Mitchell1
Mitchell 1 is a privately held Snap-on subsidiary providing subscription software — ProDemand and TruckSeries repair information, Manager SE shop management, and SocialCRM marketing tools — to independent auto repair shops, dealerships, fleets, and training programs across the U.S. and Canada.
- Company typePrivate
- Founded1918
- HeadquartersPoway, United States
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What Mitchell1 does
Mitchell 1 (legal entity Mitchell Repair Information Company, LLC) is a San Diego-based, privately held provider of software and information solutions for the automotive repair industry, founded in 1918 and operating as a subsidiary of Snap-on Incorporated within the Total Shop Solutions brand family. The company's product suite spans three categories: Repair Information (ProDemand for autos and light-duty trucks, TruckSeries for Class 4-8 commercial trucks), Shop Management (Manager SE and Manager SE Truck Edition, covering scheduling, invoicing, parts inventory, estimating, and digital vehicle inspection), and Shop Marketing (SocialCRM with LocalSearch for websites, Google optimization, Google Ads, and review analysis). The core technology backbone includes proprietary OEM repair information, interactive wiring diagrams, the SureTrack knowledge base of over 1 billion professional repair records, expert-based Real Fixes content, a technician community, and a public API for third-party integration via Direct Access Pass-Through, Website UI Integration, and TAPE token workflows.
Mitchell 1 monetizes primarily through annual subscription licenses for its software platforms, supplemented by professional services, personalized training, and transaction-based revenue from embedded payment processing (via its 360 Payments integration). Pricing is quote-based rather than publicly disclosed, and customers can self-serve a free demo through the corporate website or transact via the buymitchell1.net storefront. Go-to-market combines direct website sales, inside sales (888-724-6742), and a U.S./Canadian network of independent sales consultants accessed through the Find My Rep program, augmented by event marketing at industry expos such as the VISION Hi-Tech Training & Expo.
The company serves a fragmented SMB customer base across multiple segments: independent auto repair shops, dealerships, multi-shop operations, Class 4-8 truck service shops, commercial fleet operators, automotive training programs, tire shops, and mobile mechanics, with North America (U.S. and Canada) as its operating geography. Strategic differentiators cited include 100+ years of brand heritage, deep integration with Snap-on's tool ecosystem, the proprietary SureTrack data asset, and personalized technical support included with subscriptions.
Mitchell1 firmographics
Firmographics- Name
- Mitchell1
- Legal name
- Mitchell Repair Information Company, LLC
- Website
- https://Mitchell1.com
- Company type
- Private
- Founded year
- 1918
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Mitchell 1 is a privately held Snap-on subsidiary providing subscription software — ProDemand and TruckSeries repair information, Manager SE shop management, and SocialCRM marketing tools — to independent auto repair shops, dealerships, fleets, and training programs across the U.S. and Canada.
- Ownership category
- akta.pro rank
Mitchell1 industry classification
Industry- Product category
- Auto Repair Software
- NAICS
- Other Automotive Repair and Maintenance (81119)
- SIC
- Services-Automotive Repair, Services & Parking (7500)
- akta.pro primary industry
- General Automotive Repair & Maintenance (TLAKAAAA)
Keywords
Where Mitchell1 is headquartered
LocationHeadquarters
- HQ city
- Poway
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Mitchell1 business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Software Subscriptions: Mitchell 1 generates revenue primarily through subscription-based software licenses for ProDemand, TruckSeries, Manager SE, and SocialCRM platforms. These are recurring revenue streams billed on annual or multi-year subscription terms.
- Professional Services and Training: The company offers personalized technical support, one-on-one training sessions, and dedicated marketing support as part of their service offerings, providing additional revenue streams alongside software subscriptions.
- Payment Processing Integration: Through partnership with 360 Payments, Mitchell 1 integrates payment processing services including Text to Pay, consumer financing options, and PCI-compliant payment processing into Manager SE, potentially generating transaction-based revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | ProDemand subscription for autos and light trucks |
| Subscription | Annual | TruckSeries subscription for Class 4-8 trucks |
| Subscription | Annual | Manager SE shop management software |
| Subscription | Annual | SocialCRM digital marketing services |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels10 records
Mitchell1 product offering
Product offeringCore offering
Mitchell 1 develops and sells subscription-based auto repair software for the automotive aftermarket, including the ProDemand and TruckSeries repair information platforms that deliver diagnostics, OEM repair procedures, wiring diagrams, and labor estimating for autos/light-duty trucks and Class 4-8 trucks respectively. It also sells the Manager SE shop management system (with a Truck Edition) for scheduling, invoicing, parts inventory, and digital vehicle inspection, plus the SocialCRM suite (with LocalSearch and Google Ads) for customer acquisition, retention marketing, and review management. The products are sold primarily through direct and inside sales channels to independent repair shops, dealerships, fleet operators, and automotive training programs across the U.S. and Canada.
Product overview
Mitchell 1 offers a comprehensive suite of auto repair software and shop management solutions organized into three main categories: Repair Information (ProDemand and TruckSeries), Shop Management (Manager SE and Manager SE Truck Edition), and Shop Marketing (SocialCRM with LocalSearch). ProDemand serves as the flagship diagnostic and repair information platform for light-duty vehicles, while TruckSeries extends similar capabilities to Class 4-8 commercial trucks. Manager SE provides the core shop management functionality with integrated estimating and digital vehicle inspection tools, and the Truck Edition adapts this for medium/heavy-duty truck service operations. SocialCRM delivers integrated digital marketing and customer retention tools, with LocalSearch focusing on customer acquisition through website and search engine optimization. The products are designed to work both independently and in combination, with API-based integration capabilities for third-party applications.
Differentiator
Problem solved
Functional benefit
Brands
- ProDemand: Award-winning repair information software for autos and light duty trucks, providing diagnostic, estimating, OEM repair information and expert-based fixes.
- TruckSeries
- Manager SE
- Manager SE Truck Edition
- SocialCRM
- LocalSearch
- OwnerAutoSite
Products and services
- ProDemand
- TruckSeries
- Manager SE
- Manager SE Truck Edition
- SocialCRM
- LocalSearch
Quantifiable outcome
- 30% increase in revenue per vehicle for fleet maintenance customers through telematics integration
- +1 more outcomes
Companies that use Mitchell1
Customer profileNamed customers2 records
Segments8 records
Ideal customer profiles5 records
Mitchell1 technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability5 records
Feature10 records
Mitchell1 partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- VOYOLinkcoreVOYOLink telematics integration with Mitchell 1's Manager SE shop management system enables South Florida Mobile Auto Repair to remotely monitor vehicle health for fleet customers. The integration drives operational efficiency and revenue growth for mobile fleet maintenance operations.
- 360 PaymentscoreStrategic partnership integrating 360 Payments' payment processing services into Mitchell 1's Manager SE shop management system. Includes features such as Text to Pay, consumer financing options, and PCI-compliant payment processing, streamlining payment processes for auto repair shops.
- Snap-on Inc.coreMitchell 1 is a proud member of Snap-on Inc., providing stability and integration with a leading tool and equipment manufacturer. Part of the Total Shop Solutions family of Snap-on brands bringing together best-in-class automotive repair products including Mitchell 1, Sun, John Bean, Pro-Cut, Hofmann, Challenger Lifts, and Car-O-Liner.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Mitchell1 competitors and assessment
Company assessmentDirect peers
- AllData: Direct competitor in automotive repair information, offering OEM-grade diagnostic, repair, and estimating content for independent repair shops — directly overlaps ProDemand and TruckSeries.
- R.O. Writer: Long-standing shop management software for independent auto repair shops with estimating, DVI, and workflow tools; competes directly with Mitchell 1's Manager SE line.
- Shop-Ware: Cloud-based shop management software for auto repair shops with workflow, estimating, and DVI features; competes head-to-head with Manager SE for SMB and multi-shop customers.
- Identifix: Direct competitor offering OEM diagnostic and repair information with hotline support and online fix database; historic rival to Mitchell 1 in the repair information category.
Others
- RepairPal: Auto repair services marketplace and shop-network platform providing estimator tools and shop marketing; adjacent to Mitchell 1's SocialCRM/LocalSearch offerings for shop customer acquisition.
Broad incumbents
- Solera Holdings: Global automotive software group owning AllData, Identifix, and other repair information brands; broad incumbent competing against Mitchell 1's ProDemand and TruckSeries across markets.
- CCC Intelligent Solutions: Large SaaS provider to the auto insurance and collision repair ecosystem with estimating and shop workflow tools; broad incumbent whose offerings overlap parts of Mitchell 1's repair info and shop management stack.
Emerging players
- Shopmonkey: Modern cloud shop management platform targeting independent auto repair shops with workflow, customer communication, and payment features — overlaps Manager SE and SocialCRM.
- Tekmetric: Cloud-native shop management system serving independent and multi-location auto repair shops with estimating, workflow, and DVI — a rising direct competitor to Manager SE.
- AutoFluent: Shop management and business automation platform for auto repair shops, providing operational and marketing features that overlap Manager SE and SocialCRM for SMB buyers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Mitchell1 social profiles
Digital presenceMitchell1 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mitchell1 leadership team
Management profileNumber of profiles
Profiles1 record
Mitchell1 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mitchell1 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mitchell1
What does Mitchell1 do?
Mitchell 1 develops and sells subscription-based auto repair software for the automotive aftermarket, including the ProDemand and TruckSeries repair information platforms that deliver diagnostics, OEM repair procedures, wiring diagrams, and labor estimating for autos/light-duty trucks and Class 4-8 trucks respectively. It also sells the Manager SE shop management system (with a Truck Edition) for scheduling, invoicing, parts inventory, and digital vehicle inspection, plus the SocialCRM suite (with LocalSearch and Google Ads) for customer acquisition, retention marketing, and review management. The products are sold primarily through direct and inside sales channels to independent repair shops, dealerships, fleet operators, and automotive training programs across the U.S. and Canada.
Is Mitchell1 a public or private company?
Mitchell1 is a private company. It is classified as corporate owned and is currently operating.
When was Mitchell1 founded?
Mitchell1 was founded in 1918. It employs 251 to 500 people.
Where is Mitchell1 based?
Mitchell1 is headquartered in Poway, United States, in the North America region.
How does Mitchell1 make money?
Three revenue lines are on record. Software Subscriptions are the primary driver. The others are professional Services and Training and payment Processing Integration.
Who are Mitchell1's main competitors?
Direct peers on record are AllData, R.O. Writer, Shop-Ware and Identifix. RepairPal is listed as an others. Broad incumbents are Solera Holdings and CCC Intelligent Solutions. Emerging players are Shopmonkey, Tekmetric and AutoFluent.
Does Mitchell1 have an API?
Yes. Mitchell1 offers API-based integrations for ProDemand and TruckSeries repair information products. Integration mechanisms include: (1) Direct Access—Pass-Through (transfer ticket) for launching the full ProDemand/TruckSeries application by passing searchTerm, VIN, ACES ID, or YMM/YMMES vehicle identity; (2) Website UI Integration for accessing specific content subsections (Labor, Parts, Fluids, Maintenance) with bidirectional content transfer; (3) TAPE (Transfer Application Public Extension) workflow for token-based access via Secure Intents website. API supports third-party application integration by request through the API Request page. Both Light Duty Automotive (ProDemand) and Medium/Heavy-Duty Truck Class 4-8 (ProDemand Truck) products are covered. Developer documentation is at mitchell1.com/resources/api-request.
What industry is Mitchell1 in?
Mitchell1's product category is Auto Repair Software. Its primary akta.pro industry code is TLAKAAAA, General Automotive Repair & Maintenance. Its NAICS code is 81119 and its SIC code is 7500.