Life, 1912-01-04 · page 19 of 108
Life — January 4, 1912 — page 19: what you’re looking at
What you’re looking at
This is a **full-page automobile advertisement**, not satire or political commentary. Buick Motor Company uses it to promote their manufacturing excellence and vehicles. The key claims: Buick cars have sold for seven years on "merit alone" without heavy advertising. The company emphasizes that their Flint factory is "the greatest" automobile plant, producing nearly all components in-house. The ad stresses quality, power, and harmony of engineering—"one of the most silent running cars made." The large photograph shows an aerial view of the sprawling Buick factory complex to demonstrate industrial scale and sophistication. Pricing ranges from $850 to $1800, with a one-ton truck at $1000. The headline "Every Buick is a Buick Through and Through" suggests consistency and authenticity—each car meets the same high standards. This appears to be from an era when automobile manufacturers competed heavily on factory prestige and engineering reputation rather than styling.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Motor Cars Every gi is a gi Through and Through Much has been said by automobile manufacturers about the greatness of their factories, but few people realize that the greatest of them all is the BUICK PLANT. The reason why it has not been necessary to exploit it, has been the ever-increasing quality- value of Buick Cars. For seven years they have been known as the “‘un-advertised’’ Cars—the Cars which have sold on merit alone. Now that the Buick organization and constructive facilities have been so vastly strengthened, it seems only right that all who are interested in automobiles should know all about Buick Cars, the Buick Plant and the Buick Organization. Every Buick is a Buick through and through. Practically every part is made at this great Buick Plant. In fact, everything excepting lamps, carburetors, coils and magnetos. The Buick organization is a unit which represents the highest degree of efficiency in Motor Car production. That is why the Buick not only maintains its world- wide reputation for great power, but has combined with it the stability of every part to support this power. And yet so perfect is the harmony of all operating parts that, with all its power, the Buick is one of the most silent running cars made. The position of honor at the Madison Square Garden Show, allotted according to the value of the annual output, has been awarded this year as in previous years, to the Buick. Look for the Buick at Space 14. Five Models, at prices fixed according to power and size—$850, $1000, $1075, $1250, $1800. One-Ton Buick Truck $1000 Catalogue showing the various Models and dealers’ names sent on request BUICK MOTOR COMPANY, Flint, Mich. sean MATING GGG ANT. REAR AXLES AND\ NIOIS, OFFE "OUTEREXTALS,