Life, 1910-11-10 · page 43 of 44
Life — November 10, 1910 — page 43: what you’re looking at
What you’re looking at
This is **not satire or political commentary**—it's a straightforward automobile advertisement from *Life* magazine's early automotive era. The page promotes the Hupmobile touring car ($900), emphasizing its unprecedented value and a lifetime warranty ("Guaranteed for Life"). The ad claims this is the first 110-inch wheelbase touring car at this price point with both sliding gear transmission and Bosch magneto ignition. The selling points target middle-class buyers: low maintenance costs (20-25 cents daily), reliable equipment, and the manufacturer's confidence in durability. Three vehicle models are shown: the touring car, runabout ($750), and coupe ($1,100). The repeated phrase "Never before such a car at such a price" frames the guarantee as proof of quality, positioning the Hupmobile against competitors. This reflects early 1900s automobile marketing, when such warranties were genuinely novel and purchasing an automobile was a major investment requiring reassurance.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ee ‘LIFE: a “You can now verify this touring car OOKLET PETITE ae value with your own eyes Fge of rare id that utopsy would edicine about spond: opathic a De ope thie . nee : F. . B, Detroit, including the following st 20 H. P. 4 cylinders, 4 passenger, equipment: Gaslamps, piping and generator, 3ix3 Siding gears, Bosch magne rear tires; shock absorbers on front springs, thiee oil lamps sliding gears, Bosch magneto horn and tools; top, windshield and. speedometer extra GUARANTEED FOR LIFE ‘3 car initial announcement of this new Hupmobile Touring we said of it: “Never So you have in the Hupmobile Touring Car not only the most remarkable car in point before such a car at such a price, with such a guarantee. ‘of size power, equipment and luxury ever offered at such a price, but a guarantee Deiveries are being made, as this advertisement appears, to all parts of America. which establishes the quality of the car beyond all possibility of argument. Ween you go to your own dealer in your own town, you will find yourself in immediate Back of this you have the assurance, based on the experience of thousands of Hupmobil; and enthusiastic agreement with this claim. owners, that this new $900 touring car will cost so little to maintain that it cannot Pesew $900 Hupmobile is the first touring car of 110 inch wheel base to be sold for $900 actually be considered an expense, in view of the service rendered. i athe frst touring car with sliding gear transmission and Bosch magneto to be sold for Accepting the experience of Hupmobile owner: as a criterion, this new $900 Touring less than $1000 Car will cost the owner who keeps it at home about 20c. or 2sc. a day. the first touring car ever sold at any price with a life-long guarantee. Now, recapitulate all the advantages offered above, and see if you don't agree with us S$ guarantee means that the Hupp Motor Car Company guarantees the Hupmobile that there was “never before such a car at h a price. with such a guarantee. {ree from defects in material or workmanship during the life of the car, and will Then confirm this conviction with a personal examination of the car by a visit to your feolace, free of charge, any such defective material, on return to its factory for dealer. ion HUPP MOTOR CAR COMPANY, Dept. J., Detroit, Mich. LICENSED UNDER SELDEN PATENT HUPMOBILE RUNABOUT $750 F.O.B. Detroit, including three oil lamps, tools and horn. | Top. gas lamps. tank or generator, speedometer and trink rack extra HUPMOBILE COUPE. $1100 F.O.B. Detroit. Equipment includes magneto; electric headlights and interior overhead light; combination oil and elec- tric dash and’ tail lamps; battcries and wiring; shock absorbers on front springs; ingle drop seat from dash. 31 x 344 inch rear tires. a — comicbooks.com