About Our Boucher Automotive Group Dealerships

Boucher Automotive Group Pride: 60-Second Video
How do you Say "Boucher"? Humorous Video

A native of Milwaukee, Wisconsin, Gordon F. Boucher began his automotive career in 1956 as a salesperson for a local dealership in Milwaukee, Wisconsin. In 1977 Boucher opened his first Lincoln-Mercury dealership in West Allis, and today Boucher owns and operates 18 dealerships in Southeastern Wisconsin. The dealerships are run by Gordie Boucher's sons, Frank Boucher and Gordie Boucher, Jr. and his daughter Julie Boucher Sellars. 

The Boucher Automotive Group now ranks among the top 75 dealer groups in the nation according to Automotive News. The Boucher Group employs over 1,200 hard-working people, and consistently earns strong placement on Deloitte's "Wisconsin 75" ranking, which celebrates the largest privately held companies within Wisconsin. Since 2010, our employees have voted the Boucher Automotive Group among the 
Top 5 Workplaces in Southeast Wisconsin based on the Milwaukee Journal Sentinel's "Workplace Dynamics" survey.

Boucher has always had a strong presence in the Wisconsin community. Since 1985, Boucher has sponsored and underwritten the costs of the 
Muscular Dystrophy Association Summer Camp. In addition to MDA, Boucher takes pride in sponsoring the Vince Lombardi Charity Golf ClassicVince Lombardi Walk/Run for Cancer, Bobbie Nick Voss Charitable FundsJuvenile Diabetes Research Foundation, numerous Wisconsin Veterans organizations, and several more.  Gordie Boucher is involved in many organizations, including ADAMM, (the Automobile Dealers Association of Mega Milwaukee) and helped formulate the Foundation for Wisconsin Auto and Truck Dealers. In addition, in 1996 Boucher was recognized as Time Magazine's Dealer of the Year.

Our Mission Statement:

We ride with you every mile, before, during and after the sale.  It is more than our motto at Boucher, it's our mission.  Our professional Sales Consultants, Sales Managers and Business Managers have three primary responsibilities to you, our guest: To listen and find the best vehicle for you, ensure that it fits your budget, and do it in a timely and professional manner.  Our ultra competitive, market-based pricing philosophy and 25 strong lending institutions help get you the best terms.  After the sale, we are there to assist you with any vehicle feature or functionality questions.  Our award-winning factory certified technicians, knowledgeable service advisors and efficient collision repair teams are trained to protect your investment every mile, for the life of your vehicle.  It's been the Boucher Way for over 39 years!



  • Monday 9:00am - 7:00pm
  • Tuesday 9:00am - 7:00pm
  • Wednesday 9:00am - 7:00pm
  • Thursday 9:00am - 7:00pm
  • Friday 9:00am - 7:00pm
  • Saturday 9:00am - 5:00pm
  • Sunday Closed