Life, 1925-06-11 · page 35 of 36
Life — June 11, 1925 — page 35: what you’re looking at
What you’re looking at
This is a **full-page advertisement**, not satire or editorial content. It promotes Michelin's "balloon tires"—a then-revolutionary automotive innovation featuring lower air pressure and larger volume than conventional high-pressure tires. The imagery shows a Michelin tire with the company's mascot (Bibendum, the Michelin Man) floating among clouds, emphasizing the comfort and cushioning these tires provide. The text makes four key sales points: balloon tires were pioneered by Michelin (Paris, 1923); they dominate the market (3 of 9 million balloons); they last longer and ride more comfortably; and they're affordable and compatible with existing rims. The final statistic—90.4% of cars at the NY Auto Show were balloon-equipped—suggests this technology had already achieved market dominance by publication date, making this advertisement less about introducing a novelty than reinforcing consumer confidence in an established product.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The first public display of balloon tires was by Michelin at the Paris Automobile Salon, 1923. Today, out of about nine million balloons running throughout the world, three millions are Michelins. They have proved they last longer —in addition to giving a degree of riding comfort never before dreamt of. They fit all rims—the new sizes as well as the old. They cost no more than high-pressure tires. And you can change to them one at a time as your present tires wear out. Ask your dealer how to do this. * * Michelin also makes oversize cords and the famous Michelin Ring- Shaped Tube. Michelin Tire Company, Milltown, New Jersey At the last N. Y. Auto Show, 90.4% of all the cars were balloon-equipped. You, too, should be using balloons. comicbooks.com