Life, 1911-10-05 · page 32 of 50
Life — October 5, 1911 — page 32: 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's advertising section. The page promotes the Stoddard-Dayton automobile line, manufactured by the United States Motor Company. The text emphasizes the company's claim that through efficient manufacturing and economies of scale, they can offer improved cars at lower prices: "each dollar buys half again as much as was possible two years ago." The advertisement highlights design innovations (hidden toolboxes, simplified dashboards, adjustable seats) and lists five models with varying horsepower and prices ($1,450–$3,500). An engraving shows a seven-passenger touring car in period style. The tone is promotional boasting about American industrial efficiency—a common theme in early 1900s advertising reflecting confidence in mass-production manufacturing advances.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
UCCESSFUL motor-car manu- facture demands continual improve- ment of proven products, and either increased valuesorlowerpricesyearbyyear. Enhanced values or lower prices are possible only by econo- mies effected by better manufac- turing and selling methods and facilities, and by quantity pro- duction. Tothisendthe United States Motor Company was formed by successful makers. With an already wonderful car, with a wonderful record and rep- utation, the Stoddard- Dayton, since joining the United States Stoddard-Dayton “Savoy” 28 hp. four-cylinder, 4x4}; with four-passeng ‘Torpedo bodies, Fiv $1450 wheel-base, 112 inches. ‘Touring or two-passenger Roadster Lodies or with two styles of Commercial wagon bodies. Stoddard-Dayton “Stratford” 38 hp. $1850 ¢, 116 inches. passenger Limousine or Landaulet bod three-passenger Coupe or two-passenger Semi- Motor Company, has been able to effect economies and improve its cars until in 1912 each dollar buys half again as much as was possible two years ago. We gratefully recognize the satisfaction our cars have given in the pasteight years, and are proud of the pride of ownership express- ed by Stoddard-Dayton owners. But we are confident they will regard 1912 Stoddard-Daytons as the mostextraordinaryvaluesever offered in QUALITY CARS. The lines of all the body de- signs tend toward extreme sim- licity. The effect is striking. he use of running-board tool- boxes doesaway with all unsightly Touring Car; Made also Five- passe Touring Car; Made also or Stoddard-Dayton “Saybrook” 48 hp. $2800 Stoddard-Dayton “Special” 58 hp. $3500 passenger ‘Torpedo or t battery boxes, gas tanks, etc., that mar the appearance of the usual car. Neatness and simplicity are carried to a still further impress- ive state by removing from the dash everything except the gaso- lene and oil pressure gauges and the small cover of the coil. The forward part of the bodies have been widened considerably, giving ample space for the work- ing of control and brake levers insidethe body. The front seats of “Knight,” “Special” and “Saybrook”’ Touring cars and Torpedo models are adjustable forward and back, to accommo- date drivers of various leg-lengths who have found no car that ex- actly fitted them. Seven- passe Touring ¢ nches. Also m: assenger ‘Torpedo IxS: 12: Seven- passenger Touring Car; ¢, 130 inches. Made also ine and six-passenger Tor- ch wheel-base with four- »-passenger Roadster bodies. (All prices are f.0.b, Dayton.) and