Life, 1913-03-06 · page 45 of 72
Life — March 6, 1913 — page 45: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**, but rather a straightforward automobile advertisement disguised as editorial content—a common advertising practice in early 20th-century magazines. **What it is:** R.E. Olds, founder of the Oldsmobile and Reo Motor Car companies, personally testifies to the quality of his engine in the Reo the Fifth automobile (1913 model, priced at $1,095). **The appeal:** Olds leverages his 26-year reputation as a pioneering gas-engine builder to establish credibility. He emphasizes engineering rigor—five radical factory tests, precision components (190 drop forgings, 15 roller bearings), and quality control (steel analyzed twice, 17 paint coats). **For modern readers:** This reflects an era when manufacturers competed on *mechanical innovation* rather than styling or brand cachet. The detailed technical specifications and testimonial format suggest consumers cared deeply about reliability and durability—automobiles were still luxury goods requiring significant maintenance knowledge. The page contains no satire or political commentary; it's purely promotional content.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
What My fame as a car builder, after 26 years, is based in large part on my engine. To me it’s an old, old story. Perhaps it is new to you. A Lifetime I was one of the world’s first builders of gas engines. Long be- fore the days of automobiles, the Olds Gas Engines were known half the world over. And they are to- day. It has taken a lifetime to develop an engine like the one in Reo the Fifth. And even my rivals concede it to be one of the great engines of the world. My catalog states all the details about it. I won't bother with them here. But the fame of this engine is based on four things: Its unusual power— Its enduring silence— Its remarkable endurance— Its ease of adjustment. my By R. E. Olds, Designer Radical Tests We avoid trouble for you by putting each engine to five radical tests in our factory. Each is run for 10 hours with outside power, then another 10 hours with its own power. Then we take it apart and inspect it. Then it is made to run a blower, and tested at various speeds. Then itrunsan absorption dynamometer, as a measure of its power. Then, in the finished car, we give it the hardest sort of road test. These tests require 48 hours. But thousands of these engines, run for years and years, are still in prime condition. We use on this engine, to save ignition troubles, a $75 magneto. And we doubly heat our carburetor, to deal with any gasoline. So Everywhere In every part of this car we use the same precautions, The steel is twice analyzed. Engine Did The gears are tested to stand 75,000 pounds per tooth. The springs for 100,000 vibrations. We use 190 drop forgings. We use 15 roller bearings. The tires are 34 x 4. Each body gets 17 coats. When you get a car built like Reo the Fifth there is very small cost of upkeep. Unique Control We use in this car the only center control which is simple and out of the way. All the gear shifting is done by moving a small rod only three inches in each of four directions. There are no levers, side or cen- ter, so the front is clear. Both brakes are operated by foot pedals. And in this car you find the left side drive, as in the finest cars this year. Write for our catalog and we'll direct you to the nearest show- room, R. M. Owen & Co., General Sales Agents for Reo Motor Car Co., Lansing, Mich. 30035 Horsepower Wheel Base— 112 Inches Tires— Inches Center Control 15 Roller Bearings Demountable ims Thiee electric 190 DropForgi rop Forgings Made with 5 and 2 Passenger ies. Canadian Factory, St. Catharines, Ont. Reo the Fifth The 1913 Series $1,095 Top and windshield not included in price. We equip this car with mohair top, side curtains and slip cover, wind- shield, gas tank for headlights, speedometer, self-starter, extra rim and brackets—all for $100 extra (list price $170). comicbooks.com