Life, 1916-07-13 · page 29 of 40
Life — July 13, 1916 — page 29: what you’re looking at
What you’re looking at
This is primarily a **car advertisement**, not political satire. It promotes the Mitchell automobile's "Mid-Year Six" model priced at $1,325. The ad celebrates **factory efficiency** under engineer John W. Bate, claiming $2 million in savings redirected toward 26 extra features and improved construction. Key selling points include: - **700+ car improvements** using Chrome-Vanadium steel and drop-forged parts - **Durability claims**: Bate-built cars allegedly run 218,734 miles without major wear - **73 new design touches** added after studying competing models - **26 "free extras"** like power tire pumps and cantilever springs The accompanying photo shows the car's profile in silhouette. For modern readers: this reflects **1910s manufacturing enthusiasm**—an era when companies heavily marketed engineering innovations and efficiency gains as consumer benefits. The emphasis on Bate's name personalizes industrial achievement, a common marketing approach of that era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
om book ed from 73 New Touches 257 Cars in One Mid-Year Six $1325 f.o0.b. Racine 26 Extras Free We Save $2,000,000 Through John W. Bate—Note the Extras That Result Here is a concrete example of fac- tory efficiency, as developed by John W. Bate. This Mid-Year Mitchell is built in a factory where waste is reduced to the minimum. Mr. Bate has worked out here ten thousand economies. It saves us, we think, at least $2,- 000,000 on our output for this season. That is, under what a like car would cost built in other plants. That saving is spent on 26 extra features. Also on extra strength. We want you to see the car that results, and say what you think of Bate meth- ods. The Car—Above All But don’t think that Mr. Bate’s ef- ficiency methods apply to the factory only. Theyapply, first of all, to the car. Under his regime over 700 improv ments have been made in the car itself. Every part has been studied. Chrome-Vanadium steel has sup- planted cheap steel. And 440 parts are drop-forged or stamped, to combine lightness with surplus strength, The margins of safety have been greatly increased. Undreamed-of en- durance has been attained. Operating cost has been minimized. This Mid-Year Mitchell — Mr. Bate’s 17th model—shows the final results of those efforts. Years to Discover You can see in ten minutes the re- sults of factory efficiency. They show in the Mitchell price, in superlative value, in 26 extra features. But it will take you years to know all the results of Bate engineering efficiency. A Bate-built car has run 21 miles, and it isn’t worn out yet. S is Mitchells have averaged 164. - ‘s each—or over 30 years of ordinary service. That is what he aims at—lifetime service, freedom from trouble, and safe' As these results show them- selves, by years of use, the prestige of the Mitchell will multiply. $1325. ketin: acine For 5-Passenger Touring Car or 3-Passenger Roadster 7-Passenger Body $35 Extra High-speed economical Six; 48 horsepower: 12 inch wheelbase; complete ‘equipment, includir ‘extra features. But these are things to consider now, with you who buy cars to keep. The greatest factor in Motordom is John W. Bate, among men who get down to real values. Things You See First Still the things you see first—the outer attractions—give this New Mitchell a wealth of distinction. It has 26 extra features—things generally omitted. They are things you want, like a power tire pump, ball-bearing steering gear, an extra-fine carburetor, easy control. It has 73 new ideas and touches not found in our first 1916 model. The Mid- Year Mitchell is an After-Show design. Before its completion, our experts exam- i this-year models. Bate cantilever springs, 52 inches one has ever broken. You never a car which rode rough roads so smoothly, Jt has an enduring 22-coat finish. It has French-finished upholster It has a light in the tonneau, a locked compartment in front, an engine primer at driver's hand, and many like attractions, In beauty and completeness, luxury and comfort, this car surpasses all your expec- tations. And every owner you meet will certify that the car is mechanically perfect. Go see it, whether you want a car or not. It will show you what is coming. MITCHELL-LEWIS MOTOR CO. Racine, Wis., U. S. A. comicbooks.com