Bergstrom Chevrolet of Middleton

What Bergstrom Chevrolet of Middleton does

Bergstrom Chevrolet of Middleton is an authorized Chevrolet automobile dealership franchise operating from a single showroom and service facility at 3605 Tribeca Dr., Middleton, Wisconsin. The dealership is part of Bergstrom Automotive Group, a family-owned regional dealer network serving Wisconsin, and targets individual consumers in Middleton, Waunakee, Verona, and Fitchburg in the greater Madison market. The go-to-market is direct-to-consumer, with customers able to browse inventory online, schedule test drives, get pre-approved for financing, and complete transactions in-person at the dealership.

The product portfolio spans the full Chevrolet lineup: Silverado 1500/2500 HD/3500 HD and Silverado EV trucks; Trax, Trailblazer, Equinox (including Equinox EV), Blazer (including Blazer EV), Traverse, Tahoe, and Suburban SUVs; the Corvette Stingray/E-Ray/Z06 performance range; Bolt EV; and BrightDrop commercial electric vans. Complementary revenue lines include certified pre-owned vehicles through the GM-owned CarBravo program, a GM-certified service and parts department, a Bergstrom Body Shop of Madison with online photo estimates and 24-hour emergency towing, and financing arranged through GM Financial and Sunbit service financing. The technology stack is a standard dealership website with online inventory search, scheduling, financing pre-approval, and integrations to GM parts ordering, Kelley Blue Book trade-in valuations, and Carwise photo estimates; there are no proprietary AI, data, or platform assets.

The business model is multi-stream automotive retail: one-time new and pre-owned vehicle sales at standard dealer margins, GM genuine parts and Chevrolet accessories sales, professional service and repair revenue from GM-certified technicians, and financing transaction/referral fees. Demand is generated through the dealership website, phone sales, manufacturer co-op advertising, and promotional financing such as 0% APR for 5 years on select 2026 Silverado 1500, Equinox, and Trax models for well-qualified buyers. The dealership is privately held under family ownership through Bergstrom Automotive Group, with no public financials, headcount disclosure, or app/digital product offering.

Name

Bergstrom Chevrolet of Middleton

Legal name

Bergstrom Chevrolet of Middleton

Website

https://middletonchevrolet.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

51–100 employees

Short description

Bergstrom Chevrolet of Middleton is a private Chevrolet dealership franchise in Middleton, Wisconsin, part of Bergstrom Automotive Group. It sells new and pre-owned Chevrolet vehicles, parts, and certified service to consumers in the greater Madison area.

Ownership category

akta.pro rank

Headquarters

HQ city

Middleton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Inventory, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. New Vehicle Sales: Sale of new Chevrolet vehicles including cars, trucks, SUVs, and electric vehicles. Revenue generated from vehicle transactions with standard automotive retail margins.
2. Pre-Owned Vehicle Sales: Sale of certified pre-owned vehicles through CarBravo program and general used inventory.
3. Parts & Accessories Sales: Sale of GM genuine parts and Chevrolet accessories, including online ordering through GM parts portal.
4. Service & Repair: Vehicle maintenance and repair services performed by GM-certified technicians, including body shop services.
5. Financing Services: Arrangement of vehicle financing through GM Financial and other lenders, potentially earning referral fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Bergstrom Chevrolet of Middleton is an authorized Chevrolet franchise dealership that sells new Chevrolet vehicles (cars, trucks, SUVs, EVs, and performance vehicles), pre-owned vehicles including CarBravo certified inventory, GM genuine parts, and accessories. The dealership also provides vehicle service and repair by GM-certified technicians, a body shop for collision repair, and vehicle financing through GM Financial.

Product overview

Bergstrom Chevrolet of Middleton is an authorized Chevrolet dealership offering a comprehensive automotive sales and service platform. The core offering consists of new Chevrolet vehicles across multiple categories: full-size pickup trucks (Silverado 1500, 2500 HD, 3500 HD including the Silverado EV electric truck), electric vehicles (Bolt EV, Equinox EV, Blazer EV, BrightDrop), crossovers and SUVs (Trax, Trailblazer, Equinox, Blazer, Traverse, Tahoe, Suburban), and performance vehicles (Corvette). Supporting services include pre-owned vehicle sales through CarBravo certified program, professional service and parts department, body shop services, and finance/financing options including GM Financial integration.

Differentiator

Problem solved

Functional benefit

Products and services

• New Chevrolet Vehicles Full line of new Chevrolet vehicles including cars, trucks, SUVs, and electric vehicles available for sale through the dealership.
• Silverado Trucks Full-size Chevrolet pickup trucks including Silverado 1500, Silverado 2500 HD, Silverado 3500 HD, and the Silverado EV electric truck for personal and commercial buyers.
• Chevrolet Electric Vehicles Chevrolet's electric vehicle lineup including Bolt EV, Equinox EV, Blazer EV, Silverado EV, and BrightDrop commercial electric vans.
• Chevrolet Crossovers and SUVs Chevrolet sport utility vehicles including Trax, Trailblazer, Equinox, Blazer, Traverse, Tahoe, and Suburban.
• Chevrolet Performance Vehicles Chevrolet performance cars including Corvette Stingray, Corvette E-Ray, and Corvette Z06.
• Pre-Owned Vehicles Used vehicle inventory including cars, trucks, and SUVs from various manufacturers available for purchase.
• CarBravo Certified Vehicles Certified pre-owned vehicles with verified quality standards and GM-backed warranties sold through the General Motors CarBravo program.
• Service and Parts Certified service department with GM-trained technicians performing vehicle maintenance and repair work, GM genuine parts ordering, and tire services for Chevrolet and other vehicle owners.
• Body Shop Collision repair services offered through Bergstrom Body Shop of Madison, including online photo estimates, scheduling, and 24-hour emergency towing.
• Finance Services Vehicle financing arrangement services including pre-approval applications, GM Financial lending programs, upfront pricing, and Chevrolet Protection vehicle service plans.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• General Motors (Chevrolet)coreChannel Partner/ Reseller/ DistributorAuthorized Chevrolet franchise dealer representing General Motors brand. Sells new Chevrolet vehicles, uses GM financing programs (GM Financial), orders GM genuine parts, and employs GM-certified technicians. Receives co-op advertising support and access to promotional financing offers.
• CarBravocoreChannel Partner/ Reseller/ DistributorGM-owned certified pre-owned vehicle program. Dealership sells CarBravo-certified used vehicles through the program, accessing a network of certified inventory and GM-backed warranties.
• GM FinancialcoreChannel Partner/ Reseller/ DistributorGM captive financing subsidiary. Provides vehicle financing programs, promotional APR offers (0% for 5 years on select models), and financing tools for customers. Dealership offers GM Financial for customer vehicle purchases.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Penske Automotive Group: Major international automotive retailer operating premium and volume franchises, including commercial truck retailing. Comparable diversified dealership model with service, parts, and F&I operations.
• Asbury Automotive Group: U.S. automotive retailer operating new and used vehicle franchises, plus Clicklane digital retailing platform. Comparable franchise dealership operations including service, parts, and F&I capabilities.
• Lithia Motors (Lithia & Driveway): Large U.S. automotive retailer with nationwide franchise and digital retailing presence (Driveway). Comparable new and used vehicle sales, service, and parts operations across multiple OEM brands, with growing EV exposure.
• AutoNation: Largest U.S. automotive retailer operating hundreds of new and used vehicle franchises across multiple brands. Provides broad-incumbent comparison for franchise dealership economics, scale advantages, and EV transition strategy at scale.
• Sonic Automotive: U.S. automotive retailer operating franchised dealerships and EchoPark used-vehicle stores. Comparable new/used vehicle franchise operations with service, parts, and F&I capabilities across multiple OEM brands.
• Russ Darrow Group: Wisconsin-based regional auto dealer group operating multiple new and used vehicle franchises across the state. Comparable multi-franchise retail model with service, parts, and body shop operations similar to Bergstrom Chevrolet's full-service offering.
• Group 1 Automotive: U.S. and U.K. automotive retailer operating new and used vehicle franchises with associated service, parts, and finance operations across multiple OEM brands. Comparable franchise dealership model at scale.
• Boucher Auto Group: Wisconsin-based regional automotive dealer group with multiple new vehicle franchises, used inventory, service, and parts operations. Comparable multi-point dealer model serving Wisconsin customers with similar full-service scope.

Direct peers

• Van Horn Automotive Group: Wisconsin-based regional auto dealer group operating multiple new and used vehicle franchises across the state. Operates similar full-service dealership model including sales, service, parts, and financing.
• Bergstrom Automotive Group (sister dealerships): Parent organization operating multiple Chevrolet, Buick, GMC, and other franchise dealerships across Wisconsin and the Midwest. Same franchise model and brand portfolio, with shared marketing, body shop, and operational infrastructure — directly comparable operating model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/bergstrom-chevrolet-of-middleton

Revenue estimate

Valuation estimate

Number of profiles

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 Chevrolet of Middleton