Life, 1911-12-14 · page 25 of 40
Life — December 14, 1911 — page 25: what you’re looking at
What you’re looking at
This is primarily a **car advertisement**, not satire or a political cartoon. It announces the Maxwell Mascotte automobile, priced at $980—noteworthy as the first "real family car" offered under $1,000 in American motor manufacturing history. The advertisement emphasizes practical family appeal ("the family man is the real backbone of the nation") and establishes credibility through the car's victory in the **Glidden Tour**, a grueling 1,454-mile reliability race involving 64 American cars. The text notes Governor Hoke Smith's personal entry won with a "perfect score." The illustration shows the open-air touring car with a cheerful family of passengers, reinforcing the "family touring car" marketing angle. Technical specifications and endorsements (47,000 owners, 15,550 physicians) build consumer confidence. This reflects early 1900s automotive marketing strategy: emphasizing durability, affordability, and patriotic values to position cars as accessible to middle-class American families rather than just wealthy elites.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
SE MAXWELL MASCOTTE For theFirst Time in the History of Motor Car Manufacturing a Real Family Touring Car is Offered for Less than $1000. The family manis the real back- bone of the nation, and a car suit- able for him must be the popular car ofthe year, In the Maxwell Mascotte, the leading motor car builders in America have supplied just the car required by the family man and at a reasonable price. Many makers have tried, some have offered low prices, but poor design and material —but this is the first time that a real fam- ily car of dignity, character and rep- utation, has been offered for less than $1000, It has been close figuring, but great purchasing power, un- equaled manufacturing facilities and quantity production make it possible. The aristocrat of moderate-priced cars is the well deserved name given to Maxwell cars, because even at comparatively low prices they wear longest, are easy to operate and maintain, and have given universal satisfaction to 47,000 owners. The Mascotte model bristles with new features, all of which add to the comfort and satisfaction of the buyer. We have cars ready to show you and some for immediate delivery. Call and see them. Ride in the Mascotte; ask our competitors what they think of it; talk to a Maxwell owner and then compare the Maxwell with any other car selling within $200 of its price. Maxwell leadership in touring is proven by its extraordinary victory in the recent Glidden Tour, when it won the Glidden (Top extra) MAXWELL MASCOTTE, $980 Every Motorist should read these books — they’re FREE. “The Story of the Glidden Tour” —interesting and thrilling ; “‘ How to Judge an Automobile.” Ad- vance 1912 Maxwell Catalogue. Send a postal—Just say ‘Send Books.” *980 1039 ‘Trophy with a record neverequaled— finishing as the only perfect score team among 64 of America’s best known motor cars after a gruelling 1454-mile journey from New York to Jacksonville. Governor Hoke Smith's personal entry of a Maxwell carrying Georgia’s chief executive on the long trip, won the Anderson trophy with a perfect score —all stamping Max- well as the American Touring Cham- : ; pion and Maxwell design and con- struction as ideal for touring purposes. Maxwell cars have made history by originating many im- provements. Maxwell originated three-point suspension. Maxwell originated thermo-syphon cooling. Maxwell originated multiple-dise clutch. Maxwell made the first metal body. Maxwell cars ran 10,000 miles without a single stop of the motor. Maxwell cars are indorsed by 47,000 users, including 15,550 physicians. Maxwell cars had 768 registrations in New York State in 1905 and 1906 with the official records showing 702 of them regis- tered again this year, 91 per cent all in active use. Maxwell is the Touring Champion—a title bestowed by the American Automobile Association, when it won the Glid- den Tour, the National Touring Contest. Note These Features Motor—supplying full 25 hp. Body—ventilated fore- door, flush sides. Tranee mission—sliding-gear. Ignition—dual magneto and batteries. Wheel- Bbase—104 inches. Clutch = metal mutiple-di Springs —imported lish steel. Brakes—double acting on rear wheels, German steel ball-bear- Ings. Steering Geer — irreversible ch rm gear. steering wheel. res—32x3%4 inches, Q.D. Finish—biue black, Mas- cotte gray wheels, white striping. Price—$801.0.b. factory, top extra, With roadsterbody.$350.Equip- ment—magneto, genera- tor, two gas lamps, three oil lamps, horn, tool kit, Other 1912 Models “Special” Touring Car, $1280 “Mercury” Re fer, $1150 “Mascotte” Roadster, $950 “Messenger” Roadster, $625 “Messenger” Ranaboat, $600 Maxrell Free Monthly Inspection Service. . 45 Branches and 1800 Dealers—Everywhere. Maxwell-Briscoe Motor Co. { 17 West 61st St., at Broadway, New York City ® Division of UNITED STATES MOTOR COMPANY, comicbooks.com