Dahl Family History


                          A.H. Dahl and Co. General Store: Westby, WI 1910

Five generations of the Dahl family 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 guest loyalty, which stems from a constant focus on the guest's complete satisfaction with our products and services.  The rich history of the family as they continue to grow alongside the automotive industry is a great legacy in the making.
    

                               A.H. Dahl and Co. General Store: Westby, WI 1910

     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 by locomotive, leaving it up to the dealers to assemble them back at their shops.  In addition to selling the car, Ford dealers needed teach customers to drive this brand new machine.  Dahl expanded to Viroqua, WI and La Crosse in 1911. 


                                           Downtown La Crosse 1914

         The first garage in La Crosse was located at Main and Front streets (shown above) 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.
    

                         Dahl Ford Dealership 1918: 6th and King, La Crosse, WI

Kenneth Dahl, Harry's son, began selling Fords with his father in 1937.  The family business continued to prosper under Kenny's leadership, with dealerships across the nation from Beaumont, Texas to Yonkers, New York.  During this expansion, stores were started in many other states, including Davenport, IA, that still is operated by Vinje and K.V. Dahl.  In 1954 the La Crosse business relocated to Fourth and Cass streets, but just three years later moved to it's present location at Third and Division streets.  Kenny Dahl is now 94 years old and spends most of his time in Florida where he gets on the golf course a couple times a week. 


                          Ford Showroom on 6th st. in La Crosse: 1920's

Harry Dahl, Ken's son and part of the fourth generation, joined the business in 1970 and now is the current president of the company.  He added the Subaru franchise in 1985, the Mitsubishi franchise in 1988 and the Suzuki franchise in 2003, expanded the company's body shop and service department, and established Dahl Automotive Onalaska, which offers the Ford, Lincoln, Mercury and Hyundai lines.   Our most recent expansion occurred in 2010 with the acquisition of the Toyota dealership in Winona, MN.

                   Dahl Toyota, 1111 West Highway 61, Winona, MN: 2010

 
    Dahl Subaru, Mazda and Hyundai:  4th st. La Crosse, WI: 2009

 
  Dahl Ford and Lincoln: 561 Theater Rd. Onalaska, WI: 2010

Now leading the charge is the 5th Generation: Andrew, Jansen, and Tyler.  All 3 men hold various positions within the dealerships and stay committed to continue the legacy that nearly 100 years has built. 

From Left: Harry, Andrew, Jansen, and Tyler Dahl

Why Do So Many Toyota Drivers from Winona, MN & La Crosse, Onalaska and Holmen, WI Trust Dahl Toyota?

While we could try to think of an all-encompassing response, we prefer to break it all down for you, step by step. That way, all of the bases are covered, and you can feel at home from the moment you walk through the Dahl Toyota showroom doors.

Aside from offering a great selection of critically acclaimed new Toyota models, we also keep an extensive catalogue of used cars on hand. What's more, our auto financing gurus are ready to turn you from a shopper to owner, on your terms. That means finding a car loan and Toyota lease that you're comfortable with.

Dahl Toyota isn't, however,  just a great resource for shoppers. Owners love our onsite car service and maintenance department. Staffed with highly trained technicians using only the finest Toyota parts, it subtracts the headache from the car-care equation.

From beginning to end, Dahl Toyota is by your side. If you're interested in any one of the number of products or services we have to offer, simply stop by and see us today. Located at 1111 West Highway 61 Winona, Minnesota, we're a short drive away from La Crosse, Onalaska and Holmen, WI.

We have a strong and committed sales and service staff with many years of experience satisfying our guests' needs. Feel free to browse our inventory online, request more information about vehicles, set up a test drive or inquire about financing!

If you don't see what you are looking for, click on CarFinder, fill out the form, and we will let you know when vehicles arrive that match your search! Or if you would rather discuss your options with our friendly sales staff, go to our Dealership Locations to find your closest Dahl Automotive location. We look forward to serving you!