ON THE LOT OR UNDER THE HOOD. Chilson Automotive began with a single car lot in 1959. Owner Bernie Chilson works alongside his seven children in the business’s current form, which employs almost 125 people.

From its earliest beginnings – even when it was just an idea – Chilson Automotive has been a family effort. Bernie Chilson and his brother Ken started the dealership back in 1959 with a store in Osseo, moved it to Eau Claire in 1960, and over the last 50-plus years they’ve been matching up the right car with the right customer … and keeping it in the family.

Bernie’s seven children – Steve, Mark, Jeanne, Matt, Kate, Lynn and Deb – grew up around cars and would each take on tasks around the dealership as kids. Mowing lawns, washing cars, cleaning the facility, doing anything and everything that needed to get done. Fast forward to the present, and now all seven siblings are working in the business, alongside their dad. They are a dynamic team operating three dealerships around the Chippewa Valley (Chilson Subaru in Eau Claire, Chilson Chrysler Dodge LLC in Chippewa Falls, and Chilson’s Corner Motors in Cadott).

“When we all started finishing school, we all kind of made the commitment that we were going to do this,” said Jeanne Chilson, part of the management team at the Eau Claire location. “We all at once decided we’re all in, this is what we’re going to do.”

The Eau Claire store has represented several manufacturers, however now selling Subaru exclusively. The Chippewa Falls location specializes in Chrysler, Dodge, Jeep Ram, and Fiat. The Cadott location represents Chrysler, Dodge, Jeep and Ram as well.

Managing an automotive dealership has changed significantly over the last 50 years, and Jeanne said part of why Chilson has retained such a thriving presence in the Valley is by understanding new trends and working alongside the customer to find the right vehicle and how to best help them.

“We’re seeing our over-60 group as traditionalist in the buying process. These clients want to come in, touch it, feel it, talk to you about it. For many of our younger clients – the under-40 group – they are very comfortable doing a significant amount of research online, talking with friends, and looking at reviews. “It’s all about adapting to each customer’s needs.”

While connecting with customers is one thing, being a family-owned dealership group, in an industry that is increasingly becoming more corporatized by large investment groups. “For us, we’re all in it as a team – as a family,” Jeanne said.

As for the future, becoming more digitally connected and technologically advanced, Chilson will be right there keeping up with an online platform where a potential customer can research, reserve, and even purchase a car without having to set foot in the showroom. Several impressive new 2019 models waiting are scheduled to be released, so it is an exciting time to be selling cars – or buying them, for that matter.

The Chilson Automotive Group is a local family business committed to our community and their customers for over 50 years….