About Us
Parsons of Eagle River has been serving the Northwoods since 1994, continuing a proud family tradition that began in 1935. As a third-generation, family-owned dealership, we're committed to delivering honest, hometown service backed by nearly a century of automotive experience. From our beginnings in a small garage to our modern facility on Hwy 70, we've grown with our community—and we're here to help you find your next vehicle with confidence.
Parsons of Eagle River: A Legacy of Service Since 1935
At Parsons of Eagle River, we're proud to be part of a nearly 100-year tradition of serving Wisconsin drivers with integrity, commitment, and hometown values.
Our story began in 1935, when Max and Adeline Parsons purchased the Bryant Garage from Henry Savina. Just one year later, they acquired the Chevrolet franchise—at a time when a brand-new Chevy sold for just $536.70! This was the start of our family legacy that has grown and evolved for generations.
In 1977, Max and Adeline's son, David Parsons, and his wife, Sherri, took over the business. We expanded in 1982 by moving operations to Antigo, where Parsons Chevrolet Buick was born through a merger with Bob Hunter. Our growth continued with the opening of Parsons Auto and Truck in Crandon in 1985, serving Forest County until early 2024.
Parsons of Eagle River joined the family in August 1994, purchased from the Lorch family. Originally located on Spruce Street in downtown Eagle River, we eventually relocated to a larger, more modern facility at 5353 Hwy 70 West. Under the leadership of longtime General Manager Bill Weber—who retired in 2024—the Eagle River location became a trusted automotive destination for the Northwoods community.
Throughout the years, our Parsons name expanded to include brands like Cadillac, Oldsmobile, and Pontiac. While changing times and GM restructuring led to the discontinuation of some franchises, our commitment to quality service and customer satisfaction has stayed the same.
Today, our business is led by the next generation: Curt Parsons and Jenny Gretzinger, who took over the Antigo and Eagle River locations in 2005, along with Marisa and Jordan Sharon, who became part-owners of the Antigo dealership in 2020. Together, we carry forward a proud tradition of family ownership and community involvement.
As we approach a century in the automotive industry, we continue to embrace change while honoring our roots. Though 2025 will mark the end of Buick sales at our locations, our mission stays the same: providing exceptional vehicles and personalized service to every customer who walks through our doors.
We're honored to be part of the Eagle River community—and to continue striving to do what's best for you. See you soon!