Celebrating over 90 years of excellence!

In 1916, Antone Sommer began selling Case tractors on his farm to the west of Dale. Several years later, Antone Sommer and Fred Kaufman bought the Hirth Hotel and Tavern in downtown Dale. They converted it into office space and attached a garage. They hired two employees and named their business: Service Motor Company. They sold plows, tractors, silo fillers and threshing machines. They also sold Case, Maxwell and Mitchell automobiles, while Plymour, Chevrolet, Hudson, and Essex were added later.

In 1930, Ewalt Sommer bought his father's shares of the business, and later became the manager. Antone remained with the company as an employee, along with three other men. Service Motor Company built a new building in downtown Dale.

In 1966, Adrian Sommer purchased his father's shares in the business and became the president of Service Motor Company. Adrian extended the business, building a 60' x 100' building for helping with the increasing business. 4 years after the previous extension, a new building with more than 16,000 square feet of shop, parts and office space was built. Service Motor Company moved to its current location. The old store was remodeled to house a lawn and garden store and self-service gas station. Tom Sommer (Adrian's son) joins the sales staff as utility salesman. The business continued to grow, increasing the staff to 30 employees. 10 acres of land east of Dale was purchased (Current location) and a 60' x 200' warehouse was constructed.

In 1977, Jim Sommer (Adrian's son) joins Service Motor Company, to later become the current president. The company continued to grow and a new 100' x 84'addition was built onto the existing shop. It contained a new painting center, assembly area and garage area. Service Motor Company expands by purchasing the Case Power & Equipment store in Fond Du Lac; keeping its 10 employees. New buildings are built in Fond Du Lac on 10 acres just west of the leased store.

In 1982, Service Motor Company continued its expansion, purchasing land in New Franken and building new buildings. An addition was built onto the Dale parts department, including two new sales offices. The Ellis Implement store was purchased, becoming Service Motor Company-Stevens Point. Sherman Implement store was also purchased and then converted into Service Motor Company-Seymour.

Service Motor Company continues to expand on its locations and service areas. Feel free to call or visit us at any of our six locations in Wisconsin.