Life, 1916-02-24 · page 6 of 48
Life — February 24, 1916 — page 6: what you’re looking at
What you’re looking at
This page is **not a satirical cartoon** but rather a **luxury automobile advertisement** for the Locomobile Company of America, presented as editorial content in Life magazine. The elaborate decorative border frames the company's manufacturing philosophy: they commit to producing limited numbers of high-quality, expensive cars rather than mass-producing cheaper vehicles. Key policy points emphasize fine materials, skilled workmanship, six-cylinder engines with four-speed transmissions, and restrictive production ("not more than 'Four Cars a Day'"). The advertisement positions Locomobiles as exclusive, aristocratic vehicles for wealthy buyers. The ornate Victorian design and formal typography reinforce this premium brand identity, appealing to Life magazine's affluent readership during the early automobile era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
THE LOCOMOBILE POLICY Tue Policy of THE LocomosiLE Company OF AMERICA is to con- tinue to build a limited number of Motor Cars of the very highest excellence. To make a finer car, a more expensive car; not a cheaper car or more cars. To use even finer materials, to develop even finer workmanship. To maintain and develop the highest efficiency in our manufacturing organ- ization, rather than increase its size. To continue to build six-cylinder motor cars with four-speed transmissions; large cars and not small cars; and not more than “Four Cars a Day.” To introduce into our product an even more luxurious quality, an even more aristocratic note. To make the Locomobile even more distinctive and more desirable. To have the price of the Locomobile result from its high quality, simply a function of cost, and higher as the cost is higher. THE LOCOMOBILE COMPANY OF AMERICA MAKERS OF FINE MOTOR CARS ‘omicbooks.com