Wilde Lexus Service

As a family-owned and operated business, Wilde Automotive Group has come a long way since its humble beginnings in Michigan in 1945. Founded by Harold L. Wilde, the organization has grown from a small used vehicle sales operation to a thriving franchise with multiple locations across the United States.

The journey of Wilde Automotive Group began when Harold returned from World War II as a pilot and opened a two-man used vehicle sales operation in Michigan. Over the years, he expanded his business by acquiring new franchises and locations. His first new car franchise was Lincoln in Muskegon, MI in the 60's. He later sold this dealership in 1966 and purchased a Pontiac dealership in the Milwaukee Market.

Harold's entrepreneurial spirit and commitment to excellence led him to establish Wilde Automotive Family as a family-owned and operated business. Today, the group has eight franchises in the Milwaukee, WI area - Wilde Honda (1973), Wilde Toyota-Scion (1977), Wilde Chrysler (2003), Jeep (2008), Dodge (1984), Ram, and Wilde Subaru (2009). In addition to these locations, the group also operates four stores in Sarasota, Florida - Wilde Honda (est. 2019), Wilde Toyota, Wilde Hyundai, and Wilde Mazda.

Under the leadership of Harold's son, Mark, the group has continued to grow strategically without sacrificing operational excellence. Mark recently shared with Dealer magazine how his father's legacy continues to inspire the organization. 'We approach every new opportunity asking the question, 'Can we do this with excellence?'' he said.

As a testament to their commitment to excellence, Wilde Automotive Group achieved remarkable sales figures in 2014. They sold 12,597 new and 12,015 used vehicles, generating a total revenue of $745,782,978.

In recent years, the group has expanded its operations by adding new franchises and locations. In 2013, they partnered with a dealership in Madison, WI to open Wilde East Towne Honda. This growth has allowed them to increase their overall sales volume while maintaining operational excellence.

Today, you can find Wilde Automotive Group at multiple locations across the United States, including Milwaukee, WI and Sarasota, FL. With a total of 13 franchises in seven locations, they continue to thrive as a family-owned and operated business dedicated to providing exceptional service and products to their customers.

Wilde lexus service