Life, 1910-10-20 · page 27 of 44
Life — October 20, 1910 — page 27: what you’re looking at
What you’re looking at
This is a **straightforward automobile advertisement** for the Overland car, not a political cartoon or satire. The page appeared in *Life* magazine's 1911 issue, where advertisements were common alongside satirical content. The ad promotes the Overland's 22 models (priced $775–$1,675) by emphasizing manufacturing superiority: modern machinery, rigorous quality control (1,000+ inspections per car), and cost reduction (28% cut). Key selling points include interchangeable parts, fore-door options at no extra charge, and diverse body styles. The three car illustrations showcase different models—the Model 45 (20 hp, $775), Model 38 ($1,000), and Model 54 torpedo roadster. An insert box offers the "1911 Book of Designs." The text's repetitive assurances ("They Must Be Right," "no slighting, no skimping") reflect early automotive marketing's emphasis on reliability—a significant consumer concern when automobiles were novel, expensive purchases.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
for 1911 Licensed under Selden Patent The Overland has quickly become the most successful car ever created. Over 20,000 delighted owners are now telling others about these remarkable cars. And dealers have already paid deposits on more than 18,000 of the new-season models, In the five Overland factories, employing thousands of men, over $3,000,000 has been invested in the highest type of modern equipment. All this prestige, this demand, this in- vestment is at stake on producing cars which none can excel. Our dominant place would be forever lost if another car—at any price —ever gave better than Overland service. They Must Be Right Every material used in our chassis is the best that men know for the purpose. Every feature, regardless of cost, is made in accord with the best engineering practice. In every car, the materials and parts are subjected to more than a thousand inspec- tions—to more rigid inspection than any other maker employs. Then every chassis, before the body is added, is given at least two severe road tests. We take no chances on Overlands, for we have too much at stake. We permit no slighting, no skimping. ery part of every chassis is as good it could be if we sold it at double our price. The Cost Cut 28% Overland prices are due to the use of modern automatic machinery—acres upon acres of it. Also to enormous production. Over $3,000,000 has to date been invested in the best of labor-saving equipment. We have thus cut the cost of Overlands 28 per cent. in the past two years—an aver- age of $300 per car. At the same time we have secured such exactness as could never Model 45. One of our 20h. p. models—$775. Four cy linders—96-inch Wheel Base. Why the Must Be be secured in the old ways. And we have made every similar part interchangeable. It is thus that we undersell every other maker who puts out a high grade car. Fore Doors Included We have employed on our 1911 models some of the ablest designers in the auto- mobile line. The mechanism of the cars could not be further perfected, so their whole attention has been devoted to creating: ar- tistic designs. No car at any price has more style than the Overlands this year. On several designs we offer the option of fore doors or open front—your choice at an equal price. For fore-door models are the coming vogue, and we have decided that Overland customers shall not be charged extra for them, Our 1911 Prices For $775 we are making a 20-horsepower car, easily capable of 45 miles an hour. The wheel base is 96 inches. Four cylinders, of course. We are making a Torpedo Roadster—the latest type of a racy car—as low as $850. Our $1,250 four-passenger Coupe. Model 38. One of the five styles of $1,000 cars. 25 h, p.—102-inch wheel base. Overlands Right The Overland this year offers 22 models—from 20 to 35 horsepower— from $775 to $1,675—meeting every idea on style or price or power. The 25-horsepower Overlands, with 102- inch wheel bases, sell for $1,000—nine per cent. less than last year. Touring car body, delivery body, roadster or rumble seat The 30-horsepower Overlands, with 110- inch wheel bases, sell for $1,250. A wide choice of bodies, including a Torpedo Road- ster, fore-door tonneaus and open front. We are making a 4-passenger inside drive coupe—the ideal car for winter driving— for $1,250. _ The 35-horsepower Overlands, with inch wheel bases, sell for $1,600 and $ All of these prices include magneto and lamp equipment. Some have _ planetary transmissions, some sliding gear; some Remy magnetos, some Bosch, Our 22 models will mect any’ idea. New Book of Designs Please send us this coupon, or write us a postal, for our 1911 Book. It shows all the new designs and gives all specifications. It will enable you to compare Overland: by. detail, with any other car, With it we shall send you the address of the nearest of our 800 dealers where the new models are shown. The Willys -Overland Company (Licensed under Selden Patent) Dept. 0.3 Toledo, Ohio Send me the 1911 Overland Book Model 54, A torpedo body on one of the new higher-power models. All prices include gas lamps and magneto