Avanti
I saw my first Avanti one summer in the mid-1970s when I was 12 or 13. It must have belonged to someone who liked to golf, because it showed up at the local par-3 course at least once or twice a week. Standing out from the rococo "personal luxury" cars surrounding it, the clean-lined Avanti was a jet-age marvel that belonged in the driveway of the House of the Future.
I immediately wanted it.
In 1961, Studebaker's energetic new president, Sherwood Egbert, was working hard to turn the fading car-maker's fortunes around. He retained legendary designer Raymond Loewy to style a new "halo car" that would attract attention. Forty days later, Loewy’s team finished their design. They called it "Avanti," an Italian word meaning "forward," and what they had designed was certainly going to attract attention.
The car was low and swoopy, with "Coke bottle" curves in the fenders and a short, up-swept tail. At a time when wide chrome grilles were the norm, the Avanti had nothing on its sharply-beveled nose above the bumper but two headlights. An asymmetric bulge ran down the hood and through the windshield to form the top of the instrument panel. There were no bright chrome side moldings, hood ornaments, or tail fins--just discreet stainless trim and modest bumpers.
The Avanti was swank and sophisticated and had "space age" written all over it. It was a car for Mercury astronauts and Boeing 707 pilots and Nat King Cole. If Dick Van Dyke and Mary Tyler Moore drove to a tiki bar for cocktail hour, they'd be driving there in an Avanti.
Egbert wanted to unveil the Avanti as a 1963 model at the New York Auto Show in April, 1962. Turning clay models and sketches into a production car in less than a year would be a challenge for any manufacturer. For cash-strapped Studebaker, creativity would have to make up for what the budget couldn't provide. It didn't have the coin to engineer a new chassis or drivetrain, and it couldn't afford to produce the car's body panels in steel.
The body would be made out of fiberglass to cut tooling costs, with fabrication farmed out to the same vendor that made components for the Corvette. The frame came from the Lark convertible, the suspension from the Studebaker parts bin. The only truly new technical feature was the Dunlop disc brakes on the front wheels--the Avanti was the first U.S. production car to have them. To mate the fiberglass body to the narrow frame, the engineers bolted wide steel channels (called “hog troughs” by Avanti fans) to the outer frame rails. 
Inside, the instrument panel and console suggested an aircraft cockpit, a theme enhanced by putting the light switches on an overhead panel. The bucket seats were reverse-engineered from an Alfa Romeo Spider. In an unusual touch, the glove compartment contained a built-in vanity with mirror.
Though cobbled together in haste and on the cheap, the Avanti drove as well as it looked. A base-model Avanti would go from zero to 60 in 10 seconds, a respectable turn of speed for 1962. Reviewers praised the car's braking and handling. With its sophisticated looks and sporty performance, it was the 3-series BMW of its day.
The base engine for the Avanti was the "Jet Thrust R1," a 289 cubic inch V-8 which produced 244 horsepower. Most buyers ordered the optional R2 engine with a Paxton supercharger, tuned by racing legend Andy Granatelli and his brothers Vince and Joe. The R2 produced 289 horsepower--one horsepower per cubic inch--and propelled the Avanti from zero to 60 in around seven seconds. An R2 Avanti could accelerate with the contemporary E-type Jaguar and Corvette Stingray, and outrun the 1964 Mustang.
The ultimate Avanti was the supercharged R3, of which there were two prototypes and nine production examples. The Granatelli brothers bored out the R3's engine to 304.5 cubic inches and fitted larger valves and hotter cams. It produced either 335 or 400 horsepower, depending on whether you believe the official Studebaker press releases or later comments from the Granatellis. Whatever the correct horsepower rating was, an R3 could scream from zero to 60 in five and a half seconds. The prototype recorded a top speed of 171.10 MPH on the Bonneville salt flats, making the Avanti the fastest production car in the world.
The R3 was a true fire-breathing muscle car--the swankest, most uptown fire-breathing muscle car ever built. It was the only fire-breathing muscle car with a built-in vanity in the glove compartment as standard equipment. You could even order it in pastel turquoise! (Two customers actually did.)
Though an artistic and engineering success, the Avanti was not enough to save Studebaker. It was a little too radically styled for its own good, and the perception of Studebaker as a fading brand surely didn't help. Full production was delayed by numerous engineering bugs (a consequence of the shoestring development budget) which led to canceled orders and lost sales. When Sherwood Egbert left Studebaker in late 1963 due to illness, the company's newfound energy left with him. Studebaker closed its South Bend plant, and the Avanti model was dropped after only 4,647 had been built.
The story would have ended there but for Nathan D. Altman, a Studebaker dealer in South Bend with a great love for the Avanti. In what is perhaps history's greatest example of car lust, he and his partner Leo Newman, another Studebaker dealer, bought the tooling, design rights, and parts inventory from Studebaker, along with part of the abandoned South Bend factory, and started their own automobile company just to keep it alive.
From 1965 through 1985, Avanti Motor Corporation hand-built between 50 and 200 "Avanti II" vehicles each year. Customers ordered them direct from the factory. You could have your Avanti II painted any color, and fitted with any upholstery and carpet found in the civilized world. The build quality was, of course, superlative.
As Studebaker had discontinued the 289 V-8, the Avanti II used a Chevrolet engine. When the supply of 1963-vintage Powershift automatic transmissions ran out, GM Turbo-Hydramatics were substituted. In the early 1980s, body-color bumpers were introduced. Other than that, the basic 1962 design (with the squared-off headlight bezels introduced for the 1964 model year) remained in production--Coke-bottle curves, overhead switches, built-in vanity, and all--until the stock of Lark convertible frames was finally used up.
Even then, the Avanti did not quite die. Seven hundred or so Avantis were made from 1987 through 1992 by putting fiberglass body panels on Chevrolet chassis. A reconstituted Avanti Motors resumed production in 2000, fitting a modified version of Raymond Loewy's Coke-bottle curves to a Ford Mustang platform.
Loewy's design is now nearing fifty years old, but the Avanti still looks like a car out of science fiction. Avantis have been cast as background vehicles in sci-fi productions such as Gattaca and the new Battlestar Galactica precisely for their crisp retro-future looks. Park one next to a 21st-century Camry or Taurus, and it's no contest--the Avanti has them completely out-swanked and out-futured.
Once I learned that Avanti Motor Corporation was still in business, I spent much of that summer lobbying my father to take the '72 Ford Galaxie to South Bend and trade it in for an Avanti II. It didn't work. Dad's taste in automobiles didn't run to exotic sports coupes.
I still want one. Both Studebaker Avantis and Avanti IIs show up regularly in the used car listings, and they're not that expensive as collector cars go. The fiberglass bodies have held up well, but one must be wary of rust in the frames and hog troughs. If I ever get one, I'll have to dress appropriately-- Botany 500 suits and narrow ties--and rig a hidden CD changer to play Brubeck and Mancini, Sinatra and Nat King Cole through the radio speakers. Anything less ... well, it wouldn't be cool enough.
See you at the tiki bar.
The commercial art paintings and the uber-cool cocktail party scene (with Raymond Loewy and Sherwood Egbert making cameo appearances in the background!) are Studebaker promotional images found at theavanti.com, which also provided the interior photo showing the built-in vanity cleared for action. The brightly colored Avanti IIs (including the pink "Malibu Barbie custom edition") come from the gallery pages at the Avanti Source website.
--Cookie the Dog's Owner
Alex López on September 20, 2008 at 07:58 PM
I forgot to say they are using Ford Mustangs as a base for the new Avanti, so their reliability is up to date. Also, the are offering coupe and cabriolet versions, not to mention replacement parts:
"Avanti Parts Department
We have probably the world's largest selection of replacement parts for all Avantis built since 1987.
Our specialist staff have years developing thier extensive knowledge of the parts list for the each generation of Avanti.
You can contract us either via email parts@avantimotors.com or
by call US toll free: 866 376 5388"
Victor Herczeg on September 25, 2008 at 07:57 AM
A few years ago,I stopped in a bar,with four men,I worked with for 30 years.A young man runs up to me,praising me..."Victor,Victorious,you are godlike,superman,batman all in one,hero of heros.With all the guys I was with,astounded,asking,"What in the hell is going on here...I asked in shock,"Who are you?...and he wide eyed blurted,"I was a little baby,crawling down the sidewalk,you'd drive by in that white Avanti,and all of us kids thought you looked like Batman in the Avanti,so cool,really.And now,many years later,I search the internet,lusting to buy an Avanti...to at least,look real cool again. It's a bird,it's a plane,no it's....a Studebaker? Holy hog troughs,Batman...I WANT A AVANTI TOO.
scott mccall on October 03, 2008 at 10:10 PM
I too saw my first Avanti today. I came in looking for more info about it and I was WOWED. Wonderful story, like some of the writers posting comments, I too have ties to Studebaker. I live in Elkhart, Indiana. My grandfather worked for Studebaker as an electrian. He loved working there and drives by the plant from time to time.
That Car Guy on October 26, 2008 at 10:28 AM
It's well worth the drive to South Bend, Indiana, to the Studebaker Museum. For the change under your driver's seat, you can see the oldest Studebaker product known to exist, an 1857 Conestoga wagon, to the last Studebaker off the line, a small Canadian-built turquoise sedan. Oh, they also had a couple of Avantis when I was there a few years ago.
One's an original, the other was an AVX, an concept project based on a Firebird. Looked somewhat like an Avanti (which means "Forward" in Italian), but was way too much grafted from another car.
I love the original Avanti. Anything with 8 gauges right in front of me grabs my attention! Sure wish that spirit was in more of today's cars.
J Boyle on November 17, 2008 at 04:29 PM
Mike, we think alike...
As a kid growing up on an air base in the early 60s, there were lots of neat cars. MGs, new 63 Stingrays, an the occasional Avanti.
I wanted one, but an 8 year old didn't have the $5700 needed to buy one.
So, a couple of years ago I got one. A very nice 63R-1 with all the options. It's a far better car than I expected and it brings the joys of 60s motoring to someone who didn't learn to drive until the 60s were long over car-wise. Great seeering, good (disk) brakes.
Everytime I grab the very thin wheel, I feel I should be going home to the suburbs to a young Mary Tyler Moore (the Dick Van Dyke years) or Liz Montgomery (too bad Darren only drove Chevys).
I turn on the AM (FM wouldn't be an option until 64) and the only AM music station around is an easy listening "Oldies" station with lots of Sinatra and Nat King Cole.
It makes me wantto get a Botany 500 suit with a narrow tie.
Long live Avanti!
J Boyle on November 17, 2008 at 04:29 PM
Mike, we think alike...
As a kid growing up on an air base in the early 60s, there were lots of neat cars. MGs, new 63 Stingrays, an the occasional Avanti.
I wanted one, but an 8 year old didn't have the $5700 needed to buy one.
So, a couple of years ago I got one. A very nice 63R-1 with all the options. It's a far better car than I expected and it brings the joys of 60s motoring to someone who didn't learn to drive until the 60s were long over car-wise. Great seeering, good (disk) brakes.
Everytime I grab the very thin wheel, I feel I should be going home to the suburbs to a young Mary Tyler Moore (the Dick Van Dyke years) or Liz Montgomery (too bad Darren only drove Chevys).
I turn on the AM (FM wouldn't be an option until 64) and the only AM music station around is an easy listening "Oldies" station with lots of Sinatra and Nat King Cole.
It makes me wantto get a Botany 500 suit with a narrow tie.
Long live Avanti!
Mike on March 20, 2009 at 04:44 PM
Gene, like most Corvette owners, does not read articles. There never was an Avanti built in Canada. Gene, weren't the pictures pretty?
Victor Herczeg on October 03, 2009 at 09:34 PM
The first time I saw a Avanti.Sears&Roebuck were giving one away,back in late 1962.It was black.Sitting in one of the entrances.My heart,jumped into my throat,I was speechless.Frozen in time.There was no automobile,on the american market,that han any aero-dynamic lines,like this car.Perhaps many European cars,like Ferrari,or Lamborgini.It was like seeing Sophia Loren,in a negilee.Or Marilyn Monroe,sprawled out,on a bear rug.It commanded,every last bit of attention,I could muster.
I was 14 years old.So,I got my father to fill out a slip,because the car was being given away,to some lucky person.I could'nt wait till the drawing date.Every morning,I woke up.Thinking,Dad would win that Avanti.
I've entered many raffles,played many lottery numbers,in my life.I've never won anything substantial.
But none of my lifetime wagers,hurt as bad as when daddy did'nt win that Avanti.
Many years laters,I bought my 1963 Avanti.It drove it,feeling like Batman,in the Batmobile.
Then in a divorce,in 1990,I had to sell that car,in a bitter divorce.
Now,I'm going to buy another one.Saving up my pennies.
I just want to feel like Batman...again.What a rush.
Victor Herczeg on October 05, 2009 at 01:58 PM
Hey Guys,If you want to see an occasional,Avanti,or Lark.Tune into the old re-runs of Mr.Ed.The only tv show,Studebaker sponsored.I always liked talking horses.
jeff on February 16, 2010 at 07:52 AM
Avanti II Tip:
For those of you who may actually drive your Avanti II and are less concerned with keeping it original, I found the new-style frameless replacement windshield wiper blades that will fit. 'Trico NeoForm Beam Blades' come in the extremely rare 14" size. They look really unique, work great and are quiet (although I try to avoid rain)!! Just thought I'd share...
andrew Jackson on April 05, 2010 at 12:54 PM
Does anyone know where the MVIN # to a 1963 Avanti might be located on the car?
Diane Newman German on May 28, 2010 at 09:39 AM
I read your article with much interest. A terrific article that expresses your love for this car. I also love the car and was fortunate to have a new Avanti II every two years from 1969 up to 1980 when my father passed away. My father was Leo A. Newman, Nate Altman's partner.
I would like to ask you to add his name to the paragraph that you described below.
The story would have ended there but for Nathan D. Altman and Leo A. Newman, Studebaker dealers in South Bend with a great love for the Avanti. In what is perhaps history's greatest example of car lust, the bought the tooling, design rights, and parts inventory from Studebaker, along with part of the abandoned South Bend factory, and started his own automobile company just to keep it alive.
In fact a little history - I remember touring the newly acquired plant in the early sixties after Nate and Leo bought the rights, saying to my Dad Leo in jest - "It is just a bunch of boxes with parts. You and Nate could create a do it yourself car kit for the Avanti."
Please correct the history and insert my father's name in as that would make your story correct. See http://www.theavanti.com/biographical.htm for the accurate history or http://en.wikipedia.org/wiki/Avanti_cars_%28non-Studebaker%29 for the correct story.
Thank you for your love of something that was a big part of our family's life. Thank you for your article, Diane Newman German, Chicago, IL
Roland Vardon on December 22, 2010 at 08:09 AM
While it is true the Avanti was built on a Mustang platform, this choice was made when GM quit making the Camero/Firebird on which the cars built in the early 2000's were based.
For the reader who is interested in knowing where the VIN # is located, the best known location is on the frame, on a stainless plate, look down where the windshield washer bottle is and if the frame is clean-the stainless plate will have the number on it.
More information on the Avanti can be found on the Avanti Owners Association Inc., website. Happy motoring-Drive safe--Avanti--
paul west on January 29, 2011 at 08:06 PM
I have a 1967 Avanti II RQA 0159, body # 4699. The stamped engine #on the passenger side head of my 327/300 reads FO4152AJ. I cant trace this # from G.M. engine de-code books. can you decipher the meaning of each letter and number