National Geographic : 1917 Jul
PRACTICAL AMERICA AND THE FRANKLIN CAR AMERICANS are at heart a practical people. There is something in them that responds to Thrift; something that makes them ashamed of extravagance and waste. They may get off the track occasionally, but they always come back to the main road of efficiency and common sense. $300,000,000 Wasted in Gasoline and Tires Every Year The average American is busy. Outside his business he lets others do his thinking. He thinks with his crowd. He did this on motor cars. He bought dead weight and rigidity, ponderous machinery and big wheel base. He lugged around radiators and plumbing, a water-cool ing system of 177 parts. He paid the price in upkeep and depreciation, tire destruc tion, gasoline waste It cost him about $600,000, 000 a year and did not give him the comfort of the flexible, easy riding Franklin, with its world's record of economy in cost of operation. There is no middle ground in this Thrift question. Acarhasit- orithas not. Like easy riding comfort if Thrift is there it proves itself. Take the tire question, for instance. If the owner of a heavy ma chine uses his car as freely as the Franklin owner uses his scientific-light-weight car, in three years he will buy four sets of tires to the Franklin's two-and the tires alone will cost him nearly three times what they cost the Franklin owner. There never was a more com plete demonstration of a principle than the way every thrift record in the fine-car class has been established by the Franklin Car. Efficiency Standards Established for Motor Cars Gasoline! Franklin National Economy Test, May 1, 1914 94 Franklin Cars in all parts of the country averaged 32.8 miles to the gallon of gasoline. And again, May 1, 1915 137 Franklin Cars averaged 32.1 miles to the gallon. And again, in the Yale Uni versity Fuel Economy Test, when ProfessorLockwood and Arthur B. Browne, M. E., established the fact that the Franklin Car uses less gasoline per mile than any other car with six or more cylinders. Oil! In the New York to Chicago Oil Test the Franklin Car ran 1,046 miles on one gallon of oil. Power! Efficiency Test by the Worcester Polytechnic In stitute demonstrated that the Franklin delivers 84.4 per cent of its engine power at the rear wheels. Tires! The five-year Na tional Tire Average of Frank lin owners is 10,203 miles. Investment Value! If you can find a used Franklin for sale, you will pay twenty per cent more for it than for any other fine car in proportion to its first cost and the use it has had. American Motor Cars Carry More People than the Railroads The more this country gets down to stern realitiesthe bigger place there is for the Franklin Car. There is nothing new in the Thrift of the Franklin-only more people are recognizing it. The Franklin owner has nothing to change, nothing to explain or excuse. He is using his car more in stead of less, because it is pri marily a car of utility, owned and operated on a Thrift basis. It must be gratifying to him that he saw these things before the call to National Thrift. Touring Car 2280 lbs. $1950.00 Runabout 2160 lbs. 1900.00 4-pass. Roadster 2280 lbs. 1950.00 Cabriolet 2485 lbs. 2750.00 Sedan 2610 lbs. 2850.00 Brougham 2575 lbs. 2800.00 Town Car 2610 lbs. 3100.00 Limousine 2620 lbs. 3100.00 All Prices F. O. B. Syracuse Gasoline Costs ,, Oil Costs in Tires Cost in Fnchion loss Deprciation in te Franklin the Franklnt // he Franklin in theFranklin lossin elran Car only Car only - Car only- Car only linCar ony Average Gaso.es Average Oil % Average Tire Average Frc- AverageDep? luwe Cos of Cost of Other Costofother Lion loss in czationZoss in otherFineCarsS Fine Cars-B FineCars- otherFmie 2rs otherfinoCars FRANKLIN AUTOMOBILE COMPANY SYRACUSE, N. Y., U. S. A. PRESS OF JUDD & DETWEILER. INC.