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Life, 1909-04-01 · page 51 of 52

Life — April 1, 1909 — page 51: what you’re looking at

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Life — April 1, 1909 — page 51: Life, 1909-04-01

What you’re looking at

This page from *Life* magazine is a straightforward automobile advertisement for the Chalmers-Detroit Motor Company, not political satire or commentary. The ad promotes two car models—the "Forty" ($2,750) and the "30" ($1,500)—emphasizing value for money and performance. It includes testimonials from satisfied owners claiming durability and fuel efficiency (one owner reports traveling "fourteen miles per gallon"). The ad highlights competitive racing victories and a long-distance driving record (856 miles in 34 hours). The visual elements are technical drawings of the vehicles themselves, not caricatures or cartoon commentary. The selling point is straightforward: these Chalmers-Detroit cars offer superior engineering and reliability at accessible prices compared to competitors. This reflects the early automotive industry's use of *Life*'s editorial space for paid advertising.

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Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

CHALMERS-DETROIT “FORTY "—$2750 Made also in Touring Car and Toy Tonneau Types The Utmost Value for the Money We make the statement boldly this. You want the utmost is in the Chalmers-Detroit ‘orty 4s between equal prices you will de buy the greatest value. Settle for yourself by careful investigation the question of Examine it thoroughly. value. See the “* Forty.” sith all others, first in value ; then in price. What more could you want in au$ Every Owner Enthusiastic the Chalmers- Detroit“ Forty 750? The “ Forty" is sold by its friends. ‘There are }) sore than a thousand owners to tell you what they bink of thiscar. AskSome ofthem, Let us give oa their names if you don't happen to know them tow. They will tell you they wouldn't own another ar, having used the ** Forty Aside from what owners say, the " Forty" has a pblic performance record which has not been sur pased. At the Pasadena, Calif., hill climb, February twon two principal events, one of them the free- ‘cr-all for stock cars, and made the fastest time of tock car that day. A short time before this it ated all gasolene cars at the great River side, Calif., hill climb, making there also the fast- st time of the day. Daring 1908 it finished first or with a perfect sore in twenty-five nationally known races, hill " is the car which Mr. Coffin spent two We are putting out 2,500 this fata prohtof nine per cent. More than 1,500 already Uelivered. there is no better car than value at the lowest price, and here it at $2,750. Prices have interest only in their relation to values. tween equal values, you will choose that offered at the lowest price. ide to pay that which will a motor car than you get in Any “ Forty’ As be- ’ will go as fast as course you will probably not want to drive that fast, but you will be glad to realize you have a car with that much power. can use the power in other ways than getting speed—on_ hills, rough roads and in the sand and mud. The lines of the * sixty miles an hour. Of ‘or you Forty ’’ are as beautiful as any car can show, and it is painted and upholstered as well as any car can be. Compare it This is all we ask. For its engine power, it’s a light car. tires—low cost of upkeep. of the best proved in the world. car, it has been standard from the start. This means saving of The design of the “ Forty” is one More than any other American Very few changes— minor ones—have been necessary. contests. The car which stands up under such severe strains as these is pretty sure to meet satisfactorily the lesser de- mands of the average owner. Over muddy winter roads last December, Mr. J. S. Harrington drove his new “ Forty" from De- troit to Providence, RK. 1.,—856 miles in 34 hours and 50 minutes actual running time. Mr. Thomas D. Murphy of Red Oak, Iowa, tour- ing abroad writes : “In our ‘Forty since leaving Lo dollar (or repairs. climbs, and endurance we have completed 5.000 miles and T have not paid outa single A New England owner says: “ The car has just covered 499 miles on a trip through the White Mountains, where we used six quarts of oil and 35 gallons of gasolene, or a little over fourteen miles traveled per gallon.” CHALMERS-DETROIT “30"—$1500 Made also in Tourabout and Roadster Types No car on the market gives nearly so much for the money. No car in its class can stand for a moment in actual comparison made by unbiased engineers, No car at any price has stond more We have now in our factory store rooms $33,000 worth of unused extra parts. This stock was laid in for any repairs that might be found necessary—to provide against every emergency. But the car has proved so good that we might as well not have reserved this supply. For instance, in all our experience we’ to replace a single crank shaft. We planned originally to build 545 of these cars this year. We have just decided to increase our schedule by §5 cars, making an even 600 in all. We do this in response to a demand which be- comes ever more insistent as more and more peo- ple come to know the true quality of this car See one of these cars. Or write for catalog “P."" Learn the facts and you will not have trouble mak- ing a decision. not had trying endurance tests than has the Chalmers-De- troit - Please write for our catalog “P" to learn all the facts. CHALMERS-DETROIT MOTOR COMPANY, Detroit, Mich. Members A. L. A. M. THE WILLIAMS PRINTING COMPANY comicbook s.com