Museum Find: 1933 Rockne Model 10 Sedan

By the late 1920s, it was becoming apparent to automobile companies that it was better to have individual brands for each tier of automobile you produce.  The most famous example would be the structure used by General Motors, with Chevrolet being the lowest priced and Cadillac being the top of the heap.  Offering everything under one banner was just not good business sense.  So, Studebaker, who had been unsuccessful in selling the lower-priced Erskine brand, decided to leverage the company’s friendship with star football coach Knute Rockne to market a new economy car.  This new brand came to be called Rockne.  The unique 1933 65/10 Rockne sedan seen here is believed to be offered for sale by The Studebaker National Museum and is one of the few survivors of that short-lived brand.

Rockne was about as big a celebrity as you could be in the late 1920s.  Head coach of Notre Dame’s football team, he had a history of being paid by Studebaker to show up at Studebaker events to give the participants pep talks similar to those he gave his football teams.  His energy was said to charge everyone up at these events, and he struck up a friendship with Studebaker president Albert Erskine.  It was Erskine who offered Rockne a lucrative job as “Manager of Sales Promotions” for the company.  Rockne, likely looking for an exit from his fabled coaching career, accepted.  Twelve days later, on March 31, 1931, Rockne was killed in a tragic airplane crash.

Despite this, Studebaker continued with the development and release of the Rockne.  This new brand would have two distinctly different offerings.  One would be an in-house design, and the other would come to the company in an unusual way.  Instead of developing the smaller Rockne themselves, Studebaker ended up using the design and prototypes made by a Detroit-based engineering and consulting firm.  The firm had been paid by Willys-Overland to design and prototype what was planned to be a line of economy cars.  When the design was finished, Willys-Overland told the firm that they were unable financially to produce the car.  Then, in a strange turn, the firm was told to do with the cars and design what they wished.  They promptly drove the prototypes to South Bend, Indiana, and sold the effort to Studebaker management.  Production started in late 1931 for the Studebaker-based Rockne, named the 75.  In early 1932, the outside-designed 65s started rolling off the assembly lines.

The Rockne you see in the ad is described as a Rockne 10.  This was the name given to the 65 at some point, and you still see the car referenced as a Rockne 65/10 in some sources.  Regardless, the Studebaker-based 75 didn’t last very long and production of it stopped by early in 1933.  The 65/10 was able to last a little longer, but production ended on it in the latter half of 1933.  The idea to create multiple brands to differentiate the price tiers of Studebaker’s offerings was a good one.  The problem was the financial conditions of the time.  All of the development and production took place during one of the darkest periods of the Great Depression.  It was a time to hunker down and conserve resources.  Studebaker learned this lesson the hard way.  The company went into receivership in 1933.

It is believed that the seller of this Rockne is either The Studebaker National Museum or an account that handles business for them.  Before anyone thinks that the museum is liquidating, it is common for museums to occasionally divest vehicles no longer needed or sell donations made to the museum.  This Rockne is said to be an amateur restoration that runs, drives, and stops.  The interior is in very good condition and is equipped with a Studebaker Tropic-Aire heater. Outside, the paint is in fair to good condition but has several imperfections.  The cracking in some areas suggests that it was painted with lacquer paint, which has not been in widespread use for decades.  From the damaged Rockne badge to the shrunken running board covers, the car presents as a car that could be left as it is if you are not too picky.  The value is simply not there to do a full restoration.

Mechanically, the car needs some work.  The ignition is handled by an aftermarket button installed on the dash.  While the oil pressure is stated to be good in the ad, the mechanical brakes are described as “grabby.”  While you are likely stuck with mechanical brakes due to the car’s obscurity, there are usually a multitude of adjustments you can make to make the system more balanced and efficient.  One problem that may be difficult to overcome will be the steering.  The seller tells us that the steering is loose, and the steering gear has a lot of play.  This could cause a shimmy when going over a bump, as it is a straight-axle automobile.  There is also corrosion in the area where the running board meets the body and frame which is documented in the photographs.

There are several other little issues here and there, but nothing that should slow a prospective Rockne buyer down.  With bidding currently at $7,700, chances are good that you can put this Rockne in your garage for less than the price of a comparable Ford or Chevrolet.  The minor issues will not be unsurmountable for the average home restorer and can be taken care of one at a time.  Once the steering is fixed, this could be a fun, distinctive car to own.  There are few people alive who even know what a Rockne is.  It is a good teaching tool about hard times and the struggle for companies to stay alive in situations like this.  If you are interested, this 1933 Rockne Model 65/10 sedan is for sale on eBay in South Bend, Indiana.