Life, 1912-10-31 · page 6 of 44
Life — October 31, 1912 — page 6: what you’re looking at
What you’re looking at
This is **not a cartoon or satire page**—it's a straightforward **advertisement** for Firestone Clincher Cushion Tires, marketed specifically to electric car owners. The ad promotes practical benefits: 12% more miles per battery charge and improved ride comfort. The illustration shows a tire cross-section and an early electric vehicle. The **historical context**: In the 1910s-1920s, electric cars were a viable alternative to gasoline vehicles, particularly popular with urban drivers. Firestone is pitching specialized tires to this market segment, emphasizing how better tires could extend the limited range of electric batteries—a key concern for potential buyers. The page reflects a now-vanished moment when electric vehicles were commercially significant before gasoline engines dominated the market.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
To Electric Car Owners More ae TE HO ‘ More Miles On y ss Resilience Battery : ° —The Ride Charge S Lie Supreme Fireston Clincher Cushion Tires Fit Pneumatic Rims, Standard Clincher or Quick Detachable Clincher WELVE per cent more miles for every charge of your battery; the current economy of the ordinary electric pneumatic tire without the bother and expense of tire troubles. And Resiliency, Comfort, Riding Pleasure never before approached in solid tires. We have the proofs, substantiated by test in America’s leading electric car factories. These proofs are obtained, before tire leaves our factory, by scientific tests. The tire on the wheel must measure to the standard established by exact road and load conditions. Get these proofs! No matter how your electric is now equipped, you can quickly, easily and economically change to these Firestone Clincher Cushion tires without changing wheel or rim. These tires are the ultimate accomplishment in solids. The make-shifts of holes and blocked-out sections which substitute jerky spring and jolt for uniform resiliency are abandoned stages in Firestone evolution. The over-hang design, the scientific proportioning of the Firestone Clincher Cushion, supported by the continuous body of Firestone supreme resiliency, make level ground of car-track or other obstacles. Dual tread, in addition to increased cushion, gives secure protection against skid or slip. One section of tire res dry gripping surface for second section. Get our electric tire catalog and be convinced by the facts and based on scientific and practical proof. Direct Service Stations In All Cities Call at the Firestone branch or agency in your city or town and have them equip your electric now and keep it equipped at 2 minimum cost for maximum service. The Firestone Tire and Rubber Go., Akron, Ohio, prictitsi Cities “America’s Largest Exclusive Tire and Rim Makers”