Life — July 18, 1912 — page 2: what you’re looking at

What you’re looking at

# Lozier Automobile Advertisement This page is primarily a **car advertisement**, not political satire. It promotes the Lozier automobile, a luxury touring car manufactured in Detroit. The advertisement uses dramatic imagery of a speeding open-air touring car navigating a mountain road, with passengers bundled against the elements. The tagline—"On mountain trails the safest, on country roads the swiftest, on city boulevards the most aristocratic"—targets wealthy consumers by emphasizing the car's performance and social prestige. The visual appeal to adventure and luxury was typical of early automotive marketing (Lozier operated roughly 1900-1917). The "Five Models" pricing starting at $5000 indicates this was high-end transportation for the affluent.