Life, 1910-10-06 · page 14 of 60
Life — October 6, 1910 — page 14: what you’re looking at
What you’re looking at
This is a straightforward automobile advertisement, not satire or political commentary. It promotes the 1911 Rambler automobile line by The Thomas B. Jeffery Company of Kenosha, Wisconsin. The ad emphasizes quality manufacturing—notably that 92% of parts are made in-house—and claims this commitment to craftsmanship necessitates "limited output." The advertisement lists features (spare wheels, shock absorbers, wind shields, lamps), available models (coupes, limousines, roadsters, touring cars), and prices ($2,175-$4,140). Three car illustrations show different Rambler models. The "limited output" framing appears to be a marketing strategy positioning scarcity and quality as virtues during the early automotive era. This represents period advertising in *Life* magazine, aimed at affluent readers who could afford such vehicles.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Rambler Sixty-five Rambler Sixty-four HE Rambler line for 1911 is complete, including lan- : daulets, coupes, limousines, town cars, roadsters, toy tonneaus and five and seven-passenger touring cars with detachable fore doors. Details and construction alike for all; two sizes, forty-five and thirty-four horsepower. Forty-inch wheels on all seven-passenger open cars; thirty- six-inch on all others. Every detail is refined, producing gratifying comfort and silence. Standard equipment with every model: Spare wheel and tire, shock absorbers, top and envelope, wind shield, five lamps, gas tank and tools. Ninety-two per cent of all Rambler parts are made in the Rambler factory. Years of experience in cul- tivating painstaking habits of workmanship have created a standard of quality such that to actually make so many of the parts, even in a factory as large and completely equipped as the Rambler, the output must be limited. Prices, $2,175 to $4,140 Early deliveries. Complete infor- mation and catalog on request. The Thomas B. Jeffery Company Main Office and Factory. Kenosha, Wisconsin Branches: Boston, Chicago, Milwaukee, Cleveland. San Francisco New York Dealers, The Rambler Automobile Co. of New York, 38-40 West 62nd Street, New York Rambler Sixty-three comicbooks.com