The sun. [volume], April 26, 1916, Image 5

About The sun. [volume] (New York [N.Y.]) 1833-1916

Image provided by: The New York Public Library, Astor, Lenox and Tilden Foundation

                
yi' y h t'.-'-if ..-
Announcing
A Last-Minute
NOW ON SHOW
John W. Bate The Efficiency Expert
Offers 26 Extra Features Unique to the Mitchell
All Paid for Through Factory Savings
John W. Bate, the efficiency expert,
has worked years to create here the model
motor car factory.
It has meant the investment of $5,000,000.
Nearly 45 acres have been covered with
buildings. And 2,092 efficient machines are
installed in them.
Costs have been cut on thousands of parts
and on countless operations. Now 98 per
cent of the New Mitchell car is built in this
model shop. And the savings are shown by
the 26 extras which this car embodies.
Fathers and sons in the Mitchell-Lewis
concern have operated factories for 82
years.
We have built millions of vehicles in
volving close competition. 'And we suc
ceeded beyond others through efficiency.
In 1903 when we entered motor car
building we 'aimed to minimize factory
costs in that line. We knew the time would
come when supreme efficiency would make
one car the master of its class.
It has taken 13 years, because the line
was new. Countless machines had to be
invented, countless ideas evolved.
It took ten years to arrive at a settled
model, after building Fours, Sixes and
Eights.
In the Mitchell Light Six we found, it
seems, the type that has come to stay. And
' we are equipped to build that type in the
finest way at the lowest cost. The evidence
lies in the many Mitchell features which
are not found in other cars.
The Wicked Waste
The bane of this industry, because of its infancy,
has been extravagance and waste. It was so with ui
and all.
Most makers started by assembling their cars.
Most makers still buy a large share of their parts.
tt i 5 e f. o. b.
JJ1 Jiij Racine
For 5-Pasaenger Touring Car
or 3-Passenger Roadster
' 7.PsMengcr Touring Body $35 Extra
THE SUN, WEDNESDAY, APRIL 26, 1918.
Model
vj j Nj vj vj
Dozens of separate costs and profits were in
cluded in a car. Thus the buyer got scanty value
compared with other lines.
But there has for years been an over-demand.
The value in cars was not scrutinized closely. Com
petition forced none to close figuring. So factory
efficiency has been little considered among cars of
the Mitchell grade.
Insatiate demand is all that tided this industry
through years of such matchless extravagance.
Done by John W. Bate
John W. Bate, expert in efficiency, was the
first big man we brought to this motor car factory.
This great engineer had for 17 years devoted his
genius to factory efficiency. Several vast industries
had been revolutionized by his methods.
We secured able designers, inventors and sales
men. But note that our chief man was an efficiency
expert. He came in our infancy as motor car
builders. And the place the New Mitchell will
claim from now on is due to John W. Bate.
This great Mitchell plant is as fine an example
of factory efficiency as is found in any line in
America.
Thousands of Savings
Mr. Bate's methods called for one-story build
ingseverything on one floor.
The raw steel was to enter at one end, the fin-
RACINE. WISCONSIN. U. S. P
CARL H. PAGE MOTORS CO.
"A Place in the Sun"
Columbus Circle, Facing South.
Now York, N. Y. Tel. 001 Col union
Newark, N. J. New Haven, Conn,,
AQ-id llalacy St. 1117 Chapel St.
CARS FOR IMMEDIATE DELIVERY
Ilrooklyu, N. V.
1170 Hcilforcl Ave.
$1325
o
o
hhed car depart at (he other. And all without
wasting a second.
They called for (he trrmoat In automatic ma
chines. Hundreds of costly machines have been
discarded for machines which could save a few
pennies per part
They called for lighter parts, built of tougher
steel. There are in the New Mitchell 184 drop
forging! arid 256 steel stampings.
They called for simple construction. Every need
less part has been eliminated. Every man is given
one operation.
Some of Our 26 Extras
These are some of the extras which the New
Mitchell offers. No other car in this class, we be
lieve, offers more than two of them. No other
car at any price offers more than three or four
Extra room a 127-inch wheelbase. Compare
that with other Sixes.
Motor-driven tire pump, with a pressure gauge
on the tubing.
Reversible head lamps searchlights which shine
forward or backward, or wherever you want light.
A carburetor which costs 15 per cent more than
the usual.
Bate cantilever rear springs, which double the
ease of riding.
Oversize steering parts, made of Chrome-Vanadium
steel and fitted with ball bearings.
Chrome-Vanadium steel for all parts which
meet major strains.
An engine with drilled pistons and other per
fections to give wondrous power for its size.
A 22-coat body finish of most enduring lustre.
Electric light in the tonneau.
Engine primer on instrument board.
Locked compartment for articles of value.
Tool compartment under hood.
An After-Show Design
This New Mitchell body was designed after the
New York Show. It came out three months later
than most current models.
It combines all the new lines, bcaujes, features
and equipment which our experts found in the
1916 models.
It follows what our artists consider the hand
somest models created. It has the new tonneau
cowl. It has the new equipment features tone
man top, jiffy curtains, hidden extra seats in the
tonneau, etc.
The upholstery is genuine leather, deeply filled
with curled hair. Its design offers maximum
comfort.
Philadelphia, Pa.,
250 N. Hroad St.
f. o. b. Racine, Wit,
Not less than ten thousand important economies
have been worked out under Mr. Bate.
Costs Reduced Half
This New Mitchell car is produced for one-half
what it would have cost us seven years ago. r
It is built for one-fifth less than it could be built
If we let others make our important parts.
How much we save is shown by our extras. Our
price is low for a big Light Six of the highest grade.
Yet we offer 26 extras some very costly. And all
of these features which rivals don't offer are paid
for through factory efficiency.
Handles for entering car.
Compartment gasoline tank, 18 gallons.
These-Plus All Else
Thcse'extras and others 26 of them come on
the New Mitchell, plus everything else which qual
ity makers can offer.
These are new features in motor car building.
Some of them are most important. All would be
missed if omitted. And they all come to you in
this car as a premium, paid for by factory savings.
Usually, when one maker gives so much more
than another, you suspect him of hidden skimping.
Let us remind you that the Mitchell has long
been the first choice of great engineers. We will
send you a list if you ask it a long list of the ablest
engineers in America who selected the Mitchell car.
We know of six Mitchell cars which have to
gcthcr covered 986.227 miles an average of
164,372 each. That's a record, we think, that has
never been matched.
Every part and material every standard of
quality is that which the best engineers have
adopted. At twice the price we could find no way
to improve one important detail.
Efficiency means, above everything else, maxi
mum service to customers. And we shall never
let a car excel the Mitchell in that
Thus the New Mitchell typifies, in every way,
the current conception of a masterpiece car.
Twice As Easy Riding
In case of riding the New Mitchell stands su
preme. That is due to the Bate cantilever springs,
which no other car embodies.
The extra comfort, compared with other cars,
seems unbelievable. It rides the roughest places
as a boat rides waves. There is never a jolt. No
shock absorbers are needed on this car. Your
Mitchell dealer can prove this in five minutes.
In case of riding, and in the 26 extras, you will
find the New Mitchell an unmatchable car. In
every other respect in the chassis or body you
will "find it the equal of the best. Go 6ee it and
learn how much Mitchell efficiency gives you that
you want.
With 48 Horsepower High-Speed
Six-Cylinder Motor. Wheelbase,
127inches. Anti-SkidTiresonRear.
Complete Equipment, including
Engine-Driven Tire-Pump, Re
versible Searchlights, etc.