National Geographic : 1918 Nov
Franklin Light Weight and Air Cooling add to Franklin fine ness a day-by-day delivery to the owners of 20 miles to the gallon of gasoline ThereAre HardDays Ahead -instead of 10 10,000 miles to the set of tires For theW asteful M otor Car -instead of 5,000 50% slower depreciation than 50yslower depr iaine can ODAY, when you are considering a motor car, i- your standard is bound to be different than it was a year ago. You are buying a car to ride in as much as you require--but you are more exacting as to costs, comfort, and staying qualities of the car. The performance of motor cars in general is unchanged. And the live question now is which car will give you a full measure of usefulness-and still stick to the new standard of keeping down waste. Bulky, wasteful, rigid cars are unable to change for months to come on account of the material situation. And with the people frowning upon waste, there will be hard days ahead for the wasteful motor car. It's all summed up in the old question of un necessary motor car weight and rigid construction. Unnecessary weight means unnecessary expense to move it-more fuel; and, combined with rigidity, it gives tires no chance to wear out-it pounds them out. The Franklin Car has always been built on the principle of utility, cutting out all excessive weight at the outset and relying on flexibility instead of rigidity; and now, without change, it meets your need and desire for a car to use-a car to ride in with the utmost safety, comfort, and reliability at the least expense. FRANKLIN AUTOMOBILE COMPANY SYRACUSE, NEW YORK "Mention the Geographic-It identifies you."