at the time, the only dictator that would have immediately come to an american mind was benito mussolini, whose popular image was one of audacity and strength, in spite of well-publicized fascist violence. however the rise of adolf hitler in germany tainted the word 'dictator'. studebaker abruptly discontinued the name 'dictator' in 1937, resurrecting the commander name which had been dropped in 1935. at that time, raymond loewy and helen dryden were working on new concepts for body design and customer appeal.