Life — August 10, 1916 — page 27: what you’re looking at

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

26 Extra Features’ 73 Conceptions MID-YEAR MODEL $1325 f. o. b. Racine 127-in. Wheelbase Why Cars Go Wrong The Hundred Problems John W. Bate Has Solved Factory economies, in Mr. Bate’s opinion, form but one item in effi- ciency. This wonderful plant which he built and equipped has cut our factory costs 50 per cent. It enables the value you find in the Mitchell. It pays for the 26 extra features which other cars omit. But Mr. Bate’s pride is the car it- self. He has perfected it part by part. He has solved all the problems of weakness and trouble. The Mid-Year Mitchell—Mr. Bate’s 17th model—is the result of 700 improvements. Some Major Results You will find in the Mitchell a car almost without castings. A car in which 440 parts are either drop- forged or steel-stamped. A car in which no important part has less than 50 per cent margin of safety. A car with oversize parts— with a wealth of Chrome-Vanadium with a 127-inch wheel- 3000 pounds. s inch cantilever springs, de- signed by Mr. Bate. In the 18 months since we have used them not one of those springs has broken. Six of these cars have averaged 164,372 miles each, or over 30 years of ordinary service That’s another Countless Inspections Most of the troubles with motor cars come through oversights, errors and flaws. Materials are faulty, men get careless, mistakes slip through. Mr. Bate has avoided these things in the Mitchell. He insures you a perfect car. Mitchell materials are analyzed. None are used which fall short of our standards. Mitchell workmen are trained to one operation. And each becomes an expert. Mitchell parts are inspected. Im- portant parts are tested. No flaw or error can get past these hundreds of watchful eyes. The engine is tested, the chassis is tested. Then, on our own speedway, completed $132 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. F.o.b. Racine cars are tried out. Thus every detail is certified perfect before a car goes out. Outer Efficiency’ But buyers today want more than finely built cars. They want beauty and luxury. ‘They want every convenience. Mr. Bate insists on a 22-coat finish, on 10-inch cushion springs, on French-finished leather upholstery. He includes a power tire pump, an easy control, a ball-bearing steering-gear. To secure fuel economy he uses a costly carbu- retor. He puts an engine primer at the driver’s hand, a light in the tonneau, a locked compartment for valuables. There are 26 such extra features in this Mid-Year Mitchell. And he insists on up-to-dateness. This is our second model for 1916. It is made to include—in a single car—all the best attrac- tions found in 257 this-year models. It brings out 73 new touches. His Work is Done John W. Bate has spent 13 years in at- taining what you see in the Mitchell. But never before have we announced what he was doing. We waited until his work was done. In the Mid-Year Mitchell you see the final result. And every man who knows will applaud and inspect it. Even a glance will show you its distinction among cars. We urge you to see it, as a finished exam- ple of what efficiency means in car building. MITCHELL MOTORS CO., INC. Racine, Wis., U. A. comicbooks.com