Life, 1911-06-08 · page 28 of 44
Life — June 8, 1911 — page 28: what you’re looking at
What you’re looking at
This is **not a political cartoon or satire**—it's a straightforward automobile advertisement from *Life* magazine's 1912 issue. The page announces the Locomobile's latest models: the 48 Six Cylinder ($4,800) and 30 Four Cylinder ($3,500). The ad emphasizes luxury features targeting wealthy motorists: deep upholstery (ten inches), lightweight construction, fuel economy (12 miles per gallon), and mechanical refinement from "seven years' study." It highlights the six-cylinder engine's superiority and claims the Locomobile offers "a new standard of Luxury in motor cars" and is "the best built car in America." This reflects early 1910s automotive culture when cars were luxury goods for the affluent, and manufacturers competed on comfort and engineering prestige rather than affordability or mass production—the opposite of Henry Ford's contemporaneous Model T strategy.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
gl WE Eig = PHT B Celocomobmle for 1912 Fourteenth Annual Announcement Che 48 Stx Gin 4800 Che 30 Four ylinder 3500 OR 1912 The Locomobile will set a new standard cf Luxury in motor cars. Our success in the past resulted from our continued efforts to make the Loco- mobile the best built car in America. Having maintained this mechanical superiority our present aim is to make the Locomobile the most luxurious American Car—Quiet, Comfortable, Perfect in detail. The Six Cylinder Locomobile, by virtue of its excellent performances in 1911, has established a new standard in Six Cylinder construction. Realizing the demand on the ‘part of the present day motorist for increased comfort in automobiling, we have made careful study and investigation for the purpose of making this Car the last word in Luxury. The improvements that we have made in this direction produce ease and Comfort hitherto unknown in motoring. As an instance, the rear seat cushions and high backs on our Seven Passenger Car are each provided with upholstering fen inches deep—as soft and restful as the easiest library chair. Passengers are seated low in the car, which produces a feeling of security. Our Five Passenger Six Cylinder Torpedo is the most perfect combination of Luxury and Style yet offered in this popular type of body. The passengers are carried on the rear scat, which has upholstering fen inches thick, cushion and back. We also make a Four Passenger Torpedo upholstered in the same luxurious manner. The advantages offered only in the Locomobile Shaft Drive Six makes it— A Perfect Machine—a Perfect Vehicle. Six Cylinder Type in its highest development. Six Cylinder Features ae] The motor is so designed refinement by seven years’ study and development Motor Desi gn and built that with a cyl- of the finest alloy stee One brake horsepower inder bore of 444 inches, 70 horse-power is obtained is provided for every fifty-seven pounds of weight. ontest. This represents the utmost power obtainable from this size of cylinder without affecting reliability. 72...) 32. ‘The Locomobile Six. has Cylinders are designed specially for the six and have. Fuel Economy Hut esol ee large valves and quict valve lifters. twelve miles on a gallon of fuel. ‘This is well in ad- vance of ordinary six cylinder performance. A cus- tomer writes that he drove his Locomolile Six over the mountains from Los Angeles to Santa Barbara with seven passengers, averaging eleven miles to a Moderate Wei “ h t The Locomobile Six, gallon of fuel Another customer writes. that he with possibly one drove his Six Torpedo over fourteen miles on a gallon exception, is the lightest seven passenger, six cylinder of fuel. Such economy is dee » our special We have attained this progress and carbureter design and to moderate weight Outetness Petal changes in the motor and ‘ "rear axle make for greatly ine creased quietness in the Locomobile Six comicbooks.com