Mitchell 1 kicks off 100th anniversary celebration at AAPEX with product innovations

Nov. 2, 2017
Demonstrations of the new innovations will take place in the Mitchell 1 booth (#3274) at AAPEX every two hours throughout the show.

In 2018, Mitchell 1 will mark its 100th year of providing repair information solutions to the motor vehicle industry and will kick off the anniversary celebration at the Automotive Aftermarket Products Expo (AAPEX) in Las Vegas with the introduction of three major product innovations that will help auto repair professionals work more efficiently.

“Ahead of the curve in vehicle repair since our beginnings in 1918, Mitchell 1 brings a unique historical perspective to staying current and what that means to the auto repair shops and technicians that we serve,” said Dave Ellingen, president of Mitchell 1. “As our 100 years of experience can attest, we’re constantly looking forward and always ready for the next challenge that comes our way.”

Demonstrations of the new innovations will take place in the Mitchell 1 booth (#3274) at AAPEX every two hours throughout the show. The product introductions include:

ProDemand® with 1Search Plus: 1Search Plus streamlines the user experience with an easy-to-use graphical layout and intuitive workflow to help auto repair technicians work more efficiently. The new interface takes repair information to a whole new level of intelligence with advanced search technology that scans the vast database of Mitchell 1 content and returns only the specific information the technician needs. The user selects a vehicle, enters a search term, and 1Search Plus returns information in a unique graphical layout, organized in the same flow that auto technicians use when approaching a diagnosis and repair. OEM and SureTrack® real-world information are more tightly integrated and returned together in a single location, with no switching between tabs or scrolling through long lists of articles.

Manager SE Connected Car Interface: Through cutting edge technology supplemented with Mitchell 1’s extensive experience and knowledge of the automotive industry, Mitchell 1 is now able to help automotive repair shops take a proactive approach to solving issues for their customers before they have arrived at the shop. Mitchell 1 has enabled Manager SE to work with a network of leading telematics devices, allowing the repair shop to be alerted through the shop management system when a diagnostic trouble code (DTC) is triggered on their customer’s vehicle. The alert shows up as a new icon in the Manager SE dashboard, and when clicked, shows the vehicle VIN, mileage and the DTC that has been triggered. With that information the shop can start their diagnostic process with a quick look up in ProDemand to identify common repairs related to the DTC. At the same time, the service writer can contact the vehicle owner to assure them that they are aware of the situation and are ready to confirm the diagnosis and start the repair as soon as the vehicle arrives in the shop.

SocialCRM LocalSearch: LocalSearch complements the SocialCRM auto repair marketing services with premium features to help make auto repair businesses more visible online. Key features include a professional business website that is optimized for search engines, built-in website tracking and reporting, call tracking to monitor and record consumer calls, and additional sources for consumer reviews. The new service will help repair shops build their brand and expand their selling and marketing opportunities with the ultimate goal of increasing their bottom line.

Brief History of Mitchell 1

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 renowned Mitchell Manuals content library. That content evolved to become the foundation of ProDemand, Mitchell 1’s industry-leading 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 from the moment the customer drives up, to the final invoice and beyond.

Today, the Mitchell 1 line of software products provides comprehensive repair information, estimating, management and shop marketing solutions designed to help simplify everyday tasks for service professionals, while improving productivity and profitability:

  • ProDemand, along with Manager SE, are used and trusted by generations of auto professionals for mechanical repair data, estimating and shop management information.
  • SureTrack adds to the power of ProDemand with an exclusive combination of verified knowledge from expert technicians, real-world diagnostic experience and repair timesavers, along with an interactive community of professional technicians.
  • SocialCRM helps auto repair businesses retain their current customers and acquire new ones through a shop marketing solution that offers a wide range of digital and social marketing strategies and tools.
  • TruckSeries is a modular suite of web-based products for the medium- and heavy-duty trucking segments, helping service professionals estimate labor times, diagnose and repair all makes of Class 4 through 8 trucks.

“Through a combination of heritage, innovation, stability and authenticity, Mitchell 1 has been accelerating the vehicle repair process for decades. The company’s proud tradition of serving as the connection point between the automotive industry and the service professional forms the foundation for every business success that lies ahead,” concluded Ellingen.

About Mitchell 1:

Headquartered in Poway, California, Mitchell 1 has been a leading provider of repair information solutions to the motor vehicle industry for 100 years. Mitchell 1 offers a complete line of integrated software and services to help automotive and commercial truck professionals improve productivity and profitability. ProDemand® optimized with SureTrack® is the most complete solution for OEM and real-world repair information and diagnostics. Manager SE is the industry standard for mechanical estimating and shop management information. The SocialCRM shop marketing service delivers automated marketing and customer outreach tools to help shop owners improve their bottom line profits. For the commercial trucking segment, TruckSeries provides information required to estimate labor times, diagnose and repair all makes of Class 4-8 trucks. Mitchell 1 is a recipient of the ASE Blue Seal of Excellence award. For more information about Mitchell 1 products and services, visit the company’s website at Follow Mitchell 1 on social media at and

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