Wittlin’s Service Station a Familiar Falls Site for More Than 100 Years

It all began in 1907, when John B. Wittlin first opened the doors to his blacksmith shop and auto repair business near the intersection of Appleton Avenue and Main Street in Menomonee Falls. No one could have guessed that his modest enterprise would develop into such a thriving business and, eventually, a local landmark more than a century later.

Today,  sits on that original site while  moved a short distance to the north at N92W17387 Appleton Ave.  While many of the services and the building itself have changed over the years, one constant has kept Wittlin’s going: quality workmanship with a personal touch.

“You treat people the way you’d want to be treated,” said John Wittlin, who represents the third generation of family ownership after buying the business from his father, Ed, in 1986. “You take care of their car like you take care of your own and treat people that way. You make recommendations about repairs to be done and when they need to be done.  We’ve had a long history of servicing peoples’ cars, their kids’ cars and their grandchildren’s cars. It’s worked out very well for us.”

Wittlin’s offers a wide array of automotive products and services, including tires, oil changes, air conditioning and brake repair, tune-ups, allignments, transmission repair and more.

In 1909, Wittlin’s became a Ford dealership before starting up the gas station at the present location in the mid-1920s. 

“We were a gas station and at that time we also had cabin rentals to the north of us where we rented out cabins for travelers,” said Wittlin. “We did that for 20 years and then after World War II, my father, Ed, came in to the business and it became more auto service and gas station. He sold off the cabin rentals. My dad ran the business until 1986 when I bought it and I’ve had it since then.”

As the years have progressed, motorists passing by have noticed several changes and additions to the facilities. In 1990, John Wittlin added the convenience store. Wittlin’s has 15 to 20 employees, including full and part-time workers.  Business has been good and Wittlin says he loves the look and feel of Menomonee Falls.

“My parents went to high school in the Falls, I went to high school here and my kids went to high school here,” said Wittlin. “The school system is very good.  We’re close to Milwaukee but Menomonee Falls still has that small village feel to it. There’s still a downtown. So many communities now route the major traffic around the downtown but the Falls still has the old four corners of Main Street and Appleton Avenue.”

When the company was celebrating its 100th anniversary in 2007, it was discovered that Wittlin’s may also be the oldest Firestone tire dealership in the nation.

“In 1909, when we were a Ford dealer, we also sold Firestone tires,” Wittlin explained.  “We don’t have any actual contracts but that wasn’t always done in those days.”

Ever mindful of his company’s past, Wittlin has also kept a watchful eye on its future.

“We’ve always been updating our facilities and equipment through the years,” said Wittlin. “For auto service we have the latest diagnostic equipment.  We keep our employees trained and have several employees who have gone through the GM training school.  Training is a big part of keeping a good, solid work force.  Some of our employees have been with us for 15 to 20 years. That’s always a good sign when you can keep employees.”

About this column: Every week, reporter Tom Andrews will be profiling interesting businesses in the Menomonee Falls/Sussex area. If you have a suggestion for a future business profile, e-mail Tom at andrewst@charter.net.