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

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

Paul Schlagenhauf, president and dealer principal, explained that the new name will better represent the evolving industry changes and focus of the company, adding, “The Badger Truck & Auto Group name better represents our company’s strategic focus on growth. 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, Wis. After acquiring this location more than four years ago, the company welcomes the formal name change to Badger Chrysler Dodge Jeep Ram, LLC.

Badger Truck & Auto Group is a proud recipient of the Deloitte Wisconsin 75 award, 13 years running, which recognizes the 75 largest and most successful privately held companies for the impact they make on Wisconsin’s economic growth and for their involvement in our community. Badger Truck & Auto Group’s original location on St. Paul Avenue in Milwaukee, Badger Ford Truck Center, has been awarded Top Medium Duty Ford Commercial Sales, Heavy Duty Commercial Sales and Top Ford Commercial Sales for the past seven years.

About the author
Staff Writer

Staff Writer


Our team of enterprising editors brings years of experience covering the fleet industry. We offer a deep understanding of trends and the ever-evolving landscapes we cover in fleet, trucking, and transportation.  

View Bio