Skills, quality, and leadership came naturally to the Fisher brothers. By the time they formed Fisher Body Company in Detroit in 1908, they had adapted their carriage-making to the needs of automobile bodies and were ready for early customers like Ford and Cadillac. By the time Fisher Body built its factory on Pontiac's Baldwin Avenue in 1922, the company was known for innovation and precision mass-production at plants employing more than 100,000 people. When Fisher Body became a division of General Motors (GM) in 1926, the "Body by Fisher" insignia became a badge of quality on Pontiacs, Buicks, and other GM vehicles. Fisher started building car bodies in Pontiac at the former 1.4 million square foot O.J. Beaudette Co. factory located at Wessen and Walnut Streets.