1910 - Showing appreciation for Menard's total faith in their designs, and to compete directly with their unappreciative former customer Henry Ford, the Dodge Brothers set up an adjacent engine factory in Windsor to supply engines to the Menard Motor Company. Flush with cash from the Walker Distillery and their relentless overseas marketing and sales, MMC begin plans spearheaded by architect Albert Kahn for the design and construction of a massive new factory that seems to get larger on paper every day. Menard offers workers a 6 dollar a day wage, something at the time Henry Ford calls "preposterous and doomed to failure".
Menard works out several exclusive supplier deals during 1910 with the help of his largest investor, E.C. Walker who introduces him to his father's long time friend Harvey Firestone. Firestone loves the Essex and the oppourtunity to tap into the vast overseas market of the British Commonwealth, and agrees to an exclusive deal to supply tires to MMC. Menard also works out deals with Kelsey Hayes who have a large factory across town and will supply the wheels at a much cheaper price. In 1909 MMC offered 10,000 dollars to anyone who could develop a quick-dry paint that could be applied to the steel surface of the Essex and in May, 1910 a young chemist from the University of Toronto named Gregory Percival McMullen did just that after taking on the challenge as his Master's Thesis. After presenting McMullen with the princely sum Menard offered him a job on the spot, but McMullen declined wishing to obtain his Doctorate prior to working with MMC.
As 1910 drew to a close, the automobile world was shocked as a modified Essex soundly beat a modified Model T with a top speed of 96.5 miles per hour in a one off drag race at the brand new Indianapolis Motor Speedway. At first, Menard was weary about participating in what he called a "dog and pony show in the middle of nowhere", declining Ford's offer for a head-to-head race three times, but then Horace Dodge convinced him that the Essex was the superior machine. Also, and more importantly it would be excellent publicity for MMC in the United States - a market largely ignored by Menard thus far. Adding to the spirit of new technology the event on that cold October day was captured on a motion picture camera and was shown in movie houses all over America and Europe.
As a result of the win over the Model T, the film of the race, and the rave reviews of the Essex, MMC sold 11,240 units for the year 1910.