Life, 1919-05-15 · page 37 of 50
Life — May 15, 1919 — page 37: what you’re looking at
What you’re looking at
This is not a cartoon or satire, but a full-page advertisement for the Willys-Knight automobile, published in *Life* magazine (page 865). The ad promotes the sleeve-valve motor technology, claiming it requires fewer parts and less maintenance than competitors' poppet-valve engines. The marketing message targets middle-class car owners with promises of reliability and economy—no valve grinding, no shop repairs needed. The phrase "improves with use" and the slogan "Once a Willys-Knight owner, always a Willys-Knight owner" emphasize customer loyalty based on performance. This reflects early 1920s automotive advertising strategy: technical superiority and cost savings as selling points. The ad lists model prices ($1,725–$3,475) and notes both American (Toledo, Ohio) and Canadian manufacturing locations.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
‘* Sleeve-Valve, the Motor that Improves with Use’’ Why does the enthusiasm of Willys-Knight owners grow in proportion to the length of their experience with the sleeve-valve motor? Owner explanations are more interesting than the technical analysis of engineers: HE fewer parts and simpler operation of ethe Willys-Knight sleeve-valve motor mean freedom from friction, wear and -° complications that cause trouble and de- terioration. Instead of the noise and vibration of clashing poppet valves, there is the velvety action of sleeves gently sliding in a film of oil. The re- sult is a sweet running, powerful type of motor that stays quiet and a/ways runs. It is the one type of motor that improves with use. \t requires no ad- justments—no grinding of valves. Owners do not lay up their motors for shop repairs. These efficiency and economy advantages have inspired the expression, ‘Once a Willys-Knight owner, always a Willys-Knight owner.”’ Steeve Valee a SO AAO bb Oy if WILLYS-OVERLAND, INC., -Toledo, Ohio Willys-Knight Touring—Four, $1725—Eight, $2750; 7 Passenger Sedan—Four $2750—Eight, 33475; f.0.b. Toledo CANADIAN FACTORY, WEST TORONTO, CANADA comicbooks.com