Life — October 10, 1912 — page 3: what you’re looking at

What you’re looking at

# 1913 Locomotile Advertisement This is **not a political cartoon or satire**—it's a straightforward automobile advertisement from *Life* magazine. The page promotes the 1913 Locomotile "Big Six," a luxury car featuring 82 horsepower. The image shows an open-air touring car carrying well-dressed passengers (appearing to be upper-class men and women in period clothing) on a scenic mountain drive. The advertisement emphasizes engineering features and comfort: enclosed bodies, concealed hinges and door handles, powerful lighting, windshields, and various mechanical innovations. The tagline promises the car can handle "mountain by-ways and city boulevards with impartial favor." This reflects early-1900s automobile marketing targeting wealthy consumers, highlighting both mechanical superiority and the leisure-class lifestyle automobiles enabled.