The Power of Words in Automotive Advertising

Henry Ford, the son of a farmer, was born in Greenfield, Michigan on July 30, 1863.  In 1896 he built his first petro-driven motor car in a little brick shed on the family farm.  It was named the Thin Lizzy. It had no reverse or brakes.  He continued to experiment and by 1899 had raised enough money through investors to start the Ford Motor Co. in Detroit, Michigan.  He wished to target the average person to purchase his automobiles.  In 1903 his advertising campaign stated that his Model-A sold for $900 versus the $2,000 to $5,000 of other competitors. 

Another inexpensive alternative in the beginning of the automotive industry was to build your own car.  For example. the Neustadt-Perry Co. (shown next to Ford ad) offered a kit with parts and directions to build your own vehicle. 

1,  Analyze these two advertisements.  As a consumer what would you find appealing in each?

2.  At the time these ads were written in the early 1900's, what do you think the opinion of the audience (consumers) was? 

3.  Who would have been most interested in purchasing an automobile at this time?

Alexander Winton, owner of the Winton Bicycle Company first launched into the automobile business in 1897.  His first automobiles were built by hand and would eventually become well-known and appeal to the wealthier buyer.  After the Vanderbilt family purchased a couple of his automobiles in 1901, the image of his company was boosted. However, that same year Winton lost an automobile race to Henry Ford.   He continued to produce vehicles the during the early 1920's, but seemed to only focus on the wealthier customer.  This narrow vision may have led to his downfall.  The company stopped production in 1924, probably due to a rise in numerous competition in the automobile industry.

1.  What words can you recognize in this advertisement that shows the appeal to wealthier consumers?

2.  How do you think think the loss of the race to Henry Ford impacted consumers?  Do you think consumers were more concerned with safety or speed?  Why?