Life — May 25, 1916 — page 3: what you’re looking at

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

A Mid-Year Six—$1325—wheelbase, 127 inches. Body and equipment designed after the shows, and combining the best from 257 show models, John W. Bate The Efficiency Expert—Presents 26 Extras In this New Mitchell model you'll find 26 features which are rarely found in cars. An occasional car includes one or two, but no car, we think, more than four of them. Some mean extra room and comfort, some extra conven- ience, some extra beauty. And some increased safety, strength and endurance. All are features that you want. Some you would sadly miss. But they are expensive. And only a most efficient factory can include them in a fair-price car. Scientific Saving In this New Mitchell these 26 extras are paid for by factory savings. In 13 years we have developed here a remarkable motor car plant. Every build- ing, machine and method is a model for scientific cost reduction. John W. Bate, the efficiency expert, has devoted years to this project. This New Mitchell car, under old conditions, would cost twice what it costs here today. We build 08 per cent of the car. And we save enough, through Mr. Bate’s genius, to add on these 26 features Go see them and judge if you want them. New Ideas in Steel There's another side to Bate efficiency methods which means as much as the sav- ings. Mr. Bate for 30 years has specialized on metal-working lines. His effort has been to make parts more efficient—lighter, sim- pler, stronger, He displaces castings—heavy and brittle —with three-times-as-strong drop forgings. Also with tough steel stampings, shaped to give maximum strength, This is the tendency in all fine cars, of course. But we have had the master here. The New Mitchell car contains 184 drop forgings and 256 steel stampings. Nearly all displaced cruder parts. {The Engineer’s Car Mitchell cars with these Bate improve- ments are the marvels of Motordom in their endurance. We know of six Mitchell cars which have averaged 164,372 miles cach. That's 30 years of ordinary service, And they are running still. The Mitchell is called “The Engineers’ Car.” So many noted engineers have se- lected it as their personal car. Your Mitchell dealer has a long list of them—all men of nation-wide fame. Supreme Comfort You will find here 4c9 of these Bate per- fections, in addition to the 26 extras. You will find here also—and here alone —the Bate cantilever springs. They will give you riding comfort which we can't describe. Big loads or light loads, pavements or rough roads, all seem the same on these springs. Jolts are obliterated. No shock absorbers are needed. This car rides ruts as a boat rides waves. All Show Attractions Combined in One Car This New Mitchell body, with its new- style equipment, was designed after the New York Shows. The ablest designers exhibited there 257 new models. The Mitchell “ Six of '16" was one. Then we completed this Mid-Year Model, out April 15. The body lines follow what was considered the handsomest Touring Car at the Shows, and it combines all the new features, in design and equipment, which were voted the best at the Shows. We have never done this before—may never do it again. But this year we bring out this After-Show model, to present all the new styles together. So you will find in this car 26 costly features which are practically exclusive to Mitchell. You will find hundreds of superior steel parts designed by John W. Bate. You will find all the body attractions, all the new ideas, which found favor at the Shows. And all these in the Mitchell only. $1325 kei: For 5-Passenger Touring Car or 3-Passenger Roadster 7-Passenger Body $35 Extra _With a high-speed, economical, six-cylinder en- tine of enormous power; wheelbase, 127 inches: ing engine-driven tire pump, reversible headlights. jew Mitchell Eight, $1450. 0. b. Racine. Racine, Wis, U.S.A. comicbooks.com