Bergstrom Automotive has reached an agreement to acquire Broadway Automotive, continuing Bergstrom’s growth trajectory and adding to its long-standing position as the largest automotive sales and service company in Wisconsin. Bergstrom and Broadway are both family owned and operated with a strong focus on training, teamwork, and
providing outstanding guest service. Bergstrom Automotive started in Neenah, Wisconsin in 1982, expanded throughout the Fox River Valley, and then into Madison and Green Bay. Bergstrom has focused on growth in Green Bay in recent years acquiring and building state of the art facilities for Mazda (on Taylor Street next to their existing Cadillac-Buick-GMC store) and Subaru (just off Highway 172 on Holmgren Way). The Broadway acquisition solidifies Bergstrom’s position as the largest dealer in the Green Bay market,
adding Ford and Hyundai on Military Avenue and Chevrolet and Volkswagen on Ashland Avenue. With this acquisition, Bergstrom will now have over 1,000 teammates working in the Green Bay market. This acquisition also includes Bergstrom’s first entrance into the Manitowoc community with the Chevrolet-GMC-Cadillac dealership on Grand Avenue.
Broadway Automotive was founded in Green Bay by the Cuene family on Broadway Avenue over 100 years ago. It has grown to be one of the largest and most respected sellers of new and used vehicles, parts, mechanical and body repair, and maintenance services in Northeast Wisconsin, with a strong focus on community. Owner and managing partner Michael Cuene stated, “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.” “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,” added David Cuene, owner and managing partner.
