MIAMI (AP) - The National Hurricane Center says the storm reached the coastline about 80 miles southeast of Tuxpan, Mexico, early Thursday with maximum sustained winds of 85 mph.
Franklin strengthened into the first hurricane of the Atlantic season on Wednesday.
Authorities in Veracruz ordered classes cancelled at public schools Thursday as a precautionary measure.
As a tropical storm, Franklin made a relatively mild run across the Yucatan Peninsula earlier in the week. Mexico Civil Defense director Ricardo de la Cruz said Tuesday that the storm's impact on Yucatan was not as bad as initially feared, with some trees down and power out in some areas.
Franklin has already weakened to tropical storm strength early Thursday, and as it collides with the mountains of Mexico, will quickly weaken into a remnant low pressure system by Thursday afternoon.
Franklin will weaken quickly as it moves over the mountainous terrain of eastern Mexico later today into Friday.
The main impacts from Franklin will continue to be life-threatening flooding and mudslides, localized wind damage to structures and infrastructure. Widespread rainfall of 4-8 inches will occur
across eastern Mexico through Friday, with 10-15 inches possible over the mountains.