During the late 1990s, the recognition of the popularity for sport utility/crossover vehicles sparked a gold rush in the auto industry. The vehicle type’s adventurous off-roading physique, decent mechanical equipment and a design that maximizes interior space for abundant passenger comfort and cargo room evolved from being appreciated by a loyal niche to appealing to a mainstream. This growth also coincided with the luxury car category being disrupted by a vehicle known as the Hummer that became a trendy new status icon during the turn of the century. The Hummer’s allure around the turn of the millennium encouraged brands such as Lincoln, Cadillac, BMW and Porsche to make their first forays into what would become a vibrant luxury sport utility sector. Along with these existing brands entering the luxury sport utility marketplace, one company envisioned using the category in reviving the name of an old American automotive icon. In the early 1960s, the Studebaker Corporation was strug...