Life, 1910-11-24 · page 35 of 48
Life — November 24, 1910 — page 35: what you’re looking at
What you’re looking at
This is **not a satirical cartoon** but rather a **genuine automobile advertisement** for the Detroit Electric vehicle, placed in *Life* magazine circa 1910-1911. The page advertises two models: the Detroit Electric (marketed primarily to women) and a new "Gentlemen's Underslung Roadster" (for men). The illustration shows elegantly dressed passengers in an early electric car—a technology that was then cutting-edge and fashionable. The "satire" of *Life* magazine lay in editorial content elsewhere; this is straightforward product advertising highlighting the vehicle's luxury features, the revolutionary "chainless" direct shaft drive, and a claimed world record of 211.3 miles on a single battery charge. **Key context for modern readers:** Electric vehicles were not niche products in 1910—they competed seriously with gasoline cars, particularly among affluent urban buyers who valued quiet, clean operation and didn't need long-distance range. The gendered marketing (luxury/cleanliness for women, sportiness for men) reflects period assumptions about automobile buyers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
§ *eF BEPERESTOY RERRe BRR i* pottles The Electric that is Making History HE two greatest chap- ters in the story of the electric vehicle have been written this year by the Detroit Electric: The introduction of our new “Chain- less"* Direct Shaft Drive, a straight path of power from motor to adjustable bev- cled gear in rear axle—without chain or gear reductions; friction or noise. And the establishing in Detroit, Oc- tober 5, 1910, of a new world’s record for mileage in an electric vehicle: 211.3 miles on a single battery charge. Accomplished by a regular stock Detroit Electric. That's the greatest triumph yet for the Detroit Electric- Edison System of Motor and Battery. _ The Detroit Electric is the last word in luxury and beauty, as well as effi- ciency; distinguished by its stunning lines, its quict elegance without show: its rich upholstering and air of genuine refinement. In point of design and the infinite per- fection of finish and equipment, it is this year, as always, a style-creator. To the well-bred woman—the De- troit Electric has a particular appeal. In it she can preserve her toilet im- maculate, her coiffure intact. She can drive it with all desired pri- vacy, yet safely—in constant touch with traffic conditions all about her. New Car for ‘‘Him”’ ——_—— =< A brand new extra-low and rakish Detroit Electric model for men is our Gentlemen's Underslung Roadster: -lines of a thoroughbred and extra-long wheel base. Pneumatic tires only. Ten 1911 Models combine Victorias, Coupes, Broughams—beautifully uphol- stered in imported goatskin, and other de luxe leathers, all_hand-buffed rich satins, broadcloths, English whipcords, etc.—and the Gentlemen's Roadster. Three optional drives—Chainles ct Shaft Drive, our successful double chain and Renolds Tandem Silent En- closed Chain Drives. You have your choice, as well, of Special Electric cushion or pneumatic tires; Edison or lead bat- teries, Be informed—before you purchase any electric. We ask the privilege of ex- plaining all that the special features of the Detroit Electric really mean. Our dealer in any of the larger cities will gladly wait on you with a demon- strating car. Or write direct for catalog and full deta Anderson Carriage Co. Department 4 Detroit, Michigan Branches:—New York, Chicago, Kansas City, Detroit, Buffalo, Cleveland. Selling Representatives in all Leading Cities