In 1960 and 1961 the Studebaker series of Hawks was simply one model offering called the Hawk available only with a V8 power plant,
either the 289 cu. inch or the 210 cu. inch.
Studebaker was using its resources mainly for promoting the Lark models as they were trying to corner a good share of that niche
market. Studebaker had some Big 3 dealers promoting the 1959 Larks but in 1960 Chevrolet came out with the Corvair, Ford the Falcon, Mercury had
the new Comet, and Plymouth was advertising its Valiant. The niche market for smaller cars was in its infancy and Studebaker was
feeling its competitive effects already.
The Hawk did not have any major changes from the previous year resulting perhaps in a drop in its popularity. It wasn't attracting
the public as it had in the past. Harold Churchill was replaced by Sherwood Egbert who became CEO and President of Studebaker-Packard
Corporation. With his arrival, Egbert found that car sales were down across the entire industry and people heard rumors that Studebaker might
be going out of business.