Editing Packard (section)

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Studebaker-Packard retired the Packard marque in 1959. In 1962, "Packard" was dropped off the corporation's name at a time when it was introducing the all-new [[Studebaker Avanti|Avanti]]. The Packard name had been considered for the Avanti, but a less anachronistic image was being sought for the new model. Thus the Packard name ceased to exist in the American auto industry.

In the late 1950s, Studebaker-Packard was approached by enthusiasts to [[badge engineering|rebadge]] the French car maker [[Facel Vega]]'s [[Facel Vega Excellence|Excellence]] four-door hardtop as a Packard for sale in North America, using stock Packard V8s and identifying trim including red hexagonal wheel covers, [[cormorant]] hood ornament, and classic vertical ox-yoke grille.{{citation needed|date=July 2017}} The proposition was rejected when [[Daimler-Benz]] threatened to pull out of its 1957 marketing and distribution agreement, which would have cost Studebaker-Packard more in revenue than they could have made from the badge-engineered Packard. Daimler-Benz had little of its own dealer network at the time and used this agreement to enter and become more established in the American market through SPC's dealer network, and felt this car was a threat to their models.