Life, 1916-09-28 · page 31 of 41
Life — September 28, 1916 — page 31: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward automobile advertisement from Life magazine (page 547). There is no political or social commentary. The page advertises Studebaker cars, emphasizing their market dominance and reliability. The company claims to have doubled production in fourteen months and sold more seven-passenger models than any competitor. The rhetoric appeals to "public demand" as validation: ordinary Americans choosing Studebaker proves its quality. The ad targets both urban and rural buyers, claiming the cars perform equally well in cities, farming regions, and mountainous terrain. Pricing ranges from $850 to $2,600 (F.O.B. Detroit), positioning Studebaker as "high grade, medium priced." The logo at top features a wheel emblem labeled "Studebaker—The Car of the Golden Chassis." Manufacturing locations listed are South Bend, Indiana; Detroit, Michigan; and Walkerville, Ontario. This represents early 20th-century automotive marketing emphasizing mass-market appeal and proven consumer choice as quality indicators.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
40 H. P. 7-PASSENGER FOUR » $875 50 H.P. T-PASSENGER SIX + $1085 PUBLIC DEMAND ESTABLISHES STUDEBAKER Since the announcement of its present series of cars, fourteen months ago, Studebaker has established itself as the world’s leading manufacturer of high grade, medium priced cars. In the last fourteen months, Studebaker has made and sold more 7- passenger SIXES and more 7-passenger FOURS than were ever made before by any manufacturer during a like period. In the last fourteen months, Studebaker has increased its business over 100%. From a production of 37,000 cars a year, it has increased to a production of "75,000 cars a year. These records are far more significant than any road or race track record. They are the records established by public demand. They mean that the people who buy motor cars have recog- nized the value, quality and service of Studebaker cars and have placed orders for more cars than ever were placed be- fore for any cars in the same class. Remember that Studebaker business is not merely local, it is nation wide. While Studebaker leads in sales in cities like Detroit, St. Louis, Minneapolis, San Francisco, its leadership has been established in a far more LEADERSHIP national way. Studebaker Cars have proven equally satisfactory in great metropolitan cen- ters where style and appearance are necessary, in the great farming states of the middle west where service on country roads is necessary, in the mountainous western states where power is necessary, on the Pacific Coast where endurance on hard, long drives on good roads, is necessary. Wherever Studebaker Cars have been used they have apparently met every motoring need and this at an average repair, operation and mainte- nance cost per car, so low that you would not believe the figures if we quoted them to you. They have indeed proven the car of the Golden Chassis and the public of the United States has accordingly paid to the Studebaker Car the highest possible tribute that it can pay to any motor car—orders for more cars. If you wish to be absolutely sure that you are buying the best value for the money with the guarantee of the national public for durability, dependability and service, buy the Studebaker Car; it has been stamped with the stamp of national public approval. Such a car is not a gamble, not an experiment, it is a tried, proven and sure investment. , ’ , Studebaker offers a complete line of high grade cars from $850 to $2600. Write for handsomely illustrated catalog, picturing the cars and giving complete list of prices. All prices F.O.B. Detroit. Permanent exhibit of Studebaker cars in the Marlborough-Blenheim Arcade, Boardwalk, Atlantic City, New Jersey. THE CAR OF THE GOLDEN CHASSIS STUDEBAKER SOUTH BEND, IND. DETROIT, MICH. WALKERVILLE, ONT. ADDRESS ALL CORRESPONDENCE TO DETROIT MORE THAN 263,000 STUDEBAKER CARS PRODUCED AND SOLD comicbooks.com