Life, 1911-09-21 · page 33 of 52
Life — September 21, 1911 — page 33: 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 Jackson Automobile Company showcases three new car models (priced $1100–$1800) with technical specifications compared via scale diagrams. The advertisement emphasizes that Jackson offers exceptional **power and performance at lower prices** than competitors. The key pitch: Jackson cars feature 30–50 horsepower across three models — competitive with cars costing $2500–$3000. The slogan "No hill too steep / No sand too deep" promises reliability on poor roads (relevant for 1912 infrastructure). The text argues Jackson's sustained reputation (this is their "eleventh annual announcement") proves reliability, countering buyer skepticism about cheaper cars being underpowered or sluggish. This represents early automotive marketing emphasizing engineering specifications and value — selling the practical virtues of American car manufacturing to middle-class buyers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
0 a Sansha's . Denis, Pas byt Lave, 1 Model 42 four cylinder 1 118: passenger body. tank, etc. ld the prices of these cars in the back of your mind for a moment. lake a mental note of the fact that the Jackson is not an untried product—that this s not the first, or the second, or the third, but the eleventh annual Jackson announcement. is the clement of sustained reputation which makes this announcement noteworthy. fonsult your recollection of the Jackson. Recall remarkably kind things you have heard of itin the past ten years. Then turn, first to the question of horsepower; a fall fifty for the new Model 52; a full forty he new Model 42 and a full thirty for the mew Model 32 Ja Sarin mind that you have usually found the chief reason for a price as low as these Jackson Prices, in a lack of horsepower. Mter a year or so, the man who has bought a costing less than $2000 has usually said to him- elf, disappointedly: “A pretty good car, but— ander-powered and sluggish.” Tbe very best cars at about $2000 have been narkcd by this poverty of power and stiffness of action, Furthermore, you will be surprised to find that Most cars elling for $2500 and $3000 fall short of the new $1800 Jackson in this one item. {ty horsepower in Model §2; forty horsepower in Model 42; thirty horsepower in. Model 32; means vastly greater efficiency than $1800, $1500 or $1100 has brought you before. It means a car that runs willingly under any and Jackson Automobile Company, on, is built on the same beautiful lin nch wheelbase; full elliptic r Price includes ull equipment of -LIFE.- Model 52, 1912 Jackson—$1800 ree new Jackson Cars which inspire inter- sting comparisons---in power, size and price 50 horsepower, 4 cylinder motor; 124 inch wheelbase, full elliptic springs, front and rear; 36-inch wheels, Extra roomy five-passenger body. Price includes demountable rims, gas tank, horn. tools, etc. Model 3 full elliptic and oil lamps, horn, tool with 40 horsepower «$1100, prings, front and rear; No hill too steep No sand too deep all conditions--a car that will take a stiff grade or a hard pull through mud or sand without relying on its momentum to carry it through. And note, please, that the incorporation of quali- ties presumably reserved to cars of a his price, does not end with the installation of this engine of magnificent energy. Everything else is in keeping—everything that should reinforce a power plant capable of meet- ing the extremest emergencies. You have the long wheelbase which makes you dissatisfied with your own short, hard-riding car, after you've once experienced the gliding luxury of the larger type. In this new thirty horsepower Jackson at $1100, a wheelbase of 110 inches and 32-inch wheels; in the forty horsepower five-passenger Jackson at $1500, a wheelbase of 118 inches and 34-inch wheels; in the fifty horsepower Jackson, at $1800, a wheelbase of 124 inches and 36-inch wheels. 487 1300 East Main Street, motor; 110-inch wheelbase; Judes gas lamps Do you see how far forward this combination carries you toward the riding qualities that have made you long for the most expensive cars? ‘That the new Jackson models are beautiful cars you can sec for yourself, But we would prefer you to accept this grace of line and design as an after-consideration, We want you to concentrate your inquiry upon the edlictency of the cars from an engineering standpoint. We believe you will pronounce them the casiest riding cars the country has produced at any price under $3000; and equal in case to any car er that pi We believe you will find them unique at the price, in the matter of power, wheelbase, and springs, which are the Jackson full-clliptic, both front and rear, on all models. We believe you will agree with us that they seriously call into question the prestige of the higher priced motor car division. We have confidence that you will pronounce them the season's most valuable contribution to motor car progress. For eleven years we have been gradually preempting the special preroga- lives of the costliest cars. Most of the Jackson dealers are ready now to show and “demonstrate the principal 1912 models. If, however, our representative in your locality has not yet received his cars, write us for the 1912 literature; and try to be patient until we can get cars into your territory. Jackson, Mich. comicbooks.com