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Life, 1911-01-05 · page 81 of 104

Life — January 5, 1911 — page 81: what you’re looking at

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Life — January 5, 1911 — page 81: Life, 1911-01-05

What you’re looking at

This is primarily a **car advertisement**, not political satire. The Speedwell Motor Car Company promotes their vehicles through claims of superior durability and value. The ad's central argument: you must spend $4,000–$6,000 to buy a car equal to Speedwell's, yet Speedwell costs only $2,500–$2,900. The company emphasizes reliability through anecdotes (a Speedwell survives hitting a telegraph pole with only bent fenders) and technical specifications (axles, steering gears, braking systems). The photograph shows a well-dressed couple with the "Speedwell Torpedo" model outside a substantial brick building, suggesting affluence and respectability. This reflects early 1900s automotive marketing: positioning a mid-priced car as offering exceptional value and engineering quality. The repeated emphasis on durability and safety addresses legitimate consumer concerns about new automobile technology's reliability.

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Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

and ome the One Not ‘um: | fa- ber. nade SPEEDWELL TORPEDO. senger, $2,700. Top windshield not _in- rice. One for all 4- Cylinder, 50 |. P. Motor —121 inch wheel base. You must spend $4,000 to $6,000 to buy the SPEEDWELL’S equal. Speedwell motor cars maintain a middle ground n the matter of price—$2,500 to $2,900. They are honestly worth what they cost—they are worth much more than they cost accord- ing to current standards. They are honestly worth what they cost, because they possess in an eminent degree that rare quality which constitutes so large a part of motor car value—the ability to withstand the extreme punishment to which motor cars are subiected. To drive yourself, your family, your friends, in a car is a great _responsibility—a_responsi- bility that will rest lightly on your shoulders if you drive a Speedwell. You never heard, did you, of a Speedwell axle breaking? You never heard of a Speedwell steering gear failing in its purpose? The Speedwell is impervious to those road shocks which are constantly putting the axles, the springs, the wheels, the steering gear, the frame, to the utmost heroic test. Last year, for instance, a Covington, Ky., Speedwell owner, driving his car along the country road at the rate of fifty miles an hour, collided with a telegraph pole. Bent fenders and damaged radiator were the only evil results to the Speedwell. With a motor car the unexpected is constantly happening. Not under $4,000 to $6,000 will you find a car more certain to withstand the incidents and accidents of everyday road use than the Speedwell. The Speedwell Motor Car Co., - 340 Essex Ave., Dayton, Ohio. PRINCIPAL MODELS EXHIBITED MADISON SQUARE GARDEN NEW YORK, JANUARY 7-14. LICENSED UNDER SELDEN PATENT a Safety In The Brakes Safe design is often as important as proper materials. Thus, in Speedwell brakes we have put great braking area—one square inch of braking Surface to each ven pounds of car. No other large car ia s0 liberally provided—a margin of safety here that is reassuring. Economy In Transmission Of Power No other car delivers such a high propor- tion of power to the rear wheels as does the Speedwell. This has been proven by technical test. The straight line drive is one very important factor. There is no power loss through dis- alignment of the driving shafts from the motor to the rear axle—the drive line is straight. An Example Of Superior Design Speedwell steering knuckle is pro- vided with a roller-bearing that car- ries the weight of the car and makes steering remarkably easy. Contrast this with the usual practice—a straighs bolt and plain bearing surface at this point—and you must appreciate the superiority of this Speedwell con- struction. Our catalog will give you many other details of advanced constructional advantages in Speedwell cars. Literature Ss cars in full colors. We will also put your name on our mailing list to receive our monthly magazine, “The Speed- well,"'a motor magazine devoted to the perform- ances of Speedwell cars, together with valuable infor- mation in the careand up- ‘Speedwell Moter Car Co. 340 Essex Ave., ‘Dayton, Ohio. Please send me the Mterature referred to