Life, 1912-09-12 · page 39 of 52
Life — September 12, 1912 — page 39: 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's advertising section. The page promotes Studebaker cars, emphasizing the company's 60-year reputation and manufacturing integrity. The "name-plate" (the Studebaker badge affixed to each car's radiator) serves as the company's guarantee of quality. The ad stresses that Studebaker cars are built entirely by the corporation, manufactured at large scale to keep prices moderate, and backed by a national service network of 2,500 dealers. Multiple car models are listed with prices ranging from $730–$1,100. The two photographic images show actual Studebaker automobiles from this early automotive era (appears to be circa 1910s). For modern readers: this reflects an era when a manufacturer's name-plate was considered a meaningful personal guarantee, and dealer networks were selling points—concepts largely absent from contemporary car marketing.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
rn This name-plate is your guarantee When this Studebaker name-plate is affixed to the radiator of a car it means that the highest skill, the best possible materials and 60 years of business integrity and reputation stand squarely behind that car. It means that everything has been done that could make a r not only good to the eye but good mechanically—a car made in its entirety by the big Studebaker organization and for every part of which the Studebaker organization is responsible—and is proud to be responsible. It means a car that is manufactured on so large a scale, with ties, and that is sold in such great numbers, that itis possible to sell it at a moderate price. A car so well made that it will give real service at a moderate cost. And at the same time a car so easy to operate that any member of the family can run it. The Studebaker Corporation Touring Car. a Roadster... st Utility Car . Delivery Car. we STUDEBAKER CARS (Nickel or Brass Trimmed) (f, 0, b. Detroit) STUDEBAKER (FLANDERS) "20" STUDEBAKER (E-M-F) “30” $800 Touring Car. $1100 730 Detachable Demi-Tonneau . 1100 g00 Roadster . . . . . 1100 Top Windshield, Prest-O-Lite Tank and Speedometer, Extra Our Art Catalogue L mailed on request. Every car made by the Studebaker Corporation is sold with a Studebaker name-plate on the radiator. We are proud to put it there, because all our cars are built to uphold the reputation it Studebaker cars are built not only to sell, but to keep going. Our salesman can satisfy you when you purchase, and the car itself will keep you satisfied. Keeping a customer satisfied is always our aim. ‘That explains our succ The national Studebaker Service, with its 36 factory branches and 2500 equipped dealers, is a notable convenience that goes with the Studebaker car. To be able to get a needed part right on the spot is important to an owner. Sce a Studebaker dealer and be convinced that a high grade automobile is neither costly to buy nor expensive to maintain, A new Studebaker name-plate will be furnished all present owners who will send post-office address and ‘car number. Detroit, Mich. comicbooks.com