Founded in 1925 by William H. Berger II, Berger Chevrolet in Grand Rapids is celebrating a century in business.
A third generation farmer, Bill Berger changed paths in the early 1920s and took a position at a local Chevrolet distributor in downtown Grand Rapids. He worked his way up the ladder, becoming branch manager in 1925, before founding W.H. Berger Motor Company at the same location.
Starting his new Chevrolet business proved to be a challenge – automobiles were still considered a luxury, with the horse-and-buggy being the main mode of transportation. But he rose to the challenge, often foregoing his own paycheck when sales were thin so he could pay his employees. His new enterprise sold around 125 cars a year and a new Chevrolet sold for about $700!
Over the decades, the dealership evolved alongside the automotive industry, growing through the Great Depression, post-war booms, and into the performance-driven eras that defined Chevrolet.
With the fourth and fifth generations now running the business, Berger Chevrolet is celebrating its 100 year history. To highlight the Berger history, the dealership unveiled a mural (pictured below), capturing the dealership’s legacy and the evolution of the Chevrolet brand over the past century.
MADA congratulates the Berger family on an impressive 100 years of sales and service!
