Life, 1919-11-13 · page 29 of 36
Life — November 13, 1919 — page 29: what you’re looking at
What you’re looking at
This is not satire or political commentary—it's a **straightforward automobile advertisement** from Life magazine's advertising section. The page promotes the Franklin automobile company by documenting an August 17th endurance test: a Franklin touring car drove 98.2 miles non-stop from Portland, Maine to the summit of Mount Washington on low gear. The achievement is presented as proof of the car's superior reliability and air-cooling system (which didn't require water that could boil or freeze—a significant advantage over competing water-cooled engines of the era). Three official observers witnessed the feat. The ad emphasizes challenging conditions: rain-soaked roads, steep grades (27% near summit), and no stops permitted. The bottom section lists performance specs: 20 miles per gallon, 12,500 miles per tire set, and slower depreciation. This represents early automotive marketing using dramatic endurance tests to demonstrate mechanical superiority to potential buyers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
NON-STOP LOW GEAR RUN PORTLAND, ME. 7o) ToRoF Ae WA ASHINGTON FRANKLIN CAR Reliability and Air- Cooling Superiority Again Demonstrated by a 98.2 Mile Non-Stop Low-Gear Run Ending at the Top of Famous Mount Washington. On August 17th, a Franklin stock model touring car ran all the way from Portland, Maine, to the top of Mt. Washington in New Hampshire on low gear without a stop. This remark- able feat is the latest public proof of the superiority of Franklin Direct Air Cooling (no water to boil or freeze) This car, just such a one as thousands of Franklin owners are driving all over the country, carried three official observers Portland. Obsereers cress EB, Liteey Co. De- urrier, Cumberisis. Rubber Con Portland: As Coe, NEwSPAPEY representative. besides its driver and averaged 11.1 miles per hour—on low gear The Franklin had already ran nincty miles on low gear with- out a stop before reaching the base of Mt. Washington—in itself a test never duplicated by other cars Then, without halt, came the real task the Fra: out to perform—a climb to the top of Mt. Washingtc elevation of 6,290 feet. Road and Weather Conditions Make Feat More Notable Rain-soaked, slippery roads; no chains; no stops permitted —these were the added difficulties to a preformance gi ly idered impossible e' under the best conditions But the Franklin reached the summit, overcoming the final ob. stacle of a 27% grade, in perfect running shape, and returned to Portland the same day By official observation, the Franklin did not show the slightest trace of wear and tear or over. ng, its engine performing with absolute regularity on all grades as well as on level going. Ability for eighteen years to demonstrate consistently this kind of performance is what has made the Franklin known . as the most practical fine car. 20 miles to the gallon of gasoline 12,500 miles to the set of tires ¢ 50% slower yearly depreciation FRANKLIN AUTOMOBILE COMPANY, SYRACUSE, N. Y. a stop, these shown wer of the angles at which the y idea of the length of comicbooks.com