Life, 1908-03-19 · page 24 of 24
Life — March 19, 1908 — page 24: what you’re looking at
What you’re looking at
This is **not a cartoon or satire** but rather a straightforward automobile advertisement from Life magazine (dated March 19, based on visible header). The page promotes the **Mitchell Motor Car**, a real American automobile manufactured in Racine, Wisconsin. The ad's central argument targets practical-minded buyers—particularly Chicago businessmen (doctors, lawyers, merchants, engineers, bankers)—claiming the Mitchell offers superior *value* rather than unnecessary performance. The key pitch: $2,000 buys "speed power and reliability" equal to more expensive competitors. The ad argues that 55 mph and 35 horsepower suffice for safe driving, making higher-powered cars wasteful expenditures. To support credibility, it cites 200 Mitchell sales at the Chicago Auto Show versus 10 for competitors, plus 125 testimonial letters from prominent Chicago professionals. The advertisement emphasizes economy and practicality over ostentation—a resonant message for early-1900s middle-class consumers concerned with value and sensible purchasing decisions.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
42.0.0 for Speed Power and Reliability @. 2) HAT is all you need pay—for as good a car as you'll ever want. Some people pay more and get more speed and more power. But not better style, finish or con- struction. You, certainly, do not want to ride faster than 55 miles an hour—the speed of the Mitchell—for that is the limit if you are to ride safely. And your car doesn’t need more than 35 horse- power—the power of the $2,000 Mitchell. For that will take it up the steepest hill through sand and mud and over the roughest road with perfect ease, without shifting a lever. A high-powered, high-speed motor costs big money to buy and to keep. But you don’t need one in your car to make it reliable. Then why pay double our price? 200 Mitchells were sold at the Chicago Show against an average’ol 10 lor all other makes. That proves that the Mitch- ell is the car for the many, which means— the business men who want the best value and who investigate before they buy. We have over 125 letters from representative Chicago business men—doctors, lawyers, merchants, engineers, bankers, etc., proving the Mitchell the ideal car. Performance and cost of keeping are mentioned in these letters as extraordinary —price as remarkable. A Committee from the Chicago Automobile Club has drafted a act of plans and specifications for an ideal auto- mobile based upon the plans and specifications of all the best American cars, The Mitchell, by comparison with the result, is nearest to this ideal of any Ainerieais car. The Mitchell price, however, is $300 lower. This amount is saved you in our price by our perfect factory system. Before you buy a car you ought to know all about the Mitchell. Kaow the Mitchell first—then do. your choosing. Let us show you the Mitchell. Ride with us 50—100—or 500 miles. Any Mitchell agent will be glad to take you out if you're interested. There's no obligation on your part to buy. We simply ask a chance to save you $2,000 or $3,000 on your automobile. If we satisly you with this $2,000 Mitchell, you won't pay $4,000 for any othe car. $2,000 is worth the little time it takes to save it. Let the Mitchell convince you. Call any agent onthe phone—and give himtwo hours of your time. That is sufficient. Ask for the Touring Car, $2,000—the Limousine, $2,800—the Roadster, $1,250 or the Runabout, $1,000, The Runabout is used to-day by over 1,000 doctors for all their daily visits and trouble of any kind has yet to develop in one of them. Let as aend you letters from people who use Mitchell cars, proving all you ovant to tow about the car you ought to Rave, Don't fail to see this line before you pay twice the money for some other car. Catalog No. 18 tells all about these cars. Ask your agent or write— Mitchell Motor Car Co. (Member of American Motor Car Manufsctaren’ Aw’) comicbooks.com