Studebaker No. 1
When Dad was stationed in Germany after the war, we lived in a German house. I was just a toddler. My brothers then (more would come later, and a sister), Tom and Mike, were infants. I remember a snowy night but we were warm inside. Mom was getting us into our pajamas for bed. Dad and an Army friend were away on a trip. Suddenly, a commotion at the front door. Dad and his friend had returned—with a brand new car, a green Studebaker. (I would later learn it was a Commander, top of the line). Mom bundled us up so we could go outside to appreciate this wonder. I could only have been three or four, but I’ve never gotten over that beautiful Studebaker on the snow-covered ground with its new car smell that night in the cold.
New cars! Is there anything better to symbolize the American Dream for us Baby Boomers coming of age (and even, as above, way before we began to come of age)? Even when we became hippies and protestors, didn’t we all want to be in a new car or, better yet, to own one? Ah, American consumerism. Gotta keep the sales machine alive even as you protest the capitalistic sales machine system! Even though studies show it’s more cost-effective to get a used car, we really want a new, virginal, car. (Speaking of that, we also want to “break it in.” Numerous books have been written on the sexual themes and innuendoes designers and advertisers use to develop and market cars.)
I’m sure Dad drove that Studie all around Germany, often with us in the back seat (no child seats then). But eventually the time came for him to return to the US. He sold the car in Germany, we all got interested in other things, and Dad would go through a lot of other cars.
Of course, I didn’t know about any of that stuff. I was just a kid. I didn’t even know I liked Studebakers.
US Postwar Imperialism
Now, looking back, I see a deeper issue. Look at the imperialism, our imperialism. Our stated goal after the war was to help Germany’s economy. See Bruce Bartlett’s article, “How the Revival of Postwar Germany Began”
(The New York Times, June 18, 2013). Helping Germany’s economy would mean, among other things, US personnel buying German cars, especially the famous “peoples’ car,” the Volkswagen. The US did help Germany. But, consider….
Dad was no VIP. He was one of thousands of junior officers in Germany after the war. But he was able to buy a US car that had been exported to Germany precisely so that US personnel could buy them. How did that help the German economy? It’s just showing off. The German people were poor, scrabbling for food, trying to rebuild their homes and their lives. And our message was: “Look at the fancy stuff we have and you don’t.” What was going on? Maybe a way to reward our soldiers who lived through the war with a little touch of “home” luxury without considering whether it helped Germany?