Life, 1928-10-26 · page 27 of 40
Life — October 26, 1928 — page 27: what you’re looking at
What you’re looking at
This is not satire—it's a straightforward advertisement for used Rolls-Royce automobiles. The page showcases two specific pre-owned models (Salamanca and Paddington) available through Rolls-Royce dealers, priced between $4,000–$12,000. The implicit humor lies in the candid admission that these are *not* new cars fresh from the factory, despite their pristine condition. The text acknowledges: "Only a minute inspection would reveal the fact that these are not new cars." This transparency about selling used luxury vehicles was likely novel marketing for the era—positioning second-hand Rolls-Royces as still-prestigious purchases carrying three-year warranties identical to new models. The ad emphasizes quality specifications (collapsible rear quarters, gray broadcloth upholstery) to reassure wealthy buyers that pre-owned didn't mean compromised luxury. The multiple branch locations suggest this was a significant sales channel during this period.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
LIFE Routsroyce motor cars at re-sale from $4,000 to $12,000 SALAMANCA Specifications Chassis—Carries same three-year guarantee as is given on every new Rolls-Royce. Coachwork—Collapsible rear quarter. Seating Capacity—Four in pas senger compartment. Finish—Newly finished in black Duco with cream stripe. Upholstery—Gray broadcloth in excellent condition. Price—$10,500. PADDINGTON Specifications Chassis—Carries same three-year guarantee as is given on every new Rolls-Royce. Coachwork—Entirely new. Seating Capacity—Seven. Finish—Two tones of gray oil finish originated by Brewster. Upholstery—Combination of two tones of gray broadcloth. Price—$9,000. Only a minute inspection would reveal the fact that these are not new cars, just out of the Rolls-Royce/Brewster Works. Similar facts about the seven types of coachwork offered at re-sale from $4,000 to $12,000 may be obtained through all Rolls-Royce branches. If interested, arrange, ments will be made for an inspection of any particular car and a 100-mile trial trip. ROLLS ROYCE New Yorx—58th at Eighth Ave. Los Anceves—3136 Wilshire Blvd. Prtrapetenta—Walnut and 21st St. Newarx—190 Washington St. Crevetanp—7505 Carnegie Ave. Montreat—4010 St. Catherine St., Bostron—1035 Commonwealth Ave. — PrrrssurcH—3939 Forbes St. West Cittcaco—123 Oak Street, East San Francisco—461 Post St. Sprincrietp, Mass.—454 Bridge St. Cincinnati, 11 East 8th St. Cotumsus—362 East Broad St. Hartrorp—326 Pearl St. comicbooks.com