Since 1972, Engelhart Motorsports has been revving up Madison's motorsports scene from its original location at 1589 Greenway Cross. Founder Jerry Engelhart started the business with his brothers as a winter passion project, selling snowmobiles while they worked road construction in the summers. What began as a hobby grew into a full-time venture, expanding to motorcycles and eventually a wider selection of vehicles. In 1993, Jerry hired Robert Hintz, who now serves as Vice President, General Manager, and part owner of the Madison location, playing a key role in the company's continued growth.
What's in the Garage
Engelhart offers vehicles for any kind of rider (think snowmobiles, motorcycles, ATVs, and UTVs), carrying top brands like Honda, Indian Motorcycle, Polaris, Kayo, Ski-Doo, and Yamaha. Recently, UTVs have seen a surge in interest. These compact, rugged vehicles resemble mini trucks and have become increasingly popular as more Wisconsin roads open to ATV use. Some models seat up to six passengers and come equipped with enclosed cabs, air conditioning, GPS, and sound systems, making them ideal for both recreation and family outings.
For Robert, snowmobiles remain his favorite. Winter means slower days at the shop and more time riding around his cabin in the north woods. With fresh snow on the trees, scenic trails, and the occasional stop at a cozy supper club, Rober says once people try it, they're hooked. While winter brings that slower pace, Engelhart's busiest season runs from spring through the end of summer, with another peak around Thanksgiving when customers shop for holiday gifts and Black Friday deals.
Rooted in Madison, Reaching the Midwest
Engelhart continues to grow, not just with their inventory but also with their reach across the Midwest. One significant achievement has been building a digital presence that meets modern expectations. Customers can now complete most of the buying process online, from browsing inventory to finalizing a purchase, with regularly updated listings for a seamless experience. The company has also expanded geographically, now operating locations in northern Illinois, Iowa, and Michigan.
Beyond sales and service, Engelhart stays connected to the local riding community. They support area clubs through fundraising events, including their popular Spring Kickstart gathering at the Madison location, which features food trucks, demo rides, and opportunities for riders and organizations to connect. Engelhart also sponsors Madison Area Technical College's Motorcycle Safety Class, helping beginners learn the fundamentals of safe riding.
Where Teamwork Builds a Legacy
Robert takes pride in fostering an environment where associates feel valued and customers receive personalized service they can't find anywhere else. Through this approach, Engelhart has built more than a successful business—they've built a legacy they hope will last another 50 years. With events like their upcoming Black Friday sales and participation in Small Business Saturdays, there's never been a better time to experience what keeps their customers coming back.
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