Morrie’s Auto Group Announces Acquisition of Brenengen Auto Group

Morrie’s Auto Group (“Morrie’s”) today announced the strategic acquisition of Brenengen Auto Group (“Brenengen” or “the Company”). Brenengen is a leading automotive retail group with 6 dealership locations in western Wisconsin. Morrie’s acquired the Company by partnering with Brenengen’s founders, Don and Cheryl Brenengen, and the Company’s existing management team.
The partnership between Brenengen and Morrie’s is a natural transition for two groups with shared values founded in serving their communities with heart, humility, and integrity. While this combination will bring increased capabilities and reach, these values will remain unchanged. Morrie’s prides itself on connecting people to the life they want and thinks of themselves as “automotive advocates” for life.
“We are thrilled to add Brenengen to the Morrie’s family,” said Lance Iserman, CEO of Morrie’s. “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. We are excited about the opportunity to work with Don and the existing Brenengen team to continue to grow the business and realize benefits for our collective customers, employees and brand partners.”
Don Brenengen stated, “We are thrilled to join Lance and the Morrie’s team. Their culture of innovation and customer service combined with deep industry knowledge will create significant growth opportunities for our employees and a superior experience for our customers. We look forward to working as part of the Morrie’s team to further build the combined company’s presence as a market leader in Wisconsin.”
This acquisition is well aligned with Morrie’s strategy to acquire and partner with strong dealer groups in the Upper Midwest. Including this deal, Morrie’s has acquired 10 additional locations since 2016 through 5 transactions and proudly represents 23 brands in Minnesota and Wisconsin today; including Aston Martin, Audi, Bentley, Buick, Cadillac, Chevrolet, Chrysler, Dodge, Ford, Genesis, Honda, Hyundai, Jaguar, Jeep, Kia, Land Rover, Lincoln, Maserati, Mazda, Mercedes, RAM, Subaru, and Volkswagen.
In addition to the opportunity to serve the people of Wisconsin, Morrie’s is looking forward to enhancing its charitable giving activities in the La Crosse area. To learn more about Morrie’s Giving, visit
About Morrie’s Auto Group
Morrie’s Auto Group was founded in Minneapolis in 1960 and has grown to become one of the leading dealership groups in the Upper Midwest. In 2016, Morrie’s transitioned from being a primarily family-owned business to a partnership structure that includes management and Fremont Private Holdings, the direct investment arm of Fremont Group. Fremont Group is the family investment office of the Bechtel family. With the addition of Brenengen, Morrie’s will offer 23 brands at locations in Minnesota and Wisconsin. For more information on Morrie’s, please visit
About Brenengen Auto Group
Brenengen was founded in 1991 by Don Brenengen and has grown to become one of the most well-respected automotive retail groups in the western Wisconsin market. The group includes 9 automotive brands, including Chevrolet, Buick, Cadillac, Ford, Chrysler, Dodge, Jeep, RAM, and Kia.
Source: Morrie's Auto Group