Life, 1919-02-13 · page 42 of 42
Life — February 13, 1919 — page 42: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward automobile advertisement for the Willys-Knight car, appearing in *Life* magazine (page 270). The page features a side-view illustration of a boxy sedan with the Willys-Knight logo. The accompanying text promotes the car's "Sleeve-Valve motor," emphasizing its reliability and durability. The pitch claims owners find it unnecessary to service the engine and that the motor "always runs"—establishing the slogan "Once a Willys-Knight owner, always a Willys-Knight owner." The ad is issued by Willys-Overland Inc. of Toledo, Ohio, with manufacturing noted in West Toronto, Canada. **Why it appears in *Life*:** Though *Life* was satirical, it also carried paid advertisements to fund publication. This is simply a period automotive ad emphasizing mechanical dependability—a key selling point in the early automobile era when engine reliability was far from guaranteed.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
a Le SESE ° L EVERNES RUAN NEVER ENEN ERIE aaa rs peeereret CNENA ENE pres S475. Touring —Feur, $1725—F ight, $2730. = ‘( We Owners of the Willys-Knight cars may differ in the terms they use C to express their appreciation of the Sleeve-Valve motor, but their enthusiasut is always the same. The outstanding distinction of the BV ee Willys-Knight motor is its readiness to serve ungrudgingly at all mr, ees times regardless of the demands imposed upon it. Owners find it y unnecessary to Jay up their motors for shop service. The Sleeve- Valve motor runs so continuously and consistently under all condi- Cr tions, that it has come to be known as the motor that always runs. The unvarying satisfaction among Willys-Knight owners grows with the increased mileage of their cars. It is the basis of the significant / WW statement—* Once a Willys-Knight owner, always a Willys-Knight 5\ owner.” [SIN WILLYS-OVERLAND INC TOLEDO, OHIO Wiliys-Nuight Touring Cars, Coupes, Limousines, Ov z id Light Commerctal Cart V Comicbooks.com