AMERICA 1900-1910 -- 'THE MOTORCAR' (Part 2)

SEIFERT

Posted By: David (email)
Date: 3/7/2004 at 20:39:58

'AMERICA 1900-1910'

'The Motorcar'

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While automobiling began as a haphazard adventure, the equipage for the new fad quickly became as elaborate as that for an English Duke's safari into Africa. By 1904 a New York store, Saks & Co., found motoring garb a subject so complex that it required a 270-page catalogue.
The Saks fasions made it quite clear that women, as always, got the best of the couturier's art. The men, condemned to dusters resembling a chemist's laboratory coat, sought consolation in a catalogue that was no less encyclopedic, put out by New York's posh hardware store, Hammacher Schlemmer. In 1906 that catalogue urged every motoris to equip his car with a basic outfit of 35 tools, which could be bought for a mere $25.00.

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The 1908 Packard exemplified the early trend toward big and elegant cars with polished brass trim.

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RICH MAN'S TOY

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Nothing has spread socialistic feeling in this country more than the use of the automobile. To the countryman, they are a picture of the arrogance of wealth, with all its independence and carelessness.

-- Woodrow Wilson.

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By 1906, when the anxious statement above was issued by the president of Princeton, the recklessness of wealthy motorists had indeed aroused widespread resentment. Rich folk on their way to spas and shore resorts casually ran down livestock and drove on as fast as possible. In the cities, pedestrians were angered by the dangerous driving of millionaires like Alfred Gwynne Vanderbilt, who raced his red touring car through New York at reckless speeds of more than 10 miles an hour. Moreover, the plutocrats used their cars to flaunt their wealth. As a magazine article reported, one rich member of an auto club "had the lamps on his Panhard gold plated, and on each of them the club emblem blazed. The emblems were solid gold, set with rubies."

Nevertheless, those who feared a socialistic backlash missed the mark by 180 degrees. The object of resentment became a symbol of success, coveted even by poor pedestrians; the automobile was admired all the more as new models incorporated greater elegance. Oldsmobile and other manufacturers prospered by making frank appeals to the pride of newly affluent people. The opulent car was usually powerful, and a few automakers began bragging about the speed of their products, as proved by glamorous races. But the car of the decade was the last word in elegance -- the Great Arrow; it was so prestigious that its advertising snobbishly omitted all mention of cost ($4,500 up). Whoever had to ask the cost obviously could not afford a Great Arrow.

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Pictures with Advertisements:

Oldsmobile - 12th Year. Power - Silence - Speed, - with Safety. Olds Motor Works; Lansing, Michigan.
Licensed under Selden Patent.

'A glorious vision of speed, a 1910 Oldsmobile outraces a railroad train in an ad demonstrating the illusion of surging power that a mere $3,000 could purchase.'

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The Great Arrow.

'The Great Arrow was so sure if its stature that some ads, like this one in 1907, grandly omitted not only the price but any description of the car.

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The Pierce Arrow.

'By 1910 the Arrow had a more modest name -- but just as much snob appeal.'

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Baker Electric Vehicles. The Aristocrats of Motordom.

The Baker "Queen Victoria". Baker Electrics are safest to drive - easiest to control - simplest in construction, and have greater speed and mileage than any other electrics. Where quality and efficiency are desired Baker Electrics are invariably the choice of discriminating men and women who want elegant appointments combined with mechanical perfection.

A request will bring to you our complete catalogue of Baker Electric Runabouts, Coupes, Roadsters, Landaulets, Broughams, etc.

The Baker Motor Vehicle Company; 33 W. 80th Street;
Cleveland, Ohio; Agencies in all Principal Cities.
'The Baker pioneered in aiming its sales pitch of safety to women drivers.'

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Peerless -- Silence -- Comfort. All that the name implies.
Catalogue Q will be sent on request.

The Peerless Motor Car Co.; 2449 East 93rd St.; Cleveland, Ohio. Member A.L.A.M.

'Competing for the quality buyer, Peerless traded on its grandiloquent name.'

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Columbia.

Columbia Automobiles, for touring purposes, are geared moderately low, which gives good hill-climbing ability rather than excessive speed.

'Columbia ads stressed traveling, as in this illustration of a European tour.'

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The Triumph of the Locomobile.

The finish of the 1908 International Race for the Vanderbilt Cup. Won by the 90 H.P. Locomobile at an average speed of 64.38 miles an hour, breaking all records established in competition for this celebrated trophy. A victory for the Locomobile, a triumph for the entire American automobile industry. The striking poster illustrated above is lithographed in eleven colors. Suitable for framing, with or without descriptive matter. Mailed on receipt of 10 cents.

1909 Locomobile Cars.

The "30" Locomobile - A new five passenger model with a shaft drive system, thoroughly developed through three years of road testing. The name, Locomobile, on a shaft drive car guarantees its superiority. $3,500.

The "40" Locomobile - A seven passenger car, safe and comfortable - ideal for family use. The logical choice of those who want a high powered car. $4,500.

Information on Application.

The Locomobile Company of America; Bridgeport, Conn. Branches - New York, Boston, Chicago, Philadelphia.

'An ad for the locomobile, winner of the 1908 Vanderbilt Cup race, shifted the emphasis from elegance to speed as pioneer auto races caught the public fancy.'

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Picture with caption:

'Drivers rev up their motors for the start of the 1909 Indianapolis race. The 100-mile event was won by Louis Strang, with an average speed of 64 miles per hour.

To Be Continued . . . 'Show Time'

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Copied by Nancee(McMurtrey)Seifert
March 7, 2004