The Lager Legacy
Gerald Lager & William Lager – Co-Founders of Lager’s Inc.
On a cold, February morning in 1965, two brothers, Gerald J. Lager and William F. Lager, opened Lager’s Chrysler Plymouth, International Truck. The dealership was located on the corner of Highway 169 and Highway 99 East in Saint Peter, MN, which is currently the home of Jake’s Stadium Pizza, the St. Peter Woolen Mill, and The Pulse Fitness.
Lager’s Inc. survived the 1965 flood that crested at 29.07 feet above the Minnesota River, causing roughly 8,000 people to evacuate their homes. With the rising waters, Bill and Gerry considered moving their entire inventory to higher ground as a precaution to the flooding.
In 1969, the brothers moved Lager’s Inc. to its current location on Old North Minnesota Avenue in Saint Peter, MN
Over the years, Bill and Gerry Lager grew their business together and added additional operations such as a separate alignment shop, heavy-duty truck and service operation, a car wash facility, and a gas station. In 1974, the Lager Brothers started their own leasing company, rightfully named Lager’s Leasing Co.
An opportunity for expansion arose when Dalton Motors in Mankato closed its doors for good in September of 1977. The brothers saw the opportunity and took their business to another level by opening Lager’s of Mankato as a Chrysler Plymouth Dealership in Mankato, MN. While Bill Lager operated Lager’s Inc. from in St. Peter, Gerry Lager took on the role of managing the new business in Mankato.
The Lager Brothers expanded once again to include the Dodge and Truck Franchises in both the St. Peter and Mankato locations. With the purchase of the Dodge & Truck Franchises from Beutz Motors in Mankato, both locations became fully certified Chrysler, Plymouth, and Dodge dealers of the Chrysler Corporation in July of 1980.
In 1982, Lager’s Inc. obtained the Buick and GMC Truck franchise lines of the General Motors Corporation from Randolph Buick GMC of St. Peter. As the businesses grew, Lager’s Inc. also acquired the Pontiac franchise from Rheaume Pontiac in Le Sueur which closed its doors in 1991.
With business booming in 1985, Lager’s of Mankato chose to expand its current business by building a 5,000 sq. ft. addition to accommodate for three additional service bays, a fully automatic car wash and car polisher, reconditioning center, separate Used Car Sales and Rental offices, a drive-thru service write-up area, and expanded sales display lot. These additions now host Lager’s of Mankato’s Service Department, Parts Department, and Lager’s Used Car Factory.
On March 26th of 1987, the Lager Brothers added the AMC, Jeep, Renault franchise from American Motor Sales Corporation to their Mankato location. On March 31st Bill and Gerry also expanded Lager’s Leasing Co. by aquiring a U-Save Auto Rental of America franchise in both Mankato and St. Peter. With Chrysler Corporations buyout of American Motor Sales Corporation on August 5th of 1987, Chrysler established the Jeep/Eagle division of the Chrysler Corporation.
1989 was a tough year for the Lager Family with the passing of William F. (Bill) Lager. Bill served as a Dealer Principal and partner to his brother Gerry Lager for 25 years. During that year, Gerald Lager extended his partnership on to his son Franklin A. “Kip” Lager, and the father-son duo attained management and ownership of Lager’s Inc. in St. Peter.
In 1992, the Pontiac franchise was added to the St. Peter dealership to make Lager’s of St. Peter a Pontiac, Buick, and GMC dealer. During that year Gerry and his wife Gloria retired from the business leaving it in the hands of their son Kip Lager.
On March 29th 1998, an F3 tornado swept through the Minnesota River Valley, wreaking havoc on the City of St. Peter, the Gustavus Adolphus College campus, and surrounding areas. In total, seven counties in southern Minnesota were declared federal disaster area, with an estimate of $6.5 million in damages to rural areas. Lager’s Inc. survived the tornado in St. Peter, and prospered by building a new car wash and quick lube facility across the street from Lager’s of Mankato. Lager’s Car Wash & Quick Lube opened in August of 1998 on Bassett Drive, where is currently stands today. The expansion included an employee parking area, display area, rental office, and service stalls.
In 1998, Chrysler merged with German-based Daimler-Benz AG forming the DamilerChrysler Corp generally known as DCX. The Eagle brand was retired shortly after Chrysler’s merger, and the Jeep brand became a stand-alone division in 1998. On July 6th, 1998 Lager’s of St. Peter added the Jeep franchise to its existing structure.
By the year 2001, the Plymouth brand was discontinued.
September of 2007 marked the 30th Anniversary for Lager’s Chrysler World in Mankato. Over the past thirty years, Lager’s has achieved several manufacturer-sponsored awards including the Award for Excellence, which is Chrysler’s highest level of honor, and Lager’s was recognized as a Five Star Dealership.
In 2008, Lager’s of Mankato was ranked #13 on the Denver BC Dealer Ranking for placing in the top 10% of dealers. As of 2008, Lager’s of Mankato attained a five star rating 7 of the last 8 years.
February 18th, 2015 marks the 50th Anniversary of the establishment of the Lagers of St. Peter dealership.
June 6th, 2016 Ashley Lager joins her father Kip Lager working at the Mankato Dealership after graduating from Gustavus Adolphus College. Making her the 3rd Generation of the Lager Family to work full time at the dealerships.
2017 marks the 40th Anniversary of the establishment of Lager’s of Mankato.
Lager’s continued to adapt to the changing automotive industry while remaining committed to the communities it served. During the COVID-19 pandemic of 2020 and beyond, the dealership navigated unprecedented challenges affecting businesses nationwide, including inventory shortages, supply chain disruptions, and changing customer needs. Through the dedication of its employees and the loyalty of its customers, Lager’s remained open and continued serving drivers throughout Southern Minnesota.
On February 18, 2025, Lager’s of St. Peter proudly celebrated its 60th Anniversary. The milestone served as an opportunity to reflect on six decades of serving generations of customers, supporting local organizations, and building lasting relationships throughout the St. Peter community and surrounding areas.
After careful consideration and changing market conditions, Lager’s Inc. made the decision to consolidate operations. On April 1, 2026, Lager’s of St. Peter officially closed its doors after more than 61 years in business. While the St. Peter dealership location ceased operations, the Lager family legacy continues through Lager’s of Mankato and Lager’s Car Wash & Quick Lube. The closure marked the end of an era for the St. Peter location, but not the end of the commitment to serving customers throughout Southern Minnesota.
Today, the Lager name continues to represent a tradition of integrity, customer service, and community involvement throughout Southern Minnesota. From surviving floods, tornadoes, economic challenges, and the COVID-19 pandemic to celebrating more than six decades in business, the Lager family and its dedicated employees have remained committed to serving generations of customers. While the St. Peter chapter closed on April 1, 2026, the legacy established by Bill and Gerry Lager lives on through Lager’s of Mankato and Lager’s Car Wash & Quick Lube, continuing a family tradition that began on a cold February morning in 1965.
Kip Lager is the current President of Lager’s of Mankato and Lager’s Car Wash and Quick Lube. As the third generation of the Lager family, Ashley Lager assumed an increasing leadership role within the organization, helping guide the business through a rapidly evolving automotive landscape while continuing the family values established by Gerald and William Lager more than five decades earlier.
