Life, 1910-09-22 · page 2 of 40
Life — September 22, 1910 — page 2: what you’re looking at
What you’re looking at
This is **not a satirical cartoon page** but rather a **straightforward automobile advertisement** from Life magazine in 1911. The page advertises the Detroit Electric automobile, highlighting its "direct drive" transmission system—an engineering innovation eliminating chains and gear reductions between motor and shaft. The ad emphasizes practical benefits: quietness, efficiency, simplicity, and fewer moving parts. Two vehicle illustrations show different Detroit Electric models: a four-passenger brougham and a roadster. The accompanying text describes specifications and options, including Edison batteries for extended range. This represents genuine technological competition in early automotive development. Electric vehicles were serious contenders before gasoline engines dominated. The ad's technical claims reflect real engineering discussions of the era, not satire.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Copyright in Englaml sad the Heitith Possessions A Triumph of Transmission Adjustable beveled gear, directly connected with our new shaft drive, without chain or gear reductions between motor and shaft, requiring the fewest possible parts These essentials to a mechanically perfect direct drive, hitherto lacking in any electric, have been in- vented and perfected for the DETROIT. Power is transmitted direct to a beveled gear in the rear axle. Heretofore common practice has necessitated an extra reduction from motor to shaft through chains or a set of gears, bearings and countershafts. In eliminating this reduction we have: (1) Provided a perfectly noiseless motor and gears. (2) Effected practically instantaneous transmis- sion with the least loss of efficiency. (3) Constructed a beveled gear so accessible and so simple that any owner may make necessary pas ome ae Bro adjustments without expert assistance. . Re i y +4t inch ; as an 84- ’ : c and the hoods ared (4) Eliminated several extra parts. | Other important changes and additions make the 1917 DETROIT line more complete than ever. Yor have your choice of sixteen models, including the following: A four-passenger victoria; a victoria model, with lon front hood and rumble seat in rear; an under slung roadster. Except the roadster, all models may be equipped chain or shaft drive; pneumatic or Motz cus tires. We strongly urge the equipment of EDISON hatteré for greater mileage and perfect service. } For details of new models ask our local dealer, or wrté Model P, Roadster, with underslung frame, built on rakish, racy lines, with hd agsinch wheelbase Hay very fow tener of gravity and aks the ound Anderson Carriage Company ike a scared deer. It's like driving on thin air—th carest a pach toa / Pen e nearest approach 929 Denavtment LM —-+_~—Ss DETROIT, MICHIGA): 438 icbooks.com