Broadway Automotive is seen in Ashwaubenon Aug. 15, 2023. PC: Fox 11 Online
GREEN BAY, WI (WTAQ) — A major Fox Valley auto dealer is buying a century-old Green Bay dealership.
Bergstrom Automotive of Neenah announced Tuesday that it is buying Green Bay-based Broadway Automotive.
The deal includes Broadway’s Chevrolet and Volkwagen dealership on Ashland Avenue in Ashwaubenon, its Ford and Hyundai dealership on Miltary Avenue in Green Bay and its Chevrolet-GMC-Cadillac dealership in Manitowoc.
“When we looked at exiting the business it was very important that we found a buyer who shared the same commitment of care for our team, guests and communities,” Broadway owner and managing partner Michael Cuene said in a statement.
“Bergstrom Automotive was the right choice for us, being a local, family-owned organization with a reputation of guest excellence that will also offer ample growth opportunities for our team,” owner and managing partner David Cuene said in a statement.
With the acquisition, Bergstrom says it becomes the largest dealer in the Green Bay market, with more than 1,000 employees.
“Our plan is to hire every current teammate who wants to work with us and understands our guest focused culture,” president/CEO Tim M. Bergstrom said in a statement. “Those that join us will retain their Broadway tenure for their benefits with Bergstrom, rewarding them for their years of service.”
Bergstrom says the change in ownership will take place over the next few weeks.
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