Life, 1926-10-07 · page 3 of 44
Life — October 7, 1926 — page 3: what you’re looking at
What you’re looking at
This is primarily **advertising copy, not satire or political commentary**. It's a Budd Wheel Company advertisement disguised as an editorial narrative about Mr. Nash (likely Nash automobile founder Charles W. Nash). The "joke" is that Mr. Nash dismissively said "Goodbye, buggy wheels" when switching from wooden to steel wheels—but then discovered customers preferred the new Budd-Michelin wheels so strongly that he adopted them widely. The advertisement documents sales figures from 1922-1925 showing increasing adoption of these wheels. The three large wheel illustrations at bottom showcase the product itself. This represents early automotive marketing: telling a business anecdote to build brand credibility and establish product superiority through real sales data rather than direct claims.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Mr NASH said... Croodlye buggy w T ALL starTeD when Mr. Nash's engineering staff told him that their experiments had shown Budd- Michelin Wheels to be better. But changing to steel wheels was a radical step. Mr. Nash didn't know how the public would take to them, So he decided on a test. Beginning in May, 1922, he offered Budd-Miche- lin Wheels as optional equipment on the Nash. He charged $25 extra for them. That was a test. Here's what happened: Nash buyers took 27,505 Budd- Michelin Wheels during the re- mainder of 1922—at $25 extra for every set. In 1923, Nash buyers took 149,237 Budd-Michelin Wheels—six times as many—adding $25 to the cost of each car. In July, 1924, Mr. Nash did a little Az that since Budd-Michelin Wheels were first offered, 75% of his customers—3 out of every 4—had selected them, and paid $25 extra. That settled it. Automobile buyers, as well as Mr. Nash, were ready to say, “Goodbye, buggy wheels.’ So Budd- Michelin Wheels became standard on the Nash, with no extra charge. In 1925 Nash buyers took 508,404 Budd-Michelin Wheels, and during the first five months of the current year, 339,740. If you want to know more about the distinguishing beauty of Budd- Michelin Wheels, look at any Nash. If you want to know more about the added safety, the new ease with which tires are changed, the cleanliness, th: saving of tires—if you are interested in the advantages of a truly modern automobile wheel, ask any Nash owner. Then you too will be ready to shout, figuring. He checked back and found “Goodbye, buggy wheels!” Detroit « ’ Philadelphia WHEEL COMPANY Also makers of Budd Interchangeable Wire Wheels, which fit the same hub as Budd-Michelin All-Steel Wheels. Wa el Bet Rata Coorrtctte 185, CIF: fw tee U fe Pub Co. Seabee St oP aleh 3S, comicbooks.com