Life, 1911-08-31 · page 29 of 38
Life — August 31, 1911 — page 29: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward advertisement for the Overland automobile company, appearing in Life magazine circa 1912. **The Content:** The ad promotes the Model 59 Overland, a 30-horsepower touring car priced at $900. The text claims unprecedented market success: dealers nationwide allegedly ordered thousands of units within days of the initial announcement, with one dealer supposedly purchasing more cars than entire manufacturers produced annually. **The Pitch to Modern Readers:** The advertisement emphasizes value—repeatedly challenging competitors to match the car's specifications (106-inch wheelbase, pressed-steel frame, selective transmission) at comparable price points. The language suggests this was a genuinely affordable, well-engineered vehicle for middle-class buyers. **Historical Context:** In 1912, $900 represented roughly a year's wages for average workers, making this a significant purchase. The ad's aggressive competitive claims reflect the early automobile industry's rapid expansion and fierce manufacturing competition.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ae all] aU Pa by “ed atten Ss 30 Horse-Power Five Passenger Fore-Door Touring Car—$900 MONTH ago we made the first announcement of this car. Our prediction cametrue. Theentire industry sat up and had a good look. The day of that announcement dealers wired from almost every section of the country. They came to the factory in droves. Agents thatlast season bought 100 cars this year contracted for 150and 200. The dealers from the metropolitan centers advanced their orders in proportion, Others that formerly contracted for 1,000 cars signed up for 1,500 for 1912. In one week we signed up nearly 8,000 cars. One of our dealers alone takes more cars than most manufacturers turn out in a year. This car is now ready for demonstration. If the Overland dealer in your town hasn’t received one he will in a few days. Wait and see it. To fully understand the exceptional value of this car you have but to compare it with what the entire market has to offer for 1912. Study the specifica- tions below carefully. In what other car will you find such value at such a price? What machine under $1250 can you line up against this and item. for item see so much for so little money? When you stop to consider the fine, thorough construc- tion—the heavy drop forgings—the pressed steel frame—the selective transmission fitted with F. & S. annular bearings (which the most expensive cars in the world use)—the 30 horse-power motor, the big wheel base, the fore-door body with door handles and all levers inside the car, you can bet- ter realize what an actual advanced manufactur- For the coming season 1,800 dealers throughout America will handle the Overland line. ever expected so much in an automobile for such a small price. We urge upon any one who feels at all doubtful about this statement to take the announcement of any other standard maker and see what he has to offer. Just make a few straight comparisons. Take any other car—compare the wheel base— the size of the motor—the body—the design—the finish—the seating capacity. See if you can pur- chase this car below $1250. And go further than that—find out how the other cars are made and what they are made of. This will reveal some in- teresting facts about the economical manufactur- ing strength of the Overland organization. Our 1912 catalogue is now off the press. It ex- plains exactly why no other maker in the business can produce this car to sell at this price without ing step this new car is. It is doubtful if any one losing money. Write for a copy today. SPECIFICATIONS OF MODEL 59 Wheel base, 106 inches; body, five-passenger fore-door wood, 12-114 inch spokes, 12 bolts each wheel; tires, 32 x 334 touring; motor, 4x 4!3; horse-power, 30; transmission, se- inches Q. D.; frame, pressed steel: finish, Overland blue, lective, 81 and reverse, F. & S. ball bearings; igni- equipment, three oll ‘lamps. two gas lamps and generator, tion, Di litdorf magneto and batteries; front axle, drop tools, complete set; price, $900, forged tion; rear axle, semi-floating; wheels, artillery The Willys-Overland Company, Toledo, Ohio 30 H. P. Five-Passenger Fore-Door Touring Car, $900 Sie (CODEN SN KON ee 357 comicbooks.com.