Marque history

Following an earlier partnership with Edouard Rochet, Theodore Schneider (or Theophile as he is oft referred to) formed the new company la Societe des Automobiles TH. SCHNEIDER in 1910 together with Louis Ravel and Antoine Jaubert.

Manufactured in the new Besancon factory the first chassis was a 10-12cv four-cylinder exhibited at the Paris Salon de l’Auto in 1910. In the years up to WWI the company would produce several chassis options equipped with engines ranging from 10 to 35cv. For a time a sleeve-valve engine was also catalogued.

As early as 1912 the company entered cars in various forms of competition including the Monte Carlo Rally, Tour de France, Coupe de l’Auto, Grand Prix de France, ACF Grand Prix and numerous hill-climb events. Cars were also entered by privateers in such events as diverse and far afield as Brooklands and the Australian Grand Prix.

For a small provincial manufacturer the company enjoyed significant international sales with agencies in Brazil, Algeria, Switzerland, UK, Belgium, Spain & Australia. By WWI the company had 29 agents in France. It seems likely that the exposure achieved by appearing in competition contributed significantly to such success.

During WWI the company converted to wartime production though it did not enjoy the patronage experienced by such manufacturers as Renault or Citroen.

The decade of the Twenties witnessed a changing economic landscape. The company sought to accommodate these changes by becoming a joint stock company and re-designing and rationalising the range of types offered. In the mid-Twenties the company also re-entered competition with participation in the 1926 & 1927 Le Mans 24-hour race in an attempt to re-invigorate the brand. Following participation at the Le Mans race in 1926 a Le Mans model was introduced to further capitalise on the good publicity generated. This type sold well particularly in the UK but prospects for the company were grim in the context of a looming world-wide economic depression.

Lack of investment capacity in new models saw bankruptcy in 1921 but the company continued to trade until 1924 until such time as Robert Poirier, a director of TH. SCHNEIDER purchased a majority stake. The company’s return to competition and diversification of its activities failed to stave off the inevitable and it was again declared bankrupt for a final time in 1929. The company’s assets were bought by SADIM. The name was continued in this guise in the production of caterpillar tractors but WWII ensured the the marque TH. SCHNEIDER would be consigned to history.