Advertisement for Olds Motor Works, "Oldsmobile, the Best Thing on Wheels," 1903

Many would-be customers balked at the high price of an automobile. Oldsmobile offered a popular counterargument in this 1903 advertisement. The car required $35 in gasoline for a year of operation, while a horse needed $180 in food. What's more, the car only used gas when it ran, while a horse had to be fed whether it worked or not.