Life, 1916-09-14 · page 29 of 38
Life — September 14, 1916 — page 29: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward automobile advertisement from *Life* magazine, circa 1917. The page promotes the Mitchell automobile's mid-year models, emphasizing their innovative convertible designs that transform from closed cars to open touring vehicles. The text highlights 26 "extra features" and 73 "new conceptions," positioning Mitchell cars as technologically advanced and efficient. Key selling points include: electric lighting, chrome-vanadium steel construction, cantilever springs, and reversible headlights. The advertisement credits John W. Bate, an "efficiency engineer," with 700 improvements developed over 13 years. Two photographs show the practical versatility: the Mitchell Sedan (convertible sedan) and Mitchell Coupe, demonstrating how side panels and tops could be removed or adjusted. The pricing ($1,325 for a 5-passenger touring car) and emphasis on "20% extra value" through factory efficiency reflect pre-mass-production automotive marketing, when such technical specifications and customizable features were genuine selling points.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
bool from ddressed of uns 26 EXTRA FEATURES 73 NEW CONCEPTIONS Mid-Year Model JOHN W. BATE’S 17th MODEL The 1917 Smart Cars The Coming Vogue in Bodies Artists in bodies have now arrived at styles for the com- ing year. Most Mitchell dealers are ready to show them, finished in our own exquisite w And with many pleas- ing extras without extra cost. They are paid for by factory efficiency. The Current Trend The most conspicuous trend today is toward all-season models. The Springfield type is one of them. A beautiful jan, cloth-upholstered, electric-lighted, dainty and exqui- e. An ideal closed car when you want one, seating seven. But when you want a touring car, both sides will disap- pear. And you have an open car, as pictured on this page. Another type for the year around 1s the Cabriolet. That changes in a like way from a closed coupe to an open Road- ster, seating three. New-Style Winter Cars The Mitchell Limousine has seats for seven, the extra seats facing either way. The Mitchell Coupe seats four. Even in these cars the demand requires that all plate- glass windows drop. The apex of luxury must appear in every detail. The domes are electric-lighted, the cur- tains are sill The limousine has a telephone, of course. The Mitchell in these models has exclusive body styles, conspicuously up-to-date. No man or woman who admires such things should miss this unique exhibit. Some 20% Extra Value In all Mitchell models, open and closed, we intend you to get 20 per $1325 heen For 5-Passenger Touring Car or 3-Passenger Roadster 7-Passenger Touring Body, $35 Extra John W. Bate, the efficiency engineer, is And the saving belongs to cent extra value. saving us that in our factory. our buye: You will find in the new Mitchells 26 extra features, all of which most others cars omit. You will find 73 new con- ceptions, added in the past few months. You will find a car in which 440 parts are either drop- forged or steel-stamped. A car which has hardly a casting. A car with a wealth of Chrome-Vanadium steel, costing up to 15 cents per pound. A car where the margins of safety are never less than 50 per cent. You will find the final result of 700 improvements made under John W. Bat A car built in a model factory, equipped with 2092 efficiency machines. A car designed to serve you fora lifetime. You will find Bate cantilever springs, not one of which has ever brok You will find a power tire pump, revers- ible headlights, an extra-cost carburetor for fuel economy, a new type of control. You will find an example of what modern efficiency can do for the motor car. An example to whic). an efli- ciency genius has devoted 13 years. It will give you new ideas of motor car quality, beauty, finish and equipment. It will show you what completeness means. Lesser cars will lose their charm when you know this Mid-Year Mitchell. MITCHELL MOTORS COMPANY, Ine. Successor to Mitchell-Le: Racine, Wis., U 48. horsepower—127-iach cat, including 26 extra fea- Mitchell Sedan, the Springfield type of body with windows down. An open touring car or a plate-glass Sedan. A minute will change it from one to the other. Price $1985, f. 0b Racine, To ee The Mitchell Coupe with seats for four, Dome Ii partment. plate-glass windows which Price $1¥50, f. 0, b, Racine comicbooks.com