Gear Head Tuesday: His Studebaker Is Rare – His Matchbox Toy Rarer

Gear Head

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Hat tips today to “Dr. Mc” & “B-Squared”

38 Studebaker Coupe-Express model

His Studebaker Is Rare –

His Matchbox Toy Rarer

The restored 1938 Studebaker truck was so striking that Matchbox modeled one of its toys on it, and made a special hand-painted set in dark blue for the truck’s owner.

Original story by A.J. Baime at the Wall Street Journal
Photo credits to Shane Lavalette for the Wall Street Journal

38 Studebaker Coupe-Express w:Jerry Kier

Jerry Kier, 86, a retired automotive supply company owner in Penfield, N.Y., on his 1938 Studebaker Coupe Express pickup, as told to A.J. Baime.

“I started out working in a service station in high school, and after that, I owned my own business. I was what I call a mobile jobber. I had automotive supplies in my van and I would come to your business. Whatever you needed, I had it: brake fluid, spark plugs, etc. I did that for 35 years, and throughout that time, I was in the Studebaker Drivers Club.

I got my first Studebaker from my aunt in 1973 – a 1962 Lark—and I still have it. Then I bought a 1955 Studebaker Speedster, which I also still have. One day a friend from the Studebaker club who was living in California advertised this 1938 pickup. I sent him a check for $2,500—a high price, but I wanted that truck. It cost $800 to have it shipped across the country. It arrived in December of 1989.

The whole family started in on an amateur restoration, which took six years. My three sons helped. I remember my wife Marlene coming home from work (she was a nurse), and I said, “Let’s go, we are dropping that engine into the frame today.” She said, “I just got home from work.” I said, “Go change your clothes!” And she did.

We started taking the truck to car shows and it won so many accolades I cannot even recall. Young people would say, “What is a Studebaker? Was it built by General Motors ?” Because young people today often don’t know that many American independent car makers used to exist: Essex, Hudson, Packard. They are all gone now. Studebaker started out making wagons and wheelbarrows, in the 1800s. The company later made cars in South Bend, Ind., until it closed in 1966.

In 1999, I got a call from the people at Matchbox toy cars. They had seen my truck in a magazine and wanted to make a toy model from it. So they came to my house and spent all day measuring. They said, “We are going to make it in yellow.” I said, “No way, it has to be blue like the original.” [The Studebaker is a dark blue that looks black in some lights.]

They ended up making it in yellow, but they sent me six hand-painted versions in blue. I gave one to each of my three sons, one to a special friend in the Studebaker club, and I have two. I doubt there are many people who have a Matchbox version of a vehicle they own. For me, it has been very rewarding.”

38 Studebaker Coupe-Express with keir Family

38 Studebaker Coupe-Express front

38 Studebaker Coupe-Express-LF

38 Studebaker Coupe-Express LR

38 Studebaker Coupe-Express instrument panel

38 Studebaker Coupe-Express Restoration Photos 2

38 Studebaker Coupe-Express restoration photos 1


The idea of putting a passenger car front clip (from the “B”-pillar forward) on a pickup truck chassis & box is generally credited to Ford of Australia with their “Ute” of 1934. Studebaker picked up the theme in the U.S. in 1937 with the Coupe-Express which they built for three model years: 1937, 1938 & 1939. Studebaker planned on reviving the Coupe-Express with the all-new ’57s which would have shared a common body shell with Packard and Clipper. The ’57 Coupe-Express would have gone head-to-head with Ford’s ’57 Ranchero.

'37 Studebaker Coupe-Express

1937 Coupe-Express (above); 1938 Coupe-Express (below)

'38 Studebaker Coupe-Express 2

1939 Coupe-Express (below):

'39 Studebaker Coupe-Express grille

Below: the planned revival of the Coupe-Express didn’t come off when Studebaker-Packard couldn’t get funding to tool for the planned all-new ’57s.

'57 Studebaker Coupe-Express

(Below) A camper option was planned for the ’57 Coupe-Express.

57 Studebaker Coupe-Express-camper


Add yours →

  1. michael cenit 12/11/2019 — 11:05

    Wonderful story, great Studebaker, both of them. Jerry’s job as a “mobile jobber” brings back memories of days gone by. In the mid 60’s my step father a Al Diamond, owned a wholesale auto supply company called Midwood
    Auto Supply on Coney Island Ave, in Brooklyn, NY. I was going to school at CCNY (City College of New York), and my best friend a Michael Ackerman was going to school at LIU, (Long Island University). We both needed money and we both needed work, so Mr. Diamond put us into the “mobile jobber” business. After school and weekends
    Michael and I would stop by the warehouse and load up my 50 Olds 76 rag top (the top was truly a rag) with AC spark plugs, Purulator oil filters and such, and go from gas station to gas station and peddle them. The Studebaker part was, business became so good we had to buy a second car, a company car so to speak, a 1953 Studebaker 4 Dr Commander. That Studebaker ran for ever, and served the business well, until Michael A went to law school, and I went into the Army. The car cost $100 and brought back $50 when we sold it 2 or 3 years later. The point is who know we were “mobile jobbers”

    Liked by 1 person

  2. Great story and absolutely beautiful truck. I love color and all. Thank you for sharing.

    Liked by 1 person

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