RURAL NEW-YORKER 
373 
A 40-Year Gar 
Yet Not Strong Enough 
A New Standard 
This year, for the first time, we announce 
in the Mitchell 100 per cent over-strength. 
That is, twice the needed strength in every 
vital part. 
Under our former standards the margin 
of safety was figured at 50 per cent. And 
that was considered extreme. 
Two Mitchell cars, built under old stand¬ 
ards, have already exceeded 200,000 miles 
each, or 40 years of ordinary service. Seven 
cars that we know of have averaged over 
175,000 miles each. 
Then why this doubled standard? 
For a Lifetime Car 
The object is a lifetime car. 
We feel that the Mitchell is standardized. 
Neither type nor style is likely to greatly 
change. So our entire plant has been 
equipped to produce this one type eco¬ 
nomically. 
John W. Bate, our efficiency engineer, 
spent a year in Europe just before the war. 
He consulted with engineers there. They 
were aiming at double strength, based on 
European roads. 
Since then, part by part, he has brought 
the Mitchell to a like standard, based on 
American roads. 
What About Lightness? 
For years the talk has been lightness. 
That is a good principle but a bad fetish. 
We believe that it went too far. 
With present steel prices, a too-light 
car means a big saving. So there is rea¬ 
son to defend it. 
John W. Bate has not sacrificed light¬ 
ness where other methods could prevent 
it. Steering parts, axles, bearings etc., 
are made oversize. But most of this 
100 per cent over-strength comes through 
costly steel. 
Over 440 parts in the Mitchell are now 
made of toughened steel. All parts which 
get a major strain are made of Chrome- 
Vanadium. We pay for steel used in the 
Mitchell as high as 15 cents per pound. 
How Do We Know? 
Mr. Bate has worn out fifty cars in 
proving needed strength. He has tests for 
each important part to prove the double 
strength. 
Every gear is tested. One gear in each 
hundred is crushed, to prove that the teeth 
will stand 50,000 pounds. 
Steel is made to formula. Then it is 
analyzed. And every part made from it 
must pass tests for strength. 
We do not know, and may never know, 
how long a Mitchell car will last. But we 
do know its comparative endurance. 
TWO SIZES 
roomy, 7-passenger Six, 
i lllLlieu with 127-inch wheelbase. A 
high-speed, economical, 48-horsepower 
motor. Disappearing extra seats and 31 
extra features included. 
Price SI460, f. o. b. Racine. 
MitchellJunior 
with 120-inch wheelbase. A 40-horse¬ 
power motor—X-inch smaller bore than 
larger Mitchell. 
Price $1150, f. o. b. Racine. 
Also all styles of enclosed and convert¬ 
ible bodies. Also demountable tops. 
And we know that parts where weakness 
generally shows seem all-enduring in Mit¬ 
chells. For instance, springs. Bate canti¬ 
lever springs, with this double strength, 
have been used two years in Mitchells. 
And not one leaf of one spring yet has 
broken. 
Other Mitchell Extras 
The Mitchell has now 31 extra features 
which nearly all cars omit. They are fea¬ 
tures which cost us, on this year’s output, 
about $4,000,000. 
This year it has many added luxuries. 
We are saving vast sums in our new body 
plant. Out of that saving we have added 24 
per cent to the cost of finish, upholstery 
and trimming. The latest Mitchells are 
models of luxury. 
All these extras, including over-strength, 
are paid for by factory savings. They result 
from the fact that John W. Bate’s methods 
have cut our factory costs in two. They 
represent, in extra value, what other 
methods waste. 
Go see these extras. Learn what they 
mean to you. When you buy a car for 
years to come you will want the car that 
gives them. 
Also An $1150 Six 
Note that this year—to meet a wide 
demand—we bring out Mitchell Junior. 
A slightly smaller motor—a little shorter 
car. And a lower price than the 7-passen¬ 
ger Mitchell. But more powerful and 
roomy than most 5-passenger cars. So 
men can get the Mitchell now in either 
size they want. 
MITCHELL MOTORS COMPANY, Inc. 
Racine, Wis., U. S. A. 
I 
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