The Last Packard: An Impressive Yet Controversial Vehicle
Let’s start with a bold statement: even in their final moments, some car manufacturers manage to leave a lasting impression. This is especially true for Packard, which, despite facing imminent closure, produced one last remarkable vehicle that stands out in automotive history—the Packard Hawk. This car, known for its luxury and speed, was an intriguing example of a fading brand trying to make a mark, and it turned out to be the quickest Packard ever manufactured.
However, it’s essential to note that the Hawk was essentially a rebranded Studebaker, but can we really fault Packard for this? They were struggling to survive!
The Packard Hawk is not a vehicle that frequently comes to mind for most car enthusiasts, and that’s a pity. With only 588 units produced, encountering one by chance is quite rare. These cars are strikingly designed, exuding a presence akin to a neutron star, albeit with a generous amount of chrome.
The tagline "The Most Original Car On The American Road" carries a hint of irony, given that the car is a badge-engineered product, suggesting a lack of originality.
To better understand Packard's circumstances in 1958, let’s take a brief look back. At that time, their situation could be summarized as dire—perhaps even "boned," as Pope John XXIII might have put it. Once a dominant force in the luxury car market, Packard led sales from 1924 to 1930. In 1954, they acquired Studebaker, forming the Studebaker-Packard Corporation. Unfortunately, this merger didn’t pan out well since Studebaker was in dire financial straits, resembling a chronic gambler with limited resources. The company faced enormous overhead costs and needed to sell an astonishing number of cars—often cited as 250,000—to merely break even.
On the brighter side, Studebaker had some compelling platforms available, including the sporty model known as the Hawk, which they marketed as a "personal luxury car."
The Hawk’s design stemmed from the elegant Starliner and Starlight coupes, crafted under the direction of Raymond Lowey Studios and Bob Bourke. These models were among the sleekest and most sophisticated cars of the 1950s, at least according to my perspective! As the decade progressed, the jet-age styling influenced these designs, leading to the development of the Studebaker Hawk, followed by variations such as the Silver Hawk and Golden Hawk, which offered more luxurious features.
Now, returning to Packard in 1958, they had reached a point where they no longer possessed any unique platforms, relying entirely on rebadged Studebakers. In their efforts to compete with the Ford Thunderbird, they chose the Studebaker Hawk as their base.
The Packard Hawk took the Golden Hawk model and infused it with a wealth of luxury features that had previously been omitted. This included lavish leather upholstery, even extending to specially designed leather armrests on the exterior of the windows, providing a cozy perch for your arm as you drive.
If one must endure a trucker’s tan, they might as well do it in style!
Under the hood, the Packard Hawk boasted Studebaker’s 289 cubic-inch V8 engine, enhanced with a McCullough (later Paxton) supercharger, delivering an impressive 275 horsepower. This power made the Packard Hawk the fastest four-seater available in America at that time, competing favorably with contemporaries like the Thunderbird and Corvette.
Speaking of Corvettes, the Packard Hawk also featured some fiberglass components reminiscent of the iconic sports car, particularly in its low, tapered nose and wide, full-width grille. This design choice received its share of criticism, with many likening it unfairly to the appearance of a fish. Personally, I think its distinctive "fishmouth" shape echoes the aesthetics of Italian sports cars from that era, which I find appealing.
Overall, the Packard Hawk epitomizes the extravagant style of the late 1950s, and I genuinely appreciate it. From the textured gold inlay on the rear fin to the strategically placed hood scoop and the quirky design of the front indicators housed in their own little pods, every element feels thoughtfully crafted. It even includes what can only be described as "crotch-cooler vents" on the front quarter panels!
While Packard's final chapter may have been marked by badge engineering, the Hawk is a testament to how a company can go out with flair. There are certainly worse ways to conclude a legacy, and in the realm of rebranding existing vehicles, the Packard Hawk stands out as a commendable effort. What do you think? Is it fair to judge a car solely based on its origins, or should we consider its impact and design? Share your thoughts!
