Auto · Small-town market · Wisconsin
Auto repair shops in the Wisconsin Rapids-Marshfield, WI area
How the Wisconsin Rapids-Marshfield, WI area compares with other small-town markets and the U.S. for auto repair shops: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 47 out of 100: Lower middle
Ranked #309 of 538 scored small-town markets
#11 of 13 scored small-town markets based in Wisconsin
- Listings
- 79
- 9 chain locations (11%)
- Official establishments
- 48
- −2.0% since 2019
- Household spending a year
- $34.7M
- On vehicle maintenance and repairs · $1,076 a household
- Spending per listing
- $439K
- In line with the U.S.
- Listings per 10k households
- 24.5
- 14% above the U.S.
- Population, 2025
- 74,060
- −0.2% since 2020
See the auto repair shops around any address in the Wisconsin Rapids-Marshfield area
The site report maps the auto repair shops 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 the Wisconsin Rapids-Marshfield area. 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
Household spending on vehicle maintenance and repairs in the Wisconsin Rapids-Marshfield area comes to about $34.7M a year: $1,076 per household, 12% above the U.S. average. That is about $439K of household spending for each shop on map listings, in line with the U.S. figure of $445K. The spending figure covers all vehicle maintenance and repairs, not only auto repair shops.
There are 79 auto repair shops on map listings in the Wisconsin Rapids-Marshfield area as of September 2026. Chain locations make up 11% of them, against 16% across the U.S. Per 10,000 households, that is 24.5, 14% above the U.S. rate of 21.5.
Official counts show 48 businesses with payroll classed as mechanical, body and glass repair in the Wisconsin Rapids-Marshfield area in 2023, down 2.0% from 2019. That is one for every 672 households, against one for every 955 across the U.S. Official counts also show 50 one-person businesses without payroll.
Population estimates show the Wisconsin Rapids-Marshfield area declined 0.2% from 2020 to 2025, against +3.1% for the U.S. For auto repair shops, the Wisconsin Rapids-Marshfield area has a Groundwork market score of 47 (lower middle): #309 of 538 scored small-town markets and #11 of 13 scored small-town markets based in Wisconsin.
How the Wisconsin Rapids-Marshfield area 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 shops 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 | Wisconsin Rapids-Marshfield area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 24.5 | 20.7 | 21.5 |
| Spending per listing | $439K | $511K | $445K |
| Households per official establishment | 672 | 890 | 955 |
| Official establishment growth, 2019–2023 | −2.0% | −1.4% | +2.1% |
| Population growth, 2020–2025 | −0.2% | +1.3% | +3.1% |
| Spending per household on vehicle maintenance and repairs | $1,076 | $1,061 | $958 |
| Median household income | $67,989 | $77,485 | $80,734 |
| Groundwork market score | 47 | 58 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 48−2.0% over the period
- Employees, 2023
- 176
- Annual payroll, 2023
- $6.9M
- One-person businesses, 2023
- 50Businesses with no payroll
- Map listings, September 2026
- 799 chain locations
- Listings at the U.S. rate for this spending
- 78The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 0
- Amount
- $0
SBA-backed loans to businesses classed as mechanical, body and glass repair in the Wisconsin Rapids-Marshfield area, 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 the Wisconsin Rapids-Marshfield area
- Population, 2025 estimate
- 74,060−0.2% since 2020
- Households
- 32,253
- Median age
- 43.8
- Homes lived in by their owners
- 73%
- Vehicles per household
- 1.9
- Land area
- 793 sq. mi.
- People per square mile
- 93
- Median household income
- $67,989+23.8% vs. 2015–2019, before inflation
- Average household income
- $86,117
- Median home value
- $175,600
- Jobs located here
- 37,937
- Daytime population
- 75,209Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Wisconsin Rapids-Marshfield area?
These figures cover the whole small-town market. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the auto repair shops on map listings by name and distance.
Or open the report at the center of the Wisconsin Rapids-Marshfield area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardAuto repair shops across Wisconsin
Every Wisconsin market ranked →The highest-scoring small-town markets in Wisconsin for auto repair shops, numbered among those based in Wisconsin, with the Wisconsin Rapids-Marshfield area marked.
Top small-town markets in Wisconsin
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Shawano, WI | 80 | 38 | 20.4 | $557K | +1.4% | #23 of 538 |
| 2Whitewater-Elkhorn, WI | 77 | 79 | 18.3 | $648K | +0.8% | #29 of 538 |
| 3Sparta, WI | 76 | 37 | 20.2 | $545K | +0.6% | #34 of 538 |
| 4Stevens Point-Plover, WI | 75 | 57 | 19.2 | $591K | +2.2% | #43 of 538 |
| 5Marinette, WI-MI | 65 | 58 | 19.7 | $542K | +0.3% | #107 of 538 |
| 6Manitowoc, WI | 63 | 75 | 21.3 | $510K | +0.4% | #131 of 538 |
| 7Menomonie, WI | 63 | 43 | 24.7 | $478K | +1.7% | #134 of 538 |
| 8Baraboo, WI | 62 | 65 | 23.2 | $488K | +1.3% | #147 of 538 |
| 9Watertown-Fort Atkinson, WI | 60 | 84 | 24.1 | $468K | +0.3% | #168 of 538 |
| 10Beaver Dam, WI | 57 | 92 | 25.6 | $439K | −0.3% | #198 of 538 |
| 11Wisconsin Rapids-Marshfield, WI | 47 | 79 | 24.5 | $439K | −0.2% | #309 of 538 |
Other business types in the Wisconsin Rapids-Marshfield area
Each with its Groundwork market score here, out of 100, where it has one.
Food and drink
Groceries and convenience
Auto
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 shops are in the Wisconsin Rapids-Marshfield, WI area?
As of September 2026, map listings count 79 auto repair shops in the Wisconsin Rapids-Marshfield area. 9 of them (11%) are chain locations. The listings count general, specialty, body and glass repair shops. Official counts show 48 businesses with payroll classed as mechanical, body and glass repair in 2023, down 2.0% from 2019. Another 50 one-person businesses have no payroll, by official counts.
How much do households in the Wisconsin Rapids-Marshfield, WI area spend on vehicle maintenance and repairs?
About $34.7M a year, or $1,076 per household. That is 12% above the U.S. average (an index of 112, where 100 is the U.S. average). Spread across the 79 auto repair shops on map listings, it comes to $439K per shop. That spending covers all vehicle maintenance and repairs, which auto repair shops share with other businesses in the trade. It is estimated from the incomes of the 32,253 households in the Wisconsin Rapids-Marshfield area and national spending patterns by income.
How does the Wisconsin Rapids-Marshfield, WI area compare with the U.S. for auto repair shops?
The Wisconsin Rapids-Marshfield area has 24.5 auto repair shops per 10,000 households, 14% above the U.S. rate of 21.5. Spending per shop is $439K, in line with the U.S. figure of $445K. At the U.S. ratio of auto repair shops to household spending, the Wisconsin Rapids-Marshfield area would have about 78, against 79 on map listings. There is one business with payroll in the industry for every 672 households, against one for every 955 across the U.S. The official count fell 2.0% from 2019 to 2023, against +2.1% for the U.S.
How fast is the Wisconsin Rapids-Marshfield, WI area growing?
Population estimates put the Wisconsin Rapids-Marshfield area at 74,060 people in 2025, down 0.2% since 2020, against +3.1% for the U.S. It has 32,253 households. Median household income in the Wisconsin Rapids-Marshfield area is $67,989, 16% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 23.8%, 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. A small-town market is a town of 10,000 to 50,000 people and the county or counties tied to it by commuting. 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. The Wisconsin Rapids-Marshfield area scores 47 for auto repair shops (lower middle), #309 of 538 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Wisconsin Rapids-Marshfield area. It maps the auto repair shops 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 shops · All 56 business types in the Wisconsin Rapids-Marshfield area
Screening a site or an acquisition in the Wisconsin Rapids-Marshfield area?
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 the Wisconsin Rapids-Marshfield area. 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.