Life, 1911-08-17 · page 27 of 40
Life — August 17, 1911 — page 27: what you’re looking at
What you’re looking at
This is a **straightforward automobile advertisement**, not satire or a political cartoon. It's a 1912 Maxwell automobile ad from *Life* magazine promoting a new touring car priced at $1280—positioned as extraordinarily affordable for the era. The ad emphasizes three selling points: **power** (36 horsepower), **style** (described as "aristocratic"), and **price** (claiming no competitor offers comparable features at this cost). Technical details highlight innovations like the "Columbia Honeycomb type radiator" and modern safety/comfort features. The image shows the car loaded with fashionable passengers in period dress, suggesting both practicality and social status. **For modern context:** This represents the early automotive industry's transition toward mass-market affordability, predating Ford's Model T dominance. The ad's confident tone ("undisputed leader for 1912") reflects pre-Great Depression American optimism about industrial progress and consumer access to luxury goods.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
i lb sid has such We realized that most cars today are reliable and efficient. Therefore, we set out to build a car that would outclass all others in these three essentials. We instructed our corps of engineers to embody abundant power and surpassing style in this new car, knowing that our purchasing and manufacturing facilities enabled us to build the car at a lower price than any of our competitors. When we were satisfied with the car, we found we could fix the price at the surprisingly low figure of $1280. The new 36-h.p. Maxwell Special unquestionably assumes instant leadership for 1912. this new Maxwell Spe- Power cial is its 41/4 x 51/4 long stroke, smooth-running motor. The secret of power in Large valves, adjustable push rods, self- contained automatic oiling system, Strom- berg carburetor, dual ignition with Splitdorf magneto and batteries, combine to produce more power and greater speed than will ever be needed. The power is there for emergencies. Gear shifting is reduced to a minimum, as this car takes the steepest hills with ease. Other mechanical features include large clutch discs, full-floating rear axle, sliding- gear transmission, drop-forged ‘‘I’-beam Hench { Houses Send for these Books. catalog just off the press. Everyone should read it. an Automobile,” the best book published on the subject. : Maxwell-Briscoe Motor Company Division of UNITED STATES MOTOR COMPANY Albany; Atlanta; Boston; Buffalo; Charlotte, N.C.; Chicago; Cleveland; Columbus; Dallas; Des Moines; Detroi Indianapolis; Kansas City; Los Angeles; Minneapolis; New Castle, Ind.; New York; Omaha; burg; Salt Lake City; San Francisco; St. Louis; Syracuse; South Bend; Toledo; Washington, D. C.; London, Eng. This Big New Maxwell for $1280 A 36 h p Touring Car—1912’s Undisputed Leader OWER, STYLE and RIGHT PRICE will determine the successful car of 1912. In building the new MAXWELL SPECIAL, the 36-horsepower Touring Car for $1280, the United States Motor Company has developed these elements to their utmost. a car been offered at this price. Never before front axle and Columbia Honeycomb type of radiator. Wheel-base, 114 inches. Style door, flush-side vestibuled steel body, with inside con- trol is the latest thing in motor car design. Its sweeping curves with a Columbia Honeycomb type radiator, new designed bonnet, and long, smooth flush-sides are strikingly beautiful. Finished in Royal green with Wedg- wood green wheels and black upholstering, deep and well tufted, this car has an at- mosphere found only in the most expen- sive cars. It is an aristocrat; the most artistic creation of the season. The new ventilated fore- Write today. Broadway at Glst St. P Q The price of this car is made TICE possible by the uncqualed factory facilities of the United States Motor Company, now recognized as the leading builders of automobiles in America. No car selling for $500 more than the price we ask can match the Max- well Special. Comparison with other cars will prove this statement beyond argument. We urge comparison. We announce four other new models —all ready for August delivery: The Maxwell Mercury, a 30-h.p. mile-a-minute Roadster, $1150. The Maxwell Mascotte, a 25- Touring Car, $980; Roadster, $950. The Maxwell Messenger, a 16-h.p. Runabout, $600. The story of the Maxwell for 1912 is fully told in our advance With it we will send free “How co Judge A postal will do. Ps f New York ms Philadelphia; Pitts- } 1800 Dealers Everywhere comicbooks.com