Life — September 28, 1916 — page 33: what you’re looking at

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

26 EXTRA FEATURES 73 NEW CONCEPTIONS Mid-Year Model 20% EXTRA VALUE DUE TO FACTORY EFFICIENCY John W. Bate Tells Experts How to Build Luxurious Cars John W. Bate’s definition of effi- ciency is this: “ Doing everything in the best way that anybody knows.” The Mitchell car, in every detail, exemplifies that idea. Mr. Bate has spent years in our shops to insure this. And he spent one year in Europe to see if any foreign experts did any- thing better than he did. Let us illustrate how that principle was applied to the bodies on the Mid- Year Mitchell. 257 Models Examined Mitchell bodies—opened and closed —are designed by artists, and built by experts in the body-building art. Mr. Bate’s instructions to them were: “First learn all that others know. Start with that, then add the best you can.” So these experts examined 257 new models. They studied all of the latest productions, European and American. Not a new idea, not a dainty touch escaped them. Then they designed the six body styles for the Mid-Year Mitchell. Some of them have just been finished. Each is exquisite and complete. Not a luxury is missing. You will find in these the apex of the body-building art. Now Two Cars in One One modern idea has met a long- felt want. That is, the all-season models—cars for all weathers in one. The Springfield type is a Sedan, with disappearing plate-glass sides. In the Mitchell this is a luxurious car with seats for seven. With the win- dows down it becomes a Touring Car. So you have what you want, any hour of any day—a Touring Car or a Sedan. The Cabriolet is a 3-passenger Coupe. But the top falls back and the windows drop. Then you have an open Roadster. Even in the Mitchell Limousine all windows are made to drop. Also in the Mitchell 4-passenger Coupe. They are all open-air cars when the weather Is inviting. $13 For 5-Passenger Touring Car or 3-Passenger Roadster 7-Passenger Touring Body $35 Extra Equipped with Demmocatebls Top Only, extra th-speed economical Six—48 horsepower — ‘Complete equipment inclod- Also five types of closed F. 0. b. Racive As for other attractions, we must ask you to see them. They are num- bered by the score. All that you see in other cars are here, and some that you never saw. Even the Mitchell Touring Car has 26 extra features. Mr. Bate’s 40-Year Cars The Mitchell is the only car built under Mr. Bate's efficiency methods. It is built in a factory which he de- signed, by machinery which he in- stalled. And by methods which have cut our factory cost in two. Because of these economies it offers much extra value—at least 20 per cent, we believe. It embodies many costly features which other cars omit. It is built to stand- ards which would be impossible—at the Mitchell price—without this factory effi- ciency. To every part Mr. Bate has given at least 50 per cent over-strength. As a result, two Bate-built Mitchells have already run over 200,000 miles each. That's forty years of ordinary service. Seven of them have averaged over 0 miles each, We seem to have a lifetime car, which Mr. Bate has aimed at. Your Mitchell dealer can prove to you that the ablest engineers are now buying Mitchell. He will show you a list of them —men of nation- fame. We believe that one hour spent inspecting this car, will bring you to the Mitcheil too. Ina single year the demand for this car has trebled. Go see what John W. Bate has done. Do this in justice to yourself. MITCHELL MOTORS COMPANY, Ine., Racine, Wis., U. S. A. — The Mitchell Limousine—7-passenger—with more luxuries, conveniences and Mitehell Sedan, the Springfield type of body with windows down. An open touring car ora plate-glass Sedan, A minute will change it from one to the other. Price $1985. f. 0. b. Racine. comforts than you have ever se: a closed car, Price $2650. {. 0. b. Racine. ) comicbooks.com