Mitchell 1
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%). History. 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, automotive repair data was added to the vast database comprising the Mitchell Manuals content library. This content evolved to become the foundation of ProDemand, Mitchell 1's online repair information software. 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. Marketing. 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. In addition, ProDemand is available as an add on web-based resource to Napa's Shop Management System, NapaTRACS. Recognition . Mitchell 1 is a sponsor of the ASE Technician of the Year, 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. 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.