Preliminary identification
Photo reference
1 uploaded photo
Overview
An original full-page color lithographic advertisement featuring the 'New Ford Roadster' at a bustling dockside. The artwork emphasizes the car's elegance and reliability with the headline 'Built for Many Thousands of Miles,' reflecting Ford's shift toward lifestyle-oriented marketing.
Story
In 1930, Ford was fighting to prove the Model A was more than just a machine; it was a ticket to high society. This ad placed the 'New Ford' alongside yachts and stylish travelers to shed the utilitarian image of the old Model T. It was a bold move to sell luxury and longevity during the first year of the Great Depression.
Maker / Origin
While Henry Ford built the chassis, his son Edsel Ford was the visionary behind this style, often calling the Model A a 'Baby Lincoln.' Edsel insisted on beautiful lines and a variety of colors, transforming Ford from a factory of 'any color as long as it's black' into a leader of automotive fashion.
Condition & Value
The piece shows visible foxing (small brown spots) and some light staining in the margins, which is common for 90-year-old paper. The framing appears to be vintage; if the matting is not acid-free, it may continue to discolor the paper over time. These condition issues typically reduce the value by 20-30% compared to a mint specimen.
Full Research
Sold comps, value drivers, and venue guidance pulled from recent auction results.
Build on this identification
Layer in sold comps, value drivers, and venue guidance.
Comparable demand stays strongest where maker, originality, and venue confidence line up. Broader examples still trade, but the range tightens quickly when provenance, condition, or selling lane fit is missing.
Best Venue
Specialty auction or a focused dealer with buyers already in this lane.
Signed example with light edge wear and original frame.
Comparable format with stronger provenance and cleaner surface.
Smaller related piece with visible craquelure and trimmed margins.
Period match with softer condition and weaker subject matter.
Close market lane comp with similar material and presentation.