Five generations. Five dealerships. One purpose: We Move People.
In 1915, John Peter “JP” Johnson opened a gas station in Star Prairie, Wisconsin. As automobiles transformed how rural families, farmers, and businesses lived, worked, and traveled, he expanded to sell and service Maxwells and Studebakers.
That small-town beginning became the family’s work over five generations. Today, Don Johnson Auto Group carries more than a familiar name. Its story also holds the contributions of team members, the trust of guests, and the support of neighbors who have helped make 111 years possible.
One Generation Beside the Next
JP’s sons, Oliver and Joye, worked alongside their father until 1935, when each pursued his own entrepreneurial path. Joye established a General Motors dealership in New Richmond. Oliver headed east to Rice Lake, purchasing Johnson Chevrolet Company from a seller who, despite the name, was no relation. He renamed it Oliver Chevrolet and added Buick in 1936.
Oliver guided the business through the closing years of the Great Depression and World War II. After returning from overseas military service, his sons, Harold and John, joined their father.
Another generation began building its future in the family business.
In 1977, Harold’s son, Don, and John’s son-in-law, John Gerber, purchased the dealership and renamed it Johnson & Gerber Motors. Before the year ended, they built a new facility at Highways 48 and 53, including the family’s first on-site collision repair center. Nearly half a century later, the family is still serving guests at that same intersection.
The family acquired Skrupky Olds Cadillac in 1982, adding Oldsmobile and Cadillac to its lineup. Don purchased Gerber’s shares in 1992, establishing the name Don Johnson Motors. Four years later, the acquisition of Hayward Motors extended the family’s reach into another northwestern Wisconsin community.
In 2003, Don’s son, Josh, joined him in Rice Lake. Once again, a father and son were working side by side, with a new generation helping shape what came next. That same year, the family acquired Swant Motors Company’s Pontiac and GMC franchises.
Honoring Tradition Without Standing Still
Carrying the business forward sometimes meant taking it in a different direction.
In 2008, the group acquired William G. Talbot & Sons in Cumberland and consolidated its Chevrolet and Buick operations into Rice Lake. The Cumberland location became Don Johnson Motors & Marine, offering used vehicles, Berkshire and Bennington pontoons, Mercury outboards, and automotive and marine maintenance and repair.
In 2016, the dealership joined forces with Cifaldi Motors to create Don Johnson’s Cumberland Motors and bring Ford, Chrysler, Dodge, Jeep, and Ram into the group. The former Motors & Marine facility became the company’s second collision center. In 2018, construction began on an all-new Cumberland dealership designed to incorporate advances in automotive sales and service technology.
Two acquisitions in 2023 brought further growth. Toycen Motors became Don Johnson’s Ladysmith Motors, continuing its longstanding Chevrolet representation as Rusk County’s only full-service franchised dealership. South Lake Motors became Don Johnson’s Hayward Motors Chrysler Dodge Jeep Ram, complementing the group’s existing Chevrolet dealership in Hayward.
Today, Don Johnson Auto Group operates five dealerships and two collision centers across northwestern Wisconsin, representing Chevrolet, GMC, Ford, Chrysler, Dodge, Fiat, Jeep, and Ram. Its 160 team members carry the business forward by earning trust, delivering personal service, and building relationships that last well beyond the sale.
A Century of Reasons to Say Thank You
When the Johnson family celebrated 100 years in business in 2015, it honored 100 local volunteers.
Team members, guests, and neighbors gathered at the Rice Lake dealership for a free, family-friendly celebration featuring live music, food, a car show, children’s activities, and a new-vehicle lease giveaway. But the heart of the occasion was recognizing neighbors whose quiet service had strengthened the communities the family calls home. The milestone belonged to the business. The spotlight belonged to others.
“For us, reaching 100 years was never just about longevity. It was about gratitude,” says CEO Josh Johnson. “No organization survives for a century without loyal guests, dedicated team members, strong community partners, and neighbors who believe in supporting one another.”
The celebration made that gratitude visible. The group’s ongoing work puts it in everyday life.
“We Move People”
“We Move People” captures what the Johnson family wants its business to do: help guests move through life with confidence, help team members reach their potential, and help communities grow stronger. Selling and servicing vehicles are central to that purpose, but they are not the limit.
Each year, the group’s week-long Nitro-X summer camp welcomes middle school students into the world of automotive technology. Through teamwork and problem-solving, they explore careers they may one day choose. Partnerships with the Wisconsin Automobile & Truck Dealers Association Foundation, local high schools, and technical education programs help connect that early curiosity with opportunities in automotive and the skilled trades.
Each November, Ladies Night turns dealership space into a complimentary showcase for local women-owned businesses, nonprofits, and community partners. The dealerships provide the venue, promotion, and refreshments. For an evening, their resources help other people’s work get noticed.
Twice a year, family-friendly car shows bring together people who share a passion for automobiles. Hundreds of attendees also enjoy surrounding local festivals, creating an impact that extends well beyond dealership grounds.
These are opportunities to belong, not just occasions to visit. A student can explore a future. A local business can meet new supporters. Neighbors can come together without anyone needing to buy a vehicle.
Inside the organization, that same sense of responsibility shapes The Don Johnson Way. The company introduces community involvement on each team member’s first day and reinforces it throughout their career. Managers are expected to lead through volunteer service and civic involvement, while every team member is encouraged to pursue a cause that matters personally to them.
The company’s capstone Fundamental, Give, makes the expectation clear: give back, pay it forward, invest in the community, and leave the world better than you found it. For the Johnson family, this isn’t separate from the work of running a dealership. It’s a way of supporting the same communities that have supported their family for more than a century.
Preparing the next generation, then, means looking beyond the family tree. It means introducing a student to a career, giving a local entrepreneur a place to be seen, and helping a team member become a community leader. Their futures are part of the story, too.
“Each generation has a responsibility to honor the people who came before us, to serve the people who are counting on us today, and to build something worthy of those who will follow,” Josh says.
Five generations built the business. The next chapter is about what that business can build for others.
