Life, 1912-01-18 · page 31 of 44
Life — January 18, 1912 — page 31: what you’re looking at
What you’re looking at
This is a **full-page automobile advertisement**, not political satire. It promotes Hudson's new "33" model with self-starting technology. The rhetorical strategy is competitive rather than humorous: Hudson argues customers should buy *now* rather than wait two years for competitors to copy their innovations. The ad claims the Hudson "33" features approximately 1,000 fewer parts than competing cars, uses a simple electric self-starter (activated by button), and includes dust-proof mechanisms—all currently unavailable elsewhere. The "Why Wait Two Years?" headline frames this as inevitable: other manufacturers will eventually adopt these features, but only after a multi-year lag. The implied message is that Hudson's engineer, Howard E. Coffin, consistently innovates ahead of the industry. This reflects early automotive competition around 1910s technology, when self-starters represented genuine innovation. The ad targets affluent buyers willing to pay $1,600 for technological superiority and simplicity.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ing the ant it’s er of any eclert. tefor eat - CO. Street, J. =e Why Wait Two Years? The price tor either of three models—Touring, Five-Passenger; Torpedo, Four-Passenger; or Roadster, Two Passenger-—is $1600. Not a cent more Is needed to equip either car before it is ready for use, for top, Disco Self- Starter, Demountable rims, BIG tires, fore-doors, windshield, large gas tank, magneto—dual system—and all things usually listed as extras are Included. Write for illustrations showing how the New Self-Starting HUDSON *33" 1s simpler than any other car. Features Similar to Those of the New Self-Starting HUDSON ‘‘33”’ Will Be Obtainable on Other Cars Two Years Hence. But Until Then—In Other Cars—You Must Submit to Almost 1,000 MORE Parts, the Destruction Caused by Dust, Dirt and Grit Getting into the Exposed Mechanism—You Will Have to Wait for Self-Starters on Many Cars. Automobile engineers work several years ahead of their models. This makes it impossible for the features that will be copied from the New Self-Starting HUDSON “33” to appear generally earlier than next year or the year after. But you get now all the advantages that come with simplicity, quietness, dust-proof throughout, Self-Starter, Demountable rims and the handsomest car built, if you choose the New Self-Starting HUDSON‘33” It is the latest and greatest of the six famous The HUDSON starts from the seat—at the cars designed and built by Howard E. Coffin, mere pressure of a button. The self-starter, appro- acknowledged America’s leading automobile priately, is as simple as the car itself. It weighs engineer, but 4 pounds, has only 12 parts. Every one of his famous automobiles have been The motor and all moving parts are dust-proof. several years in advance of their time. Every one There are no exposed rods, wires, etc. Approxi- a success. Several still sell as leaders in their class. mately 1,000 fewer parts are used than on other In his latest car is embodied a new degree of engi- cars. The finish and furnishings are of the highest neering progress. Mr. Coffin has always led as a quality. Let us show you other reasons why you designer of progressive ideas. . should choose a New Self-Starting HUDSON “33.” See the Triangle on the Radiator HUDSON MOTOR CAR COMPANY 7191 Jefferson Ave., Detroit, Mich. I 179