Life, 1910-05-19 · page 27 of 40
Life — May 19, 1910 — page 27: what you’re looking at
What you’re looking at
This is **advertising, not satire**—a Detroit Electric automobile ad from Life magazine (likely early 1900s). The page promotes electric cars to a skeptical market by claiming expert validation. Key points: - **"Fourteen makers of gas cars"** chose the Detroit Electric for their private garages, positioning it as the luxury choice among skeptics - **The Munsey Tour** reliability run (Washington to Boston, 671 miles) supposedly proved electric cars' dependability—a major selling point when automobiles were still experimental - **Edison Battery** reference invokes Thomas Edison's credibility; the ad emphasizes the battery is "indestructible" and requires only weekly water fills The humor for modern readers: electric cars are presented as cutting-edge luxury items requiring expert reassurance. Today, the irony is that electric vehicles were abandoned for decades, then recently reinvented as futuristic. The ad's breathless enthusiasm about 100-mile daily range and weekly maintenance now seems quaint. This reflects genuine early-1900s competition between electric, gasoline, and steam automobiles—a forgotten chapter of automotive history.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
convinced the experts Amore sincere tribute was never paid to the high standard The Detroit is not merely a thing of beauty—it is a joy to his electric than its choice by fourteen makers of gas cars depend on for pleasure and service over town and country. their private garages. In the Munsey Tour the Detroit, the sole electric entered, The luxurious trappings, the generous proportions of the won the only official certificate ever issued to an electric Detroit challenge your admiration; but these manufacturers in a reliability run. From Washington to Boston, 671 manded more than grace of line—they had to be convinced miles, the Detroit made a perfect score, averaging over 100 “the mechanical worth of the car. miles a day for six consecutive days. Every one of our nine models comes to you completely fitted for your comfort and convenience. They range in ice from $1650 to $2500. The Edison Battery The Wizard used nickel and steel and made a battery of lighter weight and greater ampere-hour capacity, thereby materially increasing the mileage efficiency. This battery is indestructible. It cannot deteriorate or sulphate and may stand indefinitely without recharging. Overcharging or charging at a high rate will not hurt the battery. All the care it requires is to fill it with water once a week. Let us send you literature that will convince you as to the possibilities of pleasure and service you may get out of a Detroit. Merson Carriage Company, Dept. LM Detroit, Michigan comicbooks.com