Life, 1912-08-22 · page 6 of 44
Life — August 22, 1912 — page 6: what you’re looking at
What you’re looking at
This is **not a cartoon or satirical content** — it's a straightforward advertisement for Peerless Motor Cars, published in Life magazine circa 1913. The ad promotes the "Gray & Davis Electric Starter," a then-revolutionary automotive feature. The illustration shows a driver using a foot pedal to start the engine electrically, rather than hand-cranking (the dangerous, labor-intensive method previously required). Key selling points highlighted: - Simple operation (just a pedal and switch) - Uses the car's existing 6-volt electrical system - Battery charges automatically via the dynamo - No complicated electrical controls needed The ad lists three 1913 Peerless models with prices ($4,300–$6,000). This represents genuine technological progress — the electric starter became standard equipment and fundamentally improved automobile practicality and safety.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
A Powerful Electric Starter Now Standard Equipment on PRESSURE }., |_| LG STARTS ON 5. ° SSS 4 3 . THE A PEDAL a Ys Sy A ENGINE | ae has been added to the already exceptionally com- plete equipment of Peerless Motor Cars, the Gray & Davis Exectric STARTER, a powerful device that will invariably crank the engine, spinning it, if necessary, for thirty minutes. This Execrric Starter is extremely simple. It consists of a motor of very exceptional efficiency geared to the fly-wheel. As it uses the 6 volt current of the Dynamo Electric Lighting System, there are no complicated electrical controls — only a simple switch. The battery for starting and lighting is charged automatically and without expense by the dynamo. PEERLESS 1913 MODELS Equipped with Electric Starter ‘*38-Six,’’ $4,300 ‘48-Six,’’ $5,000 ‘*60-Six, ’’ $6,000 THE PEERLESS MOTOR CAR COMPANY CLEVELAND, OHIO comicbooweee com