Rockne Coach

A driving Southern California eleven last week interrupted Notre Dame's reign over U. S. football (see p. 23). But stronger than ever lives the name of Knute Kenneth Rockne. Bobbs-Merrill has published an autobiography edited by Widow Bonnie Skiles Rockne. A biography, published by Macrae Smith, has sold well. Victor's record of one of his "fight-talks" brings Mrs. Rockne about 5-c- a sale. The Spirit of Notre Dame is a current, popular cinema (TIME, Oct. 26).

From all these things Widow Rockne has derived satisfaction. From some she has realized profits to support her four children. Last week more satisfaction & profits headed her way. A new car was ready to burst forth. Its name: The Rockne Six. Its maker: a subsidiary of Studebaker Corp. Its sales chief: George M. Graham, previously sales manager for Willys-Overland, assisted by Frank L. Wiethoff. Its production manager and engineer: R. A. Vail and R. C. Cole, who were in charge of the same departments in Dodge Bros, before it was absorbed by Chrysler.

Strenuous advertising copy is ready for launching next week. Excerpt: "Forceful as Rockne himself was forceful; practical as he was practical; stirring as his influence was stirring." The Rockne Six (the trade quickly called it the Rockne Coach) will sell at two prices. One model will compete with Ford, Chevrolet and Plymouth, marking Studebaker's entrance into the low priced field. The other will sell in the Pontiac and Essex range.

When Coach Rockne died he was on an airplane trip for Studebaker which had just engaged him at $25,000 a year to pep up salesmen. Rumor widely had it last week that Mrs. Rockne will receive a year's salary at the same rate for use of the name; also, perhaps, a stock interest.

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