For generations, rural communities have relied on trustworthy businesses where a handshake still means something, loyalty runs deep, and customers are treated like friends. We are proud to be one of those places. With roots stretching back more than three decades, our family-owned dealership has grown from a single-location Buick GMC store into a multi-brand regional cornerstone serving customers across Nebraska, South Dakota, and the Black Hills.
Today, we stand as a trusted name among Chadron car dealerships, a recognized partner for Rapid City car dealerships, and a go‑to destination for anyone seeking a dependable GMC dealer, Jeep dealers in South Dakota, or top-tier outdoor motorsports equipment—including Polaris of the Black Hills style offerings right in our own backyard.
But the heart of our business isn’t just in the vehicles we sell. It’s in the story of how we got here.
Our Legacy Began in Crawford
Our story begins in 1992 when Ward Wasserburger took over the management of Lecher-Pierce Buick GMC in Crawford, Nebraska. What started as a local dealership would soon become our family’s legacy. By 1995, Ward became a one-third owner, and the business was renamed Crawford Buick GMC. Over the next decade, ownership evolved, partnerships shifted, and by 2003, we made a defining decision: the move to Chadron, where we became GMC of Chadron.
This move set the stage for the exceptional growth that followed.
Expanding Into a Regional Powerhouse
We didn’t stop at selling GMC vehicles. Far from it. As our region’s needs grew, so did we:
- We launched Polaris of Chadron in 2011, giving outdoor enthusiasts access to ATVs, UTVs, and motorsports equipment built for Black Hills terrain.
- We opened Chadron Chrysler Dodge Jeep Ram in 2012, expanding our offerings and strengthening our reputation among Jeep dealers in South Dakota.
- Bobcat of Chadron followed in 2015, helping support our region’s ag, construction, and ranching communities.
- In 2019, we opened Tractor WRX in Rapid City, planting firm roots in the Black Hills and expanding our presence among Rapid City car dealerships and equipment providers.
Each expansion proved what our customers already knew: we understand the region, we believe in serving our communities, and we’re not afraid to grow when growth means better service.
Built on Family, Trust, and Community
In 2024, our family legacy grew even stronger when Joel Wasserburger purchased a major ownership share, continuing our commitment to running a business rooted in local values and long-standing relationships.
Throughout our entire history, community support has remained at the center of our mission. We proudly support events, programs, and organizations throughout:
- Dawes County Fair
- Fall River County Fair
- Chadron Fur Trade Days
- Chadron Youth Sports
- Chairbound Hunters
- Chadron Hospital’s Circle of Light
- Chadron State College, where we donate Polaris UTVs
- Central States Fair partnerships
- Wide Open Motorsports
…and many more.
This is the heart of who we are: a dealership that invests in the same people who invest in us.
Award-Winning Excellence
We have earned recognition year after year, including:
- GMC Mark of Excellence Awards (2004, 2007, 2008, 2009)
- Chrysler Pentastar Club Winner (2013–2024)
- Polaris Top Gun Award (2012)
- Polaris VIP Awards
- Bobcat Dealer Leader Group #1 Dealer (2025)
- Bobcat Diamond Certified Parts/Sales/Service
- Kioti 5 Paw Dealer
- 2011 Business of the Year, Chadron Chamber of Commerce
To us, these awards are more than accolades - they’re proof of our dedication to delivering consistent, reliable service year after year.
Our Customer Promise
Our mission has always been simple:
Fair deals, honest answers, and service that stands behind the sale.
We promise to treat every customer like a friend because in our community, they usually are. There are no games, no pressure, and no surprises. Just genuine service from a team that cares.
It’s why so many customers tell us they wouldn’t just shop here, they’d send a friend here.
A Local Company with Big-City Selection
Whether you're shopping for a dependable pickup, an outdoor adventure machine, or the next family SUV, we offer the variety of a large dealership with the heart of a family business.
From new GMC and Jeep models to Polaris motorsports equipment to Bobcat machinery and agricultural equipment, we serve everyone - weekend warriors, ranchers, students, growing families, and anyone looking for a trusted automotive partner.
We aren’t just one of the leading Chadron car dealerships - we’re a regional hub for quality vehicles, motorsports, and service you can trust.
Dodge Store
GMC Store
Tractor Store
Polaris Store
Bobcat Store
Our Story Continues… With You
As we enter our next chapter, our family and team remain committed to the values that shaped our journey: community, integrity, and passion for serving the people of the Nebraska Panhandle and the Black Hills.
Whether you're in Chadron, traveling from Rapid City, or searching across South Dakota for a trustworthy GMC dealer, Jeep dealership, or outdoor motorsports partner, you’ll find what you’re looking for here at Chadron Motor Company.
Here, you’re more than a customer.
You’re part of our story and part of our family.
