Word: lark
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Dates: during 1950-1959
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South Bend, Ind. last week was in the throes of one of the worst winters in its history, yet hardly anyone talked about the weather. "With all these Larks around," said Studebaker-Packard's President Harold E. Churchill, "it's been like spring." Production of the Lark was up to 4,300 cars a week; total production for 1959 so far (61,000) was 12,000 ahead of the entire 1958 model year...
Some Said Die. South Bend, as well as Studebaker, has made a comeback with the Lark. Through most of 1958, the city and surrounding St. Joseph County constituted a "critical" unemployment area. As sales and production grew steadily smaller, the layoffs mounted, until by March barely 4,700 workers had jobs at the plant. Along with recession slowdowns at other big companies-Bendix Products Division, U.S. Rubber, Curtiss-Wright-the cutbacks pushed total county unemployment to a record 15,900-more than 16% of the labor force. Lines started forming on Lafayette Street for handouts of surplus Government beans, rice...
...dies from last year's models, use them to stamp the new car's sheet metal; all parts were bolted together instead of expensively welded; front and rear bumpers were made identical; the front sheet metal assembly was reduced to six pieces. In seven months the Lark was ready. Total development cost: less than $3,000,000, v. an estimated $150 million for the 1959 Ford...
...gamble to survive, South Bend had decided to do what it could to help the company. A group started a "Citizens for Studebaker" committee, toured the area soliciting pledges to buy a new 1959 Studebaker, issued 60,000 stickers and 10,000 buttons promoting the Lark, wrote' letters, gave speeches, finally staged a huge parade depicting the company history from Studebaker's first Conestoga wagon in 1852 to the present. The county A.F.L.-C.I.O. council mailed 14,000 letters across the U.S. pushing the Lark. Along South Bend streets, every third street lamp was plastered with...
SOUTH BEND GOES UP WITH THE LARK...