Chairman
Bergstrom Automotive | Neenah
This year marks 50 years of business for Bergstrom Automotive, a Neenah-based automotive retailer founded by John Bergstrom and his brother, Richard Bergstrom. Today it is the largest dealership in Wisconsin and among the largest privately held automotive retailers in the U.S., with 39 locations across Appleton, Green Bay, Madison, Neenah and Oshkosh. The company has more than 2,300 employees.
Several key acquisitions have recently expanded Bergstrom’s footprint in the Green Bay area. In 2020, the auto retailer acquired Cliff Wall Automotive’s Subaru, Mazda and Mitsubishi dealerships in Green Bay, and in 2023 it acquired Broadway Automotive’s Ford, Hyundai, Chevrolet and Volkswagon dealerships, also in Green Bay. In the fall of this year, the company opened a new, 35,000-square-foot Hyundai dealership on Oneida Street in Green Bay.
Bergstrom is known for his community involvement, having helped raise funds for the Fox Cities Performing Arts Center, Menasha Boys & Girls Club and Bubolz Nature Preserve.
As a company, Bergstrom Automotive also supports Make-A-Wish Wisconsin, United Wayand Drive for a Cure.
Bergstrom’s family made a significant gift to support ThedaCare Regional Medical Center-Neenah’s $100 million modernization project, which was completed in 2024. The donation allowed the hospital to create new dining facilities on its main floor.
Bergstrom also spearheaded the initiative to build a Rockefeller Center-like ice rink in downtown Neenah and led a group of investors to fund the project as a gift to the city. It opened in 2021.
He’s served as a director of WEC Energy Group, Banta Corp., Kimberly-Clark Corp., Midwest Express Holdings Inc., Sensient Technologies Inc. and the Green Bay Packers.
Bergstrom’s earlier entrepreneurial pursuits included opening a bar, restaurant and hotel, before founding the automotive group in 1974. In 2023, Bergstrom was inducted into the Wisconsin Business Hall of Fame.
Education: Bachelor’s, Marquette University
2022 Wisconsin 275 Profile
Other Leading Industries | Retail
Chairman and CEO
Bergstrom Automotive | Neenah
After early ventures with his brother in the bar and hotel business, John Bergstrom co-founded Neenah-based Bergstrom Automotive in 1974. He remains co-owner, chairman and chief executive officer of the automotive retailer, which today is the largest in Wisconsin and one of the top 50 car dealerships in the U.S. It has about 35 locations across Appleton, Green Bay, Madison, Neenah and Oshkosh and employs about 1,400 people.
The group has expanded through acquisition over the years. In 2020, Bergstrom Automotive purchased Cliff Wall Automotive’s Subaru, Mazda and Mitsubishi dealerships in Green Bay.
An active member of the Fox Valley community, Bergstrom has helped raise funds for the Fox Cities Performing Arts Center, Menasha Boys & Girls Club and Bubolz Nature Preserve.
Bergstrom personally spearheaded the initiative to build a Rockefeller Center-like ice rink in downtown Neenah and led a group of investors to fund the project as a gift to the city. The Plaza at Gateway Park opened last year.
In October, Bergstrom purchased an elementary school property from the Neenah Joint School District with plans to give it to ThedaCare Regional Medical Center-Neenah.
In addition, he’s served as a director of WEC Energy Group, Banta Corp., Kimberly-Clark Corp., Midwest Express Holdings Inc., Sensient Technologies Inc. and the Green Bay Packers.
Education: Bachelor’s, Marquette University
Fun fact: Shortly after their graduation from Marquette University, Bergstrom and his brother opened a bar together in a former post office building, naming it “The Old Post Office.” To this day, Bergstrom hasn’t had a drink of alcohol.