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Morrie’s Acquires Brenengen Auto, 6 Dealerships in Wisconsin

Performance Brokerage Services, the leading buy-sell firm in the automotive industry, is pleased to announce the sale of the majority interest in Brenengen Auto to Morrie’s Automotive Group. The transaction consisted of 6 dealerships in Wisconsin, including Kia of West Salem, Chevrolet of West Salem, Chevrolet Cadillac of Onalaska, Chevrolet Buick of Sparta, Ford of Sparta and Ford Chrysler Dodge Jeep Ram of Tomah.

In 1991, Don Brenengen founded Brenengen Auto, a leading and well-respected automotive retail group with 6 locations in western Wisconsin. Don Brenengen commented that the sale “will create significant growth opportunities for our employees and a superior experience for our customers.” Both groups share the values of serving their communities with honesty and integrity.

Founded in Minneapolis in 1960, Morrie’s Auto Group has become one of the leading dealership groups in the upper Midwest, adding 10 additional locations since 2016. What started out as a family business, grew to a partnership structure that includes management and Fremont Private Holdings, the investment side of Fremont Group. Adding Brenengen Auto to their dealership portfolio will offer Morrie’s 23 brands with locations in Wisconsin and Minnesota. Lance Iserman, CEO of Morries, commented, “Brenengen is a natural complement to our existing business and has similar values rooted in a no-haggle, best-price approach and a focus on customer experience, community partnership, and overall culture.”

Performance Brokerage Services represented Don and Cheryl Brenengen in the sale of their 6 dealerships to Morrie’s Automotive Group. Over the last 5 years, Performance Brokerage Services has represented for sale over 200 automotive dealerships making it the highest volume automotive dealership brokerage firm in North America.

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