DealerPOINT

www.watda.org ■ Published by the Wisconsin Automobile & Truck Dealers Association ■ 1928-2007 ■ Vol. 23 Spring 2008

WATDAPO Box 5345Madison, WI 53705

PRSRT STDUS Postage

PAIDPermit No 1027

Madison, WI

2 l Madison Auto Dealers present gift to HospiceCare

10 l Meet your directors: Frank Porth

11 l Meet your directors: Barbara Anderson

inside l

15 l Ten tips to give your dealership an edge

30 years of “Moving Forward”Toyota honors Don Jacobs

BY BILL NELSON

Remember 1977? The Eagles sang“Hotel California,” TV viewers watched“The Love Boat,” George Lucas’ “StarWars” dazzled moviegoers, and thedeath of Elvis at age 42 shocked theworld.

Car dealer Don Jacobs gave himself aspecial Christmas present in December1977 — the Waukesha Buick-Subarudealer took a chance and acquired aMilwaukee-area Toyota franchise.

It proved to be a wise decision.Spurred on by the 1973 oil crisis,

American consumers had begun to seekout small cars with better fuel economy.Japanese motorists had long demandedsmall, fuel-efficient cars manufacturedto high levels of quality. For this reason,companies like Toyota, Honda andNissan seized the emerging opportunityin the lucrative U.S. market, establish-ing a growing presence in the 1970s — atrend Jacobs foresaw.

Toyota would grow and grow untiltoday the Toyota Motor Corp. rivalsGeneral Motors as number one in theworld.

Don Jacobs Toyota has prospered in

the 30 years since that milestone deci-sion and Toyota Motor Corp. honoredhim in January as a significant contribu-tor to the company known for its sloganof “moving forward.” The 81-year-oldJacobs is now retired but is seen often

at the Toyota dealership at 5727 S. 27thSt. on Milwaukee’s south side, and athis two other dealerships, Don JacobsMitsubishi, a stone’s throw away on S.27th St., and Don Jacobs Buick Subaru

From left Steve Jacobs, Toyota sales, Jeanne and Don Jacobs, holding the Baccarat crystalglassware award from Toyota. Not pictured is son Dave Jacobs. Dave runs the Don JacobsBuick/Subaru dealership in Waukesha.

BY LINDA POULSEN

The students who enter Wausau EastHigh School’s gleaming new state-of-the-art automotive training lab are takingtheir first steps into a bright future in theautomotive industry. The northernWisconsin school is now part of a $2.5million training equipment pool thatserves the greater Wausau community.

Wausau East High School joined 13other Wisconsin AYES programs andmore than 360 high schools nationally inthe Automotive Youth EducationalSystems (AYES). “Wisconsin has one ofthe most active and successful programsnationwide,” said Ray Pedersen, execu-tive director of The WATDAFoundation. Wausau East’s AYES pro-gram is so popular, the enrollment has

exceeded initial projection with anexpected 88 students participating thisyear.

In the face of critical funding short-ages in K-12 education, the school dis-trict, local automotive leaders, dealersand automotive foundations have madea major commitment to automotivetechnical education. “The kids, thecommunity, and the industry will allbenefit,” said Bob Marlowe, career andtechnical education coordinator for theWausau School District.

“Many districts that are building newfacilities are opting to exclude automo-tive labs because they are so expen-sive,” he said. “We feel that techniciansare at a premium. We really saw a needfor this type of programming.”

Constant change in automotive tech-nology has made it difficult for tradi-tional education and training systems tokeep current. As a result, there is a seri-ous shortage of qualified automotivetechnicians.

When voters supported the new highschool building, Wausau educators andauto businesses seized the opportunity

Northern Wisconsin gives boost to AYES

Jerry Brickner, left,of Brickner Familydealerships inAntigo, Marathonand Wausau, wasamong the dealerspresent for theWausau SchoolDistrict’s AYES pro-gram launch on Feb.25. Bob Slane ofWausau is a retiredtechnical instructorand consultant forThe Foundation ofWATDA.

CONTINUED ON PAGE 6

CONTINUED ON PAGE 6

2 DEALER POINT l spring 2008

DealerPOINT

A publication of the WisconsinAutomobile & Truck DealersAssociation focusing on the humanside of the membership and trade.

Address correspondence or editorialmaterial to:

Dealer Point, Editor, PO Box 5345,Madison, WI 53705-0345.

Address advertising materials to: Dealer Point, Editor, 150 E. Gilman

St., Suite A, Madison, WI 53703-1493.Telephone: (608) 251-5577

Fax: (608) 251-4379Web: www.watda.org

Editor l Linda Poulsenlpoulsen@watda.org

Design l Melody Marler ForsheeMarler Graphicsmarler@ida.net

2008 WATDA OFFICERSBob Pietroske ChairmanTodd Reardon Chairman-Elect

Dick Stockwell Secretary/TreasurerGary D. Williams President

Copyright ©2008 by WATDA

MAILBOX l Correspondence

CENTER STAGE l Awards, honors, milestones

To The Foundation of WATDA board:On behalf of the board of directors of

The Community Foundation of NorthCentral Wisconsin, it is a privilege toacknowledge your contribution of $1000to the Merrill Area CommunityFoundation Fund. The responsibility formaking north central Wisconsin a greatplace to live, work, and raise a family restsupon us all. Working together, we contin-ue to build a strong community for ourchildren and their heirs, and assure a qual-ity, sustainable future. We thank you forsharing our vision for the future throughyour commitment to giving back to thecommunity that has contributed to yourlivelihood and quality of life.

Jean C. TehanExecutive director, Community Foundation of

North Central Wisconsin

Dear Linda and Foundation members, Thank you for your investment in the

kids of the Wisconsin Rapids area! Yourdonation of $1,000 in matching fundsfrom Mark Motors, Inc., WisconsinRapids, helps fill a critical need for ourclub. With your help the Boys & GirlsClub will build character through dailyleadership and guidance in behavior andattitude; young people of all nationalities,races and creeds will join together inwholesome recreation and companion-ship. With your help, trained professionalstaff can be positive adult mentors androle models. They will provide nationallyrecognized program that help young peo-ple succeed in school, stay healthy, learnimportant life skills, pursue interests in thearts and sports, and explore vocational

FROM AROUND THE STATE l Changes

Neuville Motors, Inc. in Waupacawas recently awarded the WaupacaArea Chamber of Commerce LargeBusiness of the Year award for 2007.

Last October, Tim Neuville pur-chased Waupaca Motors Sales andStiebs Jeep. Now Neuville Motors onWaupaca’s west side is the home ofPontiac, GMC, Chevrolet and Buickvehicles, while Neuville Chrysler onWaupaca’s east side is the home ofChrysler, Dodge and Jeep vehicles.

Neuville Motors has grown from 11employees when Tim started in 1976to over 60 full-time and 15 part-timeemployees.

Tim recently celebrated his 25thwedding anniversary with his wife, Joy,and has two children Eric and Lindsay.Lindsay is a junior at St. Olaf whileEric will graduate with his mastersdegree from the University of Texas-Austin this May. In addition to beingactive in the Waupaca Area Chamberof Commerce, Neuville is also a mem-ber of the Waupaca Breakfast RotaryClub and is the assistant chairman ofthe Waupaca Area CommunityFoundation.

Zimbrick of Madison is among 31dealership nationwide to win the annu-al Center of Exellence award presentedby BMW of North America. TheAward recognizes sales leadership andcustomer service.

Jim Neustadt, former WATDA vicepresident of member services, hasjoined Smart Motors in Madison as thedirector of human resources and com-pliance.

Congratulations to the following deal-ers who have reached the 25-year markin 2007 as GM dealers: JohnBergstrom, Neenah; Lee Baird,Ripon; Len Dudas, Stevens Point;Don Johnson, Rice Lake; CharlieKlein, Clintonville; Vern Trecek,Portage; Pete Smith, Ft. Atkinson;Gordie Boucher, Milwaukee; MikeHutson, LaCrosse; Ray O’Leary,Janesville; John Devinck, Superior;and James Rabas, Algoma.

Pat Witt of the Witt AutomotiveGroup celebrates over 62 years in theautomotive business. A full story isplanned for the summer issue of DealerPoint.

The Madison Automobile DealersAssociation presented HospiceCare Inc.and its employees a check for $46,025 anda brand new Subaru Impreza to MillieSwenson, this year’s Madison Auto Showraffle winner. This is the ninth year thatMADA has donated full proceeds fromthe auto show car raffle to HospiceCare.

“The auto dealers are very supportive ofHospiceCare,” said Jennifer Sweet, donorrelations and special events coordinatorfor HospiceCare. “They put a lot of workinto this raffle and don’t make a cent. Theauto dealers donate the car and their timeto benefit the more than 500 patientsserved by HospiceCare each day,” saidSweet. The money we receive from theauto show raffle helps HospiceCare tofund programs so that all in our communi-ty are able to receive our expert services,

regardless of their ability to pay,” said DanChin, spokesperson for HospiceCare.

“These donations also allow us to pro-vide expert grief services to all in our com-munity, to train and staff over 900 volun-teers that serve our patients and familiesand to develop a world-class educationprogram to educate the community onend-of-life issues that affect them and theirfamilies.”

HospiceCare Inc. is a nonprofit, com-munity-based hospice dedicated to provid-ing physical, emotional and spiritual sup-port to patients and families dealing withlife-limiting illnesses. HospiceCare Inc. hasoffices in Madison and Janesville,HospiceCare serves residents in Dane,Rock, and parts of Walworth, Green andJefferson counties.

Madison Auto Dealers present $46,000 toHospiceCare, new car to raffle winner

From left are Dan Morse, development director; Tom Thorstad, Susan Phillips,HospiceCare president & CEO; Madison Auto Dealers Association President Pat Baxter;Don Miller, Jennifer Sweet, HospiceCare donor relations and special events; TomZimbrick, Sean Baxter, Joe St. Marie, Madison Auto Show and Raffle Director TJ Johnsonof Smart Motors; and car raffle winner Millie Swenson.

John Erickson Chevrolet in Veronawas purchased by GM in March, andclosed as a point.

Ernie Von Schledorn, Ltd., pur-chased the GMC franchise fromAndrew Buick Pontiac in Milwaukee.

Jim Lecher, owner of the HubChrysler Group in Milwaukee hasretired. Hub West, located in EastTroy, was sold to The Lynch Group of

Burlington. Hub South was sold to JimGriffin of Milwaukee and closed.

Bryan Compe of Cal CompeChevrolet in Coleman has sold his fran-chise to GM. The dealership will spe-cialize exclusively in pre-owned vehi-cles. The new dealership is known asCal Compe Automotive.

Mike Mikula, formerly a MilwaukeeChevrolet dealer, has purchased BillZaharia’s Ashland Ford Chrysler inAshland.

Walter Steffen of BrooksideChevrolet in Brookfield has sold hisfranchise back to the GM. Steffen con-tinues to operate as an independentdealership in Brookfield.

John Kolosso, of Kolosso Jeep inAppleton, has purchased the DarrowAppleton Chrysler franchise. Kolossohas also acquired Larry Carey’sDodge Country of Appleton store.John is combining the Chrysler groupat the Dodge Country location.

Jim Flynn of Flynn Motors inBeaver Dam is retiring and closed hisdealership in April.

Mike and Rich Karcz of KarczMotor Company sold their Ford andMercury franchises to Ford. They willcontinue their used vehicle sales, serv-ice and body shop departments andhave plans to expand the service andbody shop operations to accommodateall makes and models of vehicles aswell as complete diesel engine andtransmission rebuilding services.

CONTINUED ON PAGE 5

Thank you again for the luncheonand gifts. While I really appreciatethe beautiful leather case, there isnothing to compare to Barb’s clevergifts. I will always remember thegreat people I worked with atWATDA and the opportunity givenme to learn and advance my career.

All the best to you, Bob Foulks

00DEALER POINT l spring 2008 3

Wisconsin Automobile & TruckDealers Association

An Endorsed Service

Endorsed by WATDA for Vehicle Service Contracts, Credit Insurance, and GAP.

00 DEALER POINT l spring 20084

GARY’S BRIEFS l Gary Williams, WATDA president

ON DISCOVERY

The “Future Fax” is about our worldunfolding. Great stuff!

Your WATDA has many criticalroles, but number one is keeping aheadof the knowledge curve. The worldtoday, as challenging as it is, is incredi-bly exciting. What is being discovered,how we communicate, who we mustfend off or make a friend ... what oneof us could have predicted a few yearsago?

Dealers must be part of what isunfolding. For the most part, you mustreact to the realities of the day. YourWATDA must be influencing what isimpacting the political sense of what isunfolding. Your WATDA proacts. YourWATDA shows a path that leads, incor-porating the new consistent with whatneeds to be our enduring values.

Discovery will flourish. Discoveryaffects society. Society gains new

expectations from discovery. The leg-islative arena reacts to societal expecta-tions. This is normal. This is yourWATDA’s and NADA’s role. Wow!

A good operating model is this:“Take lessons from the past.Take care of today.Influence the future.”

My name is Morgan andI am 16 years old. I amfrom Milwaukee Countyand have been at Rawhidefor three months. In myspare time I enjoy playingbasketball and boxing atgyms around Milwaukee.Making people laugh andhelping out those in need issomething that is enjoyablefor me.

Rawhide’s WorkExperience Program is oneof the many things that brings me fulfill-ment. This is because we help people inthe community, and I am giving ratherthan receiving. My About Face projectcoordinator, Major O’Brien, and fieldtrainer, Captain Guerin, are easy to workwith and are able to make a day of hardwork fun. They inspire me to do well

and get a job whenI return to the com-munity.

A couple who Iwould like to givespecial thanks to ismy brother,Tremaine Walker,and his wife,Melissa (whom Iam proud to callmy sister). Theyhave been with mesince the beginning,

showing and giving me love and support.I would also like to thank Coach CJ,Coach Scott, and Coach Andy for help-ing me develop mental toughness andencouraging me to do my best.

Thanks to everyone both at Rawhideand out in the community that keep megoing.

RAWHIDE PROFILE l Morgan

Lawrence-Leiter and Company’s

FUTUREFAX

TRENDS AFFECTING ASSOCIATIONS AND PROFESSIONAL SOCIETIES/LAWRENCE-LEITER & COMPANY ISSUE SEVENTY-ONE/MARCH 2008

Prefer FutureFax by e-mail? Contact Jackie Wittig at 800-821-7812 or jackie@lawrence-leiter.com

• Who Owes Whom? Poor countries, (annual per capita income of <$875 – Bangladesh, India, Nigeria, etc.)

have borrowed $1.8 trillion through 2000. Pacific Ecoinformatics and Computational Lab, Berkeley, Ca. figures rich nations (per capita income >$10,726 – Japan, U.S., Europe) have caused up to $2.5 trillion in negative environmental impacts on poor nations from 1960 to 2000. Middle income nations did about the same damage to low-income countries. Impacts include climate change, ozone depletion, expanding agriculture, deforestation, over fishing and loss of mangrove swamps. (Bigfoot; Science News; 1/26/08)

• Wearable Healthcare System monitors the wearer’s vital signs and beams data to a computer. Sensor

stress measures movement. Other components gauge EKG data, temperature and soon, the heart. Thin, pliable strands of steel are spun into yarn with cotton or polyester fiber. Electrodes and conductive leads are woven into the fabric. Software algorithms clean up the data and reconstructs the wearer’s movements. Smartex, the clothing manufacturer, is developing a Piezo electric shirt that will let disabled people operate a wheelchair using only shoulder nudges and spider-man-like gloves that allow sign language to be translated into words by a computer. (Ready To Wear; Wired; February 2008)

• Miniature RFID Tags, the size of powder, a possible anti-counterfeiting technology. The chip responds only

to a scanner, reflecting a unique 128-bit id number that can be verified in a database anywhere in the world. The 128-bit architecture allows 1038 unique identifiers. Chips can be incorporated into high-value items like gift certificates, tickets, securities and, of course, high value currency. (RFID Power; Scientific American; February 2008)

• Electronic Eyes With Bionic Displays. Circuits and lights printed on a contact lens allow viewers to see

electronic information superimposed over their view of the world in front of them. Potential applications include heads-up displays for pilots and drivers as well as virtual reality enhancements for video gamers. Electronic circuits a few nanometers thick can be printed on delicate, biologically compatible plastics used for contact lenses. Future models may also correct the user’s vision. Could also include wireless communication and imbedded solar cells. (Futurist Update; February 2008.)

• Switchgrass Biofuels Yield 5X the Energy of current row crops. Switchgrass, a perennial prairie grass,

grows on marginal lands unsuitable for food crops. Biofuels from fertilizer and tractor intensive corn and other food crops consume more energy than they produce. (Switchgrass May Yield Biofuel Bounty; Science News; 1/19/08.)

• Antibiotic Resistant Genes – a growing health problem. Implicated in some 90,000 potentially fatal

infections a year in the U.S. – more than automobile and homicide deaths combined. MRSA (Methicillin-resistant Staphylococcus Aureus) kills more than 18,000 American a year, more than AIDS. It caused only 2% of staph infections in 1974 – now nearly 65%. The surge in drug resistant bacteria results from the microbial equivalent of sexual promiscuity, swapping genes among closely related and even widely divergent species. Collecting soil bacteria around the world identified nearly 500 streptomyces strains and species. Each was resistant to multiple antibiotics and could neutralize 7 or 8 drugs; many could shrug off 14 or 15 and together resisted every one of 21 antibiotics tested. (Super Bugged; Discover; March 2008)

Contributors to The Foundation of WATDAJanuary–March 2008

Thank you for your support!

The Foundation of WATDA

ADAMMAnderson FamilyAYESBergstrom FamilyBrenengen FamilyWilliam G. CallowClaremont S. Jackman

FoundationDarrow FamilyFagan FamilyGoben Family

Journal CommunicationsLenz Truck CenterNorthwestern Mutual FoundationPentler FamilyRobert A. ClapperStumpf FamilyWuesthoff FamilyKen & Roberta Vance & FamilyVogel FamilyMike Burkhart

Gov. Jim Doyle’s Council onFinancial Literacy has selected fiveindividuals and 10 organizations toreceive its 2008 Governor’s FinancialLiteracy Awards. The awards recognizeexcellence in promoting financial litera-cy among Wisconsin citizens and werepresented at a ceremony at the execu-tive residence in April.

Two organizations that have part-nered with WATDA and its charitableorganization, Asset Builders ofAmerica, Inc. and M & I Bank,received awards. The winners wereselected by the GCFL based on nomi-nations received from the Council’sAwards Committee. Evaluation ofnominees was based on four criteria:innovative implementation, demon-strated measurable results, collabora-tion with partners and scope — eitherstatewide or having the potential to bestatewide or focused to need-basedgroups.

“I congratulate the individuals andorganizations for their wonderful con-tributions to financial literacy,” saidDoyle. “They are enhancingWisconsin’s economy by making peo-ple more knowledgeable about theirown money. We all benefit from that.”

The social and economic costs offinancial ignorance are high. Moneyproblems are the leading cause ofdivorce and a leading cause of suicides.

Stress caused by money worries amongworkers results in low morale, low pro-ductivity, theft, fighting, absenteeism,tardiness and other problems that hurtthe bottom line of employers and ulti-mately the economy.

Today’s youth appear to be followingin their parents’ financial footsteps. In anationwide study conducted in 2006 bythe National Jumpstart Coalition,Wisconsin twelfth graders achieved anaverage score of 53.1 percent on a testof their financial knowledge. While itwas above the national average of 52.4percent, the score remains an “F” onany grading scale. A similar survey iscurrently taking place and results willbe announced later this year.

The GCFL was formed in early 2005to advise Doyle on how to improve thefinancial literacy of Wisconsin’s citi-zens. Two years ago it launched MoneySmart Week Wisconsin in conjunctionwith the Federal Reserve Bank ofChicago. It was the first-ever statewidecampaign in the country to promotefinancial literacy. DFI provides coordi-nation and administrative support forthe GCFL and Money Smart WeekWisconsin. For more information aboutthe Governor’s Financial LiteracyAward contact David Mancl, Director,Office of Financial Literacy at 608-261-9540 or email him at david.mancl@dfi.state.wi.us.

Doyle recognizes Money Conference organizers

It’s a point and a click away. Visitwatda.org and click on our Foundation

Planned Giving page.

Philanthropy makes good business sense!

Ray Pedersen,Executive Director

00DEALER POINT l spring 2008 5

choices.With your help, our Boys & Girls Club

will show youngsters that someone reallycares about them and wants them to real-ize their fullest potential as productive,responsible and caring citizens.

You can be proud that you stepped upto ensure the futures of Wisconsin Rapidsarea children. Thanks to you, we can beThe Positive Place for Kids!

Nicole L. BesseyInterim Executive Director, Boys & Girls Club of

the Wisconsin Rapids Area

The Foundation of WATDA:Thank you for your thoughtful gift of

$500 to benefit the MukwonagoCatastrophic Medical Fund. Your donationwill have an immediate impact on thecommunity we serve by providing supportto patients and families whose medicalcare presents a hardship to the family.

Since 1984 when the fund was estab-lished, our goal has been to assist familiesduring medical hardships. The ability ofthe Mukwonago Catastrophic MedicalFund to carry out this goal has been madepossible by the generous support of peoplelike you.

William Kasch

Dear Mr. Pedersen,Thank you and all of the WATDA per-

sonnel for your involvement with the 2008ADAMM Technician of Tomorrow com-petition. In its fourteenth year, it is one ofthe events that continues to set the pace forbusinesses working with education.Bringing dealerships together with techni-cal colleges for the benefit of high schoolprograms is truly a way to sustain the tech-nician supply line for the future. Pleasepass along our thanks to all of the staff atWATDA who were involved in arrangingthis spectacular event. We will continue tostrive for success as we representADAMM and WATDA in the upcomingnational event.Carl Hader, instructor; Ken McCormick, princi-pal; Paul Bretl and Chris Cheek, competitors,

Grafton High School

MAILBOX l CorrespondenceCONTINUED FROM PAGE 2

Tim Johnson didn’t see the car thatnearly killed him. The Milwaukee Countysheriff’s deputy was too busy clearing up acar crash scene that cold January morningin 2006 to watch traffic.

At the time, he was surrounded by thebright, flashing lights that border all road-side work zones. He trusted drivers to seethose warning signs and slow down ormove over, as the law requires. Most driv-ers did. One didn’t. A car swerving toavoid stopped traffic spun into the workzone and struck Deputy Johnson, throwinghim 60 feet—headfirst into a cement medi-an.

Johnson’s injuries were critical, but hiswasn’t the first work zone crash that year,or the most deadly. Nearly 1,100 peopleare injured in Wisconsin work zones everyyear. And, on average, eleven of thosecrash victims die. Like Dennis Roessler.

In December of 2003, the seven-yearcounty highway employee was struck and

Distractions, recklessness deadly in Wisconsin’s work zoneskilled by an impatient driver who tried topass a truck while in a work zone. Thevehicle sped through the area at 50 milesper hour, knocking over three conesbefore hitting Roessler. He died onimpact.

Wisconsin Highway CommissionerErnie Winters still remembers tellingRoessler’s wife what happened. “We didn’thave to (tell her). She knew when she sawus there,” said Winters. “She cried quite abit. The children did as well, obviously.Their father was dead.”

The number of work zone crashesproves that any time people are workingnear traffic, drivers and workers are atrisk. But such crashes are preventable.According to the Wisconsin Departmentof Transportation, following a few safedriving basics can help everyone be safer

in the zone.Drivers should slow down and pay

extra attention to their surroundingswhenever they see flashing lights, mainte-nance, utility or emergency vehicles,orange signs, barrels and cones or peoplealong the road. Eliminating distractionslike food, loud music, and cell phones alsohelps.

And of course, drivers should follow thelaw. That means slowing down wheneverflashing lights are present. Drivers shouldalso move over, if possible, to leave thelane beside the work zone open. And inhazardous construction areas, loweredspeed limits are posted and must beobeyed.

Breaking these rules can be costly.Tickets for traffic violations are doubled inwork zones, and the penalties for injuring

or killing someone in a work zone areespecially high — up to $25,000 in finesand 10 years in prison.

But as Tim Johnson can tell you, theconsequences of reckless driving can bemuch costlier. Two years after his crash,the deputy is still dealing with the after-math.

“I miss being on the street in the squadcar instead of behind a desk,” saysJohnson. A light duty officer until hishealth improves, Johnson is now a crusad-er for work zone safety. “People need tomove over or slow down, so nobody getsan injury like the one I had.”

For more information on work zonesafety visit the Wisconsin DOT online atwww.dot.wisconsin.gov/safety.

Story by Knupp & Watson

on Highways 164 and 59 in Waukesha.Two representatives of the Chicago

regional office of Toyota Motor Salescame to the S. 27th St. dealership Jan.25 to salute Jacobs, present him with anaward made of Baccarat crystal andtake the Jacobs family to lunch. Theday gave the two Toyota officials, PaulHoldridge, Chicago regional office gen-eral manager, and Angela Wollenberg,the office’s market representation man-ager, an opportunity to honor the fami-ly owned and operated dealership forits good work ever since its doors firstopened during the Jimmy Carter presi-dency.

One of the reasons for Jacobs’ car-selling and servicing success is the dedi-cation and loyalty of employees.“We’ve always felt that people don’twork for us, they work with us,” hesaid. To Jacobs each person is an impor-tant cog in a team approach whose goalis total customer satisfaction and repeatbusiness.

His performance has not gone unno-ticed. He was selected as the WisconsinAutomobile and Truck DealersAssociation Dealer of the Year in 1998and Wisconsin’s nominee for the 1999TIME Magazine Quality Dealer Award.The TMQDA award, given in associa-

tion with the Goodyear Tire andRubber Company, salutes exceptionalperformance and distinguished commu-nity service.

Jacobs has long been active in com-munity affairs, serving on the board ofthe Waukesha Area Chamber ofCommerce and is a recipient of theChamber’s Volunteer Leadershipaward. He also has been involved incivic fund-raising, including the UnitedWay, Carroll College and the WaukeshaSymphony.

The Don Jacobs story reflects enter-prise and willingness to take a well-

thought-out risk. In his early years, hehad established himself well in the autoindustry in Madison, rising through theranks to become general manager ofKayser Ford in the capital city. He hadbeen with the dealer for 20 years buthis hope of buying into the dealershipdid not materialize.

In the late 1960s he bought a down-town Waukesha Buick dealership, adecision that did not come easily.Jacobs, his wife, Jeanne, and their fivechildren lived on Lake Monona, with aview of the state capitol. “It was ourhometown and the kids had to leave

their schools and friends,” he remem-bers.

What had been a disappointment –not being able to buy into the owner-ship of the Madison dealership –“worked out to be my best break,”Jacobs says today. It kick-started hisdealership career in new locations. Thatrewarded him well and brought him ahouse beside the fourth tee atWaukesha’s Merrill Hills Country Cluband, in recent years, winters in Florida.

The automotive business, he said qui-etly, “has been very good to us.”

00 DEALER POINT l spring 20086

With offices in Madison, Baraboo and Sauk City(608) 257-9521 • www.boardmanlawfirm.com

At times of business transition, legal matters take a front seat.When you’re ready to buy or sell a dealership, Boardman Law Firm can help youmap out a successful approach … and protect you from unpleasant surprises.

We’ll help you identify and then work through the legal issues, which can includebuy-sell agreements, real estate, environmental, tax implications, franchise, financing,stock transfers and more. We’ve advised Wisconsin dealers for many years andunderstand the special issues you face.

To get started, visit the Reading Room on our Web site and look for the article,“Buying or Selling a Dealership: What You Need to Consider,” in the AutomotiveServices section. Then call us to discuss your needs.

Boardman Law Firm can help you protect your interests in areassuch as the following:

• Franchise relationships

• Dealership transfers

• Litigation

• Licensing

• Consumer laws

• Trade regulations

• Sales and lease contracts

• Real estate issues

• Financing

• Employment law

• Business structure and planning

Paul Norman(608) 283-1766pnorman@boardmanlawfirm.com

Gary Antoniewicz(608) 283-1759gantoni@boardmanlawfirm.com

Contact Attorneys

The Don Jacobs story reflects enterprise and willingness to

take a well-thought-out risk. In his early years, he had

established himself well in the auto industry in Madison and

hoped to buy into a local dealership. Instead, in the late 1960s

he bought a downtown Waukesha Buick dealership and what

had been a disappointment – not being able to buy into the

ownership of the Madison dealership – “worked out to be my

best break,” Jacobs now says.

to significantly upgrade the local auto-motive training program. The districtrecruited Mark Poppe, a top-notch newteacher with both industry and educa-tion experience.

“In real estate, we think about thelocation, location, location,” said BradPeck, Wausau East High School princi-pal. “In education, we think: teacher,teacher, teacher.” Poppe grew up in

Wisconsin, went to Iowa to teach for afew years and when the positionbecame available, he jumped at thechance. “It is important to me to teachautomotive technology and when Icame here, I knew everyone was com-mitted,” he said.

Do partnerships work? Ask dealers,educational charities and the local autobusinesses. They are providing labequipment, certified instruction, andcurrent-model vehicles for technician

training. “Thanks to the hard work ofthis district, staff members, the businesscommunity, our WATDA Foundation’sTeam Wisconsin and the generosity ofthe Judd S. Alexander Foundation,Wausau now has the newest AYES pro-gram in the country — and we think itwill become one of the best,” saidMarlowe. “This is something we havebeen striving for the last five or sixyears. It is great to be working with alot of good people at the state level

Toyota honors Don Jacobs

Northern Wisconsin gives boost to AYESwho are willing to help us out with thisprocess.”

The Foundation, which makes educa-tion its primary focus, joined withAYES in 1998 and created the AYES-Team Wisconsin initiative. The goal isto promote and enhance technologyeducation in Wisconsin and build thecritically short supply of trained techni-cians for the state’s auto service busi-nesses. The total community benefitsfrom Wausau’s involvement in AYES,along with the student and the industry,because skilled technical workers stayin Wisconsin.

“We are helping the local communityby graduating students with a strongbasic understanding of the automotiveindustry, who will work and go to apost secondary program in the commu-nity,” said Marlowe. “You hear aboutthe ‘brain drain.’ We will be able toretain talented students in the area.”

The AYES-Team Wisconsin programis market-driven, helping ensure thatthe teaching and the students stay cur-rent. The statewide network of autoservice shops and dealerships thatemploy AYES graduates do continuousreporting on their training and pre-paredness.

“AYES is all about partnership thatresults in lifelong careers for youngtechnicians,” said Pedersen. “TheWausau AYES program is an outstand-ing example of this. The Foundation’sresources most certainly must grow toensure that these exciting trainingopportunities stay vital.”

CONTINUED FROM PAGE 1

CONTINUED FROM PAGE 1

00DEALER POINT l spring 2008 7

Virchow Krause1/2 page verticalnew

WISCO: The dealer's partner

It’s always a goodtime to be a mem-ber of WISCO Co-op, but especiallythis time of year. InJune it will be timefor the owners ofWISCO to receivetheir share of theprofits onWISCO’s record-setting 2007. Since we are a true coop-erative the owners of WISCO are itsmembers.

WISCO will be sending out its annu-al rebate checks, over $756,000 thisyear, to more than 600 member dealer-ships. Member auto and truck dealersare paid the yearly profit in direct pro-portion to the amount of their purchas-es. WISCO adds to your bottom line intwo ways. First and foremost, you savemoney on your purchases from thecooperative up front due to our lowprices on products your dealership useseveryday. Secondly, any profits the Co-op earns are paid back to you in yourannual rebate check. Who else paystheir profits back to you?

If your dealership is a WISCO mem-ber, are you getting your share of thesavings? Are you using the WISCOprograms for equipment purchases,bulk oil, supplies, accessories, parts,batteries, vehicle appearance, and themany other products WISCO offers? Ifnot you may be missing an opportunityto make your dealership more prof-itable. An increasing percentage of adealership’s gross profit is coming fromits parts, service, and body shop opera-tions. WISCO can help you makethese areas more profitable.

For those who are not members,check us out. It’s easy to become amember. By filling out a simple appli-cation and investing in a one time$1,000 share you too can save on yourdealership’s purchases. The $1,000 isnot an expense, but stock in the coop-erative. If for any reason you wouldever want to get out of WISCO we willrefund the money. While you are amember we pay you 5 percent annualinterest on the stock even if you pur-chase nothing. This year the averagerebate to our members will be over$1,200. That is above and beyond thevalue of the stock. It really is a no losesituation. Call us at (800) 274-2319 orvisit us on the web at www.wisco.comto start adding to your bottom line.

Those of you who are WISCO mem-bers please mark your calendars for theWISCO annual meeting and golf out-ing. This year the meeting and outingwill be held on June 24 at LakeArrowhead Country Club south ofWisconsin Rapids. There will be acomplimentary lunch, refreshments,and golf immediately after our meeting.Plan a day of fellowship with otherWISCO members.

WISCO l John Hackman SEMINARS & CONFERENCES

F & I ConferenceMay 21, 2008 Country Springs Waukesha

Title & Registration

August 12 Cranberry Country Lodge Tomah

August 18 Holiday Inn American Madison

August 20 Bridgewood Resort Neenah

August 21 Country Springs Waukesha

Controller Conference

August 13 Hilton Garden Inn Oconomowoc

WATDA Education Conference (Formerly the Used Car Conference)

October 13-14 Clacier Canyon Lodge Wisconsin Dells

Looking to orderforms? Advertising

specialties?

Want to savemoney when

registering fora seminar?

You can do it all inone place –

WATDA’s website!Log on at

www.watda.org

The Money Conference™ For more information visit assetbuilders.org.

Madison Aug. 16Wausau Sept. 27Racine/Kenosha Nov. 1Fox Cities Nov. 8

President Gary Williams was honored at the event for havingthe vision of starting The Foundation of WATDA:

"The next Foundationbenchmark will beimportant for thecommunity andimportant for WATDAmembers. Our work inthe education arenawill preserve our mis-sion to help childrenand families. Rayshowed me a compre-hensive report thatconcluded that kidscoming out of ourhigh schools are notprepared for theworkplace. Soft skillsare lacking. Four hun-dred corporationstook part in a study toresearch how we canadvance the soft skillsin communications,speaking and writing.I invite TheFoundation to take alook at how this couldimpact our futurework.”

00 DEALER POINT l spring 20088

Wisconsin dealer ge

Gretchen Hall, Milwaukee; and Don and Noelle Goben, Madison.

Curt Anderson and Elaine Anderson, New Richmond, with Ray Pedersen (center).

Andy Hall and Brian Ewald, Milwaukee.

LuAnn Williams, Madison, with Joan Kolosso and Jean Kromer, Appleton.

Dick and Ginger Uehing, Shawano, and Roberta Vance, Eau Claire.

Don Broman, left, of Snap-on Corp., and Gary Williams,WATDA.

9DEALER POINT l spring 2008

et-together 2008

Mollie and Mary Markquart, Eau Claire. Barbara Ewald, Betty and Brian Ewald, Milwaukee.

Gary Williams and Bob Cornog, former CEO, Snap-on Corp.

Retired Supreme Court Justice Bill Callow and Gary Williams.

Ken Vance, Eau Claire. Lee Markquart, Eau Claire.

Bob and Carol Sorrentino, Madison.

Thanks to our co-hosts and sponsors: John and Cindy Amato, Mark and CarolTousignant, Ken and Roberta Vance and Bill and Carol Wuesthoff

10 DEALER POINT l spring 2008

Meet your directors l profiles of your WATDA directors By Sharyn Alden

While some autodealers can say theygrew up around theauto industry, notmany have had theentrée to the worldof wheels like MikeWolf did growingup in the midst ofauto racing.

Wolf, president ofWolf’s Motor CarCompany, Inc., inPlymouth, wasraised in the Villageof Elkhart Lake,Wisconsin at a timewhen road racing wasin its infancy. “It was the beginning of anew era in auto racing,” he said. “Thebirth of road racing on the streets washappening all around me, and so too wasthe construction of Elkhart Lake’s RoadAmerica.”

In addition to the world of auto racing,Wolf’s father and his uncles, all hard-working entrepreneurs, also influencedMike. “Their work ethics definitely had apositive effect on me,” said Wolf. “Thesewere people who didn’t leave a job untilthe job was done.”

Wolf, who hasserved on theWATDA board forsix years and isserving his last yearin 2008 due to hisdistrict’s realign-ment. “It has beena great pleasureserving with ourgroup,” he said. “WATDA has a greatwork ethic—it is an organization I feelproud to be associated with.”

The excitement associated with theworld of wheels started when Wolf was 10years-old. “That’s when I was racing GoKarts at the Karting Kettle in ElkhartLake,” he said. By the age of 16, he wasdriving a motorcycle to work everyday. It

may not have been a race car, but Wolfalso remembers his first car with greatfondness.

When it comes to cars, that first carshowcased his creative spirit. “It was a1958 Chevy Impala two-door, and it wasreally ‘something,’ he said. “It was in needof some engine repairs so to dress it up Iput ‘baby moons’ on its wheels.”Unfortunately, he didn’t get a chance todrive the car because he was 14-years-oldat the time.

A few years later, Wolf became even

more passionate about cars when theexcitement surrounding the sport of autoracing in the Village of Elkhart Lake fil-tered down to the Wolf family business.But there was something else that influ-enced the young Wolf.

Besides the setting of his hometown,which was at the core of the increasinglypopular sport of road racing, his father,

ever the entrepreneur, rented his garageto a premier race car team. His fatherowned an excavating and trucking busi-ness, but if it was a major race weekend inElkhart Lake, Wolf’s father rented out hissix-stall garage to the Cunningham RaceTeam. “It was great growing up and hav-ing a racing team fine-tune their cars forcompetition in my father’s garage,” hesaid. “That excitement also includes doinga test run down a local country road in a‘D’ Jaguar with Walt Hansen driving.Those were ‘wow’ moments.”

Wolf also looks back on the time whenthe movie “Winning” with Paul Newman,was filmed near his hometown. “Theyfilmed the movie in 1967 on location atRoad America, and it was such an amaz-ing experience. Excitement was every-where in Elkhart Lake — the exhaustsounds were overwhelming and the carswere fast and beautiful.” The excitementof auto racing was also contagious for thefilm’s central figure. “That film ignitedNewman’s interest in auto racing, andlater it brought him back to Elkhart Lakeas a competitor,” Wolf said.

This collection of fine autos alsoinspired Wolf. That excitement aboutbeing around such inspiring cars was thecatalyst that led to a career in the auto

industry.Wolf started his

career in the autobusiness as an auto-motive technician ata local AMC, Jeepand Dodge dealer-ship. With 10 yearsof experiencebehind him, he start-

ed his own independent repair business,Wolf’s Car Care.

After a decade of growing the business,Wolf said, “It was time to grow in anotherdirection. That’s when I purchased theChrysler and Plymouth store in 1988.“My first sales challenge was to convinceChrysler that I had what it takes to suc-ceed as an automotive dealer.”

Wolf has been married to Leoda, part-owner and CFO for Wolf Motor CarCompany, for 36 years. Their oldest son,Bart, is not only the company’s sales man-ager he has inherited his father’s love ofauto racing. “He juggles being both salesmanager and race car driver,” said Wolf.

Other members of the family areAnnalee, who teaches 7th grade, Zac, achef, and Nathaniel, a student at LakelandCollege. “They all have served time atthe dealership. It’s a family thing,” saidWolf.

When he’s not running his business orracing autos, Wolf also serves on thePlanning Commission for the Village ofElkhart Lake. He has also just completedhis 14th year on the LTC Auto TechAdvisory Board.

Asked who he would like to have din-ner with, Wolf doesn’t hesitate when hesaid, “Auto racing greats, Carroll Shelby,John Fritsch and Briggs Cunningham, aswell as Cliff Tufte, the developer of RoadAmerica. They were all pioneers in theauto racing industry in the 20th century.”

If Wolf could wave a magic wand hewould host this magical dinner at the ven-erable Siebkens Resort, a 1916 family-owned retreat at Elkhart Lake. The atmos-phere, as repeat guests know, is perfect forreminiscing and relaxing. It’s also wherePaul Newman, co-owner ofNewman/Haas Racing has come to dineand relax.

While auto racing is an important ele-ment in Wolf’s life, he says keeping hiscustomers happy is of utmost importanceto him.

The drive of meeting the needs of hiscustomers, and paying attention to smalldetails, are the same work ethics that hisfather and uncles handed down to him.

“Our motto…Everything we do is driv-en by you, reflects this.” Today, this is themainstay of Wolf’s business acumen.

“These are the principles that I enforcein my employees,” he says. “It’s importantthat our customers know that we trulycare about them.”

Enterpreneurial spirit sparked in the heart of road racing country

If you believe in serendipity, you’llappreciate the story of how FrankPorth, owner of Frank Porth ChevroletBuick, Inc. and Frank Porth Chevroletin Crivitz, got started in the auto indus-try.

In 1978, he moved to Columbus,Wisconsin as a partner of a MarshfieldCPA firm. When his first client, CalMeier Chevrolet Buick decided toretire, he approached Porth to see if hewas interested in purchasing the dealer-ship.

“I knew nothing about the auto busi-ness, but the industry interested mebecause Ford Motor Company was aclient when I was with Coopers &Lybrand, a CPA firm in Detroit.”

Porth, a Michigan native, graduatedfrom Northern Michigan University

with a degree in accounting. He earnedhis CPA certificate while working at theDetroit accounting firm. “Interestingly,our offices were in the RenaissanceCenter downtown Detroit in the samebuilding which General Motors nowowns,” he said.

After Porth seized the opportunity tobuy the Columbus dealership, therewere plenty of challenges ahead.“Learning how the auto dealershipworks was the biggest challenge of my22-year career,” he said.

Porth has made his second career asuccess by viewing challenges andchanging dynamics as new opportuni-ties. “Every day I look forward to beinginvolved in all departments and aspectsof the dealership,” Porth said.

He also enjoys serving on the

WATDA board. “I was motivated toserve so that I could meet otherWisconsin dealers and gain different

perspectives about our industry,” hesaid. “I wanted to help improve thequality of business for Wisconsin autodealers.”

In 2002, Porth bought BanaszakChevrolet in Crivitz, Wis. Not only didit offer another opportunity to have adealership in a different location in thestate, it gave Porth a good reason to setdown business roots in the northernpart of the state.

Since he has a lakeside home inCrivitz, he has a deep fondness for thisnorthern Wisconsin area. “My favoriteactivities are hunting and golfing so itwas a natural fit for me to be able tospend more time in the North Woods.,”he said.

Porth lives in Columbus with Cindy,his wife of 40 years. Their son Adamand his wife, both high school teachersin Sun Valley, Idaho, have three chil-dren. The Porth’s daughter Amy is in

Former CPA is dealer of 22 years

Leoda, Bart and Mike Wolf

Wolf also looks back on the time when the movie “Winning”

with Paul Newman, was filmed near his hometown. “They

filmed the movie in 1967 on location at Road America and it

was such an amazing experience. Excitement was everywhere

in Elkhart Lake — the exhaust sounds were overwhelming

and the cars were fast and beautiful.”

11DEALER POINT l spring 2008

The family-owned business, BrennanBuick Inc., of Green Bay, has been keep-ing customers happy for several decades.Mike Brennan, owner of Brennan Buick,along with his brothers Dan and Bill,says his interest in the auto business isdue to his father Jim, who remains verymuch involved in the dealership today.

“My father started working for thefounder of this Buick franchise when hewas 17 years old,” says Brennan. At theage of 16, Mike was following in hisfather’s footsteps. “I did the same thingshe did as a teenager — cleaning the cars,the floors, anything that needed attend-ing to — that’s what I did.”

Up through 1986, Brennan worked onthe service side of the auto business as atechnician, shop foreman, and then serv-ice manager. Then came what hedescribes as “the biggest challenge of hiscareer.”

“Transitioning from service to saleswas a huge challenge,” he points out. “Somuch so that I left my tools here forabout three years until I decided if Iwanted to stay in sales.”

Brennan is currently in his secondterm as a WATDA board member.“When I was asked to serve, I felt itwould be an honor to be involved,” hesaid.

Today Brennan said he agreed to run

for the second term for several reasons.“During the first term, I learned a lotabout how much the organization doesfor the dealers of the sate. It is unbeliev-able how many important issues areaddressed each year,” he said.

Brennan sees his second term is evenmore of a positive experience.“Hopefully, I can contribute more in mysecond term, on the board,” he said.“One of the biggest benefits for directorsis being able to meet very involved andfriendly dealers and WATDA staff mem-bers. Having a network like this isinvaluable.”

Brennan and his wife of 33 years,Patty, have three children. Jamie, a

teacher and head of the gifted and talent-ed program for the Two Rivers schooldistrict, lives in Two Rivers with her hus-band Travis. The couple has two chil-dren. Matthew lives in Charlotte, N.C.,and is a mortgage and bond trader. Heand his wife Kate have one son. Lastyear the Brennan’s daughter Melisiaearned a Ph.D. in physical therapy andshe works at Aurora Hospital inManitowoc.

It is probably comes as no surprise tolearn that one of Mike Brennan’s favoritepastimes is visiting his children andgrandchildren. “In addition to spendingtime with my family I also enjoy golf,and fly-in fishing in Canada,” he said.

Brennan also enjoys reading. The deal-ership recently began a book exchangeprogram for employees who want tobring in books and exchange them withothers at the dealership. “Since the pro-gram began, many employees havefound interesting books that they cantake home to read,” said Brennan, whorecommends the practice of book lend-ing to other dealers.

What has he read that he likes? “I’veread several books by James Patterson,but my favorite author so far is JohnGrisham,” he said.

BY SHARYN ALDEN

Barbara Anderson, who was born ona farm five miles north of Baldwin, stillhas strong roots in her community.Today, she and her husband Larryhave two Ford dealerships in Baldwinand Ellsworth. It has been a long andwinding, but interesting road from farmlife to dealership ownership.

The couple’s son Tracy lives inWoodville and also works at both deal-erships as an expert technician. Theirdaughter Tami works at the dealershipin Baldwin and her husband Doug, aregistered nurse, works at RegionsHospital in St. Paul, Minn.

Barbara says learning about cars did-n’t happen overnight. Twenty-two yearsago she didn’t have any experienceworking in the auto business, but shewas willing — make that eager — tolearn. In 1985 Barbara and Larryreceived noticed that theirMontgomery Ward catalog store wouldbe closed down. “We knew we wantedto stay in the communiy but weweren’t sure what was around the nextcorner,” Barbara said.

The motivation to increase herknowledge about the industry ledBarbara to serve as a WATDA boarddirector. Even though she’s been in theindustry for many years, she said, “Ithought serving on the board would bea rewarding learning experience. I feltthat meeting other dealers and findingout how they do things at their storewould be beneficial to my stores.”

For several years Baldwin’s Ford

dealership hadbeen closed. “Sowe thought itmight be anopportunity wait-ing in the wings,”said Barbara. “Wecalled Ford, metwith their repre-sentatives, andbefore we knew it,we were in the carbusiness — evenwithout our havingprior auto experi-ence.”

In January 1986the sign forAnderson Ford ofBaldwin went upand the Andersonsbecame owners ofthe local Forddealership. Then,as many auto deal-ers can attest, real-world challenges,along with plenty of rewards, cameflowing into their lives.

A LOVE OF LEARNINGIf you ask some people to name the

biggest challenge in their business career,it might revolve around attracting andretaining good employees or managingcosts during an economic downturn, butBarbara says her biggest challenge wasjust being in the business. “I didn’t knowany aspect about it. I found the bookworkand accounting systems were the most dif-ficult,” she said.

On top of that, when the Andersonsstarted out in the industry, technologyhadn’t yet made bookkeeping what it istoday. “When we started out we didn’thave computers. We did everything byhand, including writing out finance con-tracts,” Barbara said.

Sixteen years after plunging in as own-ers of the first store in Baldwin, theybought their second store in Ellsworth in2002. “I became dealer of that storewhile Larry continued with the Baldwinlocation,” she said. “It was an entirelynew experience for me and I love it.”

A LOVE OF WISCONSINBarbara says travel is one of her

favorite forms of relaxation. “Larry andI have visited many places in the last10 years but for us, Wisconsin rankstops as the best destination of all.When you have the opportunity to seethe state in its four seasons it is an awe-some experience,” she said. “Larry andI love to take drives on country roadsto absorb the beauty of our state.”

Barbara’s other down-time pursuitsinclude reading — she’s currently read-ing “Don’t Bet Against Me” by DeannaFavre, and watching movies. Scanninga list of all-time favorite films that shehas enjoyed, she says Pretty Woman”and “Dirty Dancing” are standouts.

Oprah Winfrey may not know a lotabout the auto industry but that doesn’tmatter to Barbara. That’s who shewould choose to have dinner withbecause, Barbara said, “Oprah is a veryintelligent and genuine person.”

Given the chance to change things inher life Barbara says she wouldn’tchange a thing. “I have been very for-tunate to have a loving family, andeven we have had our share of difficulttimes, our love and faith has made usstronger.”

She also gives credits having a lifewell lived to working in an industry shethoroughly enjoys. “I love my work inthe auto business and the people whohave been for us over the years. I havebeen truly blessed,” she said.

Barbara Anderson learns auto business from scratch

pharmaceutical sales and lives inStevens Point with her husband Scott, abasketball coach at University ofWiscosnin-Stevens Point, and theirthree children.

When Porth isn’t hunting or playinggolf, he enjoys reading mesmerizingbooks. One such book is “The Wreckof the Edmund Fitzgerald.”

“I thoroughly enjoyed it because mydad was chief engineer on a carrier inthe Great Lakes,” he said.

It’s not surprising to learn that ErnestHemingway, great author and biggame hunter, would be a chosen dinnercompanion if you could wave a magicwand. “He was such an interestingcharacter, and he lived in so many fas-cinating places in the world.”

www.watda.

org

Book exchange popular at Brennan Buick

12 DEALER POINT l spring 2008

BY SHARYN ALDEN

Sometimes a first career unrelated tothe auto industry later becomes a greatspringboard to owning a dealership.

That describes the career path of PatBaxter, president of Kayser Ford, Inc.in Madison. Even though he grew upin the shadow of an auto dealer, he ini-tially took a different path. “My fatherhad a small Ford dealership in 1959 inOregon, Wisconsin,” said Baxter.

One of the things on his career paththat he points to with great pride isserving on the WATDA board. For thepast three years he has been a WATDAdirector saying he was motivated toserve because he wanted to give backto this high-functioning, importantorganization. “As a lobbying organiza-tion, they do so much for auto dealers.They are on top of legislation that real-ly matters; I want-ed to be part ofwhat I could tohelp other deal-ers.”

FROM CPA TOAUTO DEALER

Baxter has livedin the Madisonarea all his life.After graduatingfrom EdgewoodHigh School heearned a degree inaccounting fromUniversity ofWisconsin-Madisonand worked for thenext several years asa CPA.

In 1977 Baxter was at a transitionpoint in his career when he saw an adfor vice president of leasing withKayser Ford. Not only did he get thejob, he remained in that position until1984 when the leasing department wassold.

“I had an opportunity to buy thedealership, which at that time was thelargest auto dealership in Madison, butI knew I needed some expertise behindme,” he said. “ I got it from Ford whosent me to Indiana for several days ofeducational training. It was an excel-lent experience, resulting in my buyingthe dealership in 1985.”

If you ask some people to name thebiggest challenge in their businesscareer, it might include managing costsduring an economic downturn, butBaxter said his biggest challenge wastrying to learn the business from top tobottom. When I bought the dealership,I didn’t know anything about running

it,” he says. “In the years since thebiggest shift or change in the markethas clearly been the surge of importcars.”

A FAMILY BUSINESSAsked what professional “thrill” has

made him proud, he points to thegrowth of the Kayser AutomotiveGroup. After taking those first steps asa new dealer back in 1985, he went onto buy five other dealerships, two inStoughton, and others in Watertown,Sauk City and Pulaski. “It is reallyexciting to see how far we’ve come,”he said.

Three ofBaxter’s childrenare making theirown strides in thefamily business.Baxter and hiswife Lee have fourchildren. Sean, 30,and Ryan, 27,head the Madison

sales operation in a very hands-oncapacity. “My sons are now doingmany of the things that I used to do.”His training as an accountant is stillvery evident. “I sill like to come in andlook at the most recent sales records.”Brendan, 24, works with F&I at theSauk City dealership, and the Baxter’sdaughter, Bridgit, 17, is still in school.

A PASSION FOR FLYING AND RANCHING

If you have a chance to ask Baxterabout what he likes to do to relax, pre-pare to be dazzled. Not everyone getsto put on a rancher’s hat and drive atractor on their ranch. But Baxter doesjust that at his 200-head Red Anguscattle ranch near Lancaster.

“I really enjoy being a weekendfarmer and driving a tractor,” he said.

He’s also at the helm of his firstplane, a Cirrus SR22 GTS ultra-sophis-ticated aircraft which he flies for busi-ness and pleasure. He enjoys givingpeople a vicarious tour of its amenities.

“It’s a fast airplane at 180 knots,” hesaid. “It has a glass cockpit, its ownparachute and a high-tech cockpit withfeatures like exceptional weather visu-als.”

If you’re thinking about learning tofly, Baxter will tell you that in his expe-rience, it was a dream come true. “Fora long time, I had been thinking aboutwanting to learn to fly,” he said. “So inMarch, 2005, I started flight instructionat Morey Field Airport in Middleton(named for Howard Morey, aWisconsin aviation pioneer), and byAugust, after 70 hours in the air com-bined with additional classroominstruction, I received my flying certifi-cate.”

The Baxters also spend time innorthern Wisconsin enjoying fishingand water sports at their home base atThree Lakes.

Baxter said the person he would loveto sit down and have a conversationwith is a “regular guy” with long rootsin the Midwest. “I’d love to talk toAbraham Lincoln to hear what histhoughts were about the split in thecountry during the Civil War,” saidBaxter. “He knew how to play by anew set of rules. It would be fascinatingconversation learning about how hebroke new ground.”

Sky’s the limit for Pat Baxter

The Baxter Family in November 2006 at Baxter’s Flying B RedAngus Ranch and from L to R Brendan, Pat, Sean, Lee, Bridget,and Ryan. Horses, Ice and Thunder look on.

Pat Baxter’s first buck was shoton the ranch, opening day ofthe 2006 gun deer season.

Pat Baxter and his Cirrus SR22 GTS aircraft.

00DEALER POINT l spring 2008 13

Jim Tessmer motivates people to perform their bestJim Tessmer, vice president of Jack

Safro Toyota in Brookfield, learnedearly in life the importance of complet-ing expected job responsibilities ontime or even earlier than anticipated.

Tessmer, who was born in Milwaukeeand comes from a family of 12 children— five brothers and six sisters, recog-nizes the rigors and rewards of hardwork.

“There was a lot of work in a familythe size of mine, everything from clean-ing, preparing meals and cleaning upafter meals, to maintaining the house,”he said. “In our household my motherhad a job list where every child had jobto do before and after each breakfastand dinner.”

He transferred those hard-earned val-ues of hard work and the benefits fromworking as a team into the job force.“One of the things I learned as a mem-ber of our family’s team is that if youcomplete your responsibilities earlyand completely, you’ll also have freetime to do the things that you enjoy,”he said.

As a WATDA director Tessmer alsorelishes the opportunities and responsi-bilities that go with board membership“I feel I can bring years of experiencein managing both import and domesticfranchises to the work of the board,”Tessmer said. “I believe WATDA hasthe goal of protecting our industry andI want to contribute to that success.”

His love of the auto business startedin high school. “I sold auto parts at BSWisniewskis on the South side ofMilwaukee while I was in high school,”he said. It was 1979, somewhat of awatershed year for Tessmer because hestarted selling cars at Ernie VonSchledorn in Menomonee Falls andnever looked back. “What reallyinspired me were the countless oppor-tunities for helping people and workingwith customers,” he said.

Tessmer loves to motivate others todo perform to their best. “I look for-ward to it,” he said. “I think a goodmotivator can see in someone’s eyeswhen they are down and find a way topick them up, either by suggesting agoal or story or just listening to them.For many years I was motivated byBrett, a friend with multiple sclerosis.Even when his health was failing, hewould always offer a smile and a hand-shake when I walked in.”

His friend passed away last year butthe positive impact he had on Tessmeris very much still felt. “Brett showedme that most of our problems are verysmall compared to what he was goingthrough. More importantly, he main-tained a positive attitude through it all,”Tessmer said.

Motivation is also very important onthe business front. The dealership doesmany things to give its employees posi-tive reinforcement such as handing outtwo-pound steaks to each employeeafter a good month.

During the Christmas holiday season,Santa, Mrs. Claus, three elves and athree-piece banjo band pay a visit toeach dealership to sing carols and giveturkeys to every employee.

Challenges and rewards have longbeen part of the auto industry. “One ofthe most rewarding things for me is tosee a novice salesperson become a salesprofessional who really enjoys theirwork,” Tessmer said. “Another chal-lenge is working with a disgruntled cus-tomer and turning them into a satisfiedcustomer for life.” He knows it’s howyou work with people that makes thedifference. “Most customers that aredisgruntled just need someone who willlisten to their situation and care enoughto find a solution,” he said.

Today Tessmer oversees five dealer-ships. His biggest challenge? Withouthesitation he sums it up in two words:“Staying organized. You have to priori-tize your responsibilities.”

Tessmer conceded he’s a hands-ontype of person, but he recognizes thathe can’t be hands-on all the time atevery store. “It’s an impossibly,” he

said. “But I have been able to surroundmyself with great people who share thesame beliefs as I do in caring for cus-tomers. That’s what leads to long-termrelationships.”

Jim and his wife Nancy have twochildren — Jim, 25 who works as thepre-owned manager at Lexus andInfiniti Northshore, and Amy, 23, whois part of the human resources team atJack Safro Toyota.

Growing up in a big family, Tessmerstill recognizes the benefits that comefrom hard work — a work ethic that wasinstilled in him years ago.

When he isn’t working he enjoysspending time with his family, travel-ing, boating and hunting.

In step with many others who havefound the 2007-2008 extreme winterweather something to escape, Tessmerhas enjoyed some time off this year inthe British Virgin Islands.

“It’s wonderful to get away forawhile, scuba dive, cruise around theislands and spend more time with myfamily,” he said.

The trip also coincided with his 50thbirthday. “It was a terrific way to cele-brate any birthday, but this year it waseven more special because it was some-thing of a landmark,” he said.

14 DEALER POINT l spring 2008

WA T D I n s u r a n c e C o r p o r a t i o n • 6 0 8 . 2 5 1 . 0 0 4 4 • w w w . w a t d a . o r g

Health insurance plans

Experienced,professionalstaff

Strong reserves

Competitive premiums

Efficient claims payments

Call for a rate quote today!

The following organzations werehelped as a result of dealer philanthro-py through The Foundation’s 2007Dealer Community Challenge Grantprogram:

Langlade County 4-H, Antigo Merrill Area Community

Foundation, Wausau Neighborhood House of Milwaukee Mukwaonago Catastrophic Medical

Fund Salvation Army Emergency Shelter,

La Crosse Hayward Foundation for Education

Enrichment Children’s Museaum of Fond du Lac Narture’s Edge Therapy Center Boys & Girls Club of the Wisconsin

Rapids Area Bobbie Nick Voss Charitable Fund Women with Courage Foundation,

Ladysmith Eau Claire Community Foundaiton Thanks to all of the dealers who

were a part of this. For more informa-tion about the 2008 CommunityChallenge Grant Program contactLinda at (608) 251-5577.

Jerry Brickner of the Brickner Family Auto Group in Wausau and Antigo, presentsLanglade County 4-H Association treasurer Adeline Hess, right, and 4-H Fair DirectorRhonda Klement, left, a check as part of The Foundation Dealer Community ChallengeGrants for 2007.

Dealer philanthropy through Foundation matching grant program helps communities

As part of the Foundation of WATDA's 2007 Dealer Communty Challege Grant program,Tom Horter Chevrolet donated the proceeds from its third annual car show to theMukwonago Catastrophic Medical Fund with a matching grant from The Foundation fora total of $1,000. Horter's fund began when a local boy accidentally drank cleaningfluid and required a great deal of reconstructive medical treatment. The fund was setup to help families without the means to pay medical bills resulting from such accidents.From left is Tom Horter and Richard Sellhausen of the dealership and Don Hotz, presi-dent of the fund.

Photo courtesy of Carol Spaeth-Bauer, Mukwonago Chief

www.watda.org

15DEALER POINT l spring 2008

Q. How can you make your dealer-ship more attractive to customers?

A. First, recognize that in order tosurvive and thrive, you have to grow.And to grow, you have to attract newloyal customers who see your dealer-ship as the brand they want to identifywith.

It also pays to recognize that youcan’t rest on your laurels and expectbusiness to increase if you haven’tdone your homework, and purposelyplanned on developing new symbioticcustomer relationships. After all, everydealer is apt to lose a percentage oftheir customer base due to attritionevery year.

Here are some ways to use the toolsyou already have to do a better jobattracting and retaining loyal cus-tomers.

• Take a hard look at what your deal-ership’s image looks like from yourcustomers’ perspective. Sit down withyour marketing team and ask yourself,“Why should customers visit your deal-ership?” This may seem sophomoric,but it’s good to go through this exerciseevery so often. If you’re not doing it,your competition probably is.

• Take a good look at your demo-graphics. Maybe it’s time to market toyounger or older customers or to othertarget markets that you’ve thoughtabout but have not actively pursued.

• What are the top three things thatdifferentiate you from your competi-tion? If you haven’t built that intoyour branding or messaging, it’s timethat you did. Put away the old slogansunless they are part of your logo, androll-out a message that reflects yourdealership, now, today.

Looking to orderforms? Advertising

specialties?

Want to savemoney when

registering fora seminar?

You can do it all inone place –

WATDA’s website!Log on at

www.watda.org

• Maximize the use of your website.If it is streamlined and easy to navigate,it’s a great marketing tool for advertis-ing current promotions. It is also a costeffective way to build you’re a positiveimage and to build new relationships.Just make sure your site is updated ona very frequent……as often as daily,basis.

• Are you using your website as aninteractive tool? Don’t use it just for abrochure site to impart information.Use it to interact with customers. Onevery single page make sure your e-mail and phone numbers are highlyvisible.

• Does your dealership’s physicalbuilding/s have curb appeal? Sure,you’d probably say. But when was thelast time you actually stood on the curband looked at your business from a cus-

tomer’s perspective. How visible isyour signage and logo? Does yourbusiness have adequate customer park-ing? Is the exterior well maintainedand inviting? Would you want to dobusiness here?

• Does your showroom have a cus-tomer friendly atmosphere, staffed withpleasant sales personnel who are readyto answer questions but don’t hoverunnecessarily around customers.

• Do you have coffee perking in thebackground and available to cus-tomers? Even if customers don’t wantto take you up on your coffee offer,that welcoming gesture is usuallyappreciated. It’s a small gesture but it’sa perk that can go a long way in keep-ing customers happy and interested indoing business with you.

• Make shopping at your dealership ahighly pleasant experience. Turn offloud TVs and overhead music thatcompetes for attention. Did you knowthat customers often subconsciouslychoose to shop at stores where softlighting is used versus retail establish-ments where hard, glaring spotlightsvie for attention?

• Make sure your dealership isinvolved in the community. Peoplemay not retain all the information inyour TV or print ad, but they usuallyremember which businesses are con-tributing to good works in their com-munity. To learn more, contact Lindaabout your WATDA Foundation DealerCommunity Challenge Grant Programat (608) 251-5577.

Ten tips that will give your dealership an edge

16 DEALER POINT l spring 2008