Life, 1912-09-05 · page 28 of 44
Life — September 5, 1912 — page 28: what you’re looking at
What you’re looking at
This is primarily **advertising copy disguised as satire**, not a political cartoon. Life magazine uses mock-military language to describe genuine 1913 automobile market competition. The "war" refers to 72 manufacturers competing in the lucrative 40-horsepower car segment—the middle market. As consumers upgraded from small cars seeking more power and comfort, or downsized from large cars seeking economy, demand exploded. The satirical framing celebrates **competitive capitalism**: price-cutting, technological innovation, and manufacturers "fiercely fighting" for market share ultimately benefits buyers through lower prices and better equipment. The Michigan "40" is positioned as the winner—offering modern features (four speeds, electric lights) at $1,585, undercutting competitors. The humor lies in treating commercial rivalry as military conflict, but the underlying message is earnest: competition drives progress and value. This reflects early 20th-century American optimism about free-market competition benefiting consumers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The War of 1913. The Fierce Fight Raging Among 40-Horsepower Cars 72 Rivals in It We are nearing the climax in the fiercest fight that Motordom has ever known. 72 makers of cars around 40 horsepower are contending in a fierce struggle for supremacy. The chief interest centers around six of these cars. For six leaders, backed by millions of money, are each seeking to dominate this great middle field. The Michigan “40” is one of these six. The ablest engineers have spent four years to fit it for this fight. And it comes this year to claim first place in all this Forty class. How the War Began The trend of the times is to- ward luxurious Forties. Owners of small cars come to want more power, more com- fort, more room, more appear- ance. Owners of oversize cars come to want more economy. So the demand fer Forties, in recent years, has become over- whelming. To meet that demand, 72 makers have taken up Forties. Hundreds of the ablest engi- neers have centered their genius in them. Today the finest cars ever built in America belong to the Forty class. Prices Cut in Two One result has been. to bring out in these cars all the best improvements of the past few years. Another has been to develop comfort and luxury, beyond any- thing dreamed of a few ‘years ago. Another result shows in splen- did equipment. Each maker has sought to outrival the others. Some cars at twice the price are not equipped like the mod- ern Forties. But the greatest result is the Michigan ‘‘40”— Equipped — $1,585 cutting of prices. Some makers’ prices have beén cut in two. - Forties are selling, with splendid equipment, for what stripped Thirties used to cost. The car which gives the great- est value is bound to win this contest. And every maker knows it. In quality, equipment, comfort and luxury there are limits be- yond which none can go. These limits are reached in the Mich- igan “40.” Then comes the question of factory efficiency. Who can build such cars for the lowest price? Who dares accept the smallest profit? Big Saving to Buyers So this war of the Forties means enormous savings to men who watch out and compare. Cars in no other class match the Forties in value. All because there are 72 makers fiercely fighting for favor with 40-horse- power Cars. Michigan “49” Four Speeds Extra-Tired Electric Lighted Equipped With Every Modern Feature $1,585 comicboole