Here is a brief description of our company history.



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Service Motor Company is excited to announce a new partnership with the Fox West Chamber of Commerce! Don't forget to like us on Facebook and Twitter to see our most current events and specials.



Service Motor Company is proud to support local, community, and national organizations.

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!