Wheeler

What Wheeler does

Wheelers Family Auto Group is a privately held, family-owned automobile dealership group headquartered in Marshfield, Wisconsin, founded in 1964 and operating continuously for over 60 years. The company operates six new-vehicle dealership storefronts across Central Wisconsin — Marshfield, Abbotsford, Coloma, Wisconsin Rapids, Medford, and Merrill — selling new Chevrolet, GMC, and Buick vehicles, a multi-brand used-vehicle inventory (Ford, Chrysler, Dodge, Jeep, Ram, Honda, Nissan, Subaru, Volkswagen, Toyota), and supporting finance, trade-in, and online-purchase workflows. The group also operates two dedicated auto body and collision repair centers (Marshfield and Wisconsin Rapids) certified by GM, plus a tire and general auto-repair center, providing a vertically integrated sales-plus-aftermarket service platform.

The business model is conventional automotive retail: per-vehicle sales (one-time gross plus finance reserve), parts and service revenue, collision repair billings, and trade-in arbitrage. Pricing is transparently listed on a public website with MSRP and Wheelers pricing, a flat $399 service fee, and standard retail financing terms (e.g., 72 months, 4.9-5.9% interest, 20% down). Distribution is sales-led and hybrid — physical showroom across six locations combined with a 100% online purchasing channel, supported by third-party integrations (CarFax, Mapbox, Botdoc, Google Translate, reCAPTCHA) on a DealerInspire CMS. The go-to-market emphasizes non-commissioned sales staff, transparent pricing, and family/community positioning, and includes a separate Work Truck Center sub-brand targeting commercial fleet buyers. The technology stack is standard dealership software rather than proprietary, and the only named executive disclosed is the Director of Marketing (Branden Bodendorfer).

Name

Wheeler

Legal name

Wheelers Family Auto Group

Website

https://wheelersgm.com

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

11–50 employees

Short description

Wheelers Family Auto Group is a family-owned, Central Wisconsin automotive dealership group founded in 1964, operating six new-vehicle stores (Chevrolet, GMC, Buick), a multi-brand used inventory, two collision centers, and a tire/repair center, serving individual and commercial buyers.

Ownership category

akta.pro rank

Headquarters

HQ city

Abbotsford

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. New Vehicle Sales: Sale of new Chevrolet, GMC, and Buick vehicles. The dealership offers a wide range of new vehicles including cars, SUVs, trucks, and electric vehicles.
2. Used Vehicle Sales: Sale of pre-owned vehicles including various makes such as Ford, Buick, Chrysler, Dodge, Jeep, Ram, Honda, Nissan, Subaru, Volkswagen, Toyota, and more.
3. Service and Parts: Maintenance, repairs, and genuine GM parts sales for Chevrolet, Buick, GMC, Pontiac, Saturn, and Hummer vehicles. Services include oil changes, tune-ups, auto repairs, and parts replacements.
4. Auto Body and Collision Repair: Collision repair services at two locations (Marshfield and Wisconsin Rapids) using Genuine GM Parts. Services include front-end, rear-end, side-impact damage, deer collision repair, hail and storm damage, paintless dent repair, frame straightening, paint matching, and ADAS calibration.
5. Financing Services: Vehicle financing options including loans, leasing, and trade-in valuations provided through the finance center.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Wheelers Family Auto Group is a family-owned automotive dealership group that sells new Chevrolet, GMC, and Buick vehicles and a broad mix of used vehicles, supported by in-house vehicle financing, trade-in services, GM factory-authorized maintenance and repair, and GM-trained auto body and collision repair. It operates six dealerships plus two dedicated body shops and a tire/repair center across Central Wisconsin, complemented by a 100% online vehicle purchasing capability. The 60+ year-old family business emphasizes non-commissioned sales staff and transparent pricing.

Product overview

Wheelers Family Auto Group is a family-owned automotive dealership network offering a comprehensive suite of vehicle sales and service products. The core offering consists of new Chevrolet and GMC vehicle sales across six Central Wisconsin locations, complemented by an extensive used vehicle inventory featuring multiple brands (Ford, Buick, Chrysler, Dodge, Jeep, Ram, Honda, Nissan, Subaru, Volkswagen, Toyota). The product portfolio includes vehicle financing services, factory-authorized service and maintenance using genuine GM parts, and GM-trained auto body and collision repair at two dedicated facilities. Key vehicle product lines span subcompact to full-size SUVs (Trax, Equinox, Trailblazer, Blazer, Traverse, Tahoe, Suburban), trucks (Colorado, Silverado, Canyon, Sierra), performance cars (Camaro, Corvette), and electric vehicles (Blazer EV, Equinox EV, Silverado EV, Sierra EV, Hummer EV, Bolt EV, Bolt EUV, BrightDrop). The group also offers online purchasing capabilities and a specialized work truck center for commercial customers, unified by over 60 years of family ownership since 1964.

Differentiator

Problem solved

Functional benefit

Products and services

• New Vehicle Sales (Chevrolet, GMC, Buick) Sale of new Chevrolet, GMC, and Buick vehicles including cars, SUVs, crossovers, trucks, performance cars, electric vehicles, and commercial vehicles for individual consumers and commercial buyers in Central Wisconsin.
• Used Vehicle Sales Sale of pre-owned vehicles from multiple brands including Chevrolet, Ford, Buick, Chrysler, Dodge, Jeep, Ram, Honda, Nissan, Subaru, Volkswagen, and Toyota, including CarFax One Owner vehicles and used vehicles priced under $30K.
• Vehicle Financing In-house vehicle financing solutions including loan arrangements, leasing, payment calculators, and trade-in valuations provided through Wheelers' finance center with non-commissioned staff.
• Vehicle Service and Maintenance Full-service maintenance and repair facilities handling oil changes, tune-ups, brake inspections, tire rotations, and complex auto repairs using genuine GM parts for Chevrolet, Buick, GMC, Pontiac, Saturn, and Hummer vehicles.
• Auto Body and Collision Repair GM-trained collision repair centers in Marshfield and Wisconsin Rapids offering front-end, rear-end, side-impact, deer collision repair, hail damage, paintless dent repair, frame straightening, paint matching, and ADAS calibration with free estimates.
• Genuine GM Parts Sales Sale of factory-direct genuine GM parts for Chevrolet, Buick, GMC, Pontiac, Saturn, and Hummer vehicles through Wheeler parts centers.
• Vehicle Trade-In and Purchase Services Services to sell a vehicle or trade it in, including CarFax value assessments; Wheelers will purchase a customer's vehicle even if the customer does not buy from Wheelers.
• Online Vehicle Purchase 100% online vehicle purchase option that allows customers to complete the vehicle buying process remotely, including online trade-in valuation, financing application, and delivery scheduling.
• Work Truck Center Specialized inventory of work trucks and commercial vehicles for commercial customers, accessible through the dedicated wheelerstruckcenter.com website.
• Auto Repair and Tire Center Auto repair and tire services provided at the Marshfield Auto Repair and Tire Center, supporting vehicle maintenance, tire sales, and repairs.

Quantifiable outcome

• 60+ years in business as family-owned company
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

One partnership is on record.

• General Motors (Chevrolet, GMC, Buick)coreChannel Partner/ Reseller/ DistributorAuthorized Chevrolet, GMC, and Buick dealer franchise representing General Motors brands. Sells new GM vehicles, uses genuine GM parts for service, and operates as GM-trained certified service centers for collision repair. Stocks genuine GM parts for Chevrolet, Buick, GMC, Pontiac, Saturn, and Hummer vehicles.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Regional players

• Bergstrom Automotive: Wisconsin-based family-owned dealer group operating multiple new and used vehicle franchises across the state. Directly comparable as a multi-brand, multi-location regional dealer competing in overlapping Wisconsin markets with similar service and parts offerings.

Direct peers

• Holz Motors: Wisconsin-based dealership group selling new and used vehicles including GM brands. Comparable as a regional multi-store dealer operating in similar Central Wisconsin geography with overlapping vehicle categories and service offerings.

Broad incumbents

• AutoNation: Largest U.S. auto retailer with 250+ stores across multiple states and OEM partnerships. Comparable as a scaled multi-franchise dealer group with new/used sales, F&I, parts, and service operations, though far larger and publicly traded.
• Lithia Motors: Public dealer group with 300+ stores across the U.S. and U.K. operating new and used vehicle franchises with full service/parts/collision offerings. Comparable as a multi-brand dealer consolidator, though publicly traded and national in scale.
• Penske Automotive Group: Global automotive retailer operating dealerships across U.S., U.K., and other markets with premium and mass-market brands. Comparable as a multi-brand dealer with diversified service revenue, though far larger and publicly traded.
• Group 1 Automotive: Public automotive retailer with 200+ dealerships across the U.S. and U.K. operating new and used vehicle franchises. Comparable as a multi-franchise dealer group with overlapping OEM relationships (including GM brands) and service operations.
• Sonic Automotive: Public automotive retailer with 100+ dealerships and EchoPark used vehicle stores across the U.S. Comparable as a franchised dealer with exposure to GM brands (Chevrolet, GMC, Buick) and full service/parts operations.
• Asbury Automotive Group: Public automotive retailer with 150+ dealerships across the U.S., including GM franchises. Comparable as a multi-brand dealer group with similar new/used/service revenue mix and franchise relationships.

Emerging players

• CarMax: Public used vehicle retailer with national footprint and online buying experience. Comparable to Wheeler's used vehicle and online purchase offerings, though operating a no-haggle used-only model at far larger scale.
• Carvana: Public online used vehicle retailer with vehicle vending machines and home delivery. Comparable as a digital-first vehicle purchasing alternative competing for the same customers Wheeler serves, though operating a fundamentally different capital-light online model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/wheelersgm
• Facebookfacebook.com/wheelerschevybuickgmc
• LinkedInlinkedin.com/company/wheeler-automotive-group-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wheeler