Life, 1914-10-22 · page 43 of 44
Life — October 22, 1914 — page 43: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward advertisement for the Rauch & Lang electric carriage, placed in *Life* magazine. The ad promotes an early **electric automobile** (not horse-drawn), emphasizing its luxury and technological sophistication: it's "Coach Built Electric," features a worm-drive transmission, operates silently, and requires no adjustments. The company claims 60 years of coach-building expertise. For a modern reader, the significance is historical: this represents the **pre-Model T era** when electric vehicles competed seriously with gasoline cars. The emphasis on silence, reliability, and prestige reflects that electrics were actually considered the more refined option for wealthy urban drivers before mass-produced gasoline cars became dominant. The Cleveland-based manufacturer lists branches nationwide, indicating substantial distribution. This advertisement captures a moment when electric vehicles seemed poised to dominate American transportation—before they were displaced by cheaper, more practical gasoline alternatives.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Built Electric HE Rauch & Lang is the only Coach Built Electric—the sole design conforming ‘to high art standards—having harmonious contour — perfected scientific construction. Ownership means unqualified assurance of service — of prestige — a result of sixty years leadership in coach building. No after regrets. The Rauch & Lang is Worm Driven — (Top-Mounted — Straight- Type) the first Electric to offer successfully this advanced method of propulsion —Silence—No Adjustments — Longevity. All the mileage you can use in a day —as fast as the law allows. New models now being shipped. Dealers in all principal cities will gladly demonstrate. Catalog upon request. The RAUCH&LANG CARRIAGE CO. a180 West asth Street CLEVELAND comichooks.cqyy)