Life — April 15, 1909 — page 6: what you’re looking at

What you’re looking at

# Analysis This page is **not a cartoon or satire** — it's a straightforward advertisement for the Herreshoff automobile, placed in Life magazine. The ad promotes a lightweight car (1,600 pounds) manufactured by Herreshoff Motor Co. of Detroit and sold through Harvey S. Haupt Co. in New York. The pitch emphasizes practical advantages: lower purchase price, reduced maintenance costs (one-third of larger cars), better fuel efficiency (18+ miles per gallon), and superior handling on poor roads. The ad positions the Herreshoff as filling a market niche between light cars and luxury vehicles, claiming quality comparable to major American and foreign manufacturers despite its $1,500 price point. It mentions planned production in Bristol, Connecticut, with models featuring 4-cylinder and 6-cylinder engines. This represents early 20th-century automobile marketing, targeting budget-conscious consumers.