50th Anniversary
Avanti Registry
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DBiographical - esign Team
Avanti Design
Art Prints
First Avanti Owner
In the spring of 1961, Sherwood Egbert, the new president of Studebaker, hired Raymond Loewy to revitalize Studebaker’s public image to attract younger buyers. Loewy agreed to take on the job, despite the short schedule allowed to produce a finished design and scale model. Loewy recruited a design team consisting of experienced designers and former Loewy employees, John Ebstein and Robert Andrews, as well as a young student Tom Kellogg from Art Center College of Design in Pasadena. The team gathered in Palm Springs and sequestered themselves in a house leased solely for the purpose of developing the new car design. Each team member had a role: Andrews and Kellogg handled the sketching, Ebstein oversaw the project, and Loewy served as the creative director, offering input on the design. His main direction included: Minimize chrome, avoid decorative moldings, accent wedge-shaped silhouette, stress long, down-slanted hood, abbreviate rear and tuck it under, and think aerodynamics. Objectives included: Place instrument panel overhead, above windshield as in aircraft, install aircraft-type knobs and levers on the console, pinch the waistline, as Le Mans-type racing cars, design hoods with an off-center panel, accent spacecraft “reentry curve” wheel openings, and simple disc wheels.
Avanti Design Team
Avanti design team in Palm Springs in March 1961.
Avanti Design Team
Design team inside the desert studio.
Early Design
One of the early sketches.
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