Life, 1911-10-19 · page 37 of 48
Life — October 19, 1911 — page 37: what you’re looking at
What you’re looking at
This page is **primarily an advertisement**, not a satirical cartoon. It promotes the 1912 American Underslung automobile, featuring three models with detailed specifications and pricing ($4,250-$4,500). The "satire" is subtle and implicit in the advertising copy itself: the text ironically acknowledges that truly superior engineering takes years for the public to accept. American Motors claims the Underslung design—lowering the car's center of gravity for safety and stability—was known to engineers for seven years before gaining public demand. The ad notes it took six years before people wanted side doors instead of rear entrances. **The point**: This is self-aware marketing that turns a liability (late adoption) into proof of the car's innovative superiority. By admitting the design's slow acceptance, American Motors positions itself as an engineering pioneer vindicated by eventual consumer recognition. The three illustrated car models demonstrate the design's versatility across price points for "discriminating buyers."
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ello The 1912 [AM Eire (is “7 Underslung “A Car for Discriminating Buyers” a Traveler "* (Type 54) $4250 Four 124 inches, Tires, 40x.4 inches, front: 41x42 Inches, rear, o1 fable rims, “Regular equipment includes, {op and top boot: lamps, side and tall lighta electric, supplied by, battery separate from ignition battery’: Prest-o-L : Boseh magneto and storage tehtery: two extra rims: ehock absorbers: foot fests tire holdets; horas jack tools and tire repair outfit. “American Traveler Special (Type $6) (6-Passenger) $4500 Exactly the ame chassie as Type 4 except that the wheelbase has been Increased to 140 tnches: iches front and rear on de- mountable rims. Springs 54 Inches. Two auxiliary seats in the tonneau. Regular equipment includes top and top boot; & lamps, side and tall lights electric. supplied by battery separate from ign Uon battery: Prest-o-Lite tank: Bosch magneto and storage battery: two extra rims, shock absorbers; foot rest: tlre holders: Ure repair outfit. @It has taken seven years for the public to appreciate and demand the Underslung, and this in spite of the fact that it has long been known in engineering circles that it is the proper construction for all rapidly moving vehicles requiring a low center of gravity. It has always been so in the prog- ress of the world; all the really great things of today were horn; Jack: tools and accepted and appreciated slowly. It took six years for the public to decide that side doors were better than a rear en- trance in a tonneau. Fore doors were put in bodies as early as 1903 and yet no one wanted them then. G At last, however, the Underslung type of construction is coming into its q You hear it talked about ev the club, in the home and at the office. isn't new, but engincers only recently realized its value used in connection with motor cars, (It costs more money to build this form of car, for it means a radical change in design, and that’s why more makers haven't changed. q The American he pioneer Underslung— itis the only one design “from the ground up" as an Underslung car. 4 With the Underslung construction it is possible to lower the power plant, and hence the center of gravity. A Straight Line Drive, which means less loss of power behind the motor and the rear whee!s. G An almost total Elimination of Side Lash on the springs or tires—a particularly desirable feature, as it decreases very materially the wear on the tire tread, and prevents the sepa- ration of the tire fabric, The American Motors Company @ There is less tendency for the ar to skid. It can be driven at a higher speed with more safety than the ordinary type; corners can be turned with more safety for the reason that the springs are so nearly in line with the horizontal center of the mass of the weight that instead of being deflected vertically, the load is applied to the side of the springs. q The frame ts retained in @ horizontal position the unpleasant “swinging-out” fecling at a corner is quite obviated. 4G It allows the use of a lower body and makes possible a design which is very rakish and beautiful, and, quite contrary to the general idea, road clearance 1s not sacrificed. @ In addition to the many foregoing advan- tages made possible only by Underslung con- struction, our expert precision in manufac- turing—our infinite care in assembly and finish —the use of only the very best of everythin, makes the “American” an ideal car, thorou ely distinctive and good throughout. Dept. K The * American Tourist * (Type 34), $2250 Four passenger; wheelbase 118 inches: tires 37 x4 froat and rear on QD. demountable rims. Regular equipment Includes top and top boot ; 5 lamps, dash lights electric: Prest-o-Lite tank; Bosch magneto and storage battery? one extra rim: shock absorbere; foot rest; tire holdera; horn; jack: tools and tire repair outnt. ‘The “American Scout" (Type 22), $1250 Strictly a two-passenger car. Wheelbase 102 Inches; tires, 36x 3% Inches froat and rear on Q, D. demountable rims. Rerular equipment cludes top and top boot: 6 lamps: Prest-o-Lito tank; Bosch high tenst magneto; tire holders: horn: Jack; toola and tire repair outat, Indianapolis, Ind. comicbooks.com