Life — March 28, 1918 — page 3: what you’re looking at

What you’re looking at

This is a **straightforward advertisement**, not political satire or cartoon content. The Locomobile Company of America presents a quality-over-quantity marketing pitch. The ad emphasizes that Locomobile deliberately limits production—the opposite of mass-market competitors like Ford—to maintain high standards. The accompanying illustration shows a luxury touring car of the era (early 1900s). The message targets wealthy consumers: restricting output ensures exclusivity and superior craftsmanship rather than competing on affordability or volume. This reflects the pre-Model T luxury automobile market, where limited production signaled prestige. For modern readers: this represents pre-mass-production automotive strategy, when "luxury" meant handcrafted scarcity rather than technological innovation or features.