This stamp featured the 1953 Studebaker Starliner which was in recognition of the 100th anniversary of Studebaker
manufacturing wagons, automobiles, and trucks. The company found that the Studebaker coupes were producing 80% of their
car sales and, because of design and manufacturng problems, the sedans were just not attracting buyers as before. Another
factor was the coupe design had definitely appealed to those looking for something new and exciting in what car builders
were offering the public.
The year 1953 was one where Studebaker had to face up that some of its financial decisions in previous years, such as giving out
"respectable" dividends to its share holders rather than inject profits back into the company, were setting the company back.
Because the company did not keep up with production improvements, it could not supply the requested demand for cars and, subsequently, it lost
many dealers. Profit fell below $3 million and only by having a defense contract line of credit for $100 million did it avoid going bankrupt.
Studebaker was still ranked in the top five of American car builders but big problems were on the horizon.