Life, 1912-10-24 · page 37 of 48
Life — October 24, 1912 — page 37: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**, but a straightforward automobile advertisement from Life magazine—which, despite its satirical reputation, regularly published advertising. The page promotes the American Scout Coupe, a enclosed winter car variant of the open-body "Scout." The advertisement emphasizes luxury features appealing to affluent buyers: business men, physicians, and women shoppers. It highlights "elegance," comfort, and modern conveniences (electric starter, dome light, cigar lighter) designed for formal social occasions. The opening text boasts sales figures (183% and 175% gains) to establish market success and desirability. The car's "colonial design" combined with "American Underslung" construction (the company's signature low-slung chassis) supposedly offered both classic aesthetic and mechanical superiority. At $2,000, this was a premium vehicle marketed to the wealthy during the early automobile era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
LIFE: Positive proof of the growing popularity of the Underslung construction. Actual sales last fiscal year over preceding year— gain 183 per cent. Actual sales first two months this year over same last year—gain 175 per cent. The American Scout Coupe Elegance, Comfort and Safety in a Town Car nade las OR rainy fall days and the ensuing cold and blustery ones of winter, the “Amer- ican Scout Coupe” is an- nounced. It leaps to the fore as the favorite of business men, phy- sicians and women shoppers. Exclu- siveness of style and most splendid appointments also assure its immediate adoption for the keep- ing of social engagements in the season opening. The “Scout Coupe” is a winter companion to the famous open-body “Scout.” The motor is larger and tires bigger to insure ample power and economy in upkeep. In appearance itis a rare combination of colonial design and the pre-eminent present day “American Underslung”’ construction. It possesses mechanical excellence unsurpassed. The handsome colonial type body is deeply upholstered in black leather. In keeping with the continued elegance of “American Underslung” cars there are installed such appre- ciated conveniences as dome light, electrical cigar lighter, toilet case, flower vase, etc. UNDERSLUNG. The “Scout Coupe” will be gen- uinely appreciated by those who wish a car for formal engagements, which is completely controlled from the seat. The $150 electric lighting out- fit and Disco self-starter protects the driver from the usual annoyances of starting and lighting. There is ample room for three passengers, an auxiliary and stable folding seat being provided at the left of the steering column. This seat folds into the dash when not in use and in no way disfigures the appearance of the car’sinterior. Neither does it cramp the occupant. A luggage compartment at the rear is of sufficient size to accommodate a tool kit and physician’s case, or an average day’s shopping. The vogue of this “Scout Coupe” will be great during the fall, winter and spring. You should see the nearest “‘Amer- ican” dealer at once. A post card will bring his address and particulars. SPECIFICATIONS Thee passenters, | Motor, four cylinders. 4 inch bore. § inch stroke, "T* head, cast en bloc.” “Wheel base, 105 inches; tires 37 4 inch, front and rear on demountable’ rims. ignition, dual system transmission, sliding selective type, three speeds and reverse, rear axle, Jull floating, pressed steel differential housing and axle tubes integral. Bisemann magneto and storage battery; Regular equipment, electric light gencrator and battery complete, supplying all lamps ($150 outfit) $50 Warner 60 mile sbeedometer; Disco self-starter; full nickel trimmings; one extra rim, and complete coupe interior furnishings. Price, $2000 (f. 0. b. Indianapolis). American Motors Company, Dept. K, Indianapolis, Indiana comicbooks.com