One of the most-often mentioned
horse-drawn vehicle brands is Studebaker Bros. Manufacturing of South Bend,
Indiana. Of course, this is the same
company that eventually transitioned into building automobiles. Their involvement in the transportation industry
lasted well over a century. From the
first wagon to the last car, it’s a legacy permanently woven into the very
growth and development of America. A
prolific manufacturer and marketer, many original promotional materials from
Studebaker’s horse-drawn days are still relatively easy to find. For collectors of these wooden vehicles,
though, it’s not quite the same story. In
spite of the fact that the company is believed to have built millions of wagons
and carriages, these wooden sets of wheels have become increasingly harder to
come by. (One million Studebaker
vehicles are purported to have been manufactured between 1897 and 1907†).
Just over a decade ago, I wrote an
article for Farm Collector magazine about a special type of Studebaker that is equally
difficult to find. It’s called a
Studebaker Model and, while it was built to the Studebaker specs, it wasn’t made
in South Bend. Okay. That’s my teaser. Below is the article. It’s a bit longer than most of my blogs but I
thought you might like to have it in its entirety. So, find a comfortable spot, grab a cup of
coffee, and immerse yourself in another chapter on the legendary Studebaker
brand…
I enjoy researching old farm and freight wagon companies. So much so, that no matter where I travel, I usually find myself scanning the roadside farms, homes, and businesses looking for telltale signs of vintage wheels. Maybe the passion comes from the thrill of chasing a good mystery or perhaps it’s simply a kinship toward an all-but-forgotten way of life. Whatever the reason, the search keeps me young and, like any near forgotten art, there’s always something new to experience and learn.
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An early Studebaker Wagons sign |
I enjoy researching old farm and freight wagon companies. So much so, that no matter where I travel, I usually find myself scanning the roadside farms, homes, and businesses looking for telltale signs of vintage wheels. Maybe the passion comes from the thrill of chasing a good mystery or perhaps it’s simply a kinship toward an all-but-forgotten way of life. Whatever the reason, the search keeps me young and, like any near forgotten art, there’s always something new to experience and learn.
Knowing my fetish for old wagons, an
Amish friend had been telling me about a Studebaker he felt I needed to see in
Kentucky. With my day job keeping me tied down, it seemed that I just
never had the few days it would take to explore the eastern part of that state.
When I finally did take some time off, I was surprised at what I found.
Sitting inside a barn, covered by a thin gray tarp, was a piece of yesterday… a
workhorse on wheels that had long since been retired. Lifting off the
canvas, the early morning sun lit up the faded and well-worn green paint of
what had once been an American farmer’s pride and joy. Yellow pinstripes
ran the length of the box and showed significant weathering from age and
use. But, it was the unmistakable flowing curves of the Studebaker
emblems that really got my attention. Resting on an original Studebaker
gear, the wagon still boasted bright logos on both sides of the box as well as
the folding end gate. Conspicuously positioned below each logo, though,
was the word ‘Model’. It was painted in the same yellow and black tones
as the Studebaker name, but used a smaller block style of lettering.
Hmmm. I’d never seen a farm wagon or even a vintage advertisement
carrying the label of “Studebaker Model”. Other than the painted stenciling
identifying the selling dealer, I could find no other markings that might help
shed some light on the puzzle. The extension to the Studebaker name was a
difference that nagged at me. The owner couldn’t explain it. Why
was it there? Was it a variation of a Studebaker design? Was it an
original piece? Where did it come from? Dozens of questions begged
to be answered and so began my research into another chapter of the, mostly
uncharted, history of America’s wagon makers.
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'Studebaker Model' wagons are rarely seen today. |
Back home and in my own element, I was
confident I could find some answers. I dug through a number of Studebaker
catalogs, flyers, trade cards, print ads, and associated correspondence.
I talked to wagon collectors and traders and even re-read some early Studebaker
articles and book chapters. No luck. A month passed and, as fortune
would have it, I happened across an old dealer price list from the Kentucky
Wagon Company of Louisville, Kentucky. The flyer included prices and
specifications on several brands of wagons and gears that Kentucky made.
One of the brands featured was… you guessed it - the “Studebaker Model”.
I had found my first piece of the puzzle. As it turns out, it was a very
big piece.
I knew that Kentucky had purchased
construction patterns and some parts from Studebaker after they officially
closed the wagon business in 1920. But, that’s about all I had ever seen
written about that relationship. Did Kentucky have an agreement allowing
them to use the Studebaker name? To find out, I wrote the Studebaker
National Museum in South Bend and asked for any help they could provide.
According to their archivist, this facet of Studebaker’s history had never been
explored in detail. However, with a little searching, they uncovered exactly
what I was looking for… evidence of an old contract between the Studebaker
Corporation and Kentucky Wagon Company. In the minutes of a near-century-old
set of executive meeting notes, Studebaker not only resolved to sell the
remaining wagons, wagon parts, patterns, blueprints, business records, and
advertising materials, but also licensed Kentucky to use the Studebaker name on
wagons built from the authentic Studebaker patterns. The resolution was
dated January 5, 1921 and it authorized Kentucky to use the Studebaker name
until June 30, 1923. Even though the Studebaker Company had
ended their production of wagons, it seems there was still a great deal of life
-and profit- in the Studebaker name.
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The Kentucky Wagon Company made a variety offarm, freight, log, and military wagons. |
The agreement with Studebaker came none
too soon. By the end of the twentieth century’s second decade, the auto
industry had staked its claim on the future and was running with a strong head
of competitive steam. For wagon and carriage makers, it was a business
environment that required a serious look at current strategies and goals.
The purchase of Studebaker’s blueprints and patterns allowed Kentucky to ease
some of the pressure by reinforcing their image as a trustworthy brand with
strong name recognition and the highest quality construction. The
arrangement opened them up to an even broader customer base and, by aligning
themselves with the sterling reputation and design features of Studebaker, it’s
a safe bet they added some of the country’s best wagon dealers to their distribution
system. Beyond the profits from the sale of the wagon division, the
transition also benefited Studebaker by providing a quality outlet where
existing Studebaker wagon owners could obtain original replacement parts and
maintenance support… thereby continuing Studebaker’s good will with its family
of wagon owners.
While Kentucky continued to build wagons
under the well-known names of Old Hickory, Kentucky, and Tennessee, this new
acquisition allowed them to add another powerful brand to their lineup. Labeled
as “The Studebaker Model,” these wagons sported the same logo and proven design
that the original wagons from South Bend had carried for almost three quarters
of a century. According to early sales literature, the Studebaker Model
was sold as both a one and two-horse wagon. Light, medium, and heavy
grades were offered. Wheel sizes varied, with the one horse wagon
featuring 40” front and 44” rear wheels. Two-horse versions were
available in a broader range of 36/40”, 40/44”, or 44/48” wheel heights.
Additionally, tire sizes varied from 1 3/8” to 4” widths for two-horse wagons
while the one-horse models were offered in 1 1/8” to 3” sizes.
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The addition of the word 'Model' makes this an unmistakableproduct of the Kentucky Wagon Co. |
How many of these surrogate Studebakers have survived? It’s difficult to say. With so few original business records remaining, it’s even harder to know how many were actually built. However, the old Studebaker Model price list I had run across included a print date of July 15, 1928. From that single sales flyer, it appears that Kentucky was able to secure a significant extension to the original agreement limiting their use of the Studebaker name. In fact, according to other documents I’ve been able to locate, Studebaker was still referring customer inquiries to the Kentucky Wagon Company as late as June of 1929.
When it comes to collecting these old
vehicles, the Studebaker name naturally attracts a lot of attention. As
with any major brand, Studebaker will likely always have a solid core of
fans. So, how does the Kentucky Studebaker fit into the list of vehicles
sought by collectors, historians, and others? Time will tell. But
with only a decade or so of production, it’s clear that these are not only the
last of the Studebaker wagons, but they’re also among the rarest.
†
According to original Studebaker literature in the Wheels That Won The West® Archives
