Groundwork

Auto · Small-town market · Wisconsin

Oil change and quick-lube shops in the Wisconsin Rapids-Marshfield, WI area

The oil change and quick-lube shops in the Wisconsin Rapids-Marshfield, WI area, the household spending behind them and how the market ranks against other small-town markets.

Groundwork market score

Not scored

The score needs at least 5 listings; this market has 3.

Listings
3
3 chain locations (100%)
Official establishments
3
Businesses with payroll, 2023
Household spending a year
$34.7M
On vehicle maintenance and repairs · $1,076 a household
Spending per listing
$11.6M
16% below the U.S.
Listings per 10k households
0.9
29% above the U.S.
Population, 2025
74,060
−0.2% since 2020

See the oil change and quick-lube shops around any address in the Wisconsin Rapids-Marshfield area

The site report maps the oil change and quick-lube 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 card

Survey estimates 2020–2024 · population estimates 2025 · official business counts 2023 · map listings September 2026 · Data credits · How we measure

What this means

Households in the Wisconsin Rapids-Marshfield area spend about $34.7M a year on vehicle maintenance and repairs, or $1,076 per household, 12% above the U.S. average. That is about $11.6M of household spending for each shop on map listings, 16% below the U.S. figure of $13.7M. The spending figure covers all vehicle maintenance and repairs, not only oil change and quick-lube shops.

There are 3 oil change and quick-lube shops on map listings in the Wisconsin Rapids-Marshfield area as of September 2026. Per 10,000 households, that is 0.9, 29% above the U.S. rate of 0.7.

In 2023, official counts showed 3 businesses with payroll in the Wisconsin Rapids-Marshfield area classed as oil change and lubrication shops. That is one for every 10,751 households, against one for every 14,222 across the U.S.

Population estimates show the Wisconsin Rapids-Marshfield area declined 0.2% from 2020 to 2025, against +3.1% for the U.S. With 3 oil change and quick-lube shops on map listings, the Wisconsin Rapids-Marshfield area isn’t given a market score: the score needs at least 5, since one listing more or less would swing it.

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 oil change and quick-lube 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.

Oil change and quick lube in Wisconsin Rapids-Marshfield, WI area compared with Wisconsin and the U.S.
MeasureWisconsin Rapids-Marshfield areaWisconsinU.S.
Listings per 10k households0.90.80.7
Spending per listing$11.6M$13M$13.7M
Households per official establishment10,75113,18914,222
Official establishment growth, 2019–2023n/a+23.7%+12.1%
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 scoreNot scored44

Official counts and lending

Businesses

Official establishments, 2019 to 2023
3
Employees, 2023
21
Annual payroll, 2023
$778K
One-person businesses, 2023
Not publishedNot published for this business type
Map listings, September 2026
33 chain locations
Listings at the U.S. rate for this spending
3The 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 oil change and lubrication shops 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 oil change and quick-lube 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 card

Other business types in the Wisconsin Rapids-Marshfield area

Each with its Groundwork market score here, out of 100, where it has one.

Funeral services

Questions

How many oil change and quick-lube shops are in the Wisconsin Rapids-Marshfield, WI area?

As of September 2026, map listings count 3 oil change and quick-lube shops in the Wisconsin Rapids-Marshfield area. The listings count oil change and quick-lube shops. Official counts show 3 businesses with payroll classed as oil change and lubrication shops in 2023.

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 3 oil change and quick-lube shops on map listings, it comes to $11.6M per shop. That spending covers all vehicle maintenance and repairs, which oil change and quick-lube 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 oil change and quick-lube shops?

The Wisconsin Rapids-Marshfield area has 0.9 oil change and quick-lube shops per 10,000 households, 29% above the U.S. rate of 0.7. Spending per shop is $11.6M, 16% below the U.S. figure of $13.7M. The count on map listings matches the U.S. ratio of oil change and quick-lube shops to household spending. There is one business with payroll in the industry for every 10,751 households, against one for every 14,222 across 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 has no market score for oil change and quick-lube shops: the score needs at least 5 on map listings, and it has 3.

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 oil change and quick-lube 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 oil change and quick-lube 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.

Run a site report See plans
Free10 actions over 3 days, no card

Screening many markets at once? Talk to us

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.