Here is a brief description of our company history.

WhatsNew:

Upcoming Clinics

Come to some of our upcoming clincs like the following: Tractor Maintence Clinic at FDL (2/21 10:00am), Kinze Planter Clinic at SP (2/28 10:00 am), Case Skid Steer Maintenance/Oil Clinic at Wausau (3/6 10:00am), Case IH Planter Clinic at Seymour (3/6 10:00am), Case Skid Steer Maintenance Clinic at FDL (3/710:00am), and Case IH Tractor & Maintenance Clinic at Stevens Point (3/7 1:00pm) 

CurrentNews:

SMC Rodeo Roundup

The SMC Rodeo Roundup was a great success. Many showed up to test the new Case Construction Equipment in the Demo Area and took their shot at the three obstacle courses featuring a Case Skid Steer, a Case Loader Backhoe, and a Case Mini Excavator. Congratulations to Dave Platta for winning! Check out pictures of the event here!

RecentEvents:

PRECISION FARMING SALES EXCELLENCE.

April 12, 2011

demo

Case IH and CNH Parts & Service congratulate Service Motor Company of Dale, WI for earning a prestigious 2010 Bronze Achievement Award for Precision Farming Sales Excellence—and a place among the most progressive Case IH dealerships in North America.

     Service Motor Company earned the Bronze Achievement Award, sponsored by CNH Parts & Service, by achieving more than $250,000 in sales of precision farming products in 2010. The honor establishes Service Motor Company as a leading equipment dealership in the coveted precision farming category.

     By offering a full lineup of AFSâ precision farming solutions from Case IH, along with first-class support and service teams, Service Motor Company has demonstrated an in-depth knowledge of precision farming products, coupled with a strong commitment to customer service.

          Service Motor Company is the region's headquarters for all the precision farming equipment and support farmers need to boost their bottom line and improve the way they farm.

 More

Company Biography

 

Service Motor Company History

·       1916 - Antone Sommer began selling Case tractors on his farm, west of Dale.

Grand Opening    Case 3

·       1920 - Antone Sommer and Fred Kaufman bought the Hirth Hotel and Tavern in downtown Dale. They converted it to office space and attached garage. They hired two employees and named their business: Service Motor Company.
They sold plows, tractors, silo fillers and threshing machines. They sold Case, Maxwell and Mitchell automobiles. Plymour, Chevrolet, Hudson, and Essex were added later.

Case 1    Case 2

·       1927 - Ewalt Sommer (Antone's son) bought Fred Kaufman's shares of Service Motor Company.

·       1930 - Ewalt bought his father's shares of the business. Antone remained as an employee along with three other men.

·       1941 - Service Motor Company built a new building in downtown Dale. The old building was demolished (This building still exists and presently houses Carew Golf Cars).

·       1950 - Ewalt's son Adrian Sommer becomes manager.

·       1966 - Adrian Sommer purchased his father's shares in the business and became the president of Service Motor Company.

·       1970 - A building 60' x 100' was built as setup area, shop and storage.

·       1974 - 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 kept growing and there are now 30 employees. 10 acres of land east of Dale was purchased (Current location). A 60' x 200' warehouse was built there.    case 5

1977 - Jim Sommer (Adrian's son) joins Service Motor Company. A new 100' x 84'addition was built onto the existing shop. It contains a new painting center, assembly area and garage area. Service Motor Company expands by purchasing the Case Power & Equipment store in Fond Du Lac. There are 10 employees.

·       1979 - New buildings are built in Fond Du Lac on 10 acres just west of the leased store. Service Motor Company-Fond Du Lac.

·       1982 - Purchased land in New Franken and built new buildings Store Manager: Clair Sommer (Ewalt's son). Service Motor Company-New Franken.

·       1985 - Case merges with IH.    case 6

·       1986 - Jim Sommer becomes 4th generation president of Service Motor Company.
            In April, a new 70' x 170' warehouse was built in Dale.

·       1993 - An addition is built onto the Dale parts department, which includes two sales offices.

·       1994 - January-former Ellis Implement store was purchased.  Now called:  Service Motor Company-Stevens Point. February-former Sherman Implement store was purchased.  Now called: Service Motor Company-Seymour.

·       1996 - To expand our product line at our Seymour location, Moeller Equipment, an established Gehl dealer, was purchased.

·       1997 - Service Motor Company joins the World Wide Web.

·       1998 - Addition completed at the Fond Du Lac store.

·       1999 - Addition completed at the Stevens Point Store.

·       2000 - Case Merges with New Holland       

case 7

·       2001 - Addition completed at SMC-Seymour. Galvin Tractor was purchased.  Now called: Service Motor Company-Wausau.

·       2002 - Our Wausau location moved into newly constructed dealership.

·       2003 - Our Dale location changed addresses due to road construction. We are now located at W9614 State Highway 96.

·       2005 - Remodeling completed at our Dale location.

·       2006 - Happy 90 Years!

·       2008 - Service Motor Company signs endorsement deal with Head Football Coach Mike McCarthy!

·       2011 – Service Motor Company signs endorsement deal with Wide Receiver Jordy Nelson!