Life, 1911-01-12 · page 33 of 44
Life — January 12, 1911 — page 33: what you’re looking at
What you’re looking at
This is **not a cartoon or satire** — it's a straightforward automobile advertisement from Life magazine's early automotive era. The R-O ("formerly The Owen") was a motorcar manufactured by R M Owen & Company in Lansing, Michigan. The ad emphasizes comfort and economy by highlighting the vehicle's lightweight construction (3,400 pounds versus typical 5,000-pound cars), large 42-inch wheels for smooth rides, long-stroke motor for fuel efficiency, and innovative frame design. The marketing pitch targets affluent buyers seeking comfort without excessive weight — a "highest class" vehicle at $3,200. The ad notes only 100 cars were built the previous year, emphasizing exclusivity and careful quality control. A small technical diagram shows the steering mechanism. The reference to "Licensed under Selden Patent" indicates compliance with automotive patent licensing of the era — a significant legal/business issue in early car manufacturing.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ee R O formerly The Owen The fine motor-cars of America and Europe are indeed well built, but a ride of any length in such cars without a sense of fatigue or strain is very uncommon. There is clearly a place for a car devoted to family touring and comfort, and this place is supplied by the R-O. The R-O is built according to the same factory practice. The same materials, the same kind and amount of workmanship, but not the same weight. Instead of 5000 pounds, the R-O weighs but 3400; therefore, it can use smooth, easy springs, which convert an unpleasant jolt into a gentle and agreeable undulation. Instead of the small wheels, which feel every depression of any size, the R-O has 42-inch wheels, and passes over as if the road were entirely level. The long-stroke motor (6 inches) moves steadily and slowly and smoothly, reducing the vibration to the minimum and leaving the rider absolutely unconscious of the engine. The double-drop frame (pcssible only in a car with high wheels) gives the car a firm- ness and closeness to earth that add greatly to comfort and the sense of security. Driving is made easy: first, by placing the driver on the left-hand side, where he can see better, and second, the single-lever control at his right giving him easy control ‘of the car. The R-O car is the most economical of the cars that may properly be ranked in the highest class. This is due to the high wheels, which are very easy on tires, the long-stroke motor, which works slowly and uses almost every particle of gas, and the comparatively light weight of the car. The R-O, built on certain new ideas, is neither a new car noran old one. It is the result of years of thought and experience. Only one hundred cars were built last year; but these cars have been carefully watched, any faults which might appear have been eliminated ,-and, based on actual experience in the hands of owners, the car has been further developed in the directions so much needed in the motor world. Price $3200. Send for catalogue. R M Owen & Company Lansing Michigan Licensed under Selden Patent comicbooks.com