Auto · County · Wisconsin
Auto repair and car care businesses in Marathon County, WI
How Marathon County, WI compares with other counties and the U.S. for auto repair and car care businesses: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 60 out of 100: Upper middle
Ranked #725 of 2,401 scored counties
#32 of 67 scored counties in Wisconsin
- Listings
- 193
- 47 chain locations (24%)
- Official establishments
- 102
- +10.9% since 2019
- Household spending a year
- $65.2M
- On vehicle maintenance and repairs · $1,127 a household
- Spending per listing
- $338K
- 26% above the U.S.
- Listings per 10k households
- 33.4
- 6% below the U.S.
- Population, 2025
- 139,432
- +1.0% since 2020
See the auto repair and car care businesses around any address in Marathon County
The site report maps the auto repair and car care businesses on map listings near the address, by name and distance, and sizes the households and spending around it. Or open the report at the center of Marathon County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSurvey estimates 2020–2024 · population estimates 2025 · official business counts 2023 · map listings September 2026 · Data credits · How we measure
What this means
As of September 2026, map listings count 193 auto repair and car care businesses in Marathon County. Of those, 47 are chain locations, or 24%, against 24% across the U.S. That comes to 33.4 for every 10,000 households, 6% below the U.S. rate of 35.7.
At $1,127 per household (18% above the U.S. average), households in Marathon County spend about $65.2M a year on vehicle maintenance and repairs. That is about $338K of household spending for each business on map listings, 26% above the U.S. figure of $269K.
Official counts show 102 businesses with payroll classed as automotive repair and maintenance, and tire dealers in Marathon County in 2023, up 10.9% from 2019. That is one for every 567 households, against one for every 681 across the U.S. Official counts also show 154 one-person businesses without payroll. Since fiscal 2022, 4 SBA-backed loans worth $1.7M have gone to businesses classed as automotive repair and maintenance, and tire dealers in Marathon County.
Population estimates put the population change in Marathon County from 2020 to 2025 at +1.0%, slower than the U.S. (+3.1%). The Groundwork market score for auto repair and car care businesses in Marathon County is 60 (upper middle), #725 of 2,401 scored counties and #32 of 67 scored counties in Wisconsin.
How Marathon County compares
The same measures for Wisconsin and the whole U.S. Spending per listing divides a year of household spending on all vehicle maintenance and repairs by the auto repair and car care businesses counted, so it measures the demand for each competitor, not any business’s revenue. Households per establishment does the same with the official count.
| Measure | Marathon County | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 33.4 | 34.5 | 35.7 |
| Spending per listing | $338K | $307K | $269K |
| Households per official establishment | 567 | 706 | 681 |
| Official establishment growth, 2019–2023 | +10.9% | +1.2% | +4.1% |
| Population growth, 2020–2025 | +1.0% | +1.3% | +3.1% |
| Spending per household on vehicle maintenance and repairs | $1,127 | $1,061 | $958 |
| Median household income | $77,884 | $77,485 | $80,734 |
| Groundwork market score | 60 | 66 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 92 → 102+10.9% over the period
- Employees, 2023
- 569
- Annual payroll, 2023
- $27.3M
- One-person businesses, 2023
- 154Businesses with no payroll
- Map listings, September 2026
- 19347 chain locations
- Listings at the U.S. rate for this spending
- 243The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 4
- Amount
- $1.7M
SBA-backed loans to businesses classed as automotive repair and maintenance, and tire dealers in Marathon County, through June 2026, placed by the borrower’s ZIP code. Official establishments are businesses with payroll; the official counts leave out places with fewer than 3.
Population and households in Marathon County
- Population, 2025 estimate
- 139,432+1.0% since 2020
- Households
- 57,866
- Median age
- 42.0
- Homes lived in by their owners
- 73%
- Vehicles per household
- 2.0
- Land area
- 1,545 sq. mi.
- People per square mile
- 90
- Median household income
- $77,884+24.4% vs. 2015–2019, before inflation
- Average household income
- $97,899
- Median home value
- $219,600
- Jobs located here
- 72,449
- Daytime population
- 141,458Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Marathon County?
These figures cover the whole county. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the auto repair and car care businesses on map listings by name and distance.
Or open the report at the center of Marathon County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardAuto repair and car care across Wisconsin
Every Wisconsin market ranked →The highest-scoring counties in Wisconsin for auto repair and car care businesses, numbered among those based in Wisconsin, with Marathon County marked.
Top counties in Wisconsin
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Bayfield County, WI | 89 | 16 | 21.5 | $544K | +3.4% | #24 of 2,401 |
| 2Pierce County, WI | 88 | 46 | 29.0 | $448K | +3.1% | #31 of 2,401 |
| 3Adams County, WI | 83 | 23 | 24.2 | $460K | +5.2% | #78 of 2,401 |
| 4Oconto County, WI | 80 | 55 | 32.7 | $385K | +2.9% | #122 of 2,401 |
| 5Iowa County, WI | 78 | 27 | 26.7 | $443K | +1.0% | #155 of 2,401 |
| 6Door County, WI | 77 | 45 | 30.0 | $380K | +1.6% | #185 of 2,401 |
| 7Dane County, WI | 77 | 663 | 26.4 | $373K | +4.9% | #186 of 2,401 |
| 8Calumet County, WI | 75 | 54 | 25.3 | $470K | +2.9% | #218 of 2,401 |
| 9Portage County, WI | 74 | 87 | 29.3 | $388K | +2.2% | #246 of 2,401 |
| 10Walworth County, WI | 74 | 135 | 31.3 | $379K | +0.8% | #248 of 2,401 |
| 32Marathon County, WI | 60 | 193 | 33.4 | $338K | +1.0% | #725 of 2,401 |
Other business types in Marathon County
Each with its Groundwork market score here, out of 100, where it has one.
Food and drink
Groceries and convenience
Auto
- Auto repair and car care60
- Auto repair shops55
- Collision repair and body shops49
- Car washes and detailing75
- Tire shops75
- Oil change and quick lube49
- Gas stations64
- Insurance agencies26
Beauty and personal care
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many auto repair and car care businesses are in Marathon County, WI?
Marathon County has 193 auto repair and car care businesses on map listings as of September 2026. 47 of them (24%) are chain locations. The listings count repair shops, body shops, tire shops, car washes, oil change and parts stores. Official counts show 102 businesses with payroll classed as automotive repair and maintenance, and tire dealers in 2023, up 10.9% from 2019. Another 154 one-person businesses have no payroll, by official counts.
How much do households in Marathon County, WI spend on vehicle maintenance and repairs?
About $65.2M a year, or $1,127 per household. That is 18% above the U.S. average (an index of 118, where 100 is the U.S. average). Spread across the 193 auto repair and car care businesses on map listings, it comes to $338K per business. It is estimated from the incomes of the 57,866 households in Marathon County and national spending patterns by income.
How does Marathon County, WI compare with the U.S. for auto repair and car care businesses?
Marathon County has 33.4 auto repair and car care businesses per 10,000 households, 6% below the U.S. rate of 35.7. Spending per business is $338K, 26% above the U.S. figure of $269K. At the national ratio of auto repair and car care businesses to household spending, Marathon County would have about 243, against 193 on map listings. There is one business with payroll in the industry for every 567 households, against one for every 681 across the U.S. The official count rose 10.9% from 2019 to 2023, against +4.1% for the U.S.
How fast is Marathon County, WI growing?
Population estimates put Marathon County at 139,432 people in 2025, up 1.0% since 2020, slower than the U.S. (+3.1%). It has 57,866 households. Median household income in Marathon County is $77,884, 4% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 24.4%, before inflation.
What is the Groundwork market score?
The Groundwork market score runs from 0 to 100 and compares a market with others of its kind for one business type: states with states, metro areas with metro areas, small-town markets and counties with their own. It weighs household spending per competitor (35%), households per business with payroll (25%), population growth (20%) and spending power (20%), each ranked against those peers. A higher score means that, taken together, the market has more household spending and more households for each business already there, faster population growth and more spending per household than similar markets. It describes a market, not any one site or deal. Marathon County scores 60 for auto repair and car care businesses (upper middle), #725 of 2,401 scored counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Marathon County. It maps the auto repair and car care businesses on map listings near the site and sizes the households and spending within the distance you choose. New accounts get 10 actions over 3 days, no card.
How the score works · Top markets for auto repair and car care businesses · All 56 business types in Marathon County
Screening a site or an acquisition in Marathon County?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
The button opens the report at the center of Marathon County. Signed out, you see a blurred preview; on an account, each report is one action.
This product uses the Census Bureau Data API but is not endorsed or certified by the Census Bureau.
Figures are estimates for research only. Not investment or real estate advice.