Name

Bergstrom Corp

Legal name

Bergstrom Automotive

Website

https://bergstromauto.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

5,001–10,000 employees

Ownership category

akta.pro rank

Product category

Automotive Dealership

NAICS

New Car Dealers (44111), Motor Vehicle and Parts Dealers (441), Automotive Parts, Accessories, and Tire Retailers (4413)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors) (FSAJALAD)

akta.pro secondary industries

Garage Liability & Dealers (Auto Dealers, Repair Shops) (FSAJABAF), Auto & Vehicle Leasing (Personal Use) (FSAKANAA)

Keywords

• Automotive dealership group
• New vehicle sales
• Pre-owned vehicle sales
• Automotive repair services
• Fleet management services

Headquarters

HQ city

Neenah

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. New Vehicle Sales: Sale of new vehicles from 34 automotive brands including sedans, SUVs, trucks, and electric/hybrid vehicles. Primary revenue stream with upfront transparent pricing model.
2. Pre-Owned Vehicle Sales: Sale of used and certified pre-owned vehicles. Approximately 1,494 pre-owned vehicles in inventory. Certified pre-owned vehicles come with manufacturer-backed warranties.
3. Service & Repairs: Maintenance, repairs, and parts sales for all makes and models. State-of-the-art facilities with complimentary amenities including beverages, cookies, free Wi-Fi, car washes, and courtesy shuttle.
4. Collision & Body Shop: Collision repair, vehicle painting, dent repair, glass repair, and body panel replacement services. Includes certified repairs.
5. Fleet Management: Fleet vehicle sales and management services for business customers.
6. Auto Armor Vehicle Protection: Extended protection plans including entire car protection, key replacement (up to $800/year including reprogramming), paintless dent repair, and windshield hydrophobic treatment.
7. Vehicle Financing & Insurance: Finance and insurance products offered through partnerships with lenders and insurance providers. Online credit applications available through website.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Bergstrom Automotive operates 59 new- and used-vehicle dealerships across Wisconsin, selling 34 automotive brands of cars, trucks, SUVs, and electric/hybrid vehicles with an upfront, no-haggle pricing model. It complements sales with in-house maintenance and repair, collision and body work, fleet management, financing through partner lenders, and its proprietary Auto Armor vehicle protection plans covering key replacement, paintless dent repair, and windshield protection.

Product overview

Bergstrom Automotive is Wisconsin's largest automotive marketplace operating 59 dealership locations across the state. The company offers a comprehensive portfolio of automotive products and services organized as a multi-brand dealership network. Core offerings include new vehicle sales across 34 automotive brands (sedans, coupes, trucks, and SUVs), pre-owned vehicle sales with certified pre-owned options, and service/repair operations including collision and body shop services. The company differentiates through its upfront transparent pricing model, price protection guarantee, and a suite of Auto Armor vehicle protection products including entire car protection, key replacement, paintless dent repair, and windshield protection. Additional services include fleet management and 24-hour towing. The product architecture is structured as a unified dealership platform with value-added protection products and services.

Differentiator

Problem solved

Functional benefit

Products and services

• New Vehicle Sales Sale of new vehicles across 34 automotive brands including sedans, coupes, trucks, SUVs, and electric/hybrid models, available at 59 Wisconsin dealership locations with transparent upfront pricing.
• Pre-Owned Vehicle Sales Sale of used vehicles across all dealership locations, including sedans, trucks, SUVs, and vans, with approximately 1,494 pre-owned units in inventory.
• Certified Pre-Owned Vehicles Manufacturer-backed certified pre-owned vehicles that offer like-new quality at more affordable prices, with manufacturer warranties included.
• Service & Repairs Scheduled maintenance, oil changes, tire service, and parts for all makes and models, performed by factory-trained technicians at multiple Wisconsin locations with complimentary amenities.
• Collision & Body Shop Collision repair, vehicle painting, dent repair, glass repair and replacement, body panel replacement, and certified repairs.
• Fleet Management Fleet vehicle sales and management services for business customers requiring multiple vehicles for operations, including commercial and corporate fleets.
• Auto Armor Vehicle Protection Proprietary vehicle protection program applied by factory-trained technicians, including entire-car protection, key replacement (up to $800 per year including reprogramming), paintless dent repair, and windshield hydrophobic treatment.
• 24-Hour Towing Emergency towing services available 24 hours a day to customers needing vehicle recovery or transport to a Bergstrom service facility.
• Electric and Hybrid Vehicle Sales New electric, hybrid, plug-in electric, and flex-fuel vehicle sales available alongside traditional new vehicles across 34 automotive brands.

Quantifiable outcome

• 91% of web customers receive both email/text answer and phone call within 30 minutes (industry benchmark from Pied Piper study on Napleton Auto Group, not Bergstrom specifically)

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• GooglecoreTechnology or IntegrationBergstrom Automotive uses Google technologies including Google Analytics for web analytics, Google AdSense/AdWords for advertising, DoubleClick for remarketing, and various Google display ad products. Google provides data collection and advertising infrastructure across the Bergstrom website.
• DealerOncoreTechnology or IntegrationWebsite platform powered by DealerOn, a dealer website and digital marketing company. DealerOn provides the website infrastructure, inventory management, and online sales tools for the bergstromauto.com website.

Scale indicators8 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• AutoNation: Largest US franchised auto retailer with multi-brand new and used vehicle sales, F&I, service, and parts across 200+ locations. Direct comparable to Bergstrom on multi-brand franchise model, F&I monetization, and parts/service economics, but at national scale.
• Lithia Motors: Largest US dealership group by revenue, operating 300+ stores across multiple states with heavy emphasis on new and used vehicle retail plus Driveway digital channel. Directly comparable multi-brand dealer model and omnichannel strategy.
• Group 1 Automotive: Major US/UK franchised auto retailer with ~200 dealerships representing 30+ brands plus used-vehicle standalone retail. Comparable multi-brand franchise model and aftermarket service/parts revenue mix.
• Sonic Automotive: US franchised dealer group with EchoPark used-car standalone stores plus traditional franchised dealerships. Closely comparable multi-brand new vehicle and F&I revenue mix.
• Penske Automotive Group: Global franchised premium/luxury auto retailer with commercial truck distribution. Comparable on franchised multi-brand retail and premium brand mix — Bergstrom carries several of Penske's premium brands (BMW, Mercedes-Benz, Porsche, Audi).
• Asbury Automotive Group: US franchised dealer group with 150+ stores and significant F&I aftermarket product revenue (Total Care Auto, etc.). Direct comparable on multi-brand franchise model and aftermarket protection product monetization.

Broad incumbents

• CarMax: Largest US used-vehicle retailer with ~240 stores and integrated financing. Not a direct franchise competitor, but competes for Bergstrom's 1,494 pre-owned inventory volume with a national no-haggle model.

Emerging players

• Carvana: Pure-play online used vehicle retailer with home delivery and inspection centers. Disruptive competitor in pre-owned segment, though not currently operating in Wisconsin — represents a structural risk to traditional dealer used-car economics.

Regional players

• Russ Darrow Group: Wisconsin-based multi-brand auto dealer group with competing locations in Madison, Milwaukee, and Appleton. Most direct local competitor to Bergstrom's Wisconsin footprint.
• Holiday Automotive: Wisconsin-based auto dealer group with multiple rooftops. Regional competitor sharing Bergstrom's geographic footprint and competing for the same Wisconsin consumer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/bergstromauto
• Facebookfacebook.com/bergstromauto

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Bergstrom Corp