For decades Wisconsin drivers have gone to Amato dealerships to find a new ride. On April 1, the patriarch of the Amato Auto Group, John Amato Sr., died at his home in Jupiter, Florida, at the age of 98.

“He was still skiing at the age of 98 and he was still shooting well under his age in golf,” said grandson John “JR” Amato III. “Incredibly active and his mind was as sharp as a tack.”

Amato was born in Chicago in 1924 and served as a medic in the US Army during World War II. After coming home from the war, he was a tailor but didn’t enjoy the work, so he decided to quit.

In 1950 Amato entered the car dealership business with Adam Motor Sales in Chicago.

“He was earning $60 per week plus $30 per car resold,” JR Amato said.

Amato spent time at several different dealerships selling Oldsmobile, Lincoln and Chevrolet cars.

“He worked his way up through business, but the big thing was in 1958, that’s when our group first got its start in Grayslake, Ill,” JR Amato said.

Amato and another colleague each borrowed $20,000 to purchase Chevrolet dealership.

In 1962, he moved to Milwaukee and opened what would become Southgate Ford. By the mid-1970s, he had built one of Wisconsin’s largest Ford dealerships.

“Back in his day, used cars weren’t really a thing,” JR Amato said. “He was way ahead of his time. ... A lot of the dealers were not stocking used cars. He was buying all of their used cars and he made his business around the used car market.”

An outsider is welcomed

Coming from Illinois, Amato knew he was an outsider and worked to ingratiate himself in the local industry.

Amato encouraged customers to take better offers at other dealerships.

“He’d took a look at the deal and said ‘You know what, that’s a phenomenal deal, you should go buy that car,’” Amato said. “He could tell (the dealership) had put the work in and they had given them a great deal. ... That was how he gained his way into the dealer group, all the dealers around here.”

JR Amato said his grandfather was very focused on the customer experience, whether that was at his dealership or others.

“He talked a lot about not working against the other dealers but with the other dealers ... not trying to undercut each other but working together so everybody can uplift each other,” JR Amato said.

In 1980, he opened Amato Oldsmobile. Like his previous dealerships, it was recognized as one of the consistent leaders, not only in sales, but overall service and customer satisfaction.

After 30 years, he took a step back, but stayed connected to the organization. Today, the Amato Automotive Group is more than 60 years old and has seven companies.

Love of family

JR Amato is the general manager of the group and is the third generation to lead the business.

Amato loved being out on the water especially on his 65-foot deep sea fishing boat. He explored the Great Lakes, the Mississippi River and the St. Lawrence Seaway.

Amato especially loved being with family. JR Amato remembers one occasion of his grandfather taking all his grandchildren on the boat and the sea was rough.

“We all got seasick,” JR Amato said with a laugh. “And he had us all by the port holes in the boat, because we were puking at the time, and he had the hose out making sure we all didn’t get it all over the boat.”

Amato is survived by his wife of 71 years, Phyllis. Other survivor include daughters JoAnn Stewart, Susan Amato and Dianne Chase and son John Amato. He is also survived by 11 grandchildren and 11 great-grandchildren.

The Mass of Christian Burial will be at 11 a.m. Friday at St. Patrick’s Church, 13591 Prosperity Farms Road, Palm Beach Gardens. A livestream of the Mass can be accessed at www.stpatrickchurch.org (click on Online Mass). A reception will follow at Jonathan’s Landing at 12:30 p.m.

This article originally appeared on Milwaukee Journal Sentinel: John Amato, 98, founder of Amato Automotive Group, leaves legacy behind