Life — June 8, 1916 — page 4: what you’re looking at

What you’re looking at

# The New REO Six This page is primarily **advertising** for the REO Six automobile, priced at $1,250 in Lansing, Michigan. The illustration shows a stylized side view of the car, emphasizing its elegant curved lines and large wheel. The article below, titled "An Equipage A Croesus Might Covet," uses classical reference (Croesus, the fabulously wealthy ancient king) to suggest the car represents luxury and aspirational status. The text claims the REO Six combines mechanical excellence with external beauty, and emphasizes its value proposition—that this quality vehicle is affordable compared to more expensive alternatives. This is marketing copy designed to appeal to middle-class buyers seeking prestige through automobile ownership, a significant status symbol in the early 20th century.