Five generations of Dahl's have influenced the automobile industry for almost 100 years. Dahl Automotive La Crosse is the ninth-oldest family-owned Ford dealership in the nation. This has been made possible through years of customer loyalty, which stems from a constant focus on the customer's complete satisfaction with our products and/or services. The rich history of the family as they continue to grow alongside the automotive industry is a great legacy in the making.
Andrew H. Dahl of Westby, WI, who was already running a general store, serving in the Wisconsin legislature and raising seven children, received an agency agreement from Ford Motor Company in 1911. Ford Model T's were sold at Andrew's General store, Andrew H. Dahl Co., for $500 each until a new store was built. At this time two of Andrew's four sons, Harry and Chester were convinced to run the operation acting as managers, salespeople and driving instructors. Ford Motor Company, during the initial years, would transport Model T parts, leaving it up to the dealers to assemble them and then of course teach customers to drive this brand new machine. Dahl expanded to Viroqua, WI and La Crosse in 1911. The first garage in La Crosse was located at Main and Front streets, but was too small for the thriving store and within two years of operation we expanded to a larger dealership located on Sixth and King streets. That building is still standing, and today houses WKBT-TV. Chester established a string of Chevy dealerships all over the country during the late 1920's, and in the early 1930's was recognized as the largest Chevy dealer in the world.
 
Above: Downtown La Crosse 1914 Above: Dahl Garage 1918
Kenneth Dahl, Harry's son, began selling Fords with his father in 1937. The family business continued to prosper under Kenny's leadership, with dealerships across the nation from Beaumont, Texas to Yonkers, New York. During this expansion, stores were started in many other states, including Davenport, IA, that still is operated by the Dahl family. In 1954 the La Crosse business relocated to Fourth and Cass streets, but just three years later moved to it's present location at Third and Division streets. Kenny Dahl is now 90 years old and spends most of his time in Florida where he gets on the golf course a couple times a week.
Harry Dahl, Ken's son and the forth generation, joined the business in 1970 and now is president of the company. He added the Subaru franchise in 1985, the Mitsubishi franchise in 1988 and the Suzuki franchise in 2003, expanded the company's body shop and service department, and just established Dahl Automotive Onalaska, which offers the Lincoln, Mercury and Hyundai lines. Sales have grown from 12 cars in 1911 to more than 2,000 vehicles in 2004
Above: Dahl Ford showroom 1974
Harry's three sons now are beginning to make an influence in the business. Andrew, 29, is general sales manager and is based in the Onalaska dealership. Working at the La Crosse operation are 27-year-old Jansen and 25-year-old Tyler. The company employs 175 people and, as part of the corporate goal, is looking to add another franchise in the near future.
Dahl Automotive aquired Valley View Ford in April of 2006. The Ford franchise has moved to the Onalaska building and Valley View continues to operate as a used car operation for Dahl Automotive.
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