Life, 1916-06-08 · page 35 of 46
Life — June 8, 1916 — page 35: what you’re looking at
What you’re looking at
This page is primarily **advertising, not political satire**. It promotes the Mitchell Six, a mid-year automobile model priced at $1,325, manufactured by Mitchell-Lewis Motor Company in Racine, Wisconsin. The ad emphasizes factory efficiency under engineer John W. Bate's design, featuring 440 modern parts and 73 new design conceptions. It highlights 26 extra features included at a competitive price—a selling point during the 1910s automotive market. The illustration at bottom shows a touring car filled with well-dressed passengers and pedestrians, depicting the aspirational lifestyle associated with owning such a vehicle. A notable section, "What Women Like," markets specific features (easy steering, interior lighting, power tire pump) to female drivers—unusual for automotive advertising of this era, reflecting gradual shifts in women's consumer power and automobile adoption during the 1910s-1920s.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
NEW MID-YEAR MODEL 73 NEW CONCEPTIONS SIX RACINE WITH 26 EXTRA TURES These Things Must Prevail Car Completeness—Factory Efficiency—Lavish Value If you see in the Mitchell but one car of a class, we urge you to go deeper. It typifies a new idea, which we have spent years in attaining. And the results, when you know them, will command your admiration and_re- spect. A John W. Bate Car This Mid-Year Mitchell is built by John W. Bate, the efficiency engineer. It is built in a 45-acre factory, all of his designing. It is built by men, ma- chines and methods which embody his idea of efficiency. It is presented by him as a final re- sult of his long-famous methods. If there is anything in efficiency— made a fine art—there is something in this Mitchell that deserves your at- tention. 26 Extras in It You will find, for one thing, 26 extra features. Each is a costly fea- ture—each something you will prize. Most of these are exclusive attrac- tions. All are rare. All of those extras are found in a car which undersells most others in its class. All because John W. Bate has evolved here ten thousand factory sav- ings. 440 Modern Parts You will find in the chassis a mas- terpiece of simplicity. Hardly a cast- ing in it. There are 440 parts made of light, tough steel—drop forgings or steel stampings. You will find a wealth of Chrome- Vanadium steel. You will find drilled pistons, hollow rods and shafts, to get strength without wasted weight. But not one experiment. latest model is a 13-year evolution. It is in the chassis like our last wonderful model. And 37 great engineers—men ot national fame—selected last season's $1325 Revive For 5-Passenger Touring Car or 3-Passenger Roadster 7-Passenger Touring Body $35 Extra High-speed economical Six—48 horse- power—IZ7-inch wheelbase. Complete equip ment, including 26 extra features. Mitchell for their personal car. Let us send you a list of them. Six Mitchell cars, built by John W. Bate, have averaged 164,372 miles each—over 30 years of ordinary vice. , despite this lightness and this simplicity, the Mitchell has matchless endurance. 73, New Conceptions This Mid-Year Mitchell embodies 3 ideas, brought out at the Ni Our ‘artists and. designers new models, Then combined with t own ideas the best from them all. This body design was con lered the In detail and equipment it includes cverythi ng new and desirable. Thus this composite car styles together, ion to 26 extras, mostly unique to the Mitchell. What Women Like Many Mitchell features will especially ap- peal to women, The Bate cantilever springs make this by far the easiest-riding car. The ball-bearing steering gear and the easy gear shift will appeal to women who drive. There is a light in the tonneau, a locked compartment, a power tire pump, ete. If these things seem desirable, we ask you to go and see them. A car which lacks these extras, we believe, will then seem in- complete. MITCHELL-LEWIS MOTOR Racine, Wis., U. S. A. comicbooks.com