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Pete Dorsch

Pete Dorsch

Dorsch Ford Lincoln Kia
Green Bay, Wisconsin

"I still look forward to coming to work every day and facing a new set of challenges. Somewhere along the way that problem gets resolved and I will see a smile or hear a sincere thank you and that makes my day and is my reward."

“I am amazed that 36 years have gone by since I started in this business,” nominee Dorsch said. “I still look forward to coming to work every day and facing a new set of challenges. Somewhere along the way that problem gets resolved and I will see a smile or hear a sincere thank you and that makes my day and is my reward.”

A 1977 graduate of Abbot Pennings High School in De Pere, Wisconsin, Dorsch earned a B.S. in finance and economics at Marquette University in Milwaukee, Wisconsin, in 1982. He always knew he wanted to work for his father’s car dealership, which was founded by Don Dorsch and a partner in 1970 in De Pere.

“I started at the dealership in 1973 at age 13 when I wanted a new 10-speed bicycle and my parents told me I would have to pay for it,” he said. “It took me over two weeks to afford the bike, but I continued to work at the dealership because I enjoyed having my own money.” After college, Dorsch held various positions at the store and was named dealer principal in 1999.

The oldest of four brothers, Dorsch and his siblings all worked at the family enterprise to help pay for their private high school and college tuition expenses. “Raised by parents who survived the Great Depression, I learned the value of a dollar,” he said. “We were taught self-reliance at an early age and if we wanted something or wanted to do something, it was up to us to make it happen.”

Today, Dorsch and two of his brothers own the business, which now includes a second location in Green Bay, and all four of them continue to work together and carry the values and work ethic instilled in them by their parents. “We all got along really well and still do to this day,” he said. “Through hard work and perseverance, we learned the tools needed to be successful in the automobile business.”

Dorsch is very active in his state dealer association and has held many leadership positions for the group, including his current role as chairman of the Wisconsin Automobile & Truck Dealers Association Foundation. “I was a founding member of the successor council where we identified sons and daughters of dealers to help them grow into leadership positions,” he said.

With such deep roots in the community, Dorsch is also committed to giving back to local organizations and groups. To that end, he has held numerous Ford Drive 4 UR School and Lincoln Driven to Give events at the dealerships, which provide $20-per-test drive donations to area schools and charities.

This past summer, Dorsch’s dealership was part of a pilot program that offered special-needs students training in detailing vehicles. He worked with the Green Bay Area Public School District and the State of Wisconsin Department of Workforce Development’s Division of Vocational Rehabilitation to facilitate the program.

“It was a very successful program and hopefully will be rolled out on a wider scale for next year,” he said. “We became involved because it seemed to make a lot of sense to provide special-needs students with another career path.”

The students also received diplomas in a special ceremony at the dealership. “I have never been so humbled to see how proud the students were of their accomplishment,” Dorsch said. “The students really enjoyed their time here and we really enjoyed having them here as well. We look forward to helping expand the program.”

Other groups Dorsch supports include the Greater Green Bay YMCA; Rawhide (New London, Wisconsin, group that helps troubled youth and families); Boys & Girls Club of Green Bay; Salvation Army Ray & Joan Kroc Corps Community Center (Green Bay); Bay Beach Wildlife Sanctuary 4K Kindergarten (Green Bay); Global Alliance for Animals and People/Veterinarians International; and many schools, churches and local groups.

“As a result of our success, we are very fortunate to be able to give back to the people of northeastern Wisconsin who have helped make us successful by buying vehicles and servicing their vehicles with us over the last 48 years,” he said.

Dorsch was nominated for the TIME Dealer of the Year award by William A. Sepic, president and CEO of the Wisconsin Automobile & Truck Dealers Association. His wife’s name is Aliece.