Life, 1911-08-24 · page 29 of 40
Life — August 24, 1911 — page 29: what you’re looking at
What you’re looking at
This is **not a political cartoon or satire**, but rather a **straightforward automobile advertisement** from *Life* magazine's 1912 issue. The page promotes the Speedwell Motor Car Company of Dayton, Ohio, showcasing their 1912 models with prices ranging from $2,500 to $3,850. The advertisement emphasizes engineering innovations—specifically their steering pivot bearings, axle construction, and rear-axle design using Timken roller bearings. The left side features a photograph of the Model 12D Special touring car positioned in front of a mansion, implying luxury and affluence. Technical diagrams on the right illustrate mechanical advantages to appeal to educated buyers concerned with quality. The tone is promotional pride in American manufacturing superiority. No satire or caricature is present—this reflects the era's marketing strategy of appealing to wealthy consumers through technical specification and aspirational imagery rather than humor.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
or 1912 Speedwell Constructionar Advantages There are certain mechanical excellences in Speedwell cars upon which every motor car pur- chaser should fully inform himse a or s Speedwell is bristling with dame, I's * = i ? : points of superiority. ‘ Here is an Example in nd for a { Axle Construction ; 2 § The top of our steering pivot the neigh. ~ 5 - - is provided wit alarge Timken ie bs 4 - roller bearing (shown: ture). This bea carries the re weight of the car, the simet steering —a sal when the by a woman, Look for this point in the car you contemplate urchasing. Hf there is no anti-riction bearing there, it id wear and hard steering, and that frequent Adjustment at this point will be necessary The wheels themselves, it will be noted, are mounted upon large Timken bearings, which are the highest priced bearings manufactured. ‘You will notefurther, the Speedwell method in protect ing steering apparatus. The connecting rod between the two front wheelsis placed directly inthe rear of the axle. Note also the reach rod which connects the front wheels to the steering gear is placed above the azle, whereit alsois pro- tected. If the car accident t8 with some large ob- Scructionin the road ts steering gear 8 perfectly protected. 3 e Most noteworthy in construction is the rear axle. Model 12D Special—s- passenger Heretofore the rear axle housing in most cars has been touring car $2750. Top and made up of tubes and castings, riveted together, and when ‘windshield extra. it is desired totake any of the interior mechanism out for in- spection, it has been necessary to either remove the rear H E RE : . h 1 1 1 : axle entin y OF dig downin the muck and unbolt the con- » tents, thus destroying alladjustment. See how the Speed- . 1s no car 1n the land today 1n well Construction has overcome this. The entire contents of the rearaxle are mounted upon a plate, which, by loos which greater care is expended in the ansicnnycansrnd Bans cans sa piece of pressed steel, verylight andfarstronger than the old design and building than in this 1912 Speedwell. In point of the number of refinements and advanced ideas no other car approaches it. These claims are not merely for effect—the car itself in daily performance justifies the best that can be said of it. The ranks of Speedwell owners are being recruited from the class of buyers who are satisfied with nothing short of the finest product obtainable. type of axles wil rivets or bolts to hold the plecest ogether ‘ he extreme lightness of the Speedwell axle that makes GTANDARD chassis of 12tinch wheel base, 4-cylinder ide caaily onthe tires, ichisencfthe mereteof long 50 H. P. motor, 36-inch wheels in 10 styles of open front tire mileage Specdwellownersobtain. Thisa and fore-door bodies at $2500 to $2900. Limousine at $3850. known as thef ull floating type.in 1¢ c odel of 132-inch wheel base at $3500. is extended through the hubs of the Special Cruiser m 3: at $35 of this housing are placed twolarge Timken double bear- on whic heel runs. The floating or driving axl CATALOG and Speedwell monthly ines on einlch the wore neo fe Hons ine ot Grty ioe eee magazine sent upon request. typoincwilen tne devin ; 2 Yr namely, carry ‘of the car and drive it, in addition: THE SPEEDWELL MOTOR CAR COMPANY tohaving buta single bearing under each wheel. 'e advertisements will contain further practical 390 ESSEX AVENUE DAYTO hints lor dlacriminating purchasers, 37 comicbooks.com