Morrie’s Auto Group Expands in Wisconsin, Adding Three Dealerships In Eau Claire, Chippewa Falls, and Cadott

January 23rd, 2024 by

Morrie’s Auto Group (“Morrie’s”) today announced the strategic acquisition of Chilson Motors, which includes Chilson Eau Claire Subaru, Chilson Chippewa Falls Chrysler Dodge Jeep RAM, and Chilson Cadott Chrysler Dodge Jeep RAM in Wisconsin. This acquisition expands the Morrie’s presence in Wisconsin and extends its Midwest retail coverage across Minnesota, Wisconsin and Michigan.

Morrie’s acquired the dealerships from the Chilson Family, a 65 year Wisconsin auto dealer. The acquired stores represent long-standing, high quality, community-focused dealership operations in the Chippewa Valley area, providing outstanding customer service and satisfaction. “We truly want to thank everyone for all of their support. We feel honored and privileged to be a part of this community. Without our employees, this would not have been possible. We have an amazing team of dedicated professionals that truly care for our clients”, said the Chilson family.

With the acquisition, Morrie’s returns to the Chippewa Valley market by adding three stores to the Morrie’s Family: Eau Claire Subaru, Chippewa Falls Chrysler Dodge Jeep RAM, and Cadott Chrysler Dodge Jeep RAM. ”These businesses share many of the same core values as Morrie’s, including serving their communities with heart, humility, and integrity. The team is proud the stores will have the same great people and same great service. While this transaction will also bring increased capabilities and scale at the newly acquired locations, these values will remain unchanged. Morrie’s prides itself on connecting people to the life they want and sees itself as playing the role of “automotive advocate” for its customers”, added Lance Iserman, CEO of Morrie’s Auto Group.

This acquisition is well aligned with Morrie’s strategy of acquiring well-established dealership groups across the Midwest. Including this deal, Morrie’s has acquired 19 additional locations since 2016 (and 15 locations since 2021) through 9 transactions. Morrie’s now proudly represents 21 brands across Minnesota, Wisconsin, and Michigan, including Aston Martin, Audi, Bentley, Cadillac, Chevrolet, Chrysler, Dodge, Ford, Honda, Hyundai, Jaguar, Jeep, Kia, Land Rover, Lincoln, Maserati, Mazda, Mercedes, RAM, Subaru, and Volkswagen.

In addition to the opportunity to serve the people of Eau Claire, Chippewa Falls and Cadott, Wisconsin, Morrie’s is looking forward to enhancing its charitable giving activities in the Eau Claire and Chippewa Valley areas. To learn more about Morrie’s Giving, visit

About Morrie’s Auto Group

Morrie’s Auto Group was founded in Minneapolis in 1960 and has grown to become one of the leading dealership groups in the Midwest with 29 dealerships. In 2016, Morrie’s transitioned from being a primarily family-owned business to a partnership between management and Fremont Private Holdings, the direct investment arm of Fremont Group. Fremont Group is the family investment office of the Bechtel family. For more information on Morrie’s, please visit

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