Deery Brothers — Comprehensive Dealer Group Profile

Overview

Deery Brothers stands as one of the oldest and most enduring family-run automotive dealer groups in the American Midwest. Founded in 1921 in Burlington, Iowa, by the original Deery brothers, the group has navigated more than a century of economic cycles, industry transformations, and family generational transitions to remain a fixture of automotive retail along the Mississippi River corridor of southeastern Iowa. The group's longevity — spanning over 100 years of continuous operation under family ownership — places it in a rarefied category of American family businesses that have adapted and survived across multiple generations.

Today, Deery Brothers operates more than ten dealership locations across southeastern Iowa and neighboring regions, representing a portfolio that includes both domestic and international brands. The group's primary market remains Burlington, Iowa, along with other communities in the region. Unlike the publicly traded mega-groups that dominate industry headlines, Deery Brothers represents the enduring tradition of the family-owned, community-embedded dealership — a model that, while increasingly rare in an era of consolidation, continues to thrive in smaller markets where personal relationships and local reputation matter as much as price and selection.

The group's estimated annual revenue is in the range of $200 million to $400 million, generated across its portfolio of new and used vehicle sales, service and parts operations, and finance and insurance products. While modest in comparison to the billion-dollar publicly traded groups, Deery Brothers' profitability and stability have allowed it to survive and even prosper over decades when many of its competitors have been consolidated or closed.

The Deery name is synonymous with automotive retail in southeastern Iowa. For generations of families in Burlington and the surrounding communities, Deery Brothers has been the place to buy and service vehicles — a relationship built on trust, continuity, and the simple principle that has guided the group since 1921: treat customers the way you would want to be treated.

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Company Snapshot

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History & Founding

The story of Deery Brothers begins in 1921 in Burlington, Iowa, a historic Mississippi River city that served as the territorial capital of the Wisconsin Territory before Iowa statehood. The original Deery brothers — whose names have been preserved in family lore but whose specific identities have been partially obscured by time — opened their first automobile dealership at a moment when the automobile was transforming American life but had not yet achieved universal ownership.

The early 1920s were a formative period for the American automobile industry. Henry Ford's Model T had made car ownership accessible to millions, and General Motors was pioneering the multi-brand strategy that would make it the world's largest automaker. In small towns and mid-sized cities across the Midwest, local entrepreneurs were capitalizing on the growing demand for automobiles by opening dealerships that would serve their communities for generations.

The Deery brothers recognized the opportunity in their hometown of Burlington. By establishing a dealership that sold and serviced automobiles, they positioned themselves at the intersection of two fundamental trends: the American love affair with the automobile and the growth of the Midwest as an economic and population center.

The group's early years were characterized by the same challenges faced by all early auto dealers: building customer awareness, establishing service capabilities in an era when automotive technology was evolving rapidly, and managing the seasonal fluctuations that defined Midwestern retail. The Deery brothers' commitment to honest dealing and quality service earned them the trust of Burlington-area customers and provided the foundation for the group's long-term success.

A defining characteristic of Deery Brothers from the outset was its family orientation. Unlike dealer groups that were built by a single ambitious founder and then sold to larger entities, Deery Brothers was established as a family enterprise and has remained under family control through multiple generations. This continuity of ownership and values has been the group's greatest competitive advantage. While many of its competitors have changed hands multiple times or been absorbed into larger groups, Deery Brothers has maintained its independence and its focus on the southeastern Iowa market.

Over the decades, the group expanded its franchise portfolio to include additional brands, responding to changing consumer preferences and the evolution of the American automotive landscape. The original domestic franchises — likely including Chevrolet, Ford, or other American makes — were supplemented over time by additional brands as the group grew.

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Growth & Expansion

1921: Founding The Deery brothers open their first automobile dealership in Burlington, Iowa. The group immediately establishes itself as a trusted local business in the Mississippi River community.

1920s-1940s: Great Depression and War Era Deery Brothers navigates the Great Depression, when many dealerships failed, by maintaining conservative business practices and focusing on customer relationships. The group survives World War II, when new car production was halted and dealers subsisted on service and used car sales.

1950s-1960s: Postwar Expansion The postwar economic boom drives strong demand for new cars. Deery Brothers expands its franchise offerings and may add additional physical locations in Burlington and surrounding communities.

1970s-1980s: Second-Generation Leadership Control passes to the next generation of the Deery family. The group faces challenges including the oil crises of the 1970s, which shift consumer preferences toward smaller, more fuel-efficient vehicles, and the high-interest-rate environment of the early 1980s.

1990s-2000s: Brand Diversification Deery Brothers adds import franchises to complement its traditional domestic brands, responding to the growing market share of Japanese and other import manufacturers in the American market.

2010s-Present: Digital Adaptation The group invests in digital marketing, inventory management systems, and online retailing capabilities. While maintaining its traditional strengths in personal service and community relationships, Deery Brothers adapts to the modern car-buying landscape.

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Brand Portfolio

Deery Brothers' brand portfolio reflects its Midwestern market and its evolution from a purely domestic dealer group to one that also represents international brands:

Domestic American:

• Chevrolet
• Buick
• GMC
• Cadillac
• Ford
• Lincoln
• Chrysler
• Dodge
• Jeep
• RAM

Import:

• Toyota
• Honda

The group's strong representation of General Motors and Ford brands is typical of long-established Midwestern dealer groups, which often grew alongside these manufacturers. The addition of Toyota and Honda franchises reflects the broader shift in American consumer preferences toward Japanese brands that began in the 1970s and accelerated through subsequent decades.

By offering both domestic trucks and SUVs (which remain popular in rural and agricultural communities) and fuel-efficient import models, Deery Brothers covers the full spectrum of its market's needs. The group's service operations are equipped to handle all the brands it sells, providing a significant competitive advantage in its smaller markets where factory-authorized service options may be limited.

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Operations & Business Philosophy

Deery Brothers operates according to principles that have guided the group for over a century: honesty, fairness, and community commitment. In smaller markets like Burlington, Iowa, reputation is everything. A dealership that treats customers poorly will quickly find itself without a customer base in a community where word travels fast and family relationships span generations.

Customer Service Philosophy: The group's approach to customer service is rooted in the belief that a car purchase is the beginning of a relationship, not a transaction. This philosophy drives the group's emphasis on service retention, follow-up communication, and long-term customer loyalty. Many Deery customers are multi-generation families who have purchased vehicles from the group for decades.

Community Pricing: In smaller markets, price transparency and fairness are essential. Deery Brothers focuses on providing competitive pricing that reflects the value of the vehicles and services offered, recognizing that customers who feel they received a fair deal will return for future purchases and recommend the group to others.

Service Operations: Fixed operations (service, parts, and body shop) are a critical component of the group's business model. In smaller markets, the service department often represents the primary point of ongoing contact with customers, and Deery Brothers invests in well-trained technicians, modern equipment, and efficient processes to maximize customer satisfaction and retention.

Family Values in Business: The family ownership structure allows Deery Brothers to take a long-term view of business decisions, prioritizing sustainable growth and community relationships over short-term profit maximization. This patient approach has served the group well over its century of existence, allowing it to weather economic downturns and industry disruptions that have forced less stable competitors to close or sell.

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Community Impact & Philanthropy

As one of the oldest family businesses in southeastern Iowa, Deery Brothers is deeply embedded in the fabric of its communities. The group's philanthropic efforts are extensive and reflect the Deery family's commitment to the region:

• Local Economic Development: As a major employer and taxpayer in Burlington and surrounding communities, Deery Brothers plays a vital role in the regional economy. The group's continued operation and investment in its facilities provide stable employment for hundreds of families.

• Education: Support for local schools, scholarship programs, and vocational training initiatives. The group has been a long-time supporter of Southeastern Community College and other educational institutions in the region.

• Youth and Community Organizations: Sponsorship of youth sports teams, 4-H programs, FFA (Future Farmers of America) organizations, and local community events. The Deery name is prominently associated with community activities throughout the region.

• Civic Engagement: The Deery family has historically been involved in local civic organizations, chamber of commerce activities, and economic development initiatives aimed at strengthening the Burlington area and surrounding communities.

• Charitable Fundraising: Dealership-level participation in fundraising for local hospitals, food banks, emergency services, and other charitable organizations.

The group's community involvement is not merely a marketing strategy — it is a reflection of the family's genuine commitment to the region that has supported its business for over a century. The Deery family and its employees live and work in the communities they serve, and the group's success is inextricably linked to the health and prosperity of those communities.

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Leadership

Founding Generation: The original Deery brothers founded the group in 1921, establishing the values and business principles that continue to guide the organization.

Current Leadership: Deery Brothers is currently led by subsequent generations of the Deery family. While specific leadership names are not widely publicized (consistent with the group's private, family-oriented character), the group is managed by family members who have been involved in the business since childhood and who carry forward the traditions established by the founders.

The transition of leadership across generations has been a critical factor in the group's longevity. Each generation has faced the challenge of adapting the business to changing market conditions while preserving the core values that define the Deery Brothers brand. The successful navigation of these transitions — from the founders to their children, and subsequently to grandchildren and beyond — is a testament to the family's commitment to the business and their ability to balance tradition with innovation.

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Strategic Outlook

Deery Brothers' strategic outlook is shaped by the unique challenges and opportunities facing family-owned dealerships in smaller Midwestern markets:

1. Succession Planning: As with all multi-generational family businesses, ensuring smooth leadership transitions is a critical priority. The Deery family must continue to prepare the next generation for leadership responsibilities while also attracting and retaining non-family talent in key management positions.

2. Market Consolidation: The automotive retail industry continues to consolidate, with publicly traded groups acquiring successful independent dealerships. Deery Brothers' independence and family ownership are competitive advantages in its local market, but the group must remain vigilant against competitive pressure from larger groups that may enter its markets.

3. Digital Adaptation: While personal relationships remain paramount in small-market dealerships, customers increasingly expect digital capabilities including online inventory browsing, digital paperwork, and remote purchasing options. Deery Brothers must continue investing in technology to meet these expectations without losing its personal touch.

4. OEM Relations: Maintaining strong relationships with General Motors, Ford, Stellantis, Toyota, and Honda is essential for franchise retention and allocation of popular vehicles. Independent groups must demonstrate strong sales performance and customer satisfaction to remain in good standing with manufacturers.

5. Technician Recruitment: The shortage of qualified automotive technicians is particularly acute in rural areas. Deery Brothers must invest in apprenticeship programs, competitive compensation, and partnerships with technical schools to ensure it has the skilled workforce needed to service the vehicles it sells.

6. EV Transition: As electric vehicles gain market share, Deery Brothers will need to invest in charging infrastructure at its dealerships, technician training for EV service and repair, and inventory planning for EV models. In rural areas, EV adoption may proceed more slowly than in urban centers, providing the group with additional time to prepare.

7. Community Economic Health: The group's long-term prospects are tied to the economic health of southeastern Iowa, including Burlington and surrounding communities. Population trends, local employment conditions, and regional economic development initiatives will influence the group's growth trajectory.

Deery Brothers' century-long track record of successful operation suggests that the group is well-equipped to navigate these challenges. The combination of family ownership, deep community roots, operational conservatism, and adaptability has proven to be a resilient formula across more than 100 years of American automotive history. As the industry enters its most transformative period since the early days of the automobile, Deery Brothers' commitment to its founding principles — honesty, service, and family — may prove more valuable than ever.

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Sources: Deery Brothers website, Wikipedia references, Iowa business press, Southeastern Iowa community publications, National Automobile Dealers Association (NADA) industry data.