Packard Executive

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The Packard Executive was an automobile produced by the Packard-Clipper Division of the Studebaker-Packard Corporation in 1956. Introduced in April, 1956, Executive's were intended to fill a price gap between the Clipper (automobile) models, which were sold not as Packards, but under the Clipper brand name in 1956, and the senior Packard line of automobiles.

Faced with limited financial capabilities, the Executive was created by combining the Clipper's body and rear tail light design and mating it to the front clip of the senior Packard models. While the car bore the Packard name, it was classified outside of the senior Packard model range.

Faced with limited financial capabilities, the Executive was created by combining a Clipper Custom with a senior Packard model's front clip. So, it used the Clipper's 122 inch frame and suspension, and an ohv V-8 engine with a displacement of 352 cubic inches, developing 275 hp. Packard had introduced this engine in 1955 for the senior line of cars. As there was an even bigger engine for 1956 senior models with 374 cubic inches displacement and 295 respectively 310 hp for the Caribbean, the smaller engine was relegated to the Clipper line, were it replaced the 1955 322 cubic inches V-8.

Outside, Executives were further distinguished from Clippers by a two-toning color scheme of their own. There were two straight, parallel chrome strips over the whole side of the car, the upper being the same as on the Clipper. The space between and the roof were painted a second color. Rear including tail lamps was pure Clipper, distinguished only by scripts and badges. The same was with the interior. Clippers and Packards already shared the same dash, but instruments differed. On senior models, they had white faces, Clipper's were light blue metallic. Further, Clippers had some warning lights set in dash holes where Packards used instruments. Executives used the Clipper layout.

While the car bore the Packard name, it was classified outside of the senior Packard model range. Executives received their own series designation, 5670. Offered in two body styles, a two-door hardtop (model 5677) and the four-door Touring Sedan (model 5672). That only made sense because of the mentioned introduction of the Clipper as a make. The Executive thus became the least expensive Packard offering and was priced, according to Packard advertising, to appeal to "the young man on the way up."

However, Packard's marketing share and deteriorating financial picture limited the appeal of the Executive.

The Executive was the only model introduced during the model year. Only 2,815 Executives were built for a therefore shortened "model year" that actually lasted about three months. 1,015 of therm were hardtops. Together with the introduction of the Executive, the Clipper Custom (series 5660) was phased out.

When Studebaker-Packard closed the Packard plant in Detroit in the late summer of 1956, company discontinued the various Packard model ranges. When production resumed in the fall of 1956 for the 1957 model year, the badge engineered Studebaker that replaced the true Packards was designated as the Packard Clipper.

[edit] Sources

• Gunnell, John, Editor The Standard Catalog of American Cars 1946-1975 Kraus Publications, 1987. ISBN 0-87341-096-3
• Kimes, Beverly Rae, Editor Packard: A History of the Motor Car and the Company Automobile Quarterly Publications, ISBN 0-915038-11-0

PACKARD 1899-1958 Category (edit)
	Cars:	Packard 200 | Packard 300 | Packard Caribbean | Packard Cavalier | Packard Clipper | Packard Clipper Constellation | Packard Eight | Packard Light Eight | Packard Super Eight | Packard Executive | Packard Four Hundred | Packard Hawk | Packard One-Eighty | Packard One-Ten | Packard One-Twenty | Packard Patrician | Packard Six | Packard Twin Six/Twelve | Packard Station Sedan | Studebaker based Packards
	Corporate:	Clipper | Packard | Studebaker-Packard Corporation| Ultramatic | Packard Panther | Packard Request
	People:	Howard Darrin | James J. Nance | James Ward Packard | William Dowd Packard.