Het wereldwijde magazine en verkoopplatform voor liefhebbers van klassieke auto’s, door liefhebbers.
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The little one’s job (over 12 UPDATEs ! )
Just another nice advert from the 1920s, probably late 1926 or early 1927 (click main pic). The Rootes dealership trying to sell its Austins by depicting an obviously well-to-do family, a country house and two automobiles, his and hers. Nothing new here. However, what confuses us is the selling point they use: “Saving the big car - the little one’s job.” What could be the reason of saving the big Austin? Reliabilty? Not a strong selling point then. And surely not fuel consumption, as that was not an issue in those days. Do you have an idea what message Rootes and/or Austin are trying to get across?
(advert collection editor, watercolour by F.T. Steerwood)
Gepubliceerd:
donderdag augustus 19th, 2010
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Reacties
Onbekend
22 Augustus 2010, 06:52
Cars of the 1920s tended to wear out their mechanical bits far faster than today's cars. The steering nut would wear and give steering slop, the gears without synchromesh would wear and become noisy, the kingpins would wear and give wheel-wobble, the valves would need constant decoking, the piston rings would wear and make smoke, etc., etc. If one could use a small car for short runs, the cost of wearing out or maintaining the big car could be significantly reduced.
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Onbekend
21 Augustus 2010, 16:33
The 7 was introduced in 1923, the headlamps moved from the scuttle to the front in 1926, but back again in January 1927 due to police objections that they did not show the width of the car accurately. The lamps moved forward again, permanently, for the 1929 model year, but nickel plated radiators had been introduced by then. The flat sided scuttle and the hinged windscreen were introduced in 1925, and this car has the curved screen matching the scuttle introduced for the 1926 season.
So 1926 looks like a good call.
The larger cars were very reliable, remember all the Austin 12 taxis still running in London in the early 1960s?
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So 1926 looks like a good call.
The larger cars were very reliable, remember all the Austin 12 taxis still running in London in the early 1960s?
Onbekend
21 Augustus 2010, 14:15
I don't think one has to look too deeply into this thing. Just like today, one saves the (man's) big car for longer trips and perhaps more special occasions, while a small runabout is used for shopping and picking up the kids. The two ladies seem to be going to the golf club, while hubby to one of them is carefully keeping his nice big car out of their frolicsome hands. The advert is therefore trying to say that the job of the Chummy is to act as a small second car for local errands and driving to the golf club instead of getting the big car out each time. About 85 years ago, but not much has really changed since then…!
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Onbekend
20 Augustus 2010, 18:58
As can be seen the Austin 7 has headlights on the cowl not the mudguards so probably an add for the launch of the Austin 7.
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20 Augustus 2010, 13:22
My guess is that the "big" Austin has been laid up for some time with mechanical problems and the REAL big car is a Rolls not in the picture.
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20 Augustus 2010, 11:23
Dear editor,
Although a car was in the twenties only affordable to a limited group of people it's realistic to assume that for most car owners the cost of driving and maintaining an automobile was a point of consideration. And both fuel consuptiom and maintenance depend largely on the size of a car. Many period advertisements mention (low) fuel consumption and low maintenance costs as important benefits. So yes, I would leave the big one for fine excursions with the family and take the small one for the routine jobs...
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Although a car was in the twenties only affordable to a limited group of people it's realistic to assume that for most car owners the cost of driving and maintaining an automobile was a point of consideration. And both fuel consuptiom and maintenance depend largely on the size of a car. Many period advertisements mention (low) fuel consumption and low maintenance costs as important benefits. So yes, I would leave the big one for fine excursions with the family and take the small one for the routine jobs...
Onbekend
20 Augustus 2010, 10:35
Probably, the big one is more expensive to replace than the small one?
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Onbekend
20 Augustus 2010, 10:27
Fuel economy was an issue in Britain in the 1920s. There was outcry when prices approached 2 shillings a gallon. This was made worse in 1928 when tax on petrol was reintroduced. For a full breakdown of average prices per year, see the AA website: http://www.theaa.com/public_affairs/reports/Petrol_Prices_1896_todate_gallons.pdf
However, I don't think fuel economy is the main thrust of this advert. It strikes me as pushing the idea of second car to an aspiring middle class. Saving the big car (and he husband driving) by owning small car, for a small job (playing golf, very missle class, and as the advert says, an Austin for all occasions). add to that good fuel economy!
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However, I don't think fuel economy is the main thrust of this advert. It strikes me as pushing the idea of second car to an aspiring middle class. Saving the big car (and he husband driving) by owning small car, for a small job (playing golf, very missle class, and as the advert says, an Austin for all occasions). add to that good fuel economy!
Onbekend
20 Augustus 2010, 09:01
Perhaps to illustrate a point that is as relevant today as it was in days gone by.Just because you are wealthy does not mean that good money management should be ignored, in fact it is more important. The Austin company were putting over a subtle message to their core customers, the middle classes, that they understood how they could help them get the most for their money.
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Onbekend
20 Augustus 2010, 08:36
Quite obvious, I think.
Until now it's always the little car for the little ladys.
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Until now it's always the little car for the little ladys.
Onbekend
20 Augustus 2010, 07:15
Longbridge Golf Club was very popular in 1926 and despite our party's early start they know the only free car park space will be that little one by the fountain which will just accomodate their Baby Austin, but not its big brother.
I've never played golf, but have landed my balloon on a few golf courses. The only balls I've ever hit was when I was a boy and trod on a garden rake.
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I've never played golf, but have landed my balloon on a few golf courses. The only balls I've ever hit was when I was a boy and trod on a garden rake.