Life — April 6, 1911 — page 51: what you’re looking at

What you’re looking at

This is an advertisement for the Babcock Electric Carriage Company of Buffalo, New York, appearing in *Life* magazine. The image shows an early electric automobile with passengers, set against an elegant architectural backdrop. The ad uses a quote attributed to "Babcock" ("When you build right, IT IS right, and works right"), emphasizing quality construction. The text below promotes the Babcock Electric as "a secure, safe, and comfortable vehicle" that appeals to "people of discriminating taste" with "beauty of line and elegance of appointment." This reflects the early 1900s when electric vehicles competed with gasoline cars. The emphasis on safety, comfort, and aesthetic refinement suggests electric cars were marketed as upscale, reliable alternatives—particularly appealing to wealthy consumers concerned with quality and status rather than raw power.