Life, 1914-09-24 · page 6 of 45
Life — September 24, 1914 — page 6: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward automobile advertisement from *Life* magazine (page 518). The Locomobile Company markets their cars as luxury vehicles for wealthy buyers who value **exclusivity over mass production**. The ad emphasizes that Locomobiles are "uncommon" because production is deliberately limited to "Four Cars a Day," contrasting with mass-produced American automobiles. The pitch emphasizes quality, individualization, and fine craftsmanship: custom interiors designed by John J. Petit, Tiffany Studios lighting fixtures, imported French fabrics and velvets, and handcrafted coachwork. The message targets affluent consumers seeking distinction and refined taste rather than affordable transportation. This reflects early 20th-century luxury marketing to America's wealthy elite.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The UNCOMMON CAR NY motor car is a source of pleasure. A few motor cars are a source of pride. A possession is doubly prized when it is uzcommon, as well as excellent. The Un- common Car is more than an excellent car. It is rare, as well as fine. In America, motor cars, like almost everything else, are produced in large quantities. The Locomobile is an interesting exception. The Locomobile is an uncommon car because it is produced in small numbers. The fixed policy is to concentrate on a few fine cars, not more than Four Cars a Day. Only one motorist in every three hundred owns a Locomobile. The fact that only one thousand Locomobile closed cars have been produced in ten years also illus- trates the Locomobile idea of Quality, instead of Quantity. Limiting our production of fine motor cars enables us to specialize in detat/s; enables us to express the requirements of those Families who are accustomed to the note of Individuality in all their selections. Uncommon Interiors, in wide variety, are designed by Mr. John J. Petit of New York, and finished in French Tapestries, English Broadcloths, French Velvets and Velours, selected and imported exclusively for Locomobile users. Lighting Fixtures by the Tiffany Studios. Adequate and becoming interior lighting effects. Silk Curtains, Laces, Braids and Carpets woven specially to match the individually decorated interiors. Durable and finely finished Coach Work. Designs executed after the manner of the leading Foreign and American stylists. The LOCOMOBILE COMPANY of America MAKERS OF FINE MOTOR CARS