Life, 1916-06-29 · page 29 of 41
Life — June 29, 1916 — page 29: what you’re looking at
What you’re looking at
This is a 1916 automobile advertisement, not a political cartoon. The page promotes the Mitchell Six, a mid-priced car manufactured in Racine, Wisconsin, priced at $1,325. The ad emphasizes manufacturing efficiency achieved by "John W. Bate," an efficiency engineer who allegedly reduced factory costs through streamlined production methods. The key sales pitch: the car includes 26 "costly extras" at no additional price because factory efficiency allows the manufacturer to absorb these costs. The advertisement highlights durability claims (citing a vehicle driven 218,732 miles), quality materials (Chrome-Vanadium steel, drop forgings), and technical features (cantilever springs, safety margins). The photograph shows the car's sleek profile. This represents early 20th-century automotive marketing emphasizing industrial efficiency and value—themes that resonated with progressive-era American consumers interested in technological advancement and economy.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
pm deeb Mid-Year Model 73 New Touches SIX $1325 f.0.b. Racine 26 Extra Features No Extra Price For Mitchell Extras—You’ll Want Them All To show what we save you by fac- tory efficiency we have done three things in this Mid-Year Mitchell. We have given you a price which is way below others on any comparable car. You will recognize that when you look at this model. We have combined in one car all the latest attractions. To do that we brought out this After-Show model, our second for 1916. We include in the car 26 costly > These are wanted features which rival cars omit. But they must, we believe, become standard equip- ment. Mr. Bate Pays John W. Bate, the efficiency engi- neer, pays for these attractions. Not in money, but in skill. He has in six years cut our factory costs in two. He has built and equipped here an ideal plant. It repre- sents to us a $5,000,000 investment. Here 98 per cent of the Mitchell is built, under model efficiency methods. And the marvelous value you find in this Mitchell will convert you to the Bate idea. Inside Results In the Mitchell chassis there are countless other results of the Bate efficiency methods. There is bardly a casting left. But 440 parts are made of drop forgings or of tough stamped steel. The mar- gins of safety are at least 50 per cent. There is a wealth of Chrome- Vanadium steel. There are over-size steering parts, fitted with ball bear- ings. There are Bate cantilever springs, of which one has never broken. Mr. Bate has worked out here, part by part, over 700 improvements. 30-Year Service A Bate-built Mitchell has been run 218,732 miles. Six of them have aver- aged 164,372 miles each—over 30 years of ordinary service. How experts regard this Bate-built car is shown by the list of noted engi- neers who bought Mitchells. Your Mitchell dealer has the list—men of $ 1 32 F.0.b. Racine For 5-Passenger Touring Car or 3-Passenger Roadster 7-Passenger Touring Body $35 Extra High-speed, economical Six—48 horsepower—127- inch wheelbase. Complete equipment, including 26 extra features. nation-wide fame—who chose Mitch- ells above all others. Outside Results You will see in this Mid-Year Mitchell a car that is long and roomy, powerful, impressive. You will see lines which were voted, at the January Shows, the handsomest yet designed You will see all the new ideas and touches combined in a single car. You will see a finish which requires You will see French-finished r, ten-inch springs You will find the e: cane control. You will find new riding comfort, due to cantilever springs. You will find a light in the tonn a locker compart- ment for valuables, handles to help you enter. You will find a power tire pump. We urge you to consider this Mid- Year model as an example of effi- ciency. It will be from now on a big fact to consider. It means extra value, extra service, extra pleasure and com- fort. It means many things which, when you know them, you will not go without. MITCH EWIS MOTOR CO. Racine, Wis., 5. A. There’s a Mitchell Dealer in Your Town