By Robert Tate, Award-Winning Automotive Historian & Researcher
Images courtesy of the Studebaker History Archives
Published 04.08.2026
In 1933, the Century of Progress International Exposition in Chicago, Illinois, introduced one of the most remarkable automotive displays of its era: the world’s largest Studebaker model ever constructed for a World’s Fair. This impressive model measured approximately eighty feet long and thirty-nine feet high, with massive twelve-foot-tall wheels, making it the largest automobile display in the country at the time.
The Studebaker exhibit proved to be an outstanding advertising success. Among its many attractions was a complete motion-picture theater, where fairgoers could see and hear presentations highlighting Studebaker’s new 1934 sales and promotional materials. The giant display drew widespread attention and created significant public excitement around the brand.
The inspiration for this towering model can be traced, in part, to popular culture. The famed film King Kong, released on March 2, 1933, featured a giant gorilla and captured the public’s imagination. Studebaker embraced this fascination with scale and spectacle by unveiling its own larger-than-life creation at the 1934 World’s Fair.
The model represented the new 1934 Studebaker Land Cruiser, an automobile that showcased a modern, streamlined design. Among its most notable features was the innovative wrap-around rear window, a forward-thinking styling cue for its time. For publicity purposes, the Studebaker Company released photographs showing a large crew of cleaners standing atop the massive model as they prepared it for the upcoming World’s Fair exhibition.
This ambitious marketing effort took place during one of the most challenging periods in American economic history—the Great Depression. Like many automobile manufacturers, Studebaker faced significant financial hardship. In 1933, the company recorded a loss of $4.8 million, followed by an additional loss of $1.46 million in 1934.
Despite these setbacks, Studebaker pressed forward with bold innovation and marketing.
The Studebaker Land Cruiser was manufactured by the Studebaker Corporation of South Bend, Indiana, and was introduced to consumers at a price of $1,510 in 1934.
That same year marked a turning point for the company, as the newly reorganized Studebaker Corporation was incorporated in January, signaling a fresh strategic direction.
Sales results reflected cautious optimism. In 1934, Studebaker sold 45,068 automobiles, along with numerous trucks, through its dealer network. These sales placed Studebaker as America’s ninth-largest automaker that year—an impressive achievement given the economic climate.
The giant 1934 Studebaker display was constructed as a central element of the company’s Depression-era marketing campaign. Built primarily from wood, it was assembled by Studebaker employees, with the Firestone Tire & Rubber Company supplying the enormous custom-made tires. The display proved to be a powerful promotional tool for the new Land Cruiser models.
Sadly, once its role in Studebaker’s advertising campaign concluded, the massive model was completely destroyed. The exact circumstances surrounding its destruction were never formally documented in Studebaker’s historical records. However, it is believed that a combination of structural failure and prolonged exposure to weather ultimately led to its demise.
As part of the 1934 exhibit experience, spectators were given small-scale replica toy versions of the Studebaker Land Cruiser upon entering the display. These toy models, manufactured by National Products, are considered extremely rare and highly collectible today.
In conclusion, Studebaker’s automotive heritage is deeply woven into the fabric of America’s industrial and cultural history. The 1934 World’s Fair display stands as a powerful reminder of the company’s creativity, resilience, and commitment to innovation—even in the face of economic adversity.
For more information on Studebaker’s rich history, I encourage readers to visit the Studebaker National Museum in South Bend, Indiana, which offers an exceptional exploration of the brand’s historical timeline.
Website: www.studebakermuseum.org
Phone: (574) 235-9714
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Selected References
• Hall, E. Asa & Langworth, Richard M. The Studebaker Century: A National Heritage. 1983.
• Foster, Patrick. Studebaker: The Complete History. MBI Publishing, 2008.
• Kimes, Beverly Rae & Clark Jr., Austin Henry. Standard Catalog of American Cars 1805–1942. Krause Publications, 1987.
