Don Johnson's Cumberland Motors

Our Family History: 108 Years Strong

Welcome to Don Johnson Motors!

Experience a Legacy of Automotive Excellence: The Johnson Family's Journey

Since 1915, the Johnson family has been a beacon of automotive excellence. It all began when John Peter (JP) Johnson opened a humble gas station in Star Prairie, Wisconsin selling Studebakers and Maxwell automobiles. JP proudly employed his sons, Oliver and Joye, in the venture until decades later, when they eventually embarked on their own entrepreneurial ventures across the state.

In 1935, Oliver's vision led him to Rice Lake, Wisconsin, where he turned a struggling Chevrolet dealership, Johnson Chevrolet Company, into a thriving business. Renamed Oliver Chevrolet, the dealership stood as a testament to his unwavering commitment to his guests for over four decades.

Meanwhile, Joye left his mark in New Richmond, Wisconsin, establishing a General Motors dealership that proudly bore the Johnson name. Through dedication and a reputation for exceptional service, Joye's dealership also thrived. Even though it is no longer associated with the Johnson family, the dealership, known as Johnson Motor Sales, remains in operation today.

In 1936, Oliver expanded his business by acquiring the Buick franchise in Rice Lake. Despite the challenges posed by the Great Depression and World War II, Oliver persevered, operating the Chevrolet and Buick dealership until his sons, Harold and John, returned from their service overseas. After the war, Harold and John assumed the mantle, while another son, Dwight, pursued a career with General Motors following his tour of duty. Then, in 1977, a new chapter began when Harold's son, Don, and John's son-in-law, John Gerber, purchased the dealership, renaming the operation Johnson & Gerber Motors.

That same year, Don and John built a state-of-the-art facility at Highway 48 and 53 intersection, complete with collision repair services. Their commitment to growth led them to acquire Skrupky Olds Cadillac in 1982, expanding their offerings to include Oldsmobile and Cadillac.

In 1992, John bid farewell to the dealership, selling his shares back to Don and prompting the rechristening of the business as Don Johnson Motors. Over the next four years, Don embarked on a path of expansion, acquiring Hayward Motors in 1996. Under the banner of Don Johnson's Hayward Motors, the new dealership added the Pontiac franchise while expanding the company's Chevrolet and Buick presence.

Collage of Don Johnson's Cumberland Motors owners

The next generation of the Johnson family arrived with Oliver's great-grandson, Josh, joining the ranks of Don Johnson Motors in 2003. That same year, Josh partnered with Don to acquire the Pontiac and GMC franchises from the well-known Swant Motors Company. This strategic acquisition expanded Don Johnson Motors' vehicle portfolio to include almost every GM brand: Chevrolet, Buick, Pontiac, GMC, and Cadillac.

Continuing their pursuit of excellence, Don Johnson Motors acquired William G Talbot & Sons in Cumberland in 2008. The company consolidated the Chevrolet and Buick operations into the Rice Lake dealership, rebranding the Cumberland location as Don Johnson Motors & Marine. The new venture offered Berkshire pontoons and Mercury outboard motors as well as an array of automobile and marine maintenance and repair services.

In 2016, the Johnson family joined forces with Cifaldi Motors in Cumberland, creating Don Johnson's Cumberland Motors. This exciting collaboration introduced the respected brands Ford, Chrysler, Dodge, Fiat, Jeep, and RAM to Don Johnson Auto Group's growing portfolio. At the same time, the former Don Johnson Motors & Marine facility was transformed into Don Johnson's Cumberland Collision Center. The dealership quickly outgrew the previous Cifaldi facility. In 2018, the company began constructing an all-new dealership incorporating the latest automotive sales and service technology.

Today, we're proud of the journey we've made. From our humble beginnings in a small gas station, we've grown into a respected auto group serving Rice Lake, Hayward, Cumberland, and beyond. Along the way, we've been recognized as Wisconsin's Family Business of the Year, the Best Dealership in Barron County, and we're regularly listed as one of Automotive News Best Dealerships to Work For.

Our story isn't just about selling cars, though. It's about resilience, hard work, and an unwavering commitment to improving the lives of those we serve. Over the past 100+ years, we've navigated through economic depressions, world wars, and global pandemics, always backed by our amazing team and you, our loyal guests.

We invite you to join the Don Johnson family and be part of our continuing journey. You're not just a customer to us; you're an honored guest and part of the legacy that makes Don Johnson Auto Group what it is today. We look forward to serving you.

Don Johnson Motors

1925 Elm Street
Cumberland, WI 54829
(715) 475-1437
(715) 475-1473
(715) 234-8161
(715) 234-4035

Sales Hours

Monday – Friday: 8:00AM – 6:00PM
Saturday: 8:00AM – 4:00PM
Sunday: Closed

Service Hours

Monday – Friday: 7:00AM – 5:30PM
Saturday: Closed
Sunday: Closed

Parts Hours

Monday – Friday: 7:00AM – 5:30PM
Saturday: Closed
Sunday: Closed

Collision Center Hours

Monday – Friday: 8:00AM – 5:00PM
Saturday: Closed
Sunday: Closed


Don Johnson's Hayward Motors

15570 Hwy 63 North
Hayward, WI 54843
(715) 475-1438
(715) 475-1474
(715) 634-4848

Sales Hours

Monday – Friday: 8:00AM – 6:00PM
Saturday: 8:00AM – 4:00PM
Sunday: Closed

Service Hours

Monday – Friday: 7:00AM – 5:30PM
Saturday: Closed
Sunday: Closed

Parts Hours

Monday – Friday: 7:00AM – 5:30PM
Saturday: Closed
Sunday: Closed


Don Johnson's Cumberland Motors

1925 Elm Street
Cumberland, WI 54829
(715) 475-1439
(715) 475-1475
(715) 822-4931
(715) 822-2884

Sales Hours

Monday – Friday: 8:00AM – 6:00PM
Saturday: 8:00AM – 4:00PM
Sunday: Closed

Service Hours

Monday – Friday: 7:00AM – 5:30PM
Saturday: Closed
Sunday: Closed

Parts Hours

Monday – Friday: 7:00AM – 5:30PM
Saturday: Closed
Sunday: Closed

Collision Center Hours

Monday – Friday: 8:00AM – 5:00PM
Saturday: Closed
Sunday: Closed