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.