LACROSSE, Wis. – The Brenengen mega-car dealership has been sold to the even larger Twin Cites-based Morrie’s Auto Group. Terms were not announced. Don Brenengen said that Morrie’s “invaluable industry knowledge” will create significant growth opportunities. “We look forward to working as part of the Morrie’s team to further build the combined company’s presence as a market leader in Wisconsin,” Brenengen said. Lance Iserman, chief executive of Morrie’s, called Brenengen “a natural complement to our existing business based on similar values rooted in a no-haggle, best-price purchase approach, a focus on customer relationships, and strong community partnerships in their overall philosophy.”
No haggle. Companies see complementing sales philosophies
Brenengen profile
Brenengen began in 1991and has grown to 300 employees at six locations in Onalaska, Sparta, Tomah and West Salem. Brenegen sells Chrysler, Ford, General Motors and Kia brands. Morrie’s already had a LaCrosse foothold with a Volkswagen and Audi shop on Monitor Street on the South Side.
Morrie’s profile
Morrie Wagener, a graduate of Dunwoody Tech, was a mechanic at a Twin Cities dealership in the 1960s and bought the place. Today 10 Morrie shops in the Twin Cities handle an array of the usual brands plus high-end Aston Martins, Bentleys and Maseratis. There also is a dealership in Chippewa Falls, Wisconsin. The company was acquired by the San Francisco-based Fremont investment group in 2016, when Morrie’s revenue was reported as $650 million with 850 employees.