Apparently not all universal motors are designed to work in both direction comfortably.
After reversing cables on brushes connectors motor works in opposite direction,
auger dig in in the ground like in butter but there is excessive sparking on the commutator

that could burn the motor eventually quick
so unless I will find another motor, the best could be lightweight induction motor , (because is very quiet) , at 3000 RPM which ideal to propel this gearbox,
the project is now dead ...

Induction motor should be also much easier to attach to the auger and clutch could be mounted directly on the shaft.