About Us - History

Norris-Vernier Automotive in Tomah

After the first World War, the Norris & Sparks Horse and Mule Commission Company, Alex Norris' auction barn at the St. Louis stockyards, was the largest horse and mule auction in the world. Mr. Norris traveled throughout the States buying and selling livestock, periodically staying at a Wisconsin Rapids rooming house owned by the Brooks family. Alex Norris married Erma Lee Brooks, and settled in East St. Louis, Illinois.

Knight Vernier, the son of a successful grocery store owner, was born in Belleville, Illinois, adjacent to East St. Louis. In 1942 he married Alex Norris's daughter Elizabeth and after serving in the Air Force in World War II, operated a used car lot, the Kar Korral, in Belleville.

By the spring of 1950, Alex and Knight had expressed interest in a new car franchise. Guy Potter, who was married to Mrs. Norris' sister, had heard that a Ford dealership in Tomah was for sale. After a few phone calls and visits to the area, Alex and Knight purchased Wagner Motor Sales Ford Agency on July 1, 1950, renaming it NORRIS-VERNIER MOTOR SALES.

Originally, Norris-Vernier operated out of a facility on West Milwaukee Street, which now is the Industrial Linen & Uniform facility for Band Box Cleaners & Laundry. In the 1950s, Mercury and Edsel franchises were added. After Lincoln came on board in the 1960s, we became NORRIS-VERNIER FORD-MERCURY-LINCOLN.

In 1969 Knight Vernier bought out Alex Norris and built the present facility at 1200 N. Superior Avenue. Steve and Tim Vernier joined the business full-time in the 1970s and continued to operate the dealership after their father Knight's death in 1998.

In 1985 the Chrysler-Plymouth-Dodge franchises were added. In 1998 Jeep joined the line-up and the dealership became known as NORRIS-VERNIER AUTOMOTIVE SUPERSTORE.

Norris-Vernier's Showroom Shine Detail Center moved from the dealership to larger quarters on W. Veterans in 2001. In April 2005 it expanded to 1410 N. Superior Avenue a few blocks North of the new car dealership.

The SHOWROOM SHINE AUTO CENTER includes Pre-Owned Auto & Truck Sales, Guaranteed Credit Acceptance Vehicles, Haulmark Trailer Sales, Tomah Tire & Lube, Showroom Shine Auto Spa (An expanded Detail Center), Reflex Spray-On Bed-liners, GMI Scooters/Mopeds as well as A+ Signs & Designs, a full-service graphics and sign shop.

With the addition of the Showroom Shine Auto Center, Norris-Vernier Motor Sales became known simply as NORRIS-VERNIER AUTOMOTIVE.