Life, 1912-09-26 · page 31 of 48
Life — September 26, 1912 — page 31: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a full-page automobile advertisement for the Willys-Overland Company's 1913 Model "69 T" priced at $985. The ad emphasizes the car's exceptional value: it claims to have broken existing price records while offering modern features (self-starter, Timken bearings, speedometer, etc.). The copy stresses unprecedented demand—production of 40,000 cars annually, shipping 150 daily, with orders tripling current output. The rhetorical strategy appeals to urgency: customers should "order in early" because dealers have limited inventory and cold weather approaches. The ad also mentions 2,000+ dealers nationwide, suggesting broad availability. For modern readers: this represents early automotive mass-production marketing, emphasizing affordability, reliability, and scarcity-driven demand—techniques still used today. The $985 price (roughly $30,000 in 2024 dollars) positioned this as accessible middle-class transportation during the automobile's rapid adoption era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
= 2 a7 Wo) 4 Model “69 T” Self Starter 30 Horsepower 5-Passenger Touring Car 110-inch Wheel Base VERY one seems willing to concede the fact that our 1913 values have broken all existing price records— most of which were held by this company. This car, at this price, with its remarkably complete equipment of modern accessories, gave the automobile world an unexpected thrill. We have again reduced the scale of market prices and noth- ing but our huge annual production of 40,000 cars has made this industrial feat possible. We have but one problem before us— supplying the demand. And in this con- nection we wish to make a suggestion. Get your order in early. There are many months of perfect motoring weather ahead of you before the cold weather closes in on your automobile pleasures, and those who book their “69” order early—that is, right now— Timken Bearings Center Control Remy Magneto Prestolite Tank The Willys-Overland Company . Toledo, Ohio Completely Equipped Warner Speedometer Mohair Top and Boot Clear Vision Wind Shield will get their car in sufficient time to get a whole lot of fun out of the late summer and early autumn. There are over 2000 Overland dealers. Each one is given so many cars, conse- quently he has just so many to dispose of, and the sooner you get in touch with him the quicker you will have your car. The exceptional value of this model has made such a profound impression on the public (not only in America, but all over the world) that our immediate shipping orders are treble that of our present pro- duction. Weare shipping 150 carsa day. 500 a day would not fill our immediate orders. If you do not know who the Overland dealer is in your vicinity write us for his name and address. Also we will be glad to send you a 1913 catalogue. Please ask for book D29. comicbooks.com