Packard Executive
Encyclopedia
The Packard Executive was an automobile produced by the Packard
-Clipper
Division of the Studebaker-Packard Corporation
in 1956.
The Packard Executive was introduced on March 5, 1956 to fill a perceived price gap between the prestige Packard
line and the new Clipper brand, which was in its first year as separate brand. In previous years, Clipper models had been Packards. The most expensive Clipper, the Clipper Custom, listed at $3,065 for the 4-door sedan. The Packard Executive sedan retailed for $3,465, the Executive 2-door coupe $3,560, while the top-of-the-line Patrician sedan sold for $4,160.
The Executive was marketed with the invitation to “enter the luxury car class now—at a modest investment,” and was aimed at "the young man on the way up."
Effectively, the Packard Executive replaced the entire Clipper Custom line of vehicles, as production of the Customs was ended once the Executive was announced.
The Executive was created by combining the Clipper Custom's body, complete with its distinctive tail light design, and installing the front fenders, hood, and radiator grille assembly of the senior Packard models. It also used the Clipper Custom's 122 inches (3,098.8 mm) wheelbase and its 352 CID 275 hp overhead valve V8 engine. This contrasted with the engine used by the rest of the 1956 Packard models, which displaced 374 CID and developed 295 hp (310 hp for the Caribbean).
Beyond the senior Packard grille and front end sheet metal, Executives were further distinguished from the Clipper line by a unique side trim design that that made reference to the senior Packards, and allowed for two-toned paint schemes. However, the interior appointments and instrumentation were pure Clipper.
Executives received their own series designation of 5670. It was offered in two body styles; a two-door hardtop (model 5677), and a four-door Touring Sedan (model 5672).
Although the Executive sold as fast as it was produced, it was not enough to substantially improve the financial picture for the Packard-Clipper Division. Even as the Executive was being announced, the media had already been reporting of sales and fiscal woes at the Studebaker-Packard Corporation, and rumors were flying the Packard marque might be discontinued. These rumors weighed heavily on the company’s efforts to sell any of its products. Buyers did not wish to be stuck with a so-called “orphan” car, where spare parts would no longer be available from a dealer, and resale values would be negatively impacted.
During the Executive's shortened model year of March through June, Packard built a total of 2,779 Executives—1,031 two-door hardtops and 1,748 four-door sedans.
All Detroit production of Packard and Clipper models ceased 25 June 1956 with the shuttering of the Conner Avenue assembly plant. The Packard name was continued for the 1957 and 1958 model years on products based on Studebaker
platforms, built on the same assembly lines in South Bend, Indiana
as the Studebaker models.
Packard
Packard was an American luxury-type automobile marque built by the Packard Motor Car Company of Detroit, Michigan, and later by the Studebaker-Packard Corporation of South Bend, Indiana...
-Clipper
Clipper (automobile)
Clipper was a stand-alone make of automobile produced by the Studebaker-Packard Corporation in 1955–1956 for the 1956 model year only. Clipper was aimed at the middle price field of American automobiles which included Dodge, Oldsmobile, and Mercury....
Division of the Studebaker-Packard Corporation
Studebaker-Packard Corporation
The Studebaker-Packard Corporation was the entity created by the purchase of the Studebaker Corporation of South Bend, Indiana, by the Packard Motor Car Company of Detroit, Michigan, in 1954.Packard acquired Studebaker in the transaction...
in 1956.
The Packard Executive was introduced on March 5, 1956 to fill a perceived price gap between the prestige Packard
Packard
Packard was an American luxury-type automobile marque built by the Packard Motor Car Company of Detroit, Michigan, and later by the Studebaker-Packard Corporation of South Bend, Indiana...
line and the new Clipper brand, which was in its first year as separate brand. In previous years, Clipper models had been Packards. The most expensive Clipper, the Clipper Custom, listed at $3,065 for the 4-door sedan. The Packard Executive sedan retailed for $3,465, the Executive 2-door coupe $3,560, while the top-of-the-line Patrician sedan sold for $4,160.
The Executive was marketed with the invitation to “enter the luxury car class now—at a modest investment,” and was aimed at "the young man on the way up."
Effectively, the Packard Executive replaced the entire Clipper Custom line of vehicles, as production of the Customs was ended once the Executive was announced.
The Executive was created by combining the Clipper Custom's body, complete with its distinctive tail light design, and installing the front fenders, hood, and radiator grille assembly of the senior Packard models. It also used the Clipper Custom's 122 inches (3,098.8 mm) wheelbase and its 352 CID 275 hp overhead valve V8 engine. This contrasted with the engine used by the rest of the 1956 Packard models, which displaced 374 CID and developed 295 hp (310 hp for the Caribbean).
Beyond the senior Packard grille and front end sheet metal, Executives were further distinguished from the Clipper line by a unique side trim design that that made reference to the senior Packards, and allowed for two-toned paint schemes. However, the interior appointments and instrumentation were pure Clipper.
Executives received their own series designation of 5670. It was offered in two body styles; a two-door hardtop (model 5677), and a four-door Touring Sedan (model 5672).
Although the Executive sold as fast as it was produced, it was not enough to substantially improve the financial picture for the Packard-Clipper Division. Even as the Executive was being announced, the media had already been reporting of sales and fiscal woes at the Studebaker-Packard Corporation, and rumors were flying the Packard marque might be discontinued. These rumors weighed heavily on the company’s efforts to sell any of its products. Buyers did not wish to be stuck with a so-called “orphan” car, where spare parts would no longer be available from a dealer, and resale values would be negatively impacted.
During the Executive's shortened model year of March through June, Packard built a total of 2,779 Executives—1,031 two-door hardtops and 1,748 four-door sedans.
All Detroit production of Packard and Clipper models ceased 25 June 1956 with the shuttering of the Conner Avenue assembly plant. The Packard name was continued for the 1957 and 1958 model years on products based on Studebaker
Studebaker
Studebaker Corporation was a United States wagon and automobile manufacturer based in South Bend, Indiana. Founded in 1852 and incorporated in 1868 under the name of the Studebaker Brothers Manufacturing Company, the company was originally a producer of wagons for farmers, miners, and the...
platforms, built on the same assembly lines in South Bend, Indiana
South Bend, Indiana
The city of South Bend is the county seat of St. Joseph County, Indiana, United States, on the St. Joseph River near its southernmost bend, from which it derives its name. As of the 2010 Census, the city had a total of 101,168 residents; its Metropolitan Statistical Area had a population of 316,663...
as the Studebaker models.