1916 Franklin Sedan: "Franklin scientific light-weight means just this -- Build each part of the stongest material for the work it ahs to do -- and proportion its size to exactly the strength needed for that work. Then you will get a mechanism equally strong all over -- no excess weight anywhere. The Franklin Touring Car weighs only 2280 pounds. It is stronger, easier fiding, easier to control than a 4000-pound car -- and twice as safe."