Mitchell – a short lived dream

This brand grew big, fast … then America was hit by a post-WWI recession.

 MAKERS showing great promise and innovation that vanished with little to mark their passing.

The history of the American auto industry is littered with such stories.

Consider the Mitchell, manufactured in Racine, Wisconsin.

As with many early automotive companies, the Mitchell evolved from a successful wagon works. The Mitchell and Lewis Wagon Company launched a subsidiary bicycle company, the Wisconsin Wheel Works, in the mid-1890s to capitalize on the national mania for the two wheelers. By 1900 the company had diversified into the production of motorcycles. This opened the door for the manufacture of automobiles.

Shortly after initiation of automobile production in 1903, the company abandoned the manufacture of cycles, both peddle and motorized. The wagon-building portion of the company, reorganized as Mitchell and Lewis Company, continued in operation until 1917 when it was acquired by Deere and Company. Further diversification came in 1905 with the production of buses and trucks, a division of the company discontinued after 1908. These are but a few examples of what separated Mitchell from the multitude of companies there were being organized.

The initial automotive offerings by Mitchell were two distinctly different models; a two cylinder, four-horsepower, chain-driven version with left-hand side tiller steering and seven horsepower model with two speed planetary transmission and a steering wheel, on the right-hand side.

In its second year as an automobile manufacturer the company again offered two distinctly different models. One was two cylinders and the other four. Both were air-cooled. The following year the customer could choose between water and air-cooled models.

A similar array of choices was available throughout much of the companies’ history. As an example, for 1910 buyers could choose between two four-cylinder models or the six-cylinder Model S. Then in 1916, the company offered a six-cylinder, promoted as the “Six of ‘16,” and an innovative V8-powered model.

The Mitchell was classified as an assembled car as many components were purchased from outside sources. Even so, from its inception, the owners of the company took great pride that Racine-based companies produced most everything used in the car’s construction. They also took pride in building a quality vehicle with a reputation for durability that sold for a mid-range price.

Production figures indicate that the consumer agreed, this was a good car for the money. For 1904, the first full year of production, the company produced 82 vehicles, the following year 315, and the year after 666. The annual geometric progression of sales continued through the company’s zenith in 1919 when annual production topped 10,000 vehicles.

But the era of independent manufacturers was drawing to a close. The post WWI recession of 1919, restrictions on the supply of steel, the growing market dominance of giants such as General Motors, Ford, and Nash began taking their toll on the smaller companies, and Mitchell was not exempted. Coupled with these issues was increasingly dated styling that failed to ignite excitement with the potential customer.

In 1920, sales plummeted to a mere 2500 units; the following year was no better. Profits followed the collapse of sales and in the summer of 1923, Mitchell entered bankruptcy.

 As an succinct epitaph the January 1924 issue of Automobile Topics noted: “Factories of the old Mitchell Motor Company are now entirely dismantled and consequently there passes from the industry a name that was once familiar to everyone, and a concern that in the early days was a real factor in the business.”

As Mitchell was just one of dozens of automobile manufacturers that was closing its doors, it is not surprising that the company was quickly forgotten.

The final chapter came the following month with the sale of the former Mitchell factory to Nash. Production of the Ajax, another forgotten chapter in automotive history, commenced shortly afterwards.

The demise of the independent auto manufacturer was a long one, a slow process of rank thinning that began with the demise of Mitchell and Columbia, Jackson and Briscoe, and dozens of other companies. The ranks were further decimated during the dark days of the Great Depression. It culminated with the demise of AMC that, ironically, was using some of the old Mitchell production facilities for the manufacture of components.   

Written by Jim Hinckley of jimhinckleysamerica.com