Wheeler’s Continues 94-Year Automotive Tradition in Abbotsford

October 12th, 2020 by

Wheelers Abbotsford Sales and Service Center Proud to Serve Wisconsin 

Abbotsford, WI – For nearly 100 years, there has been a Chevrolet presence in Abbotsford, WI.

The original Sebold Chevrolet, Inc. was established in 1926. The Sebold family served the community of Abbotsford for multiple generations before third-generation owner Joe Sebold sold the dealership to Wheelers Family Automotive Group in 2017.

While making plans to refresh the dealership, the Wheeler family valued the dealership’s rich history and continued to maintain the quality service that customers expected. They also retained the experienced staff at the location, including brothers Brian and Bruce Schmeiser and Paul Lieders, who have a combined 90+ years of experience in the automotive industry. 

Wheelers Abbotsford Sales and Service Center will continue to provide a full-service vehicle center complete with diagnostic checks, routine maintenance, and other service repair needs.

“This is the first of its kind for Wheelers, a service center focused on maintaining access to quality mechanics in our community, “said Mary Jo Wheeler,  Dealer Principal/Owner. “We’re proud to serve the Abbotsford area.”

As a certified service center, Abbotsford Auto will provide service of all makes and models. Wheelers Family Auto Group is committed to continued growth of Chevrolet heritage in central Wisconsin.

Wheelers Family Auto Group now has Chevrolet dealerships in Marshfield, Merrill, Medford, and Wisconsin Rapids.

“We’re thrilled to build upon the cherished history of Chevy in rural Wisconsin,” said Daniel Wheeler Dealer/Owner. “Expect to see new signage and branding in the coming weeks as we make this exciting transition and introduce Wheelers Abbotsford Sales and Service.”

For more information about The Wheelers Family Auto Group please visit www.wheelersgm.com


Wheelers’ was created in 1964 by Dan W. Wheeler. At the time, Dan was employed by General Motors as a district manager. S&S Chevrolet in Marshfield was one of the stores he would check in on. It was during a funeral for one of the partners of S&S that discussions arose about the eldest partner wanting out of the car business. Unfortunately, the young man who had passed was the owner’s “retirement plan.” The question of Dan Wheeler purchasing the dealership came up, but Wheeler did not have the money. S&S Chevrolet owner offered to lend a hand and soon after, Wheelers Chevrolet was born.

Ann Wheeler (born Maryann Pernsteiner in Medford, WI), was employed shortly after the ownership transfer, in June of 1965, and became one of just a handful of female dealers in the state of Wisconsin. In 1985 she was officially named Dealer for Wheelers Chevrolet. In 1995, the Wheeler Family purchased Crown Oldsmobile, Pontiac, and Cadillac. In 2005, Ann purchased the GMC franchise from Mid-State Truck Service, cementing the future of Wheelers as the General Motors dealership in Marshfield.

In July of 2011, Mary Jo Wheeler-Schueller and Daniel Wheeler purchased a Tires Plus store on the northside of Marshfield next to Target, renaming the facility Wheelers Auto Repair & Tire Center. In that same year, Mary Jo and Daniel also purchased M&H Chevrolet in Medford, bringing the Wheeler name to Ann’s hometown.

Ann Wheeler then purchased Neuville Buick in 2015 and Ironside GMC in 2016, both of Wisconsin Rapids. Her final purchase was Wehrs Chevrolet in Bangor in 2016, moving the franchise to Wisconsin Rapids.

Continuing on after the passing of their mother in 2017, the Wheeler family continued with the building of the new facilities in Wisconsin Rapids. In September 2017, Wheelers was presented with the opportunity to purchase Sebold Chevrolet in Abbotsford. In 2018, they completed the facilities in Wisconsin Rapids. In 2020, they opened Wheelers Chevrolet of Merrill. As of now, eight different facilities comprise Wheelers Family Auto Group. Wheelers is proud to be centrally located in the state of Wisconsin and to service and give back to their communities.

The Wheelers are proud of the people who make it a successful organization and an interesting place to work. The employees and customers are like family to them. The Wheeler children will continue on with what their mother and father had bestowed upon them. In the words of Ann Wheeler, “With hard work, determination, and a little elbow grease, a person could do anything.”


Founded in Detroit in 1911, Chevrolet celebrates its centennial as a global automotive brand with annual sales of about 3.5 million vehicles in more than 130 countries. In the U.S., the Chevrolet portfolio includes: iconic performance cars such as Corvette and Camaro; dependable, long-lasting pickups and SUVs, such as Silverado and Suburban; and award-winning passenger cars and crossovers, such as Malibu, Equinox and Traverse. Chevrolet also offers “gas-friendly” solutions, such as Chevrolet Cruze Eco with an EPA-estimated 42 miles per gallon highway, and the Chevrolet Volt offering 35 miles of electric driving and an additional 344 miles of extended gasoline range, according to EPA estimates. Most new Chevrolet models offer OnStar safety, security and convenience technologies including OnStar Hands-Free Calling, Automatic Crash Response and Stolen Vehicle Slowdown. More information regarding Chevrolet models, fuel solutions and OnStar availability can be found at www.chevrolet.com.

Posted in Wheeler News