Schaller Auto World History

In 1952, Gustave J Schaller sold his tobacco farm and peat bog in Manchester and became an Oldsmobile dealer in New Britain. He began the dealership with his wife, Louise, and eventually their children joined the business. Their first year in business was 1953 and they started with a total team of 8 people. That year, they sold approximately 200 vehicles. In the early 60’s, a Cooper Tire Distributorship was added to the company. In the mid 70’s, Bricklyn and Renault franchises were added. These two were short-lived ventures, Bricklyn ending with the failure of the manufacturer and Renault ending due to lack of business.

Gustave Schaller

In the Spring of 1977, Honda was added. Honda was moved into their new facility in 1980 and still operates at 1 Veterans Drive today. Subaru was added in 1982 and after a couple of moves now operates at 34 Frontage Road in Berlin. In 1986, Schaller Acura became the first Acura dealer in Connecticut, opening at 345 Center Street in Manchester. In 1991, Mitsubishi was added to the company and operates at 25 Veterans Drive. The original Schaller Oldsmobile facility at 55 Veterans Drive was completely renovated in 2011 as a State of the Art Body Shop.

The Schaller family has served the Central Connecticut community for over 63 years with an unwavering dedication to the communities that support our business.

In 2003 the Schaller Auto World fund was established as a donor-advised fund at the Community Foundation of Greater New Britain. The Schaller fund has a primary focus defined as benefiting youth programs and activities.

Many local organizations have benefitted from the Schaller fund most recently the Klingberg Family Centers, Miracle League, Plainville Family Resource Network, Tunxis Community College Foundation, Boy Scouts of America, Oak Hill/CT Institute for the Blind, New Britain High School, Berlin High School, Southington High School, Literacy Volunteers, Community Mental Health Affilliates, Connecticut Childrens Medical Center, The Discovery Center, Special Olympics, HARC, Inc., CCARC, Rotary Club, Rebuilding Together, New Britain Parks and Recreation Fit Trail at Walnut Hill Park, and the Wheeler Clinic. And personally the Schaller family has donated to the Hospital of Central Connecticut and to the Oncology Department at the Hospital of Central Connecticut.


Today, Schaller Auto World of New Britain operates 3 franchises (Honda, Mitsubishi and Subaru) along with a separate full-service Body Shop servicing all makes and models. The Acura dealership still operates in Manchester.

Since joining the company in 1992, Art Jr. has followed the lead of past generations and has volunteered his time at many local civic organizations. He coached in the Newington Pop Warner Football program for 5 years. He joined the Rotary Club of New Britain-Berlin in 1995 and has been a member of its Board for 10 years, spending 8 years as Executive Secretary, and as President from 2010 – 2011. He is a past tri-chair for the United Way Allocations Committee. Past Board Member of the New Britain Boys & Girls Club. Served on Board of Trustees for the YWCA of Greater New Britain, served as Chairman 2011-2013. Assistant Scoutmaster for BSA Troop 68 Farmington in March 2013. Art Jr. presently serves on the Executive Council for the CFGNB New Britain Early Childhood Collaborative. He has also served on the Dealer Advisory Council for Universal Underwriters Insurance Company and served as its Chairman. Since 2001 Art is currently a Director for the Connecticut Auto Retailers Association serving as its Chairman from 2011 – 2013.


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1 Veterans Drive, New Britain, CT, 06051
Schaller Honda 41.648735, -72.7705607.