1911 Sears Model P

For many years, the Sears, Roebuck and Co. catalog occupied a place in many American homes, often located next to the Bible. Richard Warren Sears founded the firm as a mail-order watch company in Minnesota in 1886. He later met Alvah Roebuck, a watch repairman, and moved the business to Chicago. The catalogue offered diamonds and jewelry in addition to watches. Their company became Sears, Roebuck & Co. and diversified, adding to their catalogues all types of wares that were essential for rural farmers. By 1893, the catalogue had more than 500 pages and included dolls, stoves, and even groceries. With an attentive audience, Sears ventured into the automotive industry in 1908.

Alvaro S. Krotz, an engineer, and inventor, had designed a simple and inexpensive car. He was able to convince Sears to include it in that year's fall catalogue as the Sears Motor Buggy, selling for $395. It was a basic vehicle with limited amenities. The Model H added fenders and a top, the Model J had running boards, and the Model K had cushion tires. By 1910, Sears was calling their product an 'automobile.'

The Sears was discontinued in 1912 as it had not been profitable for the company. Instead, it had cost them more to build than what they were charging customers. Much of its machinery was later acquired by the Lincoln Motor Car Works.

by Daniel Vaughan | Jan 2020