Life, 1912-08-01 · page 31 of 40
Life — August 1, 1912 — page 31: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward automobile advertisement from Life magazine (1911, based on the page number). The Hudson Motor Car Company advertises their 1937 model by claiming it represents "the composite masterpiece of 48 leading engineers." The ad's central appeal is that the car was designed by Howard E. Coffin and 47 other engineers who collectively had experience building over 200,000 automobiles from 97 different manufacturers. The ad uses this engineering pedigree as its main selling point: the "37" supposedly embodies the best knowledge of multiple experts combined. It emphasizes practical features (electric self-cranking, lighting, comfort) and durability tested over 20,000 miles. This reflects early automotive marketing strategy—appealing to buyers' desire for technological legitimacy and reliability by name-checking prominent engineers and emphasizing safety testing.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ee -—___S) New HUDSON “37” Furnished Complete—No Extras to Buy —The Composite Masterpiece of 48 Leading Engineers Men who have had a hand in building more than 200,000 automobiles of 97 well known makes, offer now the car which all joined in building—the Hudson “37.” It represents the best that each man knows. It is the composite car of all these experts and expresses the development possible when the best engineering brains combine. HUDSON “37” represent3 the best that there is in four-cylinder construction. It is all in the one car. It expresses as The Greatest Engineer n tl J nearly the limit of four-cylinder construc- of All—Their Chicf At the head of these experts is Howard E, Coffin, the foremost automobile engineer of America, recognized here and abroad as the most startlingly original designer the industry has produced. His genius is an inspiration to his asso- ciates, From him they have gained in ability, On account of them he has become a broader and more versatile builder. Imagine what strides, what advancement, men of such experience are bound to offer in the car which all have joined in per- tion as has been reached, Hadn't You Better Wait? Even if you are impatient to have a new car now, don't you think it better to see the New HUDSON “37” before you buy? No other car you can get this year, re- gardless of price, has all the features that are offered in the “ 37.” Your Safety in This Choice No one is likely to soon have many new ideas to offer that these 48 engineers have not already anticipated. They proved every move they have made through 20,000 miles of gruelling country, mountainous, mud and snow driving. The most abusive treatment one of the most skilled drivers in the world could give this car in the thousands of miles he drove it, without developing a single weakness, or discovering a single detail in which im- provement could be made either in design, construction, simplicity, easy riding qual ties, responsiveness, safety or power, is a guarantee that you will find it expresses your ideal of what a four-cylinder car They all combine in saying that the new Should be Electric Self-Cranking—Electrically Lighted fecting. Actual brake tests show 43 horsepower. Its rear axle is full float- ing. The rain vision windshield, the speedometer-clock, demount- able rims, 12-inch Turkish upholstering and every conceivable de- tail of refinement make it the most complete four-cylinder auto- mobile on the market. Models and Prices. Five-Passenger Touring, Torpedo or Two- Passenger Roadster—$1875, f. 0. b. Detroit. Canadian price duty paid, $2375, f. 0. b, Detroit. One price to all—everywhere. Go see about this remarkable automobile to-day at the nearest HUDSON dealer. Write us for complete details, photographs, etc. Comfort, Deauty, Luxury Every detail of comfort, beauty and luxury is included, You sill find no other automobile to excel the “ 37" in these particulars. It is electric-lighted throughout. The successful Delco patented self-cranking system, at the touch of a button within reach of your finger, and the pressure of a pedal, turns over the motor, for 39 minutes if necessary. Oil and gasoline gauges are on the dash. _ There is not a single action in the operation of the car which cannot be done from the driver's seat. HUDSON MOTOR CAR COMPANY 7371 Jefferson Ave., Detroit, Mich. comicbooks.com