Life, 1914-11-12 · page 48 of 48
Life — November 12, 1914 — page 48: what you’re looking at
What you’re looking at
This is **not a cartoon or satirical piece**—it's a straightforward advertisement for the Rauch & Lang Carriage Company's new 1915 electric automobiles. The page promotes their "FIVE" Series of electric cars, emphasizing luxury, mechanical excellence, and design consistency. The ornate header with a worm-drive mechanism illustrates their technical innovation. The company positions these as the "highest priced and sole coach built electric in America," appealing to wealthy buyers who valued beauty and reliability over trendy "fads, freaks and whims." The accompanying image shows a coach-style enclosed automobile with passengers, representing the luxury market segment. Seven models are listed—from roadsters to town cars—each targeting specific customer demands. This reflects the pre-1920s era when electric vehicles were fashionable among the wealthy, before gasoline engines dominated the market.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The New “FIVE” Series of 1915 Strikingly Beautiful—Mechanically Perfect So strikingly beautiful that they are pre-eminent in the electric field applies to the models of the “FIVE” Series. Cars possessing such exterior appearances must have mechanical qualities of equal excellence. Beauty of contour, luxuriousl) equipped interiors—mechanical superiority) make the new models surpass their remarkable predecessors. Super-inherent qualities determine the price of the Rauch & Lang—the highest priced and sole coach built electric in America. Rauch & Lang Electrics have a style peculiarly their own. Unswerving allegiance to a high art ideal has eliminated car fads, freaks and whims. Che Top-Mounted, Straight-Type, Worm Drive method of propulsion (in ils second year) in addition to the Rauch & Lang battery equipment means longer life, lower maintenance cost, absence of adjustments and no misalignments. Seven Models in the New “FIVE” Series. ROADSTER—CLUB ROADSTER—BROUGHAMS—COACH—TOWN CARS There is a model for each demand—each a masterpiece—a car par excellence Dealers in principle cities will demonstrate The RAUCH & LANG CARRIAGE Co. 2180 W. ssth Street Cleveland BRANCHES: New York, 1800 Broadway; Minneapolis, 1207 Harmon Pl. Kansas City, ssot Main Sts Cleveland, 629 Superior Ave. comicbooks.com