Life — January 31, 1918 — page 5: what you’re looking at

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

Why Franklin Cars Are Selling And Why They Will Continue To Sell OU hear a great deal of talk about the automobile business. Just write this down for a fact: The service car—the car of practical utility—has nothing to fear from these exacting times. The nature of demand has changed but demand goes on. Buyers want economy. The car that meets conditions is not suffering for buyers. The economical utility car will “carry on” as long as the country carries on—men must get about. Unthinking people who refer to every passenger automobile as a pleasure car do not speak of the “‘pleasure elevator” or the “pleasure trolley”.” When the utility car stops, the country will stop. We cannot go back to old methods. Feed is high and there are not enough horses. In Every Thrift and Efficiency Test Held the Franklin Established a Record _ Perhaps because the automobile isa comparatively new invention, is the reason why no universal standard of mileage for either gas- oline or tires has been adopted by all cars. Or perhaps it is figured that motorists are not interested in iow operating and maintenance costs. It remains a fact, however, that if all fine cars were as efficient as the Franklin, a gallon of gasoline would deliver more than the typ- ical average of six to eleven miles. It would go twenty or more miles, as Franklin owners daily make a gallon go. It is also certain that if all cars were as efficient as the Franklin, a set of tires would do consider- ably better than 6,000 or 7,000 miles. The national mileage of Franklin owners, over a five year period and compiled from owners’ own reports, shows 10,203 miles to the set. For every fine motor car to be as efficient as the Franklin, every fine motor car would have to be scientifically constructed—a_scien- tific light weight car. Trend Toward Franklin Cars Since Increased Costs of Gasoline and Tires To get Franklin efficiency, means doing away with the gas- oline-consuming Water Cooling System and adopting DIRECT AIR COOLING. This means the e/imination of the 177 complicated parts of plumb- ing that hold water—then as in the Franklin, there would be nothing to freeze in Winter; and in Sum- mer there would be nothing to overheat. And the expense that follows these annoyances, of course, would be avoided, To get Franklin tire mileage and Franklin long-life, every fine motor car would have to adopt Franklin flexible construction; its light unsprung weight; its full elliptic springs—the dasic Franklin principles that minimize friction and drag, and do away with exces- sive and unnecessary hammering on the tires. The used car problem too would be solved. All a motorist has to do to ascertain the relative long life of fine motor cars is to study used car advertising and the prices quoted. It tells the motorist, if he is alert, what to avoid when considering the purchase of a new car. Construction of Motor Cars Shows Motorists Whether Economy Is Possible Whenever a motorist wonders why he is unable to join in the conservation of the nation’s gaso- line and rubber— Whenever he feels that his operating and maintenance costs are double that of his friend the Franklin owner— He need only to examine the construction of his car. Then know the facts about the Franklin Basic Principles of Scien- tific-Light-Weight Construction. These principles and the 1,000 pounds difference in weight in favor of the Light Weight Frank- lin are very likely to make him a Franklin Owner— immediately. FRANKLIN AUTOMOBILE COMPANY SYRACUSE, N. Y., U.S. A. comicbooks.com