Life, 1910-10-06 · page 37 of 60
Life — October 6, 1910 — page 37: what you’re looking at
What you’re looking at
This is primarily **advertising, not satire**. It's a promotional article for the Hudson "33" automobile, featuring engineer Howard E. Coffin as the designer. The page celebrates Coffin's credentials—he designed earlier successful cars (Oldsmobile, Chalmers-Detroit models)—positioning him as automobile industry royalty. The text argues the Hudson "33" represents a major engineering breakthrough: it has approximately 900 fewer parts than comparable cars, reducing manufacturing costs and complexity while improving reliability. For modern readers: This reflects early-1900s auto industry competition based on **engineering innovation and price reduction**. The emphasis on "fewer parts" and simplicity was genuinely revolutionary then. Coffin's reputation apparently mattered enormously—dealers allegedly pre-ordered 10,000 cars before any were built. The accompanying car illustrations show different body styles (Touring Car, Torpedo, Roadster, Pony Tonneau) available at various prices ($1,000–$1,350), demonstrating the product range. This was aspirational technology for middle-class buyers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
: LUPE: HOWARD E. COFFIN’S Masterpiece | Is The New HUDSON “33” | era rere Neer ae ee Howard E. Coffin built the four-cylinder Oldsmobile, the Thomas-Detroit 40, the Chalmers-Detroit 40, the Chalmers-Detroit 30. He is President of the Society of Automobile Engineers, Chairman of the Technical Committee of the Associa- tion of Licensed Automobile Manufacturers and Chairman of the Rules Committee ofthe Manufacturers’ Contest Association. His masterpiece isthe HUDSON “33.” Howane E. COFFIN designed the HUDSON He is in constant personal charge of its manu facture, That fact guarantees to those who know that this new car is to-day's greatest achievement in automobile designing. — It represents the only great step in advance made in this industry this year. Because of that fact, dealers placed orders for ten thousand of his cars—one year’s production— before the first car went out. +r before was such a tribute paid to any er of this craft. No other name means so much in the develop- meat of the automobile. — His motor desi; day used by upon thousands of well-known cars of forty differ- eat makes. chic designers of cight well-known and struction from Mr. € in. }) Cars Better and Better—Costs Lower and Lower ch of Howard E. Coffin’s cars has been a leader time ch has inereased the standard of automobile construction, and cach has set a new low price record for cars of quality h has been an ad- vance step in reducing the cost of automobile upkeep, The Oldsmobile sold at $2,750. ¢ Chalmers-Detroit. 30 was the first rea cessful car of value ever produced at its price $1,500, Howard E. Coffin, the * Master Motor Car Huilder.”" The HUDSON “33,” $1,250. his greatest car, sells at Each car has marked a distinct’ advancement toward simplicity. There are approximately goo fewer parts in the HUDSON * is than in the average auto- mobile selli Fewer parts to make, fewer parts to assemble, fewer parts to we: make it possible t« a lower price 5 . nile to run the J aa erate more complicated cars. What Racing Cars Taught Howard E, Coffin designed some of the. most famous speed cars America has produced. His sole purpose was to locate weakness that three years’ use would never indicate. how he discovered the da nd why he has made the HT wheels and a device that prevents a spri age. He buile a stronger, yet lighter, frame, and has elimi- body squeaks. adjustment possible has been made auto: at the wonderful simplicity of the chassis Notice how quiet the motor is. Examine the su- perior quality of finish in every detail. Compare its long, low, graceful lines with those of any car on the market. Write for the book about the HUDSON "33" which Howard E. Coffin has written. HUDSON MOTOR CAR COMPANY Licensed under Selden Patent Hudson Touring Car {i¢-inch wheel base, extra large steering wheel, 34-inch Gregan with Quick Detachable Rims, 33 horse-power. The Toot rece body of alumotold ehcet metal throughout. wh e foot boards of seat is wi ‘pring anchors. tp, solid cast aluminum. Special attention en given in this model to riding comfort. The rear eC car sits tilts backward, Is deep and low to the floor. ris equipped with dust guard over the springs and Pony Tonneau, $1300 Roadster, $1000 2904 Jefferson Ave., Detroit, Mich. $1350 Hudson Torpedo 114-inch wheel base, extra large steering wheel, 34-inch wheels with Quick Detachable Rims, 33 horse-power. Gear shift and hand brake lever in same position as upon other models, thus preventing the cramping of the knee and elbow room. Body of alumoloid sheet metal throughout, with double flush side doors in rear and single fore door on the left. the long, graceful lines. ‘The foot boards of solid cast aluminum. Note