In January 1901, prospectors struck oil in Beaumont, Texas, ushering in the Texas oil boom that would shape the Lone Star State’s economy for decades to come.
A year later, 214 miles away in Victoria, Edgar L. Atzenhoffer was born to Henry and Caroline (Wilkerson) Atzenhoffer, descendants of German immigrants who came to the United States in the early 1800s.
Baby Ed could not have known then how the historic discovery at the Spindletop oil field would shape his career, life and legacy.
The Beginning of a Family Legacy
Ed Atzenhoffer began his automotive career at the age of 17, when he went to work for V. A. Sitterle, a Buick dealer in 1919. Young and ambitious with a big personality, Ed continued with the Buick dealership even after it was purchased by Mike Scott.
The 24-year-old was awarded his own Chevrolet dealership on April 19, 1926, and opened the Atzenhoffer Chevrolet Co. in a small, 2,100-square-foot building in downtown Victoria with just two employees.
One of the favorite stories about Ed’s early days in business is that he served as office manager, sales manager, clerk, bookkeeper, salesman and janitor. He was also a new father.
“My grandmother [Elizabeth Ann] was born two days after they opened the store,” said Tommy Taylor, Ed’s great-grandson and current dealer principal of Atzenhoffer Chevrolet.
Always driven, Ed would tap Atzenhoffer mechanic Clares Vess to watch the office while he was out in the street selling automobiles. Clearly, Ed was a great salesman – Atzenhoffer Chevrolet sold 396 new cars in less than two years, establishing a record at the time.
“Every story I’ve heard about Ed was that he was just a bigger than life personality. He was the first person to give you the shirt off his back,” Tommy said. “He loved his employees and customers. He was always gregarious, and he always had a cigar in his mouth.”
Ed’s early success led to the need for a new and bigger location, a 1 ½-story brick building and showroom that had its grand opening on January 2, 1928. The new building included 75 feet of frontage on Bridge Street and extended back 138 feet along the cross street, Santa Rosa Street.
In July 1928, giant oil fields were discovered in Refugio County, in the region surrounding Victoria. Clint Heard Well No. 1 and the surrounding fields would produce 1.2 billion barrels of oil between 1928 and 1995, quickly transforming Victoria from a sleepy agricultural town into a commercial and transportation hub.
Meanwhile, Atzenhoffer Chevrolet continued to grow and serve Victoria and the surrounding area. Under Ed’s leadership over the next 37 years, Atzenhoffer Chevrolet sold 12,949 new cars and trucks, and 19,504 used cars and trucks, across all of the five major franchises of the GM Corporation.
The Next Generation
In 1952, Ed’s son-in-law, Milton S. “Bully” Greeson left his family’s dairy farm and came to work at the dealership. Like his father-in-law, Bully worked in every division of the company, serving as a body shop representative, service representative, new car salesman and used car manager before buying a financial interest in the company in 1962. He became the dealer designate in 1965, six years before Ed Atzenhoffer died in 1971.
“Bully was a man of the people. He was a friend to everybody; but he could be slightly intimidating,” Tommy said.
With an eye towards the future, Bully again expanded the dealership in 1964, leaving the bustling downtown area and opening a new 40,000-square-foot facility at 3211 North Navarro St.
“He was a great businessman who had the foresight to move the dealership to its current location, long before anyone else saw the growth coming,” Tommy said. “We needed to grow and the only way to grow was to move locations, so he bought the land and built the store. He had a good sense of where the town might grow to.”
Bully’s son and Tommy’s uncle, Milton S. Greeson Jr., who began working around the dealership before entering high school, became a full-time employee in 1974 after graduating from the University of Texas. Like his father and grandfather, Milton Jr. rose successfully through positions in service, body shop, parts, assistant manager, manager, sales manager and general manager.
“I worked very closely with my uncle since day one,” said Tommy, who joined the family business in 2003 after graduating from Texas Christian University. “Milton Jr. doesn’t sugar coat anything. He believes less talking is better. Don’t repeat yourself. He has a very good sense of business, how to delegate and surround yourself with good people and a good team of managers who can run their departments so you don’t have to micromanage. And he has a passion for carrying on the family legacy.”
For Milton Jr.’s son, Parke Greeson, that family legacy meant taking over his mother’s family cattle ranching business in Goliad, Texas, which has been in her family for six generations. That left an opening for Tommy to take on a leadership role at the dealership under his uncle’s mentorship. “Milton Jr. treated me like his own when it came to bringing me into the family business and setting me up for success,” Tommy said.
Like the three generations before him, Tommy has worked throughout the dealership in various departments, and at his uncle’s urging, went to NADA Academy in 2008. “It was a scary time with the recession, and franchises winding down and closing stores. Our financials weren’t great at that time.”
Still, like his great grandfather before him, the drive to keep the family business growing and successful overrode any hesitancy in the young manager, who took over as dealer principal of Atzenhoffer in July 2025. Milton Jr. serves as president of the Atzenhoffer Auto Group, which includes Chevrolet and Mitsubishi.
“I can remember -- ever since I started -- knowing that 100 years in business was in reach, and I could get us there,” Tommy said. That was something that even my mom would talk about. Being a fourth-generation business owner and how rare it was. I am so proud to be able to see that across the finish line.”
A Celebration 100 Years in the Making
To celebrate its 100-year milestone, Atzenhoffer Auto Family has planned a full calendar of meaningful events, special promotions and community-driven experiences throughout the year.
The celebration began in January with the Start Your Legacy event, a family-focused day centered around community and appreciation. Guests in attendance received exclusive goodie bags filled with limited-edition Year 100 merchandise, marking the beginning of a historic year for the dealership.
In March, Atzenhoffer hosted a Classic Car Showcase that brought the past to life. The event featured more than 30 vehicles spanning the last century of Chevrolet history, alongside a curated display highlighting the rich legacy of the Atzenhoffer family. More than just a showcase, it was a powerful gathering that connected generations through stories, craftsmanship and a shared passion for automotive excellence.
The celebration will continue in May with a black-tie Centennial Ball, a truly once-in-a-lifetime event honoring 100 years of business, community and family. The evening will recognize the more than 100 employees across all departments who have helped build and sustain the dealership’s legacy. Highlights of the night will include the presentation of an American flag flown over the U.S. Capitol in honor of Atzenhoffer’s centennial, an official proclamation presented by the Mayor of the City of Victoria, and special recognition commemorating the naming of Industrial Drive in Victoria as “Atzenhoffer Drive.” The event stands as a defining moment in the company’s history.
Additional events planned throughout the year include a First Responders Appreciation Luncheon, honoring those who serve and protect the community, as well as the creation of a time capsule to be sealed and opened in the year 2075, preserving this milestone for future generations. The year will conclude with a Christmas Tree Lighting, a first for the Atzenhoffer Auto Family, bringing employees, families and the community together in celebration.
Reflecting on the milestone, Tommy said Ed Atzenhoffer would have loved celebrating with the community that has supported his family for 100 years. “He would be incredibly proud to see that the business is still going strong, four generations later, and still family-owned and operated.”
Atzenhoffer history webpage: https://www.atzenhoffergm.com/aboutus.aspx
