About Us
The Ulrich Difference
Our Story
In 1935, local businessman John Ulrich Jr. founded Ulrich Motor Co. in Pella, IA, establishing it as a Ford auto and implement dealer in the original Star Auto building on the town square. Shortly after its inception, John transitioned leadership to his son, Rudy Ulrich, who guided the dealership through its formative years.
During Rudy's tenure, Ulrich Motor Co. flourished, culminating in the construction and relocation to a second location north of town on Washington St., where it thrived for three decades.
In the 1980s, Rudy sought retirement, prompting a pivotal moment in the dealership's history. With no successors among Rudy's children, long-time employee Chuck Vander Waal emerged as the new owner. Chuck's leadership ushered in a new era marked by stability and growth.
Under Chuck's stewardship, the dealership achieved significant milestones, including its relocation to its current, modern facility next to Highway 163. This relocation, undertaken by Chuck's son Todd Vander Waal, reflects their commitment to expanding and modernizing Ulrich Motor Co. to better serve the community.
Today, Todd Vander Waal continues the family legacy as majority owner, leading the dealership with a dedication to innovation, customer service, and community involvement. Together, Chuck and Todd have led Ulrich Ford Lincoln to win 8 Ford President's Awards and 1 Lincoln President's Award for outstanding customer service.
Our story at Ulrich Motor Co. is one of generational stewardship, community spirit, and a steadfast commitment to excellence. Whether you're considering joining our team or entrusting us with your vehicle's care, we invite you to be part of our journey.