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Summary Information
Low Motor Company (La Crosse, Wisconsin) Papers
1924-1958
- Low Motor Company (La Crosse, Wis.).
MSS 119
0.2 cubic feet
1 archives box
La Crosse Public Library (Map)
Elmer C. Low began Low & Dickson Motor Co. as a partnership with Harold L. Dickson after the two were salesmen at Elsen & Neeland Co. car dealership. The partnership dissolved in 1937 when Low bought out Dickson’s interest. Elmer’s son Jack started working for his dad in 1951. Franchises owned throughout the years included De Soto-Plymouth, Mercury-Edsel-Lincoln, American Motors and Jeep lines. The family sold Low Motor Co. in 1994 and began selling vehicles under the third generation’s name Steve Low’s Midwest Toyota in 1997.
The collection mainly includes copies of newspaper clippings about the business and paid newspaper ads, 1937-1958. Other materials include clippings and photographs of the “Major Bowes Amateur Hour” publicity campaign in La Crosse in 1938, telegrams from De Soto about the Office of Price Administration’s (OPA) restrictions on selling passenger automobiles in 1942 during World War II, some clippings about Elmer C. Low, a few early photographs, and memorabilia.
English
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