The Avanti story is a compelling chapter in automotive history, marked by pioneering vision, ambitious endeavors, and the unwavering dedication of enthusiasts who kept the dream alive against considerable odds. This unique vehicle, born from the Studebaker Corporation, represents more than just a car; it embodies a spirit of innovation and perseverance that continues to captivate car lovers worldwide.
The Genesis of an Icon: 1961-1962
The story of the Avanti Car began in early January 1961 when Sherwood H. Egbert was appointed as the new President of the Studebaker-Packard Corporation. Egbert, a dynamic 41-year-old executive, was tasked with revitalizing Studebaker’s position in the competitive automotive market. On a flight to California shortly after his appointment, Egbert’s vision for a groundbreaking new car began to take shape through sketches and notes in automotive magazines.
Upon his return, Egbert contacted the renowned industrial designer Raymond Loewy. Loewy, who had a history of designing for Studebaker, was immediately impressed by Egbert’s forward-thinking sketches. Loewy recognized Egbert’s innate design sense and the potential for a truly exceptional automobile. This marked the beginning of a powerful collaboration that would bring the Avanti car to life.
Project X-SHE: Design and Development in Record Time – 1962
Loewy assembled a talented design team consisting of John Epstein, Robert Andrews, and Tom Kellogg. To ensure focused creativity and speed, Loewy sequestered the team in a rented house in the Mojave Desert near Palm Springs, California. In an astonishingly short span of just ten days, this team conceptualized and developed an 1/8-scale clay model of the envisioned car. Loewy presented this model to Egbert in South Bend, initiating what became known within Studebaker as the “X-SHE” project – which would ultimately be named the “Avanti.”
Egbert quickly traveled to California to review the progress. After a brief 20-minute review, he approved the final design with only minor adjustments. Celebrating the milestone, Egbert toasted the clay model with soda and declared, “Let’s go.” Despite remaining challenges regarding materials (fiberglass was chosen over steel for the body), engines, brakes, and other mechanical aspects, the project was officially greenlit, with a target introduction at the New York Auto Show in April 1962.
Public Debut and Initial Success: 1962-1964
Egbert’s ambition for the Avanti car extended beyond just design. He strategically acquired the Paxton Corporation, led by Andy Granatelli, to incorporate supercharging technology into the Avanti. He also championed innovative features for an American car at the time, such as caliper disc brakes, a built-in roll bar, comprehensive safety padding, and an aircraft-inspired cockpit.
On April 25, 1962, the Avanti prototype was unveiled at the New York Auto Show to enthusiastic public and critical acclaim. Simultaneously, a second prototype was revealed at a shareholders meeting and press conference in South Bend. Immediately following these introductions, the Avanti embarked on a 24-city promotional tour via military aircraft, generating significant buzz and anticipation.
When the Avanti car reached dealer showrooms in the fall of 1962, sales were brisk. The 1963 model year saw the production of 3,834 Avantis, equipped with either the standard 289 V-8 R-1 engine or the more powerful R-2 Supercharged version. All models featured fiberglass bodies and offered options for automatic or 4-speed manual transmissions, along with amenities like air conditioning, power steering, and electric windows. However, production for the 1964 model year was limited to just 809 units due to the closure of Studebaker’s South Bend manufacturing facilities, seemingly marking the end of the Avanti story.
Resurrection and Evolution: The Avanti II Era – 1965-1976
Despite Studebaker’s automotive division shutting down, the Avanti’s journey was far from over. Nate Altman, a Studebaker dealer, and his business partner Leo Newman were determined to keep the Avanti dream alive. Facing rejections from major US automakers, they decided to take on the challenge themselves. They formed the Avanti Motor Corporation and acquired six buildings from the old Studebaker complex, including the original Avanti assembly plant. By July 1964, they had secured all rights, equipment, and remaining parts inventory from Studebaker. They enlisted Eugene Hardig, Studebaker’s former chief engineer, who agreed to spearhead the necessary engineering changes to accommodate a different powertrain.
Production of the “Avanti II” began in 1965. With a unique, almost hand-built assembly process, only 45 cars were produced in the first year. Initially sold through a dealer network, by the mid-1970s, sales primarily relied on direct factory orders and word-of-mouth referrals. The company reached its peak production year in 1978, selling 165 units.
Transitions and Modernization: 1976-1983
The Avanti Motor Corporation faced another period of transition when Nate Altman passed away in 1976. His brother Arnold Altman stepped in to continue the operation. Production continued into the early 1980s until Leo Newman’s death led to family pressures to sell the company. Stephen Blake, a real estate developer and car enthusiast, acquired the company in 1982.
Blake embarked on a modernization effort, updating the car’s design, manufacturing processes, and facilities. In 1983, he introduced the 20th Anniversary Edition Avanti, marking the first significant redesign in a decade. Key updates included body-colored, resin-molded bumpers and the re-establishment of a dealer network, which grew to 24 dealers nationwide by September 1983. That year proved to be a record-breaker with 289 Avantis produced.
Blake further amplified the Avanti’s profile by entering a car in the 1983 Daytona 500. While it didn’t win, the Avanti’s impressive performance, reaching as high as fourth place and finishing 27th overall, garnered considerable attention and credibility for the brand.
Setbacks and New Ownership: 1984-1991
In 1984, Blake introduced the “Touring Coupe” model and further enhanced the standard Avanti with new features and a richer Ditzler Deltron urethane paint finish. He also initiated a project to develop an Avanti convertible, rumored to be inspired by Raymond Loewy himself.
However, disaster struck when it was discovered that the new urethane paint was incompatible with the Avanti’s fiberglass body panels. The resulting warranty repaints for a year’s worth of production led to significant financial strain and ultimately, a bankruptcy filing in mid-1985.
Production halted in 1986 until Mike E. Kelly, a South Bend native, acquired Blake’s company assets in March 1986 and renamed it the New Avanti Motor Corporation. Kelly relaunched production with the 1987 models and introduced the LSC (Luxury Sport Coupe). By early 1987, approximately 90 cars were in production, reportedly meeting high standards of quality and reliability. Kelly also announced plans for a 4-door Avanti model. Later in 1987, the Cafaro Company acquired an equity stake, and by 1988, J.J. Cafaro became the sole owner, moving production to Youngstown, Ohio. Avanti production continued in Youngstown until early 1991.
Concept Cars and a Georgia Revival: 1991-2000
Production ceased again from 1991 to 1999, except for the AVX concept vehicle. This project was spearheaded by retired advertising executive Jim Bunting, who commissioned original Avanti designer Tom Kellogg to create a modernized Avanti for the future. Built by custom car builder Bill Lang on a Firebird chassis, the AVX was unveiled in 1997. Fewer than ten AVX cars were ever produced.
In a phoenix-like resurgence, the Avanti Motor Corporation rose again, relocating to Villa Rica, Georgia. John Seaton, with assistance from Mike Kelly, acquired the assets of both the AVX project and NAMC. Production resumed in 2000, offering both coupe and convertible models.
The Studebaker Legacy
The Avanti car’s roots are firmly planted in the Studebaker Corporation, a family-owned business founded in South Bend, Indiana, in 1852. Initially a wagon and carriage manufacturer, Studebaker became a major supplier to the Federal Government during the Civil War. Transitioning to automobiles in the early 20th century, Studebaker produced its first electric car in 1902 and a gasoline-powered vehicle in 1905. At its peak, Studebaker was the world’s largest manufacturer of wheeled vehicles and one of the few wagon makers to successfully adapt to the age of the automobile. The Avanti car stands as a testament to Studebaker’s legacy of innovation and its enduring impact on automotive design and history.
