South Bend News-Times, Volume 37, Number 141, South Bend, St. Joseph County, 20 May 1920 — Page 7

THE SOUTH BEND NEWS-TIMES

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Averages J 0,000 miles per set of tires 20 miles per gallon of gasoline.

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iviany nave oeen ruinca oy miying gooa penny worths. A bargain may do thee more harm than good." Benjamin Franklin.

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Tlie Franklin was the original light weight car the originator of light weight principles in motor car construction. The success of Franklin economy and the wise general feeling that an economical car is desirable has increased the demand for light weight cars. Now fully half the motor car advertisements you read specify light weight as one of the car's advantages. Some stress the point as though light weight were everything in a car. But lightness must not be secured through sacrifice. It is not safe to reduce the weight of a heavy car. Lightweight without Sacrifice The successful light car is that which is light from its very inception. It is not made light, but designed light. And the Franklin is such. Franklin design has not been importantly experimented with for years. As early as 1902 the relation of light weight to motoring comfort and economy was recognized in this car. Lightness was achieved without compromise. For instance, its engine, of ample

proportion, owes its lightness solely to the absence of cumbersome water-cooling equipment. Its frame, amply strong, obtains lightness through the use of laminated wood. Advantages of lightness are conceded by all. Cars of heavier weights are heavy of necessity. Their makers have still held down weights to the lowest point consistent with safety ond durability. The th ing to remember about the .light weight of a Frnklin car is that it weighs every pound it should weigh. Regarding Price We could not have made the headway we have on the basis of first cost. Cars selling for less than our prices far outnumber those sold for as much, or more. Yet the Franklin is, in the broad sense, a "bargain." The wisdom of Benjamin Franklin's observation of the good penny's worth applies to practically everything you buy. It is true of almost anything you may purchase to eat, use or wear. It is eloquently true of motor cars.

Selling price loses a lot of its significance when depreciation cost is considered. (This being the largest item of expense in the operation of any car, it is surprising how few people calculate it). We are in a position to invite and urge such calculation. Here is a car that cannot freeze though left hours, or days, in the cold. With no water system to boil, the engine cannot overheat. Not even on hottest days. Fully to appreciate this fact, run a water-cooled car a couple of miles in low gear. What Will I Get in the Franklin? Service : The Franklin takes you where you wish to go, in comfort bordering on splendor. Forty-five to fifty miles per hour, if you like. How often have you ridden faster? As a matter of fact, Franklins are driven at a greater average speed than cars of tremendous speed possibilities everywhere but on racetracks. Their light construction makes this possible. Tire trouble is a remote possibility when you own a

Franklin. Each tire supports but six or seven hundred pounds. And full elliptic springs further absorb shock. So the tour, week-end journey, evening's suburban jaunt are taken in this car with no thought of motoring difficulties. With no allowance for rough stretches and detours which prudence frequently interposes with a car less nimble. Depending on your temperament, you will attach importance to the many little conveniences such as three grease cups only three on this car; no radiator to fill; a gasoline tank holding but !3'2 gallons, yet filled less frequently than a 20-gallon tank on the car of great weight. Economy of time, of your own nervous energy, of dollar-cost. These things we can give you. Proof is abundant. You are entitled to it. We shall not resent your asking proof of every statement we print or utter in our own knowledge of and enthusiasm for the Franklin. All of which is an invitation to see, yourself, a Franklin out-perform cars you have ridden in.

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517 Lincoln Way West

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Phone Main 212

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