Life, 1916-01-06 · page 7 of 48
Life — January 6, 1916 — page 7: what you’re looking at
What you’re looking at
This is an advertisement for Chalmers automobiles, not a political cartoon. The image shows an early motorcar loaded with passengers and cargo—horses, people in period dress, household goods—illustrating the vehicle's capacity and practicality. The ad targets "Car Enthusiasts" and emphasizes the Chalmers' modest specifications: a six-cylinder engine producing 3,400 RPM and 2,660-pound weight. The copy focuses on acceleration as the key selling point ("the great thing nowadays in a motor car is acceleration"), positioning this as superior to raw horsepower. The price listed is $1,050 f.o.b. Detroit. The message essentially argues that a lighter car with good acceleration outperforms heavier, more powerful vehicles—a practical selling point for early automotive buyers choosing between competing technologies.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
i HN Car Enthusiasts to the Salesrooms They have built a rather small motor—six cylinders, 314 by 4!g—which achieves 45 horse-power at 2650 r. p.m. They were able to develop well over 70 horse-power from the same engine—but at the cost of acceleration and fuel economy. So they stood pat at 45 H. P. They knew this would provide the better car for all-round performance. Having built an engine which measured up to their desire, they were now able to design a relatively light chassis. Ready for ship- ping, the whole car weighs only 2660 pounds. Yet it is as able a car as ever bore the Chalmers name. This 3400 r. p. m. Chalmers thus gives you what the big brute of a car used to offer, only it provides high power and light weight at low operating cost. The great thing nowadays in a motor car is acceleration—and of Chalmers Dealers in 603 Cities in the new 3400 r. p. m. Chalmers you have the finality of desire in a motor car: a small engine, a light-weight chassis; a light- weight chassis, quick acceleration—the goal of engineers. Specifications no longer mean much as to motor cars, You must step on the little button yourself, and speed the engine up—and up—and up. Then you will say that the “‘last throb’’ has been removed. Go to your Chalmers dealer today and try it. You will find a motor of might in a car of charm. $1050 f. 0. b, Detroit Chalmers Motor Company, Detroit, Michigan. ~ comicbooks.com