When John Bergstrom and his brother first applied to become GM dealers in 1982, they were flatly rejected. What happened next—a clerical error that somehow approved their application—launched one of America's most successful automotive retail enterprises. Today, Bergstrom Automotive stands as Wisconsin's largest dealer group with 39 locations representing over 30 brands, annual sales reaching $2 billion, and a team of 2,500 employees.

The secret behind this remarkable growth? A deceptively simple philosophy instilled by John's Norwegian mother: "Look your customer in the eye, smile, and thank them for coming." She would remind him that "neither the floor nor the ceiling ever paid a bill." This customer-first approach, combined with an unwavering commitment to community service, has created an automotive powerhouse built on relationships rather than transactions.

What truly distinguishes Bergstrom from competitors isn't just commercial success but philanthropic impact. Since founding their first business—a neighborhood bar—the Bergstroms have maintained a policy of returning 25% of profits to community initiatives. This commitment has expanded dramatically, now supporting Boys and Girls Clubs, Make-A-Wish Foundation, and programs feeding thousands of children daily. For John, this represents the true measure of achievement: "When you punch out, what's the score?"

The conversation explores pressing industry challenges including manufacturer relationships, the electric vehicle transition, and the digital evolution of car buying. While acknowledging technological change, Bergstrom remains convinced that automotive retail fundamentally thrives on personal connection—especially when helping customers navigate major financial decisions. His insights reveal why, despite industry headwinds, a culture focused on genuine customer care and community impact creates lasting business success.

Curious how value-driven leadership transforms business results? This candid conversation with one of automotive retail's most respected leaders offers insights applicable far beyond the dealership world.

Thanks for tuning in to this episode of Executive Profile with Jim Fitzpatrick.
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