The new Badger Truck & Auto Group branding will appear across all of the company’s marketing platforms in 2019.

Badger Truck adding Auto Group to corporate name

March 28, 2019
Company says change better aligns its identity with a new focus in an evolving industry

Badger Truck Center, a second-generation, family-owned commercial truck dealership, is formally change its name to Badger Truck and Automotive Group, effective immediately.

The company said the name change reflects the diversified business and customer relationships within and outside of its clientele. The new corporate identity will be reflected on the recently launched dealership group website,

Paul Schlagenhauf, president and dealer principal, said the new name will better represent the evolving industry changes and focus of the company.

“The Badger Truck and Auto Group name better represents our company’s strategic focus on growth,” he said. “As a continual leader in the commercial truck industry, it is time we look to the future of automotive. SUV vehicle sales from all automotive manufacturers are on the rise and our inventory product lines support the direction of our market.”

The Badger Truck & Auto Group name change will impact its subsidiary New Glarus Motors, the Chrysler, Dodge, Jeep, Ram dealership in New Glarus WI. After acquiring this location more than four years ago, the company welcomes the formal name change to Badger Chrysler Dodge Jeep Ram, LLC.