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 

 — instead of 10 

 10,000 miles to the set of tires 



—instead of 5,000 

 50% slower depreciation than 



any other fine car. 



There Are Hard Days Ahead 

 For the Wasteful Motor Car 



TODAY, when you are considering: a motor car, 

 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." 



