Mitchell 1

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Mitchell 1
IndustryAutomotive aftermarket
Founded1918 (1918)
FounderReed Electrical Manuals
United States
Key people
Dave Ellingen (President)

Mitchell 1 is a software service provider that has provided repair information to the automotive industry since 1918. Starting as a private book publisher, Service Engineering Company, the company provided the first specifications and diagrams of vehicle electrical systems to the new motoring public, and the technicians that would learn to service these new automobiles. Though Mitchell 1 started out as a provider of technical information in printed manuals to the professional technician, it has grown over the years to become a "fully integrated software service provider". Mitchell 1 is headquartered in Poway, California and its ownership is currently held by Snap-on Tools, Inc. (85%) and NAPA (15%).


Mitchell 1's roots go back to 1918 with the first edition of the Reed Electrical Manual of Starting, Lighting, Ignition published by Service Engineering Company. Many years later, the automotive repair data was added to the vast database comprising the Mitchell Manuals content library. That content evolved to become the foundation of ProDemand, Mitchell 1's online repair information software.[citation needed]

Through the years, Mitchell 1's products have transformed to keep pace with industry and technological advances. The company has introduced many “firsts” to the industry, including the first PC-based repair information product for repair shops and the first Windows-based shop management system. Building on that legacy, Mitchell 1 developed a suite of products and services designed to help independent vehicle repair shop owners work more efficiently from the moment the customer drives up, to the final invoice and beyond.[citation needed]


Mitchell 1 markets their products through a variety of venues, with the primary two sales forces being their independent Mitchell 1 representatives, and Snap-on Tools Diagnostic Factory Reps, who sell the same product re-branded as Shopkey.[1] In addition, ProDemand is available as an add on web-based resource to Napa's Shop Management System, NapaTRACS.

Company milestones[edit]

  • 1918: Reed Electrical Manual of Starting, Lighting, Ignition published by Service Engineering Company, the first specifications and diagrams of vehicle electrical systems.[citation needed]
  • 1920: Service Engineering Corporation buys Reed Manuals and develops the National Service Data line of manuals.[citation needed]
  • 1946: Glenn Mitchell founded Mitchell Manuals in his garage, producing the first collision estimating guides to include parts illustrations, prices, part numbers.[citation needed]
  • 1958: Glenn Mitchell produces the first Pocket Estimator; it includes labor times.[citation needed]
  • 1968: Mitchell purchases National Automotive Service, acquiring a legacy of mechanical service and repair data dating back to 1920.[citation needed]
  • 1971 Mitchell publishes the first lineup of service and repair manuals for import cars, with coverage dating back to the early 1960s.
  • 1972: Cordura Corporation acquires Glenn Mitchell Manuals.[citation needed]
  • 1973: Mitchell publishes the first light truck service and repair lineup of manuals.
  • 1986: The Thomson Corporation purchases Mitchell Manuals from Cordura Corporation.
  • 1989: Mitchell releases On-Demand, the first computer-based repair information product for repair shops.
  • 1989 Mitchell acquires Digitree, KLM and NAGS.
  • 1993: Mitchell Repair provides the first Windows-based product for repair information.
  • 1995: Mitchell Repair launches a Windows-based shop management system called Series I.
  • 1996: Snap-on Tools, Inc. begins acquisition of the Repair division of Mitchell from Thomson, forming Mitchell Repair Information Company in a joint venture.
  • 1996: Mitchell Repair is the first to release repair data on DVD.
  • 1998: Snap-on Incorporated acquires a majority interest in Mitchell Repair.[citation needed]
  • 2000: Snap-on Incorporated and NAPA become joint owners of Mitchell Repair.[citation needed]
  • 2000: Mitchell Repair is first to compress gigabytes of automotive repair and estimating information into Palm-based devices.
  • 2001: Mitchell Repair changes its name to Mitchell 1.
  • 2001: Mitchell 1 introduces OnDemand5 line of products.
  • 2004: Mitchell 1 introduces Color Wiring Diagrams to
  • 2005: Mitchell 1 introduces Medium Truck on CD.
  • 2005: Mitchell 1 launches CRM marketing service (precursor to SocialCRM).
  • 2006: Mitchell 1 launches Web-based for heavy vehicles.
  • 2006: Mitchell 1 celebrates the 20th Anniversary of OnDemand5.
  • 2012: Mitchell 1 launches ProDemand and ShopKey Pro.
  • 2012: Mitchell 1 launches SureTrack real-world diagnostic information source.
  • 2015: Mitchell 1 launches TruckSeries, consolidating Class 4-8 truck repair solutions in a single application.
  • 2016: Mitchell 1 launches Manager SE Truck Edition, integrated shop management tools for Class 4-8 trucks.


Mitchell 1 is a sponsor of the ASE Technician of the Year,[2] and presents the award to the winner in a special ceremony every year. Mitchell 1 has also been recognized for their contribution to the future of the automotive aftermarket. In August, 2009, the North American Council of Automotive Teachers (NACAT) recognized Mitchell 1 with the 2009 Friends of NACAT Award.[3] This award recognizes companies that are long-time supporters of NACAT, through regular communication with NACAT instructors, participation in their trade show and conference. Mitchell 1 Online Service for Medium-Duty Repair Named to Heavy Duty Trucking's Top 20 in 2010.[4]


  1. ^ "Information Products | Snap-on Diagnostics". Retrieved 2016-01-28.
  2. ^ "Motor Age, December 1, 2009". Archived from the original on July 16, 2011.
  3. ^ "Aftermarket Business, September 2, 2009". Archived from the original on September 11, 2009.
  4. ^ "TopNews -".