Life, 1913-01-09 · page 79 of 100
Life — January 9, 1913 — page 79: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**, but rather a **straightforward automobile advertisement** from Life magazine, circa 1912-1913. The page promotes the Michigan "40" automobile ($1,585), manufactured by the Michigan Motor Car Company in Kalamazoo. The advertisement emphasizes competitive advantages: four forward speeds, oversized tires, electric lights, and luxury features like 14-inch cushions. It leverages designer credibility (W.H. Cameron, builder of 100,000 cars) and international validation—claiming orders worth $16 million from 11 foreign countries and European competition selections. The text argues that buyers can obtain premium features at lower cost than "high-priced cars" due to fierce competition among 72 manufacturers building "Forties" (likely referring to cars in the $1,500-$1,800 range). The accompanying vehicle illustration shows a touring car of the era. This represents typical early-automotive-era advertising: technical specifications, designer pedigree, and appeals to both economy and prestige—standard sales tactics for a competitive emerging industry.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
EI ele) Get These Things This Year in a “40” Car Get all the features listed in the column at the right. Don't be content with three forward speeds when the finest cars have four. Insist on 4%-inch tires. A “go” car requires them. Demand electric lights, center control, left side drive. Cars without them will soon be out of date. Look for luxury and comfort—14-inch cushions, 50-inch rear seat, big springs Get big margins of safety. Every driving part should be 50% over-capacity. You Can Get Them You can get these things in high-priced cars. Few could be sold without them. You can also get them in the Michigan “yo” at $1,585. You can get them because there are 72 makers building Forties now. The rivalry is fierce. And the Michigan this year, re- gardless of profit, intends to dominate this field. It’s a Cameron Car Note that this car is not the product of some obscure engineer. It is built by W. H. Cameron, a man whose work is known all the world over. A man who has built 100,000 cars The bod hell, whos by kings. is designed by John A. Camp- body designs have been chosen Four years have been spent in perfecting this car. Scores of able men have given their best to it. And 5,000 Michigans have been put on the road to test out their 300 improvements. The final result—the latest Michigan model—is one of the greatest cars of the day. World-Wide Fame This new-model Michigan, since Sep- tember, jumped into world-wide fame. Experts have come here from 11 foreign countries, and from every part of Amei They have left with us orders for sixteen million dollars’ worth of 1913 ¢ They have selected the Michigan to compete in Europe with the finest foreign cars. And hundreds of American dealers have decided that no car in its class can compete with the Michigan. These men know, and their verdict is decisive. If you do what they did—go into the details, make your comparisons— you are bound to agree with them. We urge you to do that. It means to you a saving of hundreds of dollars if you want such a car as this. Write for our catalog and name of local dealer. Then measure up the facts for yourself. MICHIGAN MOTOR CAR COMPANY, Kalamazoo, Mich. Owned by the Owners of the Michigan Buggy Company Michigan “40” $1,585 With All These Special Features Four-forward-speed transmission, as used today in all the best foreign cars, Oversize tires—3s x 435 inches—making the Michigan practically the only excess- tired car in America, “with dynamo, Center contro! Left side drive, | to which all the best cars ‘are coming. 49 to 46 horsepower, Cylinders—4\ x 5 inches. Brakes—extra efficient—drums 16 x 236 244 inches wide—front, 37 inches long; rear, so inches long. t adjustable. So are clutch pedals, insuring perfect com- fort and fit to every driver Shortsville wheels, with 1{-inch spokes —12 to each wheel. Demountable ine body, designed by John A. Finished with 22 ¢oa believe, und the most com- on any car. Rear seat so inches wide inside—22 inches deep. Doors 20 inches wide. Tonneau room so inches either way Nickel mountings. Headlights—electric—12!; inches diam- eter, very powerful Sidelights—set in dash—fush with it, Windshield built as part of body. easily inclined to le. Mohair top, side curtains and envelope complete. Electric horn. Speedometes Foot rail, chest: b 3 Over-capacity. Every driving part made sufficient for a 60 horsepower motor Self-Starter There is such a difference of opinion about the relative merits of the various types of self-starters that we $50, four-inch instrument 5 ail, rear tire irons. tool with all ‘tools, under running We prefer to leave this selection to the buyer. However, we © starter or a po: starter, at a very, comicbooks.com