Life, 1911-06-08 · page 29 of 44
Life — June 8, 1911 — page 29: 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, circa 1912. The page promotes the Locomobile Company's luxury automobiles, specifically their six-cylinder touring car (priced at $4,800, substantial for the era). The copy emphasizes engineering superiority: bronze construction instead of aluminum, innovative spring suspension that isolates passengers from road shock, economical tire wear, and advanced features like demountable rims and self-contained lubrication systems. The accompanying photograph shows a touring car — an open-air vehicle typical of the period. **Historical context for modern readers:** This represents early automotive marketing focused on mechanical innovation and durability rather than speed or style. The detailed technical specifications reflect an era when automobile engineering was still novel and buyers needed reassurance about reliability. Interchangeable tires and demountable rims were genuine selling points, as tire failures were common.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Tire Econom y Ordinarily a powerful is a burden through expense involved. The Locomobile Six, however, is economical in tire wear. “The Steedometer shows four thousand miles. The original tires are still on car and from appearances you would not think they had been driven 1,000 miles.” The foregoirg report is on one of the first Sixes delivered. Locomobile tire economy is due to moderate weight ard scientific balance of weight; also to the free action of tke differ- ential when turning a corner, thus preventing any grinding action on the rubber. The Locomobile differential never binds under any conditions of road operation. Strength of Construction Bronze instead of aluminum is used for the motor kase and gear box. It is three times as strong as the aluminum ordinarily used for the purpose on other cars. The axles and steering gear are very strong ard safe. The car throughout is built from carefully designed parts made in the Locomobile factory from material speci- ally selected for each part. The Locomotile has always been known for its safety and strength. idi ities The Lecomobile Six Ridin & Q ualities hes worderful ridin; qualities—perfect comfort and steadizcss. No swerv- ing from side to side when traveling at speed. The The ‘'48"’ Locomobile, Six Cylinder Touring Car. The“30" Locomobilo, Four Cylinders This reliable and convenient passe shaft d ca sithout change y dtcreased attention to d. tish and equipment, Locomob ile Boston, New York, Philadelphio, BRIDGEPORT, CONN. Chicago, Washingtondanlrancieee The Com superb riding qualitics of our Six are due largely to the fact that power docs not pass through the springs. Thus they are free to act. Rear springs cannot give maximum comfort when they act as distance rods. The three-cuarter elliptic rcar springs are shackled at both ends so that they have full play. All springs are made of the finest spring steel that can be bought. Rear Axle Construction qhe rear housing is provided with a hand hole, affording ease of in- spection of the driving gears. Rear axle tubes are alloy steel, without brazing—a superior construction peculiar to the Locomobile. Other Special Features ae Dise Clutch is very simple and may be removed as a unit without disturbing anything else. A self-con- ained Cilixg System provides perfect motor lubri tion. Grease Cups at all wearing parts on the chassis eliminate dirty oil cups and insure perfect lubrication. The Transmission provides four speeds and reverse and the construction is so durable that gear trouble is absolutcly eliminated. Universal Joints run over 5,000 milcs without attention to lubrication. The Bonnet is very short, saving room and obviating the clumsy appearance of other s. Extra Tires are carried at the rear. Running Doards are clear on both sides. Price $4800. Interchangeable Tires. All 1912 Locomobile Models » equipped with High Tension ition, Demountable Rins and The customer is given his Mcre complete tion on application, of Am e rica of color, an