Bergstrom Premier Motorcars

What Bergstrom Premier Motorcars does

Bergstrom Premier Motorcars is a single Wisconsin-based automotive dealership operating as part of the broader Bergstrom Automotive group, Wisconsin's largest automotive marketplace. The parent group was founded in 1984 and has grown over 40+ years into a 59-location dealership network across the state, representing 34 automotive brands ranging from mainstream (Ford, Chevrolet, Toyota, Honda) to luxury and specialty (BMW, Mercedes-Benz, Porsche, Maserati, Land Rover, Jaguar). Current reported inventory includes 4,036 new vehicles and 1,638 pre-owned vehicles, alongside certified pre-owned programs and vehicles priced under $20,000.

The business operates a traditional dealership platform with no proprietary technology disclosed; the website is powered by DealerOn and provides inventory search, online financing applications, test drive scheduling, and purchase paperwork functionality. The core technology stack is standard dealership retail infrastructure rather than a differentiating platform. Customer-facing digital channels are used primarily for top-of-funnel research and lead capture, with physical dealerships carrying the bulk of the transaction and fulfillment workflow.

Revenue is generated through six primary streams: new vehicle sales, pre-owned vehicle sales, vehicle leasing, service and repairs, parts sales, and fleet management, plus ancillary protection products (Auto Armor) and collision/body shop work. Pricing is structured around upfront, negotiation-free, market-based unit pricing with a Price Protection Guarantee (refund of difference if a lower price is found in-market) and a 7-day return policy. The go-to-market motion is direct-to-consumer across individual buyers and business fleet operators in Wisconsin, with no out-of-state or international operations disclosed.

Name

Bergstrom Premier Motorcars

Legal name

Bergstrom Automotive

Website

https://bergstrompremier.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1–10 employees

Short description

Bergstrom Premier Motorcars is a Wisconsin-based automotive dealership operating as part of Bergstrom Automotive, the state's largest automotive marketplace with 59 locations across 34 brands, serving Wisconsin consumers and business fleet operators with new and pre-owned vehicle sales, service, parts, and body shop operations.

Ownership category

akta.pro rank

Headquarters

HQ city

Neenah

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales (New & Pre-Owned): Primary revenue stream from sales of new, certified pre-owned, and used vehicles across 34 automotive brands. Revenue generated through direct consumer transactions at 59 Wisconsin dealership locations.
2. Vehicle Leasing: Lease financing options offered for new vehicles with competitive lease offers available.
3. Service & Repairs: State-of-the-art service facilities offering scheduled maintenance, oil changes, tire replacement, and repairs on all makes and models. Complimentary amenities include car washes and courtesy shuttle.
4. Parts Sales: Sale of automotive parts and accessories for all vehicle makes and models.
5. Fleet Management: Dedicated fleet management services for business customers.
6. Vehicle Protection Products: Auto Armor and Vehicle Protection plans offered as add-on products.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Bergstrom Automotive sells new, certified pre-owned, and used vehicles across 34 brands through 59 dealership locations in Wisconsin, and provides complementary automotive services including scheduled maintenance, collision and body repairs, parts sales, fleet management programs, and vehicle protection products. The business is built around negotiation-free, upfront pricing with a Price Protection Guarantee and a 7-day return policy.

Product overview

Bergstrom Automotive is a multi-location car dealership platform operating as Wisconsin's largest automotive marketplace. The offering consists of a unified dealership network with 59 locations across 34 automotive brands, combining new vehicle sales (4,036 new cars), pre-owned vehicle sales (1,638 pre-owned cars), and certified pre-owned programs. Beyond vehicle sales, the portfolio includes service and repair operations, collision/body shop services, fleet management, and vehicle protection products (Auto Armor). The business model emphasizes negotiation-free upfront pricing with a 7-day return policy. No digital platform product, API, or software integrations are offered—the company operates exclusively as a traditional automotive retail and service provider.

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, with upfront transparent pricing aimed at Wisconsin consumers.
• Pre-Owned Vehicle Sales Sale of used cars, trucks, and SUVs across multiple brands, with a sub-$20,000 price segment and upfront pricing for Wisconsin individual consumers.
• Certified Pre-Owned Vehicles

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators6 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Penske Automotive Group: Public premium/luxury-leaning franchised dealer group with ~340 dealerships globally, including commercial truck retail. Bergstrom shares the premium-brand representation (BMW, Mercedes-Benz, Porsche, Audi) and full-service dealership model.
• AutoNation: Largest U.S. automotive retailer with ~250+ franchised dealerships across multiple states. Comparable as a multi-brand, multi-location franchised dealer group with full sales, service, parts, and F&I operations — Bergstrom is a scaled-down, single-state version of the same model.
• Lithia Motors: One of the largest U.S. franchised dealer groups with 300+ stores and a growing digital retail platform (Driveway). Operates the same franchised dealer model as Bergstrom across multiple OEMs, with significantly larger scale and a proprietary omnichannel technology layer.

Emerging players

• CarMax: Largest U.S. used-vehicle retailer with national footprint and proprietary no-haggle pricing technology. Overlaps with Bergstrom's pre-owned vehicle segment and shares the no-negotiation, fixed-pricing model that Bergstrom markets as a key differentiator.

Direct peers

• Group 1 Automotive: Public franchised automotive retailer with ~200 dealerships across the U.S. and U.K. Direct comparable to Bergstrom in business model — multi-brand franchised sales, service, parts, and F&I revenue — at significantly larger and more geographically diversified scale.
• Asbury Automotive Group: Public franchised dealer group with ~150 locations, recently expanded via Larry H. Miller and Koons acquisitions. Comparable multi-brand franchised retail and service model with similar revenue mix (new, used, F&I, parts and service) to Bergstrom.
• Berkshire Hathaway Automotive: Privately held subsidiary of Berkshire Hathaway operating ~80 franchised dealerships. Comparable as a large, privately controlled multi-brand dealer group; Bergstrom shares the private ownership structure and full-service dealership model.
• Hendrick Automotive Group: Largest privately held U.S. dealer group with ~140 franchises across the Southeast. Closely comparable to Bergstrom as a privately held, multi-brand, multi-location franchised dealer group with full sales, service, and F&I operations.
• Sonic Automotive: Public franchised dealer group with ~140 stores across the U.S., including luxury-focused EchoPark stores for used vehicles. Closely mirrors Bergstrom's multi-brand franchised structure, with greater geographic diversification and exposure to both new and used segments.

Regional players

• Russ Darrow Group: Privately held Midwest dealer group with multiple Wisconsin and surrounding-state locations. The most direct regional comparable to Bergstrom in geography, scale, brand mix, and full-service dealership operations.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/bergstrom-premier-motorcars

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 Premier Motorcars