The History of Excalibur Automobile Corporation

America’s Neo-Classic Dream on Wheels

The Excalibur Automobile Corporation was one of the most distinctive niche automakers in American history. Operating from 1964 until 1989, the Wisconsin-based company built hand-crafted “neo-classic” automobiles that evoked the styling of 1920s and 1930s luxury cars while incorporating modern American mechanical components. At its height in the 1970s, Excalibur was one of the most recognizable specialty car brands in the United States, blending nostalgia, exclusivity, and performance in a way few manufacturers attempted. Though the company ultimately succumbed to financial hardship and shifting market conditions, its impact on the specialty automobile segment remains significant.

Founding and Early Vision (1964)

Excalibur was founded in 1964 by Brooks Stevens and his son David Stevens.

Brooks Stevens (1911–1995) was an influential American industrial designer based in Milwaukee, Wisconsin. Known for his work on everything from appliances to motorcycles, Stevens also served as a design consultant for the Studebaker Corporation during its final years.
David Stevens, his son, was an automotive enthusiast and entrepreneur who shared his father’s passion for classic European cars, particularly pre-World War II Mercedes-Benz models.

The idea for Excalibur arose when Studebaker asked Brooks Stevens to design a show car for the 1964 New York Auto Show. Using a Studebaker Lark Daytona convertible chassis and powertrain, Stevens created a striking neo-classic roadster inspired by the 1928 Mercedes-Benz SSK. When Studebaker withdrew from automobile production in late 1963, the Stevens family decided to produce the car independently.

Thus, Excalibur Automobile Corporation was born in Milwaukee, Wisconsin, in 1964.

Early Production and Growth (1964–1969)

The first production model, the Excalibur Series I Roadster, debuted in 1965. It featured:

A lightweight body
A 327 cubic-inch Chevrolet V8 engine producing approximately 300 horsepower
A 0–60 mph time under 7 seconds
A top speed of approximately 134 mph

At a time when most luxury cars were large and heavy, Excalibur’s combination of vintage styling and modern American V8 power was unique. The car cost roughly $6,000 at launch (about $60,000+ in today’s dollars), placing it in the luxury car category.

Initially, production was modest, with around 56 cars produced in 1965. However, strong demand from affluent buyers, celebrities, and collectors helped establish the brand. Among early high-profile buyers was comedian Phyllis Diller, whose purchase provided valuable publicity.

Excalibur’s early success was driven by:

Limited production runs
Hand-built craftsmanship
Distinctive styling
Strong performance

Factory Operations

Excalibur operated primarily out of Milwaukee and later West Allis, Wisconsin. Production was largely hand-assembled. Unlike mass-production automakers such as Ford Motor Company or General Motors, Excalibur relied on:

Fiberglass body panels
Chevrolet-supplied drivetrains
Small teams of skilled craftsmen

The company never produced vehicles at large industrial scale. Annual production typically ranged from fewer than 100 cars in early years to a peak of around 350 cars annually during the mid-1970s.

Expansion and Milestones (1970s)

During the 1970s, Excalibur introduced several new models:

Series II (1970–1974)
Series III (1975–1979)
Series IV (1980–1984)

The Series II introduced a longer wheelbase and a four-door Phaeton option, broadening the car’s appeal. The Series III became the company’s most popular and successful generation, benefiting from increased luxury features and improved engineering.

Sales Figures

Exact global sales figures are limited due to the company’s small scale, but total production from 1964 to 1989 is estimated at approximately 3,500 cars worldwide, with the vast majority sold in the United States.

The most popular and successful generation was the Series III (1975–1979), which accounted for roughly 1,000–1,200 units during its run. Because Excalibur’s market was primarily domestic, U.S. sales comprised the majority of those figures, with limited exports to Europe and the Middle East.

What Made Excalibur Different

Excalibur distinguished itself from other manufacturers in several ways:

Neo-Classic Design: While other automakers pursued modern styling trends, Excalibur intentionally evoked 1920s luxury roadsters.
Modern Reliability: By using Chevrolet engines and transmissions, the cars were easier to maintain than true antique vehicles.
Limited Production Exclusivity: Buyers were drawn to rarity.
Performance Credentials: Early models were among the quickest American production cars of the mid-1960s.

This combination placed Excalibur in a unique niche between custom coachbuilders and mainstream luxury automakers.

Marketing Strategies and Special Events

Excalibur’s marketing leaned heavily on exclusivity and nostalgia. Key strategies included:

Show appearances at major auto exhibitions
Placement in Hollywood films and television
Celebrity ownership
Word-of-mouth promotion among affluent buyers

The cars were often described as “modern classics,” appealing to buyers who admired pre-war European design but wanted modern comfort and drivability.

Unlike large manufacturers, Excalibur did not invest heavily in national advertising campaigns. Instead, it relied on press coverage and its dramatic styling to attract attention.

Hardships and Struggles

1970s Oil Crisis

The 1973 oil embargo posed a major challenge. With large-displacement V8 engines and relatively low fuel economy (often under 15 mpg), Excalibur’s cars became more difficult to sell during periods of high gasoline prices.

To address this:

The company continued refining engine efficiency
It emphasized luxury and exclusivity over fuel economy
It targeted affluent buyers less sensitive to fuel costs

Despite the crisis, Excalibur maintained respectable sales through the late 1970s.

Financial Difficulties in the 1980s

The most serious hardship came in the 1980s. Increased federal safety and emissions regulations raised production costs significantly for low-volume automakers. Additionally:

Interest rates were high
The luxury car market became more competitive
Consumer tastes shifted toward modern styling

David Stevens purchased the company outright from his father in 1980, but mounting debts and declining sales hurt operations.

In 1986, Excalibur was sold to a group of investors led by Randall L. Buehring. Production briefly continued under new ownership, but the company declared bankruptcy in 1989.

Mergers and Ownership Changes

Excalibur was never fully merged with a major automaker. However:

Founded independently in 1964
Purchased by Randall Buehring and investors in 1986
Declared bankruptcy in 1989

After bankruptcy, rights to the Excalibur name and assets were sold to various entities in the 1990s. Attempts were made to revive the brand, but no sustained production resumed.

Racing Programs

Unlike many specialty manufacturers, Excalibur did not operate a factory-backed racing program. The company focused exclusively on luxury and styling rather than motorsports competition. Its high-performance credentials were marketed in terms of straight-line acceleration and grand touring capability, not organized racing participation.

Notable Accomplishments

Production of approximately 3,500 vehicles over 25 years
Establishment of the neo-classic segment in American auto manufacturing
Celebrity ownership and pop culture recognition
Peak annual production exceeding 300 vehicles in the mid-1970s

Excalibur demonstrated that there was a viable U.S. market for hand-built, retro-styled automobiles long before retro design became mainstream in the 1990s and 2000s.

Consumer Reception in the United States

American consumers generally viewed Excalibur as:

A status symbol
A collectible
A conversation piece

Owners praised:

Strong Chevrolet V8 reliability
Dramatic appearance
Hand-built craftsmanship

Criticisms included:

High price
Limited practicality
Aging design by the 1980s

Still, resale values remained relatively strong due to limited production numbers.

Three Notable Excalibur Models

Series I Roadster (1965–1969)
Series III Phaeton (1975–1979)
Series IV Touring Sedan (1980–1984)

Decline and Bankruptcy (1989)

By the late 1980s, sales had fallen dramatically. The company’s final years were marked by:

Cash flow shortages
Supplier payment difficulties
Reduced consumer demand

In 1989, Excalibur Automobile Corporation declared bankruptcy and ceased production. The combination of regulatory pressures, changing consumer tastes, and limited capital ultimately led to its closure.

Legacy and Current Status

Today, Excalibur no longer operates as an active automobile manufacturer. While there have been sporadic attempts to revive the brand name, none have resulted in sustained vehicle production.

However, the company’s legacy remains significant in American automotive history. Excalibur pioneered the neo-classic revival segment decades before retro design became fashionable among major manufacturers.

Collectors continue to value surviving models, and enthusiast clubs preserve the marque’s heritage.

From its founding in 1964 by Brooks Stevens and David Stevens to its bankruptcy in 1989, Excalibur Automobile Corporation carved out one of the most unique niches in American automotive history. The company never aimed to compete with Detroit’s Big Three in volume. Instead, it offered something entirely different: handcrafted, nostalgic automobiles powered by reliable American V8 engines.

Its most successful model, the Series III Phaeton, epitomized the company’s blend of old-world elegance and modern performance. Though ultimately undone by economic pressures and regulatory challenges, Excalibur proved that passion, creativity, and craftsmanship could sustain a small independent automaker for a quarter century.

In the landscape of American automotive history, Excalibur stands as a bold experiment in style, individuality, and entrepreneurial ambition—a true modern classic.

The History of Excalibur Automobile Corporation

Founding and Early Vision (1964)

Early Production and Growth (1964–1969)

Factory Operations