About Us

Andrew H. Dahl of Westby, WI, who was already running a general store, serving in the Wisconsin legislature, and raising seven children, received an agency agreement from Ford Motor Company in 1911. Ford Model Ts were sold at Andrew's General store, Andrew H. Dahl Co., for $500 each until a new store was built. At this time two of Andrew's four sons, Harry and Chester, were convinced to run the operation acting as managers, salespeople, and driving instructors. Ford Motor Company, during the initial years, would transport Model T parts by locomotive, leaving it up to the dealers to assemble them back at their shops. In addition to selling the car, Ford dealers needed to teach customers to drive this brand new machine. Dahl expanded to Viroqua, WI and La Crosse in 1911.

The first garage in La Crosse was located at Main and Front streets (shown above) but was too small for the thriving store and within two years of operation expanded to a larger dealership located on Sixth and King streets. That building is still standing, and today houses WKBT-TV. Chester established a string of Chevy dealerships all over the country during the late 1920s, and in the early 1930s was recognized as the largest Chevy dealer in the world.

Kenneth Dahl, Harry's son, began selling Fords with his father in 1937. The family business continued to prosper under Kenny's leadership, with dealerships across the nation from Beaumont, Texas to Yonkers, New York. During this expansion, stores were started in many other states, including Davenport, Iowa, that still is operated by Vinje and K.V. Dahl. In 1954 the La Crosse business relocated to Fourth and Cass streets, but just three years later moved to its present location at Third and Division streets.

Harry Dahl, Ken's son and part of the fourth generation, joined the business in 1970 and is now the company's Board Chair. Over the past 45 years, Harry has been instrumental in adding the Subaru, Hyundai, Mazda, Toyota, Chevrolet, Buick, and GMC franchises. In addition, the ABRA, Line-X and Clearview Sign divisions were acquired.

Now leading the charge is the fifth generation: Andrew, Jansen, and Tyler. All three men hold various positions within the dealerships with Andrew being appointed as the company's President in 2015. They are committed to continue and passionate about continuing the legacy that over 100 years has built, focusing on guest satisfaction and team member development through humility based servant leadership.