Life, 1911-04-06 · page 9 of 76
Life — April 6, 1911 — page 9: what you’re looking at
What you’re looking at
This is a **full-page advertisement** for the Luxurious Broc Electric automobile, manufactured by The Broc Electric Vehicle Company in Cleveland. The ad emphasizes the car's appeal as "an all-year car for town or suburban use," highlighting its convertible coupe design and low operating costs (claiming "$3 to $7 per month" in electricity). The accompanying illustration shows a genteel street scene with well-dressed pedestrians and a dog, positioning the vehicle as suitable for pleasant urban driving. This reflects the **early 1900s electric car market**, when electric vehicles competed seriously with gasoline cars before internal combustion engines eventually dominated. The advertisement targets wealthy urban consumers by emphasizing convenience, economy, and social respectability rather than performance.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The LUXVURIOVS BROC ELECTRIC AN an all-year car for town or suburban use the Luxurious Broc coupe stands supreme. In pleasant weather it may be open all around—more open than any other electriccoupe. And to make it secure against sudden storms is but the work of a moment. Those are details that help to make the Luxurious Broc an ideal carfora man or woman, Coupled with them is unusual economy in maintenance, « Three to seven dollars a month will furnish all current necessary to drive a four- passenger Broc every day in the month—as far and as fast as the average person desires. This question of economy is so important that every prospective purchaser ought to investigate it. Write today for the Luxurious Broc catalog, showing the six 191 models —for two, three and four passengers; shaft or enclosed chain drive ; Exide or Edison batteries. The BROC ELECTRIC VEHICLE COMPANY 1665 East Forticth Street Cleveland comicbooks.com