The Design Rivalry: Raymond Loewy and Virgil Exner's Clash at Studebaker

The post-World War II automotive landscape was a battleground for innovative designs, and at the center of this tumultuous period were two prominent figures: Raymond Loewy and Virgil Exner. Both men had a significant impact on the industry, but their professional relationship was far from harmonious.

In 1945, as U.S. automakers transitioned from war production, Studebaker sought to lead with a fresh postwar design, hiring Loewy Associates. Although Exner was a key designer in Loewy’s firm, tensions arose when Studebaker executives found Loewy’s designs too radical. They secretly enlisted Exner to create an alternative, much to Loewy's dismay.

When Exner’s design was embraced by the executives, Loewy fired him for perceived disloyalty. However, Exner quickly landed a role as Chief Stylist at Studebaker. The 1947 Champion/Commander, credited to Loewy, featured elements influenced by Exner, including a groundbreaking wraparound rear window.

Despite their professional split, the rivalry continued, with Loewy promoting Robert Bourke to take over Exner’s projects. The animosity lingered, as Exner's son noted that his father and Loewy “loathe each other.”

Source: www.core77.com