Life, 1910-01-06 · page 57 of 76
Life — January 6, 1910 — page 57: what you’re looking at
What you’re looking at
This is a straightforward **product advertisement**, not satire or a political cartoon. It promotes the Atlas automobile, manufactured in Springfield, Massachusetts, with a New York branch. The page lists ten selling points: safety, comfort, silence, style, power, speed, simplicity, durability, low maintenance, and competitive pricing. Each claim includes technical specifications—the 60 H.P. engine, 128-inch wheelbase, and simplified two-moving-parts-per-cylinder design. Three models are advertised: the 60 H.P. Toy Tonneau and Touring Car at $2,500 each, and a 20 H.P. Taxicab at $2,400. An illustration shows a period touring car with open seating. **Context for modern readers**: This reflects 1920s automotive marketing when manufacturers competed on engineering features and durability. The emphasis on "simplicity" and "low maintenance" reflects consumer concerns about early automobiles' mechanical complexity. The pricing suggests this was positioned as an affordable, quality option.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
mlleeeee Ten Reasons Why You Should Buy an Charge—and usually a Fair Price. to a greater extent than any other car. i. The average automobilist to-day demands Safety, Comfort, Silence, Style, Power, Fair Speed, Simplicity, Durability and Low Maintenance Safety: Every part of the engine and car is made of the best quality material—thoroughly tried and tested under severest conditions. The running brake on the transmission—the emergency brake on the rear hub— construction endorsed by the best designers. Comfort: Experience has shown that the three-quarter elliptic spring now being generally adopted and first used in this country on the Atlas cars gives the easiest ng car, eliminating all side sway of the platform springs; the springs of the Atlas are extra long three-quarter el- liptic, made from imported Krupp silico manganese steel, the best material known for this purpose, which, combined with the long 128” wheel base, gives a car which for com- fort has no superior. Silence: The absence of external moving parts makes the engine the quietest engine running. Style: Atlas cars are classy in lines, are highly finished and handsomely upholstered in hand buffed leather with every convenience and comfort. The Atlas combines all of these features Power: The Atlas 60 H. P. engine is the highest powered engine put into a medium priced car; furthermore this power is developed at an engine speed of twelve to thirteen hundred revolutions, giving an available power in the hands of the ordinary user for general work and hill climbing. Speed: The Atlas car has a variable speed from five to sixty miles on the direct drive high speed gear. Simplicity: The Atlas engine is the simplest engine built,—two moving parts to each cylinder and a crank shaft. Durability: The Atlas engine will outwear any other automobile engine built,—the crank shaft is hardened, ground and polished; the bearings and shaft are indestruct- ible under ordinary conditions and engine parts replace- ments are practically unknown. Low Maintenance: The absence of replacement makes the maintenance cost the lowest. . Price: The price is several hundred dollars less than any other car of equal power and quality. 60H. P. Toy Tonneau $2500 60H. P. Touring Car 2500 20 H. P. Taxicab 2400 ATLAS MOTOR CAR CO,, Springfield, Mass. New York Branch, 1924 Broadway 9 comicbooks.com