Iverson Auto opens in new facility

PHOTO BY BENJAMIN CHASE/PLAINSMAN Austen Iverson, left, and JR Heidinger, center, of Iverson Auto cut the ribbon with Lesle Tobkin of the Huron Chamber Ambassadors Committee.

HURON — The culmination of a dream several years in the making took place Friday morning, when Iverson Auto held a ribbon cutting at its new facility, located at 2500 Dakota South, in Huron.

“It was my father, John, who really had this vision,” said Austen Iverson, Iverson Auto’s president. “He purchased this property several years ago.”

Iverson Auto has a large dealership in Mitchell and expanded to Huron in 2014 when it purchased Sibley Motors, giving them the Chrysler, Dodge and Jeep dealership here. A short time later, Iverson’s purchased Schoenhard Ford, adding the Ford nameplate to the dealership.

The businesses were combined and operated from the former Schoenhard’s location in downtown Huron, while planning continued for the new site.

Slightly more than a year ago, ground was broken at the new Iverson Motors, and on Friday, the new 35,000 square foot sales and service facility was unveiled.

“We’re very excited to offer this completely new, state-of-the-art facility to our customers in the Huron area,” Iverson said. “We have all of the latest tech tools and diagnosis machines to work on all vehicles, we have moved the detailing center from 5th and Dakota to the new site, as well as the 360-degree photo booth, where we can prep vehicles for our online presence.”

Iverson noted that the waiting area is customer friendly, and includes a soda fountain and an arcade. “One of the things that I believe people will enjoy very much is our service area, which is completely temperature controlled. It is entirely air conditioned and we have service bay doors that react and open automatically when they sense a vehicle outside.”

What that means for Iverson service customers, is no more getting out of your vehicle to traipse through the snow or ice, or in the summer heat, to see a service writer. Drive up, and drive into a temperature controlled atmosphere.

Iverson said that he sees new vehicle sales beginning to pick back up, after the COVID-19 virus put new car manufacturing on hold earlier this year.

“When the factories shut down, demand went through the roof but the supply was not there. There just weren’t any new vehicles available,” he said. “Used car sales and service has been strong and we are seeing things begin to turn again. We got our first shipment of new vehicles in 90 days recently. It was very exciting.”

He said that as the industry moves into 2021, he expects the new car market to normalize and is looking forward to re-introducing two very popular names to the Iverson Auto lineup.

“Oh yes,” he said. “In 2021 we are excited to welcome back the new Ford Bronco, a name that is very well known and popular, as well as the Jeep Wagoneer and Grand Wagoneer. The Bronco is an entry for Ford into the compact Sport Utility Vehicle (SUV) line, while the Jeep vehicles will fill a void in the larger SUV class.

“We have the full Chrysler, Ford, Dodge Ram and Jeep lineup available,” Iverson said. “With the new Ford F-150 and the Dodge Ram, we have the No. 1 and 2 light trucks in the country available.”

With the move complete, Iverson said that he is focused on growing the existing business. “Dad bought the land directly north of our new location and we also own the property to the east past Kansas Avenue all the way to Idaho.”

He said that there are no immediate plans for that development at present. Some of the property is housing the Iverson used vehicle inventory.

“Huron has been great to us and for us,” Iverson said. “We have experienced strong growth and we know that this new site will benefit Iverson customers from all over.”

The grand opening celebration continues today from 9 a.m. to 5 p.m., with a light lunch and tours from 11 to 1.


Call 352-8686 or go to iversonauto.com.

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