The 1960 Studebaker Hawk was powered by a 289 cu. in. V-8 engine and priced around $2600 for a car with few design
changes from previous years. At this particular time, the company was a Studebaker-Packard merger of sorts. Emphasis was
being placed on selling the smaller Studebaker Lark but the company now had more competition from several other auto manufacturers.
The Hawk had extra chrome on the tail fins compared to earlier models. The car was a dynamic style and made steady sales but
the excitement of the earler years was abating. Competitors were featuring tail fins of their own on some models.
Studebaker-Packard car sales dropped from 160,826 to 109,781 again because of the increase in smaller car sales from
other auto builders.
Studebaker-Packard car division was losing money and the directors knew something had to change.