Life, 1912-10-17 · page 29 of 44
Life — October 17, 1912 — page 29: what you’re looking at
What you’re looking at
This is not satire or political commentary—it's a straightforward automobile advertisement for the Mitchell-Lewis Motor Company of Racine, Wisconsin, appearing in *Life* magazine. The ad announces the 1913 Mitchell automobile model and uses rhetorical framing ("You want...we know what you want") to list desired features: long-stroke T-head motors, 36-inch wheels, left-side drive with center controls, electric self-starters, and complete electric lighting. A key selling point is that it's "an American built French car"—the company emphasizes it was designed by an expert French automobile engineer but manufactured by Americans using American practice. This positioning reflects the early automotive industry's respect for French engineering expertise while appealing to American buyers. The ad lists five models (ranging from $1,500–$2,500) and boasts the company has been "making vehicles for 78 years" and is "the largest builders of 6-cylinder cars in the world." This is primarily marketing material, not commentary or satire.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
EAGLE (EL or — va —<—<= AL ——————— Mitchell 1913 AN ANNOUNCEMENT OU want—we know what you want; we’ve put it all into the new 1913 Mitchell You want a long-stroke T head motor, a real long stroke; we make ours 6 and 7 inches long; there's power, high efficiency, flexibility in a long-stroke motor. All moving parts are wholly enclosed; and everything but the lighting generator gear-driven, direct from the motor; the lighting generator is gear-driven from the transmission. You want a long wheel-base; it means the maximum of comfort in riding. You want 36-inch wheels, with tapered spokes for strength. You want the body hung aslow as will allow good road clearance. You want Mitchell seven-eighths elliptical springs; one of our new features for your comfort. You want a left-side drive with center control levers; you've wanted that for years. It’s a won- der American makers didn’t come to it long ago; the common sense arrangement for American cars. You wanta cut-back door at the driver’s side, so you canenter the front seats easily from either side. You want an electric self starter and complete electric lighting system; operated from the ] driver's seat. ALL FIVE MODELS EQUIPPED WITH Silk mohair top and covers Rain-vision wind shield Firestone demountable rims Tiel ye Jones speedometer _ Electric self starter Electric lighting system _ Bosch ignition Turkish trimmings U. S. Prices in, stroke, T head motor, 36-in. wheels $2.500 . stroke, T head motor, 36-in. wheels stroke, T head motor, 36-in. wheels Timken front axle bearings 7-passenger Six, 60 H. P., 144-in. wheel base, 44 x S-passenger Six, 50 H. P., 132-in. wheel base, 334 x >-passenger Six, §0 H. P., 132-in. wheel base, 334 x S-passenger Four, go H. P., 120-in. wheel base, 444 x in, § T head motor, 36-in. wheels 2-passenger Four, 40 H. P.. 120-in. wheel base, 454 x 7 in. s T head motor, 36-in, wheels It’s an American built French car The French builders were the pioncers in motor car construction; and they're still leaders. American makers have followed ii ii 7 6 6 7 q them closely. rey We brought over an expert French automobile engineer; the Mitchell 1913 cars are of his designing; built by one of the best mechan- \ ical plants in the country. Associated with our French expert we have one of the best American engincers in the country, who is able \ to“temper” French ideas to American practice, and American drivers. French design, American built; it's a combination you can't beat. Dd Mitchell cars are built for the man who can't afford to make a mistake, by men who have avoided mistakes in automobile construction and in automobile prices. (] We've been making vehicles for 78 years and are the largest builders of 6-cylinder cars in the world Dealers everywhere. November delivery Mitchell-Lewis Motor Company, Racine, Wisconsin Branches: New York: Philadelphia: Atlanta Dall: Kansas City London ‘Paris == —————$ ZZ | eH Miele 2013 | xun | comicbooks.com