Life, 1926-01-28 · page 3 of 36
Life — January 28, 1926 — page 3: what you’re looking at
What you’re looking at
This is primarily an **advertisement for Budd-Michelin All-Steel Wheels**, not satire or political commentary. The "famous cars say goodbye, buggy wheels" framing uses humor as a sales technique rather than social critique. The page depicts the automotive industry's transition from wooden-spoked buggy wheels to modern all-steel wheels—a genuine technological advancement of the era. The illustration shows cars triumphantly replacing horse-drawn carriages, emphasizing industrial progress and modernization. The cartoon elements (anthropomorphized cars, exuberant scenes) are lighthearted marketing language highlighting the Budd-Michelin wheel's benefits: durability, safety, easier tire replacement, and aesthetic appeal. This reflects early 20th-century confidence in automotive technology as superior to horse-drawn transportation. There is no political satire present—this is straightforward product advertising dressed in humorous visual language.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
At the automobile shows this year famous cars say . - - ‘Goodbye, buggy wheels.. Here's Budd-Michelin It’s Show-time again... . Automobile manufacturers and dealers are proudly unveiling the results of a year of progress. “What’s new? What's improved? What of the future?”’ As far as automobile wheels are con- cerned, the answer to these questions is the Budd-Michelin All-Steel Wheel .... bringing new beauty, new conven- ience, new safety to the motor car. In this year’s Shows, a dozen of the world’s most famous automobiles say “Goodbye, buggy wheels . . . . here’s Budd-Michelin!” Detroit... WHEEL COMPANY . .. Philadelphia BUDD-MICHELIN—the All-Steel Wheel— brings you these outstanding advantages: —a scientific convex form, increasing resilience, har- monizing with the lines of your car, and permitting the lacing of brakes and king-pins within the wheel, for tter braking and easier steering — for greater protec- tion of brakes from mud and water —a light wheel (lighter than wood), tapering toward the rim, making starting and stopping easier —five wheels to a set. An extra wheel to dress up the rear of your car, easy to substitute in case of tire trouble. No rims to remove. Just a few turns on the nuts at the hub —a wheel which cools the tire, adding to the tire’s life and service by drawing off and radiating friction-heat —a wheel which can’t come off until you want it off —<leanliness. No spokes to collect dirt. A more endur- ing finish than wood will take —everlasting strength, promoting safety. Triumphant Beauty! LIER: fybiiched Weekly by Life Pal at New Yoru, s ¥, ve 4. 188, Ue Ft er othe mnormmicbooks celal