Life, 1912-09-12 · page 51 of 52
Life — September 12, 1912 — page 51: what you’re looking at
What you’re looking at
This is primarily an **automobile advertisement**, not satire or political commentary. It appears in *Life* magazine's advertising section. The page promotes Hudson's new "54" six-cylinder car, marketed as the answer to industry speculation about what renowned engineer Howard E. Coffin would design when building a six-cylinder vehicle (rather than his famous four-cylinder models). The "joke" or sales pitch is rhetorical: the advertisement frames the car's existence as the resolution to a widely-discussed question in automotive circles. There's no cartoon or caricature—just technical illustrations of the vehicle. The text emphasizes the car's engineering superiority: it wasn't simply two cylinders added to a four, but a complete redesign incorporating knowledge from leading European and American manufacturers. It highlights performance (65 mph, 0-58 in 30 seconds), comfort features (Turkish cushions, electric start), and competitive pricing ($2,450-$2,950). This reflects early automotive industry competition and the marketing strategy of positioning technical expertise as consumer value.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“54” HUDSON 65 Miles an Hour. To 58 Miles in 30 Seconds from S.tanding start. Here is the Answer to that oft asked question: “What will Howard E. Coffin do when he builds a ‘Six’?’’ The “54° HUDSON answers the question every one in motordom has been asking for years. All know Howard E. Coffin to be America’s foremost engineer. His six. fa- mous four cylinder cars gained a reputation for him which led all to expect a wonderful six from him. But sixes are not like fours, as 5 signer has learned to his sorrow. Mr. Coffin realized that, and so in- stead of attempting a six alone, he first secured as his asso- ning. of Europe and Amer they know just about all that has been learned in motor car building. So the “54” HUDSON—Mr. Coffin’s answer—is the composite of what the most successful build- ers, working together, have accomplished. The Best Car They Know It is smooth and flexible—the qualities for which sixes id which inexperienced men seem unable they build, It is powerful—speedy, beautiful, safe and comfortable, Simplicity is a notable feature, and economy in operation is accomplished as it is in but a few cars. Not Just Two Cylinders Added to a “ Four” Adding two cylinders to a good four won't even make a poor six, Fours and sixes are entirely different. That is why some sixes give less than 30% increased power when their weight, and fuel and oil consumption are 50‘! greater than the four of same size, to say nothing of the greater first cost. Comfort—Speed—Completeness ‘The cushions of the “ 54" HUDSON are Turkish type —12 inches deep. Back high, upholstery thick, springs flexible and the car is no nicely balanced that it will take the worst roads at speed and with little discomfort to pas- sengers. On the Indianapolis Speedway, a “54” fully equipped, carrying extra tires and four passengers did 10 miles at 62 miles an hour, One year ago on the same course a $500 prize was forfeited bec none of many of the best known tours and sixes similarly equipped, driven by famous drivers, were able to do one mile in 60 seconds, flying start. Every detail of motor car comfort is included in the “ 54.” It is electrically self-cranking, has electric lights, speed- ometer, clock, top, rain vision wind-shield, nickel. plated trimmings—21 coats paint and varnish body finish, de- mountable rims—36x4'2 tir oline tank, with magnetic gauge on rear, robe rails, curtains and all the appointments that go with the lest type of The price for either 5-passen or Roadster is $2450 Coupe, $2950; Limousin Touring Car, Torpedo er ‘Touring Car, $2600; f. 0. b. Detroit. See the Triangle on the Radiator HUDSON MOTOR CAR COMPANY 7426 Jefferson Ave., Detroit, Mich., U.S. A comicbooks.com