Life, 1913-01-23 · page 31 of 40
Life — January 23, 1913 — page 31: what you’re looking at
What you’re looking at
This is primarily a **car advertisement**, not satire or political commentary. The Michigan Motor Car Company promotes their "40" model ($1,585) as an exceptional vehicle. The advertisement's claims reflect early 1910s automotive competition: - **"Won the War"** refers to the competitive automotive marketplace of that era (72 manufacturers competing), not actual military conflict - **Foreign experts purchasing the car** emphasizes international quality recognition—a significant marketing point when American cars competed against European manufacturers - **Detailed technical specifications** (four forward speeds, electric lights, brakes) highlight innovations that distinguished premium vehicles The **"Make Early Decision"** urgency section admits demand exceeds supply—a common sales tactic suggesting scarcity and desirability. The page represents early automotive industry marketing, emphasizing engineering excellence, American manufacturing capability, and aspirational middle-class consumerism. There is no satirical message; Life magazine simply published paid advertising alongside editorial content.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ent ee ee ane E: _+ LIFE: The All-Nation Car Here’s a fact that amazed us, after all our plans and dreams. . Experts came here from eleven foreign countries when we published the details of this Michigan They came to see Cameron's latest car, And to measure it up with European cars. After inspection, these fastidious experts bought every car we could allot them. So this Michigan “4o,"" by July 1, will be running on half the roads of the world. It Won the War We built this car to win the fight of the Forties, in which 72 makers are entered. For four years we worked to perfect it—to outdo others and to undersell. Over 300 improvements were worked out in this car, and 5,000 cars were sent out in the testing. We made W. H. Cameron engincer-in-chief—a man who has built 100,000 cars. We employed John A. Campbell to design the body—a man who has designed for kings. He now has personal charge of all that pertains to the up- holstering and finish. Then we fixed on this car a war-time pri brought hundreds here to see it. The result has been overwhelming. Before the first car of this model was shipped we had sold 6,125. And within two months this car had won world- wide recognition. The Fortunate Men Who Get It The evidence is that the calls for this car willbe several times our production, which Our object this year is nation-wide distribution. And that limits the allotment in every locality. This year no car within range of the Michigan offers so many attractions, and buyers are bound to know it. Note the four forward speeds, the overwide tires, the big brakes and springs, the electric lights. Note inch cushions, the 22-coated body, the extra- wide seats, the immense over-capacity. This value is unmatchable, as every man can see. And it comes in a Cameron-built car. Make Early Decision Let us urge, for your own sake, an early decision. Thousands of “40” buyers will sce the advantages you sce, and they can’t all be supplied. All the 1913 models are out, so you now have the fullest comparison. You can choose now as well as later. There are plenty of cars which won't content you when you sce this Michigan “‘4o."" There are plenty of prices which you won't want to pay. The time to prove that is now. We are sorry, but the output of Michigans won't go around. Now, in mid-winter we are 600 cars behind on immediate shipments. And only those who make early decisions can get these cars this spring. Write for Catalog And name of local dealer. Then please see him now. MICHIGAN MOTOR CAR COMPANY, Kalamazoo, Mich. Owned by the Owners of the Michigan Buggy Company Michigan 6c 40 99 $1,585 With All These Special Features Four-forward-speed transmission, as used today in all the best foreign cars. Oversize tires—3s x 434 inches—making the Michigan practically the only excess- tired car in America. Electric lights—with dynamo. Center control. Left side drive, to which all the best cars are coming. 40 to 46 horsepower. Gylinders—334 x 334 inches. Brakes—extra efficient—drums 16 x 254 inches, Springs—2{ inches wide—front, long; rear. so inches long. Steering post adjustable. ‘So are clutch and brake pedals, insuring perfect com- fort and fit to every driver Shortsville wheels, with 15 —12 to each wheel. Demountable rims—Firestone quick- detachable, with extra rim, Wheel base— 118 inches. Straight-line body, designed by John A. Campbell, Finished with 22 coats. 14-inch Turkish cushions—The deepest cushions, we believe, and the most com- fortable in use on any car. Rear seat 50 inches wide inside—22 inches deep. Doors 20 inches wide. Tonneau room 50 inches either way. Nickel mountings. Headlights—electric—1244 inches diam- ‘eter, very powerful. Sidelights—set in dash—fush with it Windshield built as part of body, easily inclined to a Mohair top, 6 complete. Electric horn. Speedometer—$5o, four-inch instrument Foot rail, rear tire irons, tool chests, ols, under running boards. 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 have not adopted any one type as regular equipment. We prefer to leave this selection to the yer. However, we equip with either the gas starter ora positively efficient electric starter, at a very moderate extra price, (146) inches inch spokes ins and envelope comicbooks.com