WISCON SINS RO LE IN EARLY AUTOM OBILE INDUSTRY

MICHAEL D ALBERT

DEPARTMENT OF GEOGRAPHY

UNIVERSITY OF WISCONSIN - RIVER FALLS

ABSTRACT

The disappearance of American Motors in the late 1980s brought to a close Wisconsins long history as a home of independent passenger car manufacturers Wisconsin played a prominent role in the early auto industry Four volume producers emerged in the southeastern part of the state by 1915 records indicate nearly 100 other attempts to build automobiles This paper describes the distribution of these manufacturers and analyzes the locational factors that shaped the distribution All major auto product ion centers developed in the existing manushyfacturing belt owing to access to capital labor and management skills good transportation a large market and proximity to raw materials and manufacturers of components Southeast Wisconsin at the western edge of this belt dominated the state map of efforts to build cars Brief case studies of the tour major Wisconsin auto companies demonstrate that the successful manufacturers grew out of existing large-scale builders of vehicles such as wagons bicycles or farm implements

~TRODUCllON

The disappearance of American Motors in the late 1980s brought to an end Wisconsins long history as the home of major independent automobile producers Wisconsin emerged as an auto manufacturing center in the early days of the industry and based on several experimental vehicles built between 1871 and 1890 the claim has even been advanced that Wisconsin is the birthplace of the automobile industry of the United States In any case Wisconsin can rightly claim to have been the first American state to subsidize the industrys development (Mohs 1969 p 11) In 1875 the state passed the following Act There is hereby appropriated the sum of $10000 to be used as a bounty and to be paid to a citizen of Wisconsin who shall invent and after five years continued trial and use shall produce a machine propelled by steam or other motive agent which shall be a cheap and practical

substitute for the use of horses and other animals on the highway and farm The state also required that contestants for the prize should submit to a road trial of 200 miles A number of inventors aspired to the prize but in a July 1878 race only two cumbersome steam vehicles competed with the winner completing the 201 mile course in thirty-three hours twenty-seven minutes at the thrilling speed of about six miles per hour The state then reneged on its promise of the $10000 prize on the grounds that the winning vehicle was not cheap and practical After threats of litigation however the state agreed to pay half the prize

Though ne1ther of the entrants in that worlds first auto race ever saw production Wisconsin became the site of numerous later manufacturing attempts Between 1895 and 1920 more than 100 efforts to enter the automotive business occurred (Kimes and Clark 1989) This paper will briefly examine the distribution of these attempts general location factors that affected early US auto production and take a closer look at the four Wisconsin operations that achieved greatest success

THE DISTRIBUTION OF AUTO MANUFACTURERS

The map in Figure 1 identifies those firms that actually achieved production of autos for sale even if that production was very low Therefore those cases in which a prototype was built but production never followed those that represented single autos built by inventors for their own use and not intended for production and several others that appear to have been attempts to swindle investors caught up in the excitement of early automania were eliminated The remaining seventy cases are shown (Figure 1) Note t hat truck manufacturers and branch plants operated by non-Wisconsin firms are omitted

By far the largest group is made up of companies who failed or left the auto business after building less than 100 cars Many of these companies date from the first fifteen years of the period mappedl and produced

1

WIS

CO

NS

IN

AU

TO

MO

BIL

E

MA

NU

FA

CT

UR

ER

S

1895 -

1920

omiddot

N

Tolal A

uto Production (in num

ber of Gars)

o 1

shy100

amp

10 I -1000

tI _

_

Over 1000

Num

ber of Manufacturers

----------------------2S

Source f(jm

es and Oark

Dcig n

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y L

eo

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glo

is laquo) 1

99

2

Fig

ure 1

vehicles that were little more than gasshypowered buggies or motorized farm wagons (Hugill 1990) The second group with eight members enjoyed marginal success and built up to around 1000 vehicles Finally four manufacturers Kissel Motor Car Company of Hartford Mitchell Motor Company and JI Case Threshing Machine Company of Racine and the Thomas B Jeffery Company of Kenosha (later to become Nash and then American Motors) achieved at least some volume of production spread over several decades or longer

LOCATION FACTORS AFFECTING THE DISTRIBUTION

What factors enabled Wisconsin to become a significant center of auto production Some of the answers are not particularly surprising and illustrate general location factors familiar to any economic geography student (Wheeler and Muller 1986) The concentration of auto producers both of early failures and longer term successes is overwhelmingly in southshyeastern Wisconsin and corresponds closely to the states population distribution In the early years of the century the demand for autos exceeded the supply and many smaller firms that soon failed hoped to cash in on this opportunity by catering to strictly local or regional markets The four largest producers however invested in national advertising almost from their inception

Although located at the western end of the traditional Manufacturing Belt Wisconsin nevertheless shared that regions oth er locational advantages There was access to capital for new industrial ventures Transshyportation by lake and rail had already tied southeastern Wisconsin into national markets for its output and its raw material supplies Access to supplies of wood for the construction of early automobiles deserves attention as a location factor equal to other raw materials Auto bodies were almost entirely framed with wood with metal exterior panels attached into the 1930s and even wood chassis frames were commonly employed in the early years Henry Fords purchase of more than 700000 acres of timber in northern Michigan to guarantee his supply attests to that resources importance (Nevins and Hill 1957 pp 218-19) Obviously Wisconsin had a favored location with respect to wood supplies Previous industrial developshyment in southeastern Wisconsin ensured t he presence of a skilled labor supply and industries prepared to manufacture composhy

nents for the emerging auto industry were already present Management skills for large production operations would also have been available

Finally it should be noted that as is the case in other states where auto production centered (Flink 1970 p 296) Wisconsins successful early auto entrepreneurs were more likely to be prosperous companies already producing products closely related to the new automobile than individual inventors embarking on an entirely new business Owing to the locational advantages cited above Wisconsin already had several large vehicle-related companies In the light of the preceding statements let us briefly examine the four most successful Wisconsin auto companies

MAJOR WISCONSIN AUTO MANUFACTURERS

The Case automobile was a product of the JI Case Threshing Machine Company founded in Racine in 1842 By the late 19th century Case was the worlds largest maker of steamshypowered farm equipment and had begun manufacturing gasoline-powered tractors In the early 1900s a number of its leading stockholders and officials invested in the automaking venture of a marine engine company in Racine Case absorbed this company in 1910 and thereafter built a moderate number of medium priced cars whose popularity was enhanced by the reputation of the companys famous tractors (Figure 2) By the 1920s the Case automobile was simply a good assembled car that is one produced from components made by outside suppliers and not designed in-house In 1927 the company elected to withdraw from the auto business having produced somewhat more than 25000 cars over the life of the automotive division (Macllvain 1974 pp 12shy15 Kimes and Clark 1989 p 2249)

Kissel autos were the product of a German family that by the turn of the century had established a mini-empire in the Hartford area ranging from a home construction company to the production of farm implements and stationary gasoline engines From the start of operations in 1906 until the end In 1931 the Kissel was a high-quality medium to uppershymedium priced car famous beyond its modest levels of production because of its distinctive styling (Figure 3) In total the company built about 35000 cars before the Depression proved to be the final blow to a company

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at _

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rd Wisbull U

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WIS

CO

NS

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TO

MO

BIL

E

MA

NU

FA

CT

UR

ER

S

1895 -

1920

omiddot

N

Tolal A

uto Production (in num

ber of Gars)

o 1

shy100

amp

10 I -1000

tI _

_

Over 1000

Num

ber of Manufacturers

----------------------2S

Source f(jm

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Dcig n

ed b

y L

eo

Lan

glo

is laquo) 1

99

2

Fig

ure 1

vehicles that were little more than gasshypowered buggies or motorized farm wagons (Hugill 1990) The second group with eight members enjoyed marginal success and built up to around 1000 vehicles Finally four manufacturers Kissel Motor Car Company of Hartford Mitchell Motor Company and JI Case Threshing Machine Company of Racine and the Thomas B Jeffery Company of Kenosha (later to become Nash and then American Motors) achieved at least some volume of production spread over several decades or longer

LOCATION FACTORS AFFECTING THE DISTRIBUTION

What factors enabled Wisconsin to become a significant center of auto production Some of the answers are not particularly surprising and illustrate general location factors familiar to any economic geography student (Wheeler and Muller 1986) The concentration of auto producers both of early failures and longer term successes is overwhelmingly in southshyeastern Wisconsin and corresponds closely to the states population distribution In the early years of the century the demand for autos exceeded the supply and many smaller firms that soon failed hoped to cash in on this opportunity by catering to strictly local or regional markets The four largest producers however invested in national advertising almost from their inception

Although located at the western end of the traditional Manufacturing Belt Wisconsin nevertheless shared that regions oth er locational advantages There was access to capital for new industrial ventures Transshyportation by lake and rail had already tied southeastern Wisconsin into national markets for its output and its raw material supplies Access to supplies of wood for the construction of early automobiles deserves attention as a location factor equal to other raw materials Auto bodies were almost entirely framed with wood with metal exterior panels attached into the 1930s and even wood chassis frames were commonly employed in the early years Henry Fords purchase of more than 700000 acres of timber in northern Michigan to guarantee his supply attests to that resources importance (Nevins and Hill 1957 pp 218-19) Obviously Wisconsin had a favored location with respect to wood supplies Previous industrial developshyment in southeastern Wisconsin ensured t he presence of a skilled labor supply and industries prepared to manufacture composhy

nents for the emerging auto industry were already present Management skills for large production operations would also have been available

Finally it should be noted that as is the case in other states where auto production centered (Flink 1970 p 296) Wisconsins successful early auto entrepreneurs were more likely to be prosperous companies already producing products closely related to the new automobile than individual inventors embarking on an entirely new business Owing to the locational advantages cited above Wisconsin already had several large vehicle-related companies In the light of the preceding statements let us briefly examine the four most successful Wisconsin auto companies

MAJOR WISCONSIN AUTO MANUFACTURERS

The Case automobile was a product of the JI Case Threshing Machine Company founded in Racine in 1842 By the late 19th century Case was the worlds largest maker of steamshypowered farm equipment and had begun manufacturing gasoline-powered tractors In the early 1900s a number of its leading stockholders and officials invested in the automaking venture of a marine engine company in Racine Case absorbed this company in 1910 and thereafter built a moderate number of medium priced cars whose popularity was enhanced by the reputation of the companys famous tractors (Figure 2) By the 1920s the Case automobile was simply a good assembled car that is one produced from components made by outside suppliers and not designed in-house In 1927 the company elected to withdraw from the auto business having produced somewhat more than 25000 cars over the life of the automotive division (Macllvain 1974 pp 12shy15 Kimes and Clark 1989 p 2249)

Kissel autos were the product of a German family that by the turn of the century had established a mini-empire in the Hartford area ranging from a home construction company to the production of farm implements and stationary gasoline engines From the start of operations in 1906 until the end In 1931 the Kissel was a high-quality medium to uppershymedium priced car famous beyond its modest levels of production because of its distinctive styling (Figure 3) In total the company built about 35000 cars before the Depression proved to be the final blow to a company

3

Th

e Libullbull rary

Digesl Jo

r Maul

16 1918

1l7

+=shycro

wd

lnS no u

ncom

fortable posi tions E

ach occupant

may

enjoy real com

fort

Th

e cushions ore Marshall the

wheelbase is 125 inches

the rear sp

rings are 56Y2 in ch

underslun

g sem

i-elliptic

CIM

dei~n h

-ybullbull

~comfJlishltd an A

U thfi~ dv

nt~

mSl lce

tha New

u tr1lorcin

ary TTln

~(1m-n[

oJ com

lO

C~

Su

at lUi

ptrltlnt Price

bull disshy

fhtU

T(-J

wh

ich

gtOU

m

t1U

Meo

ml

acshytinctly

Itrn

criv

e b

uy

~

yo

ull

quainltl d with to ftuy

pp~-iI

A

118IYe one1l

yo

u ~o o

ver thU

C

8T

-once

Jhort gtid

il bull

NIWW

C

ase Six u surshy

you rid

e in it lL

ifTH

proo

t

oull find it A C1U

plirtlcularly timely

R ea

l -P

assenB

el C

om

fort

NO

T th

e lenst of the attractions of the New

middotCase Six is

its speciousness

With

each S~

occupied there is no

In d

dition

to u

mn

ul com

lcn tl d

-in desin

in n

ME

cost rd

in

Op

elshycJr

bn

ury

tn

n t

11 th

e JUft-day

Hbnlm

tonts found aly on

eSl t1l coshy

I lion

T~ In m

o A

e lM

DeahI w

ill be A-lad to

how

An

d ev

ery n

u(h nical

tu

N

ia of

y ou

tAla aup

ttlot car O

T y

ou

JT

l1y vn

ite th

e umllil hi~

TIIok E

I

ry one U

wltll

dirte to

u

lor In illustrated

rmd

de-shylcnow

n nd

proven tcrip

riv alllo~

Faily

Mod

l rgr 7

01 J JIIIO

Pt ~

11111= blw

11875

Sp(7Pf

-food (tn

-ofI bullbull ~

JOT ~~

jJ81

$

AflmiddotsJO

lj fod~l

StiJzufd T

YP r 1 0 s ~~l

bullbull (010 d rk bllIl JZ

J75

J I C

AS

E T

M

CO

MP

AN

Y Inc

r-~

IAll

2laquo

LilK

ny s~ U

rW W

Ia U s

U-SSE~

I~

to

Ki~1 C

US

1om B

ult F()t)r Pustnaer TOUUf~r

Motordom

s 1919 De L

uxe Edition

PR

OU

FlC

in

those

individu

alized b

ody

appo

intshy

men

ts an

d

specialized m

echanical fea

tures

the

connoisseur w

ould dem

and w

ere he the designer lop

ir~tio1 in

cuom

-mad

e C03Ch

digng

ond buildin~

Cf-e

rille am-pies

of Ihe

hond wroug~t

on

of

the lulled rtioe n

AL

L-Y

EA

R

Th

e 4-Peng

er To

urstr in

Silver Blue

nd

lhe 2middot penIl-r

(a

r SpeedsT

in Ch

rome Y

ellow afC m

ounted

0 0 th

e Kid custom

middot built ch bullbullbullimiddot-

unsu1

ou

cd

in m

echniCAI

cellence

for tw

lvr y

ears

-an

d

crow

ned

w

ith th

e n

ew

Kisel

cu~tommiddotb

LJilt m

oto

r

The new

71

)Jucccr S

cndrd T D

u ri nt to be old

at _

modcrat~

price IH

~middot e mo

un

ted Q

n t~~t n

( Kiu e cu

tom

middotbuih Cklo i bull

Kissel M

otor Car C

o) Hartfo

rd Wisbull U

S A

Kis

ul d

eClIn

in o ff pncipoi cilic~

Lilrra

tn o

n rc

qu

ut

F1 eu

re

L

Fi

gu

re

3

vehicles that were little more than gasshypowered buggies or motorized farm wagons (Hugill 1990) The second group with eight members enjoyed marginal success and built up to around 1000 vehicles Finally four manufacturers Kissel Motor Car Company of Hartford Mitchell Motor Company and JI Case Threshing Machine Company of Racine and the Thomas B Jeffery Company of Kenosha (later to become Nash and then American Motors) achieved at least some volume of production spread over several decades or longer

LOCATION FACTORS AFFECTING THE DISTRIBUTION

What factors enabled Wisconsin to become a significant center of auto production Some of the answers are not particularly surprising and illustrate general location factors familiar to any economic geography student (Wheeler and Muller 1986) The concentration of auto producers both of early failures and longer term successes is overwhelmingly in southshyeastern Wisconsin and corresponds closely to the states population distribution In the early years of the century the demand for autos exceeded the supply and many smaller firms that soon failed hoped to cash in on this opportunity by catering to strictly local or regional markets The four largest producers however invested in national advertising almost from their inception

Although located at the western end of the traditional Manufacturing Belt Wisconsin nevertheless shared that regions oth er locational advantages There was access to capital for new industrial ventures Transshyportation by lake and rail had already tied southeastern Wisconsin into national markets for its output and its raw material supplies Access to supplies of wood for the construction of early automobiles deserves attention as a location factor equal to other raw materials Auto bodies were almost entirely framed with wood with metal exterior panels attached into the 1930s and even wood chassis frames were commonly employed in the early years Henry Fords purchase of more than 700000 acres of timber in northern Michigan to guarantee his supply attests to that resources importance (Nevins and Hill 1957 pp 218-19) Obviously Wisconsin had a favored location with respect to wood supplies Previous industrial developshyment in southeastern Wisconsin ensured t he presence of a skilled labor supply and industries prepared to manufacture composhy

nents for the emerging auto industry were already present Management skills for large production operations would also have been available

Finally it should be noted that as is the case in other states where auto production centered (Flink 1970 p 296) Wisconsins successful early auto entrepreneurs were more likely to be prosperous companies already producing products closely related to the new automobile than individual inventors embarking on an entirely new business Owing to the locational advantages cited above Wisconsin already had several large vehicle-related companies In the light of the preceding statements let us briefly examine the four most successful Wisconsin auto companies

MAJOR WISCONSIN AUTO MANUFACTURERS

The Case automobile was a product of the JI Case Threshing Machine Company founded in Racine in 1842 By the late 19th century Case was the worlds largest maker of steamshypowered farm equipment and had begun manufacturing gasoline-powered tractors In the early 1900s a number of its leading stockholders and officials invested in the automaking venture of a marine engine company in Racine Case absorbed this company in 1910 and thereafter built a moderate number of medium priced cars whose popularity was enhanced by the reputation of the companys famous tractors (Figure 2) By the 1920s the Case automobile was simply a good assembled car that is one produced from components made by outside suppliers and not designed in-house In 1927 the company elected to withdraw from the auto business having produced somewhat more than 25000 cars over the life of the automotive division (Macllvain 1974 pp 12shy15 Kimes and Clark 1989 p 2249)

Kissel autos were the product of a German family that by the turn of the century had established a mini-empire in the Hartford area ranging from a home construction company to the production of farm implements and stationary gasoline engines From the start of operations in 1906 until the end In 1931 the Kissel was a high-quality medium to uppershymedium priced car famous beyond its modest levels of production because of its distinctive styling (Figure 3) In total the company built about 35000 cars before the Depression proved to be the final blow to a company

3

Th

e Libullbull rary

Digesl Jo

r Maul

16 1918

1l7

+=shycro

wd

lnS no u

ncom

fortable posi tions E

ach occupant

may

enjoy real com

fort

Th

e cushions ore Marshall the

wheelbase is 125 inches

the rear sp

rings are 56Y2 in ch

underslun

g sem

i-elliptic

CIM

dei~n h

-ybullbull

~comfJlishltd an A

U thfi~ dv

nt~

mSl lce

tha New

u tr1lorcin

ary TTln

~(1m-n[

oJ com

lO

C~

Su

at lUi

ptrltlnt Price

bull disshy

fhtU

T(-J

wh

ich

gtOU

m

t1U

Meo

ml

acshytinctly

Itrn

criv

e b

uy

~

yo

ull

quainltl d with to ftuy

pp~-iI

A

118IYe one1l

yo

u ~o o

ver thU

C

8T

-once

Jhort gtid

il bull

NIWW

C

ase Six u surshy

you rid

e in it lL

ifTH

proo

t

oull find it A C1U

plirtlcularly timely

R ea

l -P

assenB

el C

om

fort

NO

T th

e lenst of the attractions of the New

middotCase Six is

its speciousness

With

each S~

occupied there is no

In d

dition

to u

mn

ul com

lcn tl d

-in desin

in n

ME

cost rd

in

Op

elshycJr

bn

ury

tn

n t

11 th

e JUft-day

Hbnlm

tonts found aly on

eSl t1l coshy

I lion

T~ In m

o A

e lM

DeahI w

ill be A-lad to

how

An

d ev

ery n

u(h nical

tu

N

ia of

y ou

tAla aup

ttlot car O

T y

ou

JT

l1y vn

ite th

e umllil hi~

TIIok E

I

ry one U

wltll

dirte to

u

lor In illustrated

rmd

de-shylcnow

n nd

proven tcrip

riv alllo~

Faily

Mod

l rgr 7

01 J JIIIO

Pt ~

11111= blw

11875

Sp(7Pf

-food (tn

-ofI bullbull ~

JOT ~~

jJ81

$

AflmiddotsJO

lj fod~l

StiJzufd T

YP r 1 0 s ~~l

bullbull (010 d rk bllIl JZ

J75

J I C

AS

E T

M

CO

MP

AN

Y Inc

r-~

IAll

2laquo

LilK

ny s~ U

rW W

Ia U s

U-SSE~

I~

to

Ki~1 C

US

1om B

ult F()t)r Pustnaer TOUUf~r

Motordom

s 1919 De L

uxe Edition

PR

OU

FlC

in

those

individu

alized b

ody

appo

intshy

men

ts an

d

specialized m

echanical fea

tures

the

connoisseur w

ould dem

and w

ere he the designer lop

ir~tio1 in

cuom

-mad

e C03Ch

digng

ond buildin~

Cf-e

rille am-pies

of Ihe

hond wroug~t

on

of

the lulled rtioe n

AL

L-Y

EA

R

Th

e 4-Peng

er To

urstr in

Silver Blue

nd

lhe 2middot penIl-r

(a

r SpeedsT

in Ch

rome Y

ellow afC m

ounted

0 0 th

e Kid custom

middot built ch bullbullbullimiddot-

unsu1

ou

cd

in m

echniCAI

cellence

for tw

lvr y

ears

-an

d

crow

ned

w

ith th

e n

ew

Kisel

cu~tommiddotb

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~middot e mo

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ted Q

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29

25

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Silence~ P

oweh

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fort and Strenfth

T his is the unique w

ay one owner o

f TH

E S

IX o

f 16 describ

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itchell m

asterpiece T

his beautiful long luxu

rious car calls for n m

ethod of d~ption A

ll p

nd

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4

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51-n

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enc a 1950

ON

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highest developm

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II

simple po

wer plant

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very

part o

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m a

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by reason of th

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e 1907 line com

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f this type M

odel 27

sho

wn

above and

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odel 21 a m

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weig

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touring car with

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ur ad

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ain

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5

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