Life, 1911-12-07 · page 89 of 112
Life — December 7, 1911 — page 89: what you’re looking at
What you’re looking at
This is **not a cartoon or satire** — it's a straightforward automobile advertisement from 1911, published in *Life* magazine. The page promotes the **Westcott Motor Car**, manufactured in Richmond, Indiana. The advertisement emphasizes the car's value proposition: it costs $1,800 but includes features (demountable tires, windshield, top, self-starter) that competitors charge extra for. Key selling points highlighted: - 50+ years of company experience - 40 horsepower engine - Large wheels and flexible suspension for hill-climbing - Timken rear axles and Bosch magneto (quality components) - Lighter weight than competitors (3,000 lbs) - 120-inch wheelbase The image shows a side-profile photograph of an open-air touring car mounted on a pedestal, emphasizing its quality construction. This represents early automotive marketing targeting middle-class buyers seeking reliable, fairly-priced vehicles during the competitive early automobile era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
No other car There are embodied in Westcott cars, graceful lines and clean cut design, luxurious upholstery, materials, and superiority of | finish, lacking in many cars at double the price. We do not advertise our car for $1800 and then ask you to contribute an additional fund for demountable tires, windshield and top. \Vhen specified, we equip with an efficient self-starter for $50 extra. Astudy of the Westcott specifications will reveal to you an impressive total of unusual, out-of-the-ordinary features of high quality, and we court comparison in detail with cars of much higher price. Our claims and guaranty are backed by a reputation based upon half a century of successful business. The Westcott full forty horsepower is based upon its 414x5 inch cylinders; a bore and stroke which furnish in themselves ab-olute proof of this claim. Consider the powcr of the Westcott motor as against those of lower rating, which must pull 600 to 800 pounds more weight in the car than the Westcott weight of 3,000 pounds. The Westcott has 120-inch wheel base, as against 116 inches in its nearest competitor. Westcott Motor Car Company, offers the The Westcott has 36x4 inch demountable tires; big and easy riding, and very long and very flexible springs to supplement the comfort that invariably results from generous-sized tires, Stop for one second. Review those features lone, and you will understand why in hill-climbing—the su- preme test of a car—the Westcott has no supericr. You will understand why it has that reserve stamina demanded for vigorous, sustained effort at critical moments, as well as a most unusual degree of flexibil- ity from motor to tire tread. The Westcott has Timken full-floating rear axles. Docsn’t that absolutely satisfy you as to their quality? The Westcott uses the Bosch magneto—another feature whose worth is beyond all question. In every Westcott feature you find not only worth, but a clear excess of worth, in comparison w ith other 721s at or near its price. If you will write us to-d: we will tell you much more ‘about the Westcott that you should know, before you select any car. Richmond, Indiana 1051 WESTCOTT | advantages at or even near its price SPECIFICATIONS Model K, illustrated, 31800 four cylinders, cast separately: ‘5 Inch stroke. Five extra long deariacs on crank shaft, Large valves. All fterchanzeable. Voattve circuistion by water pump. Self contained spiash 1. crank case, F Rear pump, Glass sight feed showinr, level of off, on right side of crank case, joa: Optional Bosch dual system or Remy. : Cone type, spring cushioned. Direct drive on digh, Cuntrol: Spark and throttle levers at top of steer Ing columa, Westco.t special type ci foot accelerator. Front Aale: I-beam drop forged in one piece. ‘Timken roller bearings. Rear Aale: Timken full floating type. Timken Brakes Two sets—external contracting service ied by foot: toternal expanding ey brake, operated by han. lever: both 2h Model L—4 passenger Torpedo—$1800. = 2 passenger Roadster—$1800 ger Touring Car with above, except 44x38 inc ‘on any model, $50 extra, comicbooks.com