About Kocourek Automotive

Alone we can do so little, together we can do so much. Our team is the reason we’re the #1 Dealership in Central WI. Every day our team members strive to make a difference in the lives of our guests and community.


Keith Kocourek has a keen understanding of, and gratitude for, the amount of work and dedication it’s taken to reach Kocourek Automotive’s number-one position in North Central Wisconsin. Of the memories Keith has of his experiences, he’s most proud of the fact he started at the beginning. Like many of you working your way up the ladder, Keith’s career began in high school with a sponge in one hand and a hose in the other - washing cars at a dealership in his hometown of Manitowoc, WI. Each summer, he would come back for valuable experience, all while pursuing a degree in Business Management. Then, with diploma in-hand, he returned to the same dealership, rising from Service Advisor to Service Manager after just a short time.

Wausau became Keith’s new home in 1988, accepting the position of Service Manager at Jim Carter Chevrolet. When time allowed, he soaked up every bit of managerial aptitude he could find. It paid off. Three years later, Keith was named General Manager and in 1995 he became a partner. After purchasing remaining stock from Jim Carter, the dealership became Kocourek Chevrolet in 2000. With a solid reputation for dependability and vision, the Kocourek name quickly became increasingly visible. Wausau Imports joined the family in 2006, renamed Kocourek Wausau Imports. Ford joined the ranks in 2008, eventually moving to a former Saturn dealership on Wausau’s northwest side. Shortly thereafter, the Hyundai-Kia franchise replaced a prime used car location as Kocourek on Grand. In 2012, the growth and transition continued with the construction of a new Nissan-Kia location across from Kocourek Ford. Hyundai moved to the Imports building and, around the same time, Subaru joined the fold, moving into its own new facility in the summer of 2013. Later that same year, the J.D. Byrider Buy Here/Pay Here store took over the Grand Avenue site and, in 2014, Team Kocourek welcomed ABRA Auto Body & Glass.

An amazing story of growth, the Kocourek business name continues to seek new horizons – always relying on solid relationships between team members and departments in all locations. Community involvement is also paramount to a feeling of success. Success is all about people. Hard work and commitment result in advancement. Keith Kocourek has lived the process and is proud to provide it for you.


As we grow our company, it has become more and more important to explicitly define the core values from which we develop our culture, our brand, and our business strategies. These are the core values that we live by: