Life, 1912-03-28 · page 48 of 50
Life — March 28, 1912 — page 48: what you’re looking at
What you’re looking at
This is primarily **automobile advertising**, not political satire. Oldsmobile uses the term "Autocrats" as a marketing metaphor—the headline plays on the word's dual meaning: both "supreme rulers" and the brand name "Autocrat" for their touring car models. The image shows three early automobiles parked together on a country road, illustrating Oldsmobile's product line. The ad's actual message: smaller, cheaper models (the two-passenger Touring Roadster and four-passenger Tourabout at $3,500) offer the same comfort and luxury features as their larger seven-passenger cars. This was a significant sales pitch in 1912, when automotive comfort was still a novel luxury feature. The "autocrats" joke suggests these vehicles give ordinary drivers the comfort and control ("autocratic" authority) previously available only in expensive limousines—democratizing luxury through engineering innovation.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“Autocrats” of the Road There’s as much solid comfort in the two-passenger Touring Roadster and four-passenger Tourabout as there is in our seven-passenger cars. The contour of seats and cushions; the arrangements for ventilation; the depth and quality of upholstering; the wheel-base and drop frame; the room allowed for legs and elbows; the large wheels and tires; the protection from dust; the springs and sho ck-absorbers:-— plus the long stroke, smooth running engine,—all produce Comfort in superlative degree. Formerly one expected luxury and room in imousine and touring cars—but a certain amount of dust and cramped quarters in a pes for a long time and each year an advance was le designers, however, studied the possibilities of these smalle literally the “last word" in cross country luxury ! ¢ features worth noting are: the dust scrcened wind-scoop and “‘sky-light"’ in the hooded dash; p lat fore doors; enclosed, bull’s-eye side lights (wired to battery). and the convenient luggage and’ 5 TOURABOUT, $3500 TOURING ROADSTER, $3500 Engine and Chassis the same as for Autocrat Touring Equipment absolutely complete and of the highest and Limousine bodies. possib The Oldsmobile catalogue is a handsome book, showing all types and styles of Oldsmobiles, It will be sent gratis, on request. OLDS MOTOR WORKS, LANSING, MICHIGAN Branches in the Pr.ncipal Cities Dealers In every sectw. from Coast to Coast Copyright, 1or2, Olds Motor Works | comicbooks.com roadster. Oldsmot made culminating in the Autocrat models shown abo le quality.