2026 TDOY Nominee

Wade Rehbein is one of a select group of 47 dealer nominees from across the country who will be honored at the 109th annual National Automobile Dealers Association (NADA) Show in Las Vegas, NV, on February 5, 2026. 

The TIME Dealer of the Year award is one of the automobile industry’s most prestigious and highly coveted honors. The award recognizes the nation’s most successful auto dealers who also demonstrate a long-standing commitment to community service. Rehbein was chosen to represent Montana Automobile Dealers Association in the national competition — one of only 47 auto dealers nominated for the 57th annual award from more than 20,000 nationwide.  

A hands-on operator with roots in the service bay, Rehbein began his career on the repair side of the business after earning a bachelor’s degree in Diesel Technology (1991). “I imagined working on vehicles and equipment for the rest of my career,” he said. “I loved the job, but constant travel would’ve meant missing out on family life — so I opened an independent repair shop at home.” That shop grew to five employees and added used-car sales — until a pivotal opportunity arrived. “In 2007, the chance to purchase our hometown Ford store came along. That decision changed everything.” 

The biggest test came fast. “Buying the Ford dealership in 2008 was the biggest risk so far,” Rehbein recalled. “The deal closed in October — then the economy tanked. You couldn’t give a car away, and we’d just built a new facility. We hit a low in early 2009 and had to lay off three employees — half our workforce. Within three months, we recovered enough to hire them all back. Living through the Great Recession taught me how quickly things can go south — and to be ready.”  

Since then, the store has steadily reinvested to serve its rural community better: a wash bay, expanded and upgraded service and parts operations, remodeled restrooms and break room, additional vehicle lifts including capacity for heavy trucks and a fenced storage yard to keep long-stay customer vehicles secure. “Most folks here depend on their rigs for work and to get to work,” Rehbein said. “We’ve focused on equipment and processes that fix it right — quickly and safely.” 

Over the past 18 months, Rehbein Ford overhauled service communications to fit local realities. “Parts can’t always get here overnight, so updates matter,” he said. “We built a system of touchpoints — texts, calls and even video updates from the technician — so customers know exactly what’s happening, what parts are needed and when they’ll be back on the road. The goal is accurate diagnostics, the right parts the first time and clear communication all the way through.”  

Community commitment is central to the store’s identity. The dealership team routinely pitches in on local fundraisers for the school and the volunteer fire department. “Our volunteer firefighters protect us from structure and wildland fires,” Rehbein said. “Last year we hosted a free-taco fundraiser at the store, matched donations and raised over $10,000 for new protective gear and equipment. It was a chance for neighbors to meet the crew, ask questions, and learn what it takes to serve.” Rehbein also serves the region as a former Sanders County Fair Board member (2015–2018) and current president of the Sanders County Fair Foundation (2018–present). 

“I started in the shop and still think like a technician: diagnose carefully, fix the cause and communicate clearly,” Rehbein added. “In a small town, your word is your reputation. We do our best to earn it every day.”  

Rehbein was nominated for the TIME Dealer of the Year award by the Montana Automobile Dealers Association. He and his wife, Lori, have three children: Nicole, Sam and Charlie.