simple and clever innovation that escapes the modern automobile.

The example we are featuring today is a 1956 four-door sedan in a unique black and golden dual-tone paint. Powered by a 289 cu in V8, marking its first appearance in the Studebaker line-up, it could do well over 100 miles an hour, making 210 horses when new. That year's model line also offered 28 different colour combinations to choose from, like a prologue to the PTS, if you will.

Owned and cared for by renowned Delhi NCR-based restorer Indrojit Sircar, I got the chance to meet WBE 3328 on a Sunday morning at Indrojit's residence. Known as Sparky to many, Indrojit is quite the Studebaker man, owning four examples presently, all from 1956, including a rather stellar Golden Hawk (which will be covered separately soon; watch this space!)

WBE 3328 was one of the many Studebakers assembled in India by Hindustan Motors, which explains the steering wheel's position on the right. In fact, most of the Studebakers currently in India came in as CKD units from South Bend, Indiana.

The car was acquired by Indrojit's father in 2004 when it wore silver paint. Literally a labour of love, the car was restored by Indrojit himself in 2021 when it was painted in its current black and golden paint. Interestingly, the golden colour was never offered by Studebaker from the factory and is instead part of Indrojit's creative endeavours.

Indrojit says the car has covered about 1,000 km since the restoration, which is frankly remarkable. He often uses it to commute to his workshop in Noida from his residence in the winter.

As we settle inside the car, it starts smoothly without any trouble and quickly settles into a refined idle. Without power steering, a decent amount of upper body strength is recommended to steer the car through the narrow corners of the basement parking where WBE 3328 lives.

Out on the road, it can more than keep up with the traffic. Overtaking is simply not a problem as the V8 cruises past the unsuspecting white Wagon R cabs. There is no need to plan overtakes in advance; just put the right foot on the throttle, and the car easily zooms through traffic doing 70-80 kph. The NVH levels are impressive for a car of this vintage, making it a comfortable place to be in. Indrojit says he will get the air-conditioning working soon, making it an even more attractive choice for a highway cruiser.

In a sea of Detroit cars, which are a lot more common in India and abroad, WBE 3328 stands out not only for being a South Bend niche but also because it has stayed in the same family for more than 21 years! And from the looks of it, Indrojit is not particularly keen on changing that anytime soon.