We want your vehicle! Get the best value for your trade-in!

Sturgeon Bay, WI 54235

(920) 743-2789
Sat & Sun: Closed
43rd Anniversary Sale


My husband & I purchased a 2023 Chrysler Pacifica from Reliable Auto yesterday. Our experience was wonderful! Brennan & Mike were super friendly, easy to work with & no pressure. The vehicle is in great condition. We highly recommend buying a vehicle from them!

Nick and Molly Evgenides

Green Bay, WI

When I went to Think reliable for my first car, I knew that I was in good hands. The salesman helped me find my dream car. I’m so thankful for all the guys there. Highly Reccomend!

Simon Sprangers

Kaukauna, WI

Mike and Nick made my vehicle purchase comfortable and easy as they always have. This is my fourth car purchased from Reliable and it won’t be my last. I refer everyone to them for what I know will be a great experience with a fair deal!

Alison Walker

Sturgeon Bay, WI

I recently purchased a 2022 vehicle and I couldn't be happier with the entire experience. My salesmen (Brennen, Mike and Nick) were incredibly friendly and knowledgeable. They answered all my questions patiently and helped me find the perfect car for my needs. There was absolutely no pressure to buy, which made the whole process much more relaxed. The sales process was also very smooth and transparent.

The dealership itself was clean, organized, and had a comfortable atmosphere. Overall, I got a great deal on a fantastic car and the entire experience was top-notch. I highly recommend Reliable Auto to anyone looking for a used vehicle.

Gwen Klass

New Franken, WI

We had a great experience purchasing our vehicle from Reliable Auto. We were from out of town and they were extremely accommodating. The car was just as described on their website in excellent condition. We would definitely purchase from them again. Thanks again Brennan & Mike!

Blair Hoen

Mosinee, WI

Just bought a car from Reliable Automotive and had the BEST car buying experience! Brennan was very down to earth and so helpful throughout the entire process!

Mackenzie Tomes

Sturgeon Bay, WI

They were very helpful in finding me a vehicle and were very nice to deal with. The cars there are very dependable and safe. Brennen and Mike make a great team. It was a wonderful experience!

Ryley Zimmerman

Algoma, WI

Helpful easy to talk to-and got a great truck for great price really satisfied with the service and grateful for their time!

Brent Burns

Sturgeon Bay, WI

Incredibly kind dealership. I worked with Brennan. He was patient and understanding as my financing fell through a few times. Never did I feel undervalued or pressured. The cars are CLEAN. Small dealership, BIG value. 10/10 would refer these guys to anyone. Thank you so much Brennan!

Krista Schuette

Appleton, WI

Best rates in town, staff is super friendly and helpful, any questions you have they answer in detail, highly recommend!!

Halleigh Lhost

Ellison Bay, WI

We had a great experience dealing with Reliable Auto. After being in the market for a couple months, they had a vehicle we were interested in and worked out a deal. We got a fair trade in for our vehicle and both Brennan and Mike were easy to work with. The whole process was painless and just reassured our purchase. I see why my friends have recommended them. I am sure that once we are in the market again for a vehicle, they will be our 1st stop.

Jonathon and Michaela Olson

Sturgeon Bay, WI

I found THE jeep online, made one phone call and they hold the car with no holding fee. We live 200 miles away. No pressure, fast and professional service. Highly recommend. Thanks again guys!

Bob and Lu Tegelman

Tomahawk, WI

Great team to work with, friendly and knowledgeable staff. I highly recommend them to anyone searching for a new vehicle.

Daniel Wahlen

Sturgeon Bay, WI

My wife and I stopped by the lot after hours on a Monday, test drive on Tuesday, purchased Friday!! Very smooth purchase experience. Worked with Brennen who was very accommodating and on his game. Had all of the paperwork ready to go when we showed up to finalize the purchase and take delivery. Had a brief phone conversation with the owner, Mike, about the available extended warranty we could purchase and he was a big help. I believe we have found our auto dealership for any future needed vehicle changes / upgrades!!

Doc and Tammy Bundy

Sturgeon Bay, WI

HIGHLY recommend Reliable Auto!! My husband & I drove from Traverse City, Michigan, after seeing a car that ticked all the boxes of our must haves! Mike kept his word, holding the car for 3 days (even with others that would have bought it before we got there)! He made the whole process smooth! THANK YOU! Would definitely make the 7 1/2 hr drive for a car again!!

Terry and Shari Apps

Traverse City, MI

After multiple bad experiences at the bigger dealerships, we decided to give Reliable Automotive a try and we were more than pleased with the experience. We knew they were honest people just by how they appraised our trade in. They asked what we had been offered elsewhere and then offered us more. The car we purchased was in great shape and the experience from beginning to end was top notch. Couldn't be more happy!

Mark McClellan

Sturgeon Bay, WI 

Brennen was wonderful to work with! Friendly, down to earth and courteous! No pressure and no hassle! I got the vehicle of my dreams at a very good price. I drove 2 1/2 hours one way to get it, but it was definitely worth the drive!

Susan Vanremortal

Kingsford, MI

Best prices around. I compared them to everywhere in a 60 mile radius and they were tough to beat. Love that they work with a local credit union and do not jack up the interest rate. The process was by far the best I have had purchasing a vehicle.

Steven and Debbie Verheyen

Luxemburg, WI


Bought my first truck from them. Easiest buying process ever! Super nice stand up guys! Great inventory and nothing but the best!!!!! Best car business in sturgeon bay!! I will buy from them again!!

Noah Buchberger

Sturgeon Bay, WI

Absolutely great buying experience! My husband bought a Crosstrek from them and had a flawless experience! I turned around a week later and bought a Murano from them..again a flawless experience! We would highly recommend Mike & Brennan for your buying experience..you will not be disappointed!! We will return to Reliable in the future! A+

Tina Reinke

Kewaunee, WI

Mike and Brennen were amazing and so genuine!! We went to Reliable yesterday from family referring us and we are so happy we did. It was the best buying experience of a vehicle we have had and we didn’t have to go to battle😆 Reliable has all our future business and we will be spreading the word!!!

Tom and Julie Jubert

Sobieski, WI

We just purchased a used car from Reliable. In one word……wow! We have never experienced the professionalism & knowledge shown by Mike (the owner) & Brennen. We had many “must haves” when talking with them about the type of used car we were looking for & they managed to fulfill all our wishes. The car we bought looks & drives like a new car….probably the best car we’ve driven in 10 years. (The quality of this used car far surpasses the two new cars we’ve purchased in the last 10 years.) The process of purchasing from beginning to end was seamless & quick. They took care of all the details that often bog down the purchasing of a new car, including financing. The team at Reliable does not play the usual car sales games….no pressure, true honesty & fair pricing. (They called 3 days before today & we test drove a car they thought we’d be interested in…turned out it was a little noisier than we’d like so didn’t get that. No pressure & no guilt from them to buy it. They just said they’d keep looking.) You can absolutely trust what they say. Thank you Reliable! Purchased & drove home the same day! Be sure to visit Reliable when looking for a car. They will help find exactly what you’re looking for.

Patricia and James Eggers

Fish Creek, WI

Best car buying experience I've ever had! Friendly, knowledgeable, honest sales people with a great selection of quality vehicles.

Steve and Katherine Humphries

Green Bay, WI

Thanks for a seamless sales experience. Great employees and they price things right to travel from out of town for a Reliable Automobile!

Eric Graf

Brillion, WI

Big shout out to the guys at Reliable Auto. Very helpful, and very patient as we experienced a few hiccups, on our end, along the buying process. Drove two plus hours to check out the truck I wanted to look at, and they had it there waiting for me when I arrived. Great communication as well.

Ross and Jenny Parlow

Elkhart Lake, WI

Lots of great options for clean vehicles with low mileage and very competitive prices. Brennen was a great salesman to work with! He made the buying process as efficient and simple as possible, answered any questions I had, all while making me feel very comfortable about my vehicle choice and was not pushy at all. Highly recommend Reliable Auto Sales to anyone looking for a used vehicle!

Chase Lane

Poynette, WI

Needed new batteries for my car fobs stopped in at Reliable where I bought my last two cars and they changed them for me for free. These guys are great.Check them out when you are looking for an auto.

Tina Wagner

Sturgeon Bay, WI

Mike went above and beyond. We chose to travel from a few hours away because they had what we were looking for at an excellent price. After arranging everything and heading their way, we knew we would arrive shortly before closing. Mike reassured me to not worry about it at all! He was very easy going, friendly, accommodating, and informative. I loved the "no haggle" pricing. Thanks for my new car! I'm loving it!!

Deanna and Shawn Cannon

Marshall, WI

Easiest and fastest car buying experience we’ve ever had! Brennen made the process very easy and smooth- zero pressure for “extras” and we were able to run errands while he was processing the paperwork. We were able to finance through them (they use Capital Credit Union) without issue as well. Would definitely recommend Reliable!

Matthew and Laura Findlay

Washington Island, WI

Reliable Automobile Sales delivered the best used car buying experience!! I knew what I wanted & found it on a Sunday. Sent an emailed stating I'll would be there Monday morning to take a look. Mike texted back (during the Packer) confirming it was available. Showed up & vehicle was warming up already, as it snowed that weekend. Can't say enough about Mike & Brennen's customer service. And don't get me started on the detail department making your new (used) vehicle look new again!! Thanks,

Dave Becher

Menasha, WI

I have bought several cars from Reliable over many years. They’ve always been great!! My most recent purchase of a Nissan Rogue has led me to ask for help figuring out some of the bells and whistles. Again — very helpful!!! Today when I got an alert that my remote key battery was low I surely needed help. No worries! I stopped by and the guys at Reliable installed a new battery free of charge!!! Thanks Reliable! You guys are GREAT!!!

Nancy Feld

Sturgeon Bay, WI

Blown out of the water with how convenient, quick, and easy! Highly recommend Brennen at Reliable Auto.

Alexis Barrett

Luxemburg, WI

We drove up from Kenosha to buy a car, an awesome place, and a great business! Everything went smoothly and simple! Amazing people and business!!

Jeff Palmer

Burlington, WI

My wife and I rarely write reviews but our very positive experience with Reliable warranted the following review. My wife was looking for a specific vehicle which we couldn't find in the entire Chicagoland area. While doing an internet search the exact vehicle came up at Reliable Auto in Sturgeon Bay. We left them an email over the weekend and Brennen contacted us the first thing Monday morning. We made the 4 hour drive and the vehicle was everything he said it would be. Greg had detailed it beautifully and Brennen answered all our questions completely. Mike looked over our trade in and offered a very fair price. The deal was complete in minutes. When we're ready for another car purchase we will definitely look to Reliable Auto as our first choice. They're very professional, personable and fair.

Robert and Darla Kaminski

Lombard, IL

Super nice vehicles at great prices! I called on a truck early in the morning they answered right away. I couldn’t make it there until after work but they held it for me! I was working with Brennen he was very nice as well as up front and honest. He made the process fast and simple, I would definitely buy from here again!

Mitchell Olson

Sister Bay, WI

This was an excellent dealership to buy from. They are extremely honest people and great to work with. To top it all off the buying process was the fastest we have ever had.

Ian Salvensen

Hatley, WI

Purchasing a vehicle should be a fun and exciting time for anyone. Throughout my years I have purchased several new or used vehicles and in the past have found the process to be extremely stressful, difficult and intimidating especially as a female. This was absolutely NOT the case at Reliable Auto in Sturgeon Bay! I received nothing but phenomenal customer service from the first test drive to the actual purchase. It was seamless and as easy as it could possibly be! Best part, absolutely NO pressure and laid back, yet professional! Thank you Reliable Auto! I will recommend you to everyone I know!

Traci Crabb

Sturgeon Bay, WI

Bought our second car from Reliable Auto yesterday - what a great experience yet again! Mike, Nick & Brennen are personable, friendly and just nice guys. The cars they have on the lot are all high quality and they truly stand by their product. Overall, exceptional service and purchasing experience. Thanks guys! K & E

Kim and Eric Johnson

Sturgeon Bay, WI

Bought our second car from Reliable Auto yesterday - what a great experience yet again! Mike, Nick & Brennen are personable, friendly and just nice guys. The cars they have on the lot are all high quality and they truly stand by their product. Overall, exceptional service and purchasing experience.

Thanks guys! K & E

Sturgeon Bay, WI

I bought a Jeep Wrangler Rubicon from them today. Brennen was so helpful and knowledgeable! He didn’t put any pressure on me, he genuinely wanted to help me find something that is a great fit and answered all of my questions. I’ve had a few friends purchase vehicles from here as well and they all loved their experience. I will definitely recommend going here to everyone!

Cody Hollenbeck-Torp

Sturgeon Bay, WI

I can’t say enough about the guys at Reliable Auto in Sturgeon Bay, WI. We had very specific needs and they found the perfect vehicle for us. After 3 weeks of a “run around” in the Fox Valley, we found Reliable Auto. They worked with us and it was so easy. The car was in immaculate condition. When we got there….from out of town….we almost didn’t make it by closing time and they stayed longer and didn’t rush us at all. Honestly, if you don’t want to get the run around and want good, honest people…go to Reliable Auto. One thing that sold me on this dealership was the fact that they mainly rely on google reviews and word of mouth. That right there tells me that they are going to take care of their customers. All the reviews and people I talked to only had great things to say. There wasn’t any haggling or pressure at all. I am so grateful to finally have the stress off of my shoulders and my son in a safe, RELIABLE vehicle. Thank you again Mike, Nick and Brennen! We are very grateful for you.

Paul and Gretchen Maronek

Little Chute, WI


Reliable Auto Sales exceded expectations on our most recent car purchase. By far best experience we’ve encountered. My wife and I purchased a Cadillac XT5 from Michael and have been very satisfied with it. Great customer service and professionalism. Michael and his team are very knowledgeable and go above and beyond. If you want a reliable vehicle with a smooth buying process look no further than these guys!

Martin Cervantes

Sheboygan, WI

Brennen and Nick were awesome to work with. They answered all our questions, kept us informed when doing all the paperwork and best of all, not pushy salesmen!!

Matthew and Nicole Klug

Greenleaf, WI

Best auto purchase experience I ever had. Mike greeted me with a very thorough printed out car fax report and was easy going, no pressure and to the point about my trade in and the purchase vehicle. I received a very good price for my trade in and the no haggle price of the purchased vehicle went very fast. Nick was great at showing all the features of this Ford Ranger Lariat.

Keith Bindrim

Mukwonago, WI

Mike and Nick were great to work with. Absolutely no pressure during the sales process. Very clean cars and trucks. Very happy with my trade-in offer and the vehicle I purchased was fairly priced. They go out of there way to make sure you have all the information you need to make an educated purchase.

Steve Sexmith

Appleton, WI

This is our second purchase from Reliable in as many years. We will not even look elsewhere. Our new XT5 is the car that my wife wanted and is exactly as represented. Thanks Mike. We'll be back again.

Harald & Pam Krause

Neosho, WI

Starting the process with Mike was quick and seemless. Responsiveness throughout the experience was very quick yet thorough. Nick set up the vehicle beautifully and working with Brennen on the purchase date was a breeze. Great car buying experience through a great local dealer.

Bryce Hartl

Sturgeon Bay, WI

Brennen is so easy to work with, courteous, and knowledgeable. His no-pressure sales approach and laid-back personality made our experience at Reliable amazing! Everyone was eager to help and answer any questions we had. Thank you Brennen, Nick, & Mike!

Amanda and Brock Huehns

Sturgeon Bay, WI

Awesome service and fast call backs. Very reliable vehicles here, highly recommend, they care about their customers happiness at the end of the day when It comes down to the final part of driving out the lot they want to make sure your happy with the vehicle and is 100% safe grateful people work there. Ask for Mike he's a great guy who will work with you and your car needs even if they don't have something you're looking for or price range they still will look around for ya highly recommended.

Lucas Staats

I had the BEST experience working with Mike & Nick for the purchase of my Lexus RX 350. They honestly went above and beyond to help make my experience quick, smooth and painless. Brennen & Joan are also fantastic. They’ve been wonderful since my purchase answering questions & I truly appreciate all their help. They want to make each and every buyer feel good about their purchase & stand behind the vehicle you purchase. I can’t say enough about this company, but if you want a no haggle, honest, reliable and smooth vehicle purchase experience then you need to go to RELIABLE AUTO of Sturgeon Bay, the name speaks for itself! Thank you team Reliable for all your help & dedication!

Julie Dorner

Green Bay, WI

Had a great experience with Brennen and Mike at Reliable Auto. Very professional and friendly made the buying experience quick and easy. I would give them 10 stars if I could. Would recommend them to anyone looking for a vehicle. I will definitely be back for future purchases.

Patricia Grosbeier

Egg Harbor, WI

Wow, best car buying experience today at reliable. Excellent customer service, no BS, very transparent about pricing. I spent a very short time purchasing, took car home, all told in about 1.5 hours- very cool. Brennen and Mike were very helpful and knowledgeable. Thanks Reliable!!

Larry Ahlin

Sturgeon Bay, WI


Brennen was awesome! He made my purchase so easy and smooth! Definitely would recommend!

Yesica Banegas

Sturgeon Bay, WI

We were extremely happy with our purchase from Reliable Auto. They returned our calls quickly and kept us updated. Nick was very knowledgeable and spent time going through the features of the vehicle before we left. We were happy to travel from Green Bay to Sturgeon Bay for this purchase. Thanks Mike, Nick, and Brennen!

Shane and Rachael Dickson

Suamico, WI

Was visiting from out of town, clean vehicles, awesome staff, exceptional service. We love the new truck!

Joseph Raven

Genoa City, WI

I've never been in and out of a dealership so quickly. There was no haggling. No game playing. Would definitely recommend!

Ron & Audrey Janus

Egg Harbor, WI

Fantastic place, with one on one, honest easy going people who make your vehicle purchase an absolute pleasure. No hidden fees and easy explanation of the entire vehicle purchase. It was such a breeze! Fantastic inventory to choose from and prices were very competitive. It felt like back in the old day with the service given in all aspects of the purchase. This is the place you want to deal with for any type of vehicle.

Jason Haasch & Robyn Metko

Suamico, WI

We bought our truck from Reliable Auto in October 2022. This was our first purchase from Reliable Auto. Given the great experience in dealing with Mike and the reliability of the vehicle we purchased, we certainly will be back. The price was fair as we found out after walking away following our first visit and doing our research; fortunately for us the vehicle was still available when we returned! The truck has been exceptional but the real sale was our interaction with Mike. Thanks so much for such a positive experience!

Eric and Jean Rakers

Green Bay, WI

Reliable, automobile sales gets five stars. If I could, I would give them 10 stars. They were professional. They were friendly, and the vehicles on the lot spoke for themselves. The warranty that they offer top-notch. Normally I would say no to extended warranty- I could not say no to this offer for warranty that they gave us. It is the best I’ve seen.!! I would recommend everyone to go to this place.

Kim Duescher

Luxemburg, WI

A big thank you to Mike at Reliable! My experience with Reliable was amazing. Highly recommend buying from them!

Patrick Hutton

Sturgeon Bay, WI 

Mike was sincerely friendly, fair pricing, 100% transparent in the details of our transaction, and true to his word from our first phone call. His staff also did a terrific job detailing the vehicle so it was in pristine shape for me to drive it off the lot. I couldn't imagine buying another vehicle in the future from anywhere else!

Coach DeRoehn

Two Rivers, WI

Great to deal with and very high quality cars and trucks.

Craig Thomsen

Sturgeon Bay, WI

10/10 recommend!

My husband and I had been in the market for a new vehicle. I found one online that I was interested in and Mike was very quick to respond and was extremely personable. He assured me from the time were first in contact that the vehicle I was interested in was in fact worth the drive as we were not local. We ended up taking the drive after looking at a few other vehicles and he sold us instantly. Being business owners ourselves, we instantly clicked and knew that he earned our business!

Tiffany Walt


I will never buy another car from anyone else if I can help it. Reliable is exactly that. Fair, honest and helpful.

Dave Sordo

Sturgeon Bay, WI

We purchased our second truck from "think Reliable Auto" today! Mike is very knowledgeable and also extremely honest which is much appreciated. My husband and I traded in our previous truck to him which was a seamless process as well. Definitely would recommend Mike & his team to anyone looking for a high quality used vehicle! We give 5 thumbs up also!!!!!

Breck and Shelly Pfister

Caroline, WI

Nick set the bar across the board for a perfect customer experience. From the moment I reached out with a brief inquiry, he was responsive, extremely knowledgeable, and I felt zero pressure to buy. The truck and every detail is exactly as described. It could not have been more seamless and made the process very pleasant. Going above and beyond in every aspect!

Tara Povich

Sturgeon Bay, WI

Amazing experience from start to finish. I looked at more vehicles at different lots than I’d care to admit before I found what I was looking for. Mike was great to deal with, very up front, and his trucks were priced and conditioned better than anywhere else. This was my first Reliable purchase but definitely not my last!

Michael and Kristina Blackley

Sturgeon Bay, WI

An awesome dealership. Mike was super helpful, in making the purchase of our new truck seem less. I will definitely be looking to buy another vehicle from him. No hassle or stress at all. A honest dealer with customer service in mind.

Josh Olson

Kenosha, WI

Great transaction!
I drove up to Sturgeon Bay and picked up our new XT5 yesterday.
Truly a seamless transaction from start to finish. The car was exactly as represented.
Reliable Auto Sales is a class act.
Thanks Mike and Nick!

Harald Krause

Neosho, WI

Great buying a pickup truck - Ford F250 FX4 XLT including pre-built puck system that I was looking for a long time. Perfect exterior and interior colors. As a matter of fact, I had to drive 5 hours from Minneapolis to get that truck! The truck as so clean both inside and outside when bought it. Mike was an excellent salesman with fully cooperation and assistance. He was kind, friendly and honest. Reliable Auto Sales was a nice and clean place with many good-looking vehicles.

John Krause

Blaine, MN

I bought a 2019 ford edge from Mike on 08/12/2022 the buying experience was great and effortless. I also had mike go to my bank and get the check because I live far away from the dealership. Mike also delivered my car to me. The whole buying experience was great and i would recommend any one to buy from them. The quality of cars is also great very nice and clean he was always very helpful GREAT JOB.

Tammy Messenger

Goodman, WI

Drove from south suburbs of Chicago after finalizing our deal on a car over the phone, email, and text.
The car I purchased was exactly as I expected, and as described in photos.
It's really great to meet and deal with such a proud and honest business owner, who appears to have a great dealership and a bunch of nice, low mileage vehicles to offer the community!
I have already shared the dealership website with friends and neighbors who commented on how nice the car is!
I will be sure to keep this place in mind for future vehicle purchases!
Thanks again, and great job guys!

David Cribaro

Plainfield, IL

Mike was great to work with!
We met for the first time today, but he made us feel like he had known us for years. We would definitely refer friends to do business with him.
Best customer service that we’ve ever had.

Pat and Jackie Kellerman 

Brimley, MI

Buying a car is not on the top of my list of fun things to do. But, Mike and Nick truly made the whole experience pleasant and a worry free process. NO pressure or hassle. Just a genuine and honest approach to doing business. So refreshing !! The car is everything we wanted and are so pleased with it. We drove 3 hours to get it and it was well worth the trip. I guarantee we will be back again!

Tim and Mary Lockwood

Lake Geneva, WI

Mike and Nick are awesome and make the experience an enjoyable one. The care that they display in their vehicles put other dealers to shame. I couldn’t be more thrilled with my 2020 Chevy Silverado Trail Boss. I traveled over 2 and a half hours and was not disappointed. Mike had all the paperwork ready to go and truly made it an enjoyable process!!

Zach Faber

Plover, WI

This is the second time I purchased a vehicle from Think Reliable. I don’t know how easier it can get. Michael and Nick were a pleasure to work with. If you are looking for honest folks, no haggle, no bs this is where you should buy from! The vehicles and service are high quality. I assure you I will buy my 3rd from them as well.

Milly Gonzales 

Forestville, WI

Great group here with super clean vehicles. Thanks for being fair and hope to be back again someday. Thank you guys!!

Eric Anderson,

Gering, NE

Great buying experience! Mike was so helpful and no pressure! I got the car that I wanted for the price I wanted! He was honest, friendly, and quick transaction. If you get the opportunity to purchase a car with Mike you won’t be disappointed!

Lindsey Sanders,

New London, WI

Drive by this used car dealer nearly daily and have noticed the quality of their vehicles coming and going from their lot.

We recently found ourselves in need of new car as our old one was starting to have costly repair issues over and over again.

We decided on a specific vehicle and model and searched on line for a low mileage, high quality one within 200 miles. I figured we would be heading to Green Bay or further afield. Several popped up as being available at RELIABLE AUTO SALES. They all had low miles and were within our 2/3year window of age. Lots of pictures and detailed information on each vehicle put their offerings at top of list.

After contacting them we set up a time & day to come see one specific one (one of the models had been sold, one was a color that were less desirable to us).

They had the vehicle ready and inside their shop (it was raining when we arrived). We looked it over and was everything we’d wanted, plus additional features! Quality of vehicle doesn’t even begin to cover the description. I’ve bought used vehicle throughout my life, I’ve never bought a used vehicle of this quality. You are always able to tell someone else owned the vehicle, there is wear and tear to interior and exterior areas. It’s part of buying a used anything, but especially a vehicle. This car is like new!

Shockingly pleased we couldn’t believe our luck! We informed them we wanted the vehicle and proceeded to do the sale. Let me say this was the refreshing part! Their no haggle pricing was a relief. Their price was reasonable and it was on line, so we knew their price up front.

The paperwork was quick, no hassle, no upselling of various packages or add ons like I’ve had other places try to do.

Who would believe after driving for 40 years, buying new and used cars along the way, that we would hit upon a pleasant experience when buying a vehicle?? Can I recommend them? Absolutely- Yes! Will I buy another vehicle from them in the future? Absolutely- Yea!
I am one surprised and happy customer! I can’t thank them enough for such a really good experience!

The Doebler Family

Sturgeon Bay, WI

Scooped up this 2019 Ford Expedition from Reliable Auto yesterday & could not be happier! Mike was amazing to work with from the minute I called to make sure the vehicle was still available to the minute I drove off of the lot. He is very knowledgeable and also extremely honest which is much appreciated. I traded in my previous car to him which was a seamless process as well. Definitely would recommend Mike & his team to anyone looking for a high quality used vehicle!

Chelsea Bosar

Denmark, WI

Mike and Nick are some of the best salesmen a person could buy from. Literally no pressure at all and they are awesome to work with. Mike worked with me and answered any question I threw at him and helped me with whatever I needed. He is understanding an is very honest. I would definitely recommend him or Nick hands down. Support your local Mom and Pop dealerships like Reliable Auto in Sturgeon Bay and you will be satisfied with your purchase.

Aaron Enders

Laona, WI

Mike and Nick are the best! They total pride in making sure the cars in their inventory are in top shape mechanically and detailed like they are brand new. Bought our teenage son his first car and so glad we decided to get in touch with Reliable. Had several friends recommend Mike and Nick because of their honesty, customer service, and quality of cars they buy for their inventory. We had so many reliable, pun intended 😎, options, in our price range, to choose from. The buying experience with Mike was seamless and actually fun. Mike’s personality is so awesome. He makes you feel at ease and definitely creates a relaxed situation in the purchasing of a car. I have bought many new cars for myself over the years and never left feeling like the experience was a fun one. This time, going through the Reliable buying experience, I can honestly say this buying experience was flawless. I will be a lifelong Reliable customer, no doubt about it!!

Steven and Jennifer Shohoney

Franklin, WI

This is the only place to buy a vehicle. Mike and Nick could not have made the process any faster or easier. Reliable Auto truly delivers on a hometown vehicle buying experience.

Craig Sigl

Sturgeon Bay, WI

Great experience buying a car from Mike & Nick. Would recommend them anytime. Easy to work with & great quality cars. They even stayed after hours so we could make 2.5 trip to test drive and check on a trade in offer.

Brittany Gerou

Escanaba, MI

Great experience, highly recommend! Very reasonable priced, high quality inventory. From start to finish, it was the best car buying experience we've ever had! Very knowledgeable and took time to answer all our questions and gave us a very reasonable price on our trade in. If you're in the market for a vehicle, give them a shot!

Josh and Becky Gunnlaugsson

Sturgeon Bay, WI

Buy your car here!! Micheal was so easy to work with and accommodating. I got a great deal and and an amazing car! As someone who currently lives in Chicago, I really appreciated the hometown manners. I will recommend this place over and over. 10/10

Taryn Stewart
Chicago, IL

Great car buying experience!

Scott and Renee Borkovetz

Sturgeon Bay, WI

Definitely a two thumbs up buying experience! Mike is very personable, honest and professional. He and his Wife even delivered the car to us with a full tank of gas! Thank you very much for going the extra mile! Great customer service.

Robert Charles

Abrams, WI

This is my 4th purchase from Mike at Reliable Auto and as usual it was such a pleasant experience. I have recommended him to anyone that will listen. I have had over 5 family and friends purchase cars here and they all have had great experiences! Thanks again Mike! I’ll see you again when I need a new one.

Sarah Traeger

Sturgeon Bay, WI

Family owned business with a family feel. Absolutely no frills. Beautiful vehicle. Drove 3 hours to buy and would do it again!

Joel and Amy Wenzl 

Sun Prairie, WI

We just purchased from Reliable Auto for the second time. Mike is so easy to work with and he really makes the whole process easy. We did a lot of research on the vehicle we wanted and they had the best price. I would highly recommend Reliable Auto!

Heidi Kratcha

Sturgeon Bay, WI

Mike was very professional, friendly, honest and helpful. I had been looking for a Nissan Pathfinder and was pleased that Reliable Auto had plenty of pictures posted of the Pathfinder they had available. Having to drive from almost 3 hours away I wanted to know what I was looking at before I got there and Reliable Auto definitely provided that for me. The vehicle was in excellent condition and at an affordable price. I am very satisfied with my vehicle and I couldn’t of asked for a better experience. Mike made everything fast and easy and just an overall great experience. I highly recommend Reliable Auto!!

Kimberly Bey

Marshfield, WI

Mike and Nick helped me out of a tight spot. They made me a great deal and rolled out the red carpet even when they didn't really know me. Would definitely recommend you talk to them if you're planning on purchasing a vehicle in the area. I've never had better service buying a car.

Connor Daws 

Sturgeon Bay, WI

Mike was fantastic in getting us into an affordable, reliable, newer used car. He is a straight-shooter, who worked with us to accommodate our needs and took the time to explain everything in simple and easy to understand terms. Nick was fantastic to explain all the features of our vehicle as well. Friendly service, and took adequate precautions in the midst of the global health pandemic. Would recommend!

Staci Reinhard

Sturgeon Bay, WI

Trust a Used Car Salesman? This one you can. In fact, I did! I bought a truck over the phone from a guy named Mike. No regrets. In fact, my son drove up from Ann Arbor on my word that RELIABLE was indeed reliable. He drove the truck back to Lower Michigan with a smile and satisfaction. I will keep checking RELIABLE's lot for a long time to come and will recommend family and friends without a second thought.

Thom (and Nic) Richer
Green Bay/Ann Arbor/Negaunee

Mike and Nick made purchasing a car a very pleasant experience. We're enjoying our Lexus beyond our expectations and feel we got a very fair deal!

They both treated us with enthusiasm, respect and honesty. I think it was the most enjoyable car buying experience we've ever had. It says a lot about the value of buying from a small, local, customer oriented family run business.

Thanks to you both for putting us into the car of our dreams! I'm sure we will be recommending Reliable Auto to others many times in the future.

Rick Erdmann

Green Bay, WI

Michael was very trusting and very trustworthy!!! After explaining to him that another dealership had sold a car that they had promised to hold for me, he jumped thru hoops to get a 2015 Jaguar to me in time to surprise my husband for our 35th anniversary. I first spoke with him on Monday, August 3rd, received my loan on the 4th and had the car on the 5th! I had it shipped from WI to NY!!! Michael was so KIND and very HELPFUL and TRUSTWORTHY!!! I was a little nervous purchasing the vehicle from another state, but it was the exact car my husband wanted. The car was exactly as he described it and my husband was completely thrilled!!!!!
THANK YOU MICHAEL!!!!!!!!!!!!!!!!

Donna Stoddart

Rochester, NY

Quality cars at good prices, professional and friendly service. And all of this so close to home. Who could ask for anything more. They are just what they say they are, reliable!

Martha Baker

Baileys Harbor, WI  

We just purchased our third vehicle from Reliable Auto. Probably will never buy a car from anywhere else. Fantastic service, very responsive and super easy. Mike and Nick are great people to work with.

Jill Clement

Sturgeon Bay, WI

Mike did a great job with the trade-in on our beloved Lexus for a new (to us) Nissan SUV-fair, easy, honest and cheerful, explaining to us all throughout the process why he was doing what he was doing. We felt well-cared for and well-educated about our new car by the time we left the lot! We also appreciated his sensitivity to the virus and had all precautions in place.

Krista Johnson

Egg Harbor, WI

Friendly, helpful, transparent. Mike is a good person, easy to work with. I highly recommend Reliable without reservation. My wife and I are very happy with our purchase and the whole process.

Gary Johnson

Egg Harbor, WI

When one looks for the true meaning of class, accommodation, professionalism, honesty, knowledge, customer service, and quality, it looks like Mike and Nick at Reliable Automobile Sales. Hands down the best guys in the business!!!!! Thank you so much for years of dedication in supplying myself and my company the best vehicles on the road!!

Jay Rohde
J.A.R. Builders Inc.

Egg Harbor, WI

We have been buying our cars at Reliable for close to 20 years. Each and every experience with Mike and Nick has been of the highest quality. They have gone way above and beyond on multiple occasions, both during and after our purchases. We recommend Reliable Automobile without hesitation.

Bob and Nancy Richards

Villa Park, IL / Sturgeon Bay, WI

Mike did a great job walking me through the process of buying a vehicle and was very patient and friendly. I had never purchased a vehicle from a dealer before. This was a very positive experience overall. I did not feel pressured at all. Nick was incredibly helpful in explaining features of the car to me as well. I would recommend this dealership to anyone looking for a vehicle.

Miranda DeMars

Menominee, MI

Had a great experience with Reliable Automobile. Prompt on getting back to us right away. Truck looked awesome just like they said. Would recommend to everyone. You guys have great team work! Thank you!

Julie Hanes

Two Rivers, WI

Made buying a truck super easy and FAST! Great experience. Would recommend to anyone.

Grant Hilliker

Kimberly, WI

Straight forward and honest , We would definitely deal with them again.

Tammy Olp

Greenleaf, WI

The people at Reliable are very good at their business. They care about you as a customer, and are very upfront with everything. They even found the original tires for the vehicle I purchased and included them at no extra charge. Highly reccomend this business.

Daniel Piotrowski

Vesper, WI

Very nice to deal with, especially considering coming from southern Indiana. Trustworthy and honest.

Marcus Shetler

Campbelssburg, IN

I recently purchased a vehicle at Reliable and would highly recommend it to others. Mike did a fantastic job helping me find the right vehicle for me without any sales pressure. He was genuine and honest throughout the entire process and made me feel very comfortable. The vehicle I purchased was extremely clean and in great condition. Nick also took the time to walk me through the entire vehicle and show me how everything worked before I drove it off the lot. Mike and Nick were great. Highly recommend if you are looking for a quality vehicle and fantastic customer service.

Danielle Lang

Sturgeon Bay, WI

Mike was an absolute pleasure to work with. We live out of the state and he was more than willing to work with me over the phone and with my bank when I found a car I wanted. Everything was super easy and the vehicle was exactly as listed when we looked at it. Would highly recommend to anyone looking to buy a vehicle from an honest and friendly dealership.

Jill Laudenslager

Gwynn, MI

We had a fabulous experience at Reliable Auto. After looking at vehicles on line for two days, we decided on a vehicle at their lot. I messaged them on their website at 9:30 pm. I received a reply immediately! They were honest and straightforward...without any high sales pressure. We drove over three hours to buy our vehicle...and we were not disappointed!! The vehicle was in excellent condition, and the closing was painless!! We will definitely be recommending them to all our family and friends!!

Heather Reissner

Westboro, WI

Just bought a 2018 Chev Silverado pickup from Reliable Auto. What a great experience it was. No pressure , straight forward working with Mike. This is the second vehicle purchased from Reliable and I am very happy with each purchase. Mike and Nick are the BEST!!

Mark and Mary Tlachac

Sturgeon Bay, WI

Recently bought a car from mike. He was very professional and helpful couldn't of asked for a nicer person. I drove over 300 miles round trip and it was definitely worth the drive. The car was in excellent condition as stated. It was cold and had just snowed and was cold out but the car was inside and clean so I could inspect it well. Don't be afraid to give them a try you wont be disappointed.

Wayne Hansen

Pewaukee, WI

This place is awesome. If you want a high quality used vehicle at an affordable price this is your place. Mike jr. went above and beyond to make what we wanted happen. This was the second time I've bought a car through here and was impressed both times. Highly recommend.

Jason and Jennifer Soper

Sturgeon Bay, WI

Reliable goes above and beyond for their clients. They are honest, trustworthy and no pressure. I would highly recommend them when shopping for a vehicle.

Kate Lindsley

Baileys Harbor, WI

I recently purchased a used vehicle from Reliable Auto. Mike was a pleasure to work with from the start. He responded quickly to my questions and was transparent and forthright. I was not looking forward to the trade in/purchase process, but Mike made it easy and enjoyable. I appreciated his energy and commitment to a deal. I would recommend anyone to Reliable Auto for the high-quality vehicle inventory and ease of doing business.

Daniel and Melissa Laabs

Manitowoc, WI


My wife had purchased a car here back in 2013. This was my first time purchasing a vehicle since relocating to the area 6 years ago. Mike made the purchasing process very simple. He's easy to work with, and will find the right vehicle for you. We found a gorgeous Nissan Rogue after all was said and done. I will not hesitate to purchase another vehicle from Reliable next time we are in the market. Thanks Mike!

Pat and Emilie Nash

Egg Harbor, WI

I had such a wonderful experience with Reliable Auto! My dad purchased his Ford Edge here, so when I was looking to get a new car, this was the first place he told me to look. I was able to trade-in my old car which helped me to buy my beautiful Ford Escape. Mike Sr. was super nice and helpful and answered all the questions that my family and I had. I'm so happy my dad suggested this place because I don't think I would have had as great of an experience anywhere else. I will recommend Reliable Auto to anyone I know who is looking to get a new car!

Lexi Loppnow

Menasha, WI

I had a great experience buying a car from Reliable Auto. I drove down on a Friday to look at a 2013 Ford Escape. Nick was very friendly and showed me all of the features in a very low key way - no pressure. I was impressed with the condition of the car and the work they had done to make it ready for sale. Mike Sr. explained all of the paperwork to me in a very clear way, and I returned on Monday to complete the purchase and pick up the car. I highly recommend Reliable to anyone looking for a good quality used car.

Steve Strucely

Sister Bay, WI

Very friendly. Very nice people. Very helpful. Would go back there again.

Carrie Anderson

Sturgeon Bay, WI

We have purchased two cars from Mike and have been very satisfied. Nick and Mike are both very knowledgeable and upfront about Reliable's stock and sticker price. I would purchase a car from them again and I highly recommend their quality vehicles. When you look around and see Reliable License Plate Holders so frequently on the road, that is a true sign of a reputable dealer!

Britt Maltby

Sister Bay, WI

If you have ever dreaded car buying like my husband and I, you NEED to check out Reliable Auto! I inquired on a vehicle and got a response back very quickly! Mike was great, he took the time to explain the vehicle to me and answer any questions I had over the phone. We decided to make the drive over to Sturgeon Bay and what an awesome experience. Nick greeted us and went through the vehicle with us. He was very knowledgeable and friendly. This is a smaller family owned dealership where you feel like a friend and NOT a number! This is the way car buying is supposed to be! They were open and honest and thankful to have our business! If your in the market for a newer vehicle, you have got to check these guys out! Mike and Nick are awesome! You will not be disappointed! Fantastic experience and I am thrilled with my 2018 Escape!

Sheila Much

Ogdensburg, WI

Found the car we wanted at Reliable and they gave us a great price on our trade in. Mike was very informative when working the numbers with us and completing the paperwork. Nick finished up by giving us a detailed review of all the car's functions. Would highly recommend them to anyone looking for a great deal on a car.

Chris Vuco

Sturgeon Bay, WI

Mike and the team at thinkReliable were my guardian angels last week. While driving back to St. Louis from Door County my car (a Ford) broke down in Sturgeon Bay. After learning that the price to fix it was equal to the price of the car, we started to search for a new-ish car in town. We had tried Ford and had been basically told we were sh** out of luck and the gentleman there was exceptionally rude about our situation and said there was no way he could help us.

We went to Reliable Auto after seeing their amazing google reviews. We were treated with respect, understanding, and kindness by Mike and his team and did not feel pressured to buy anything as we looked around. Their knowledge of the ins and outs of each car and Mike’s candor made me feel confident that we were making the right choice. They helped us figure out what to do with my current car, and we’re patient as I dealt with an out of state bank and the fact that I didn’t have all the documents I needed with me that day.

Thanks to Mike we made it home to Saint Louis in a (feels brand new) 2018 Subaru Outback. He and his team were in consistent communication afterwards answering questions I had, and checking to see if I was satisfied. I highly recommend thinkReliable to anyone and wish they were in Saint Louis.

Maggie Kane

Saint Louis, MO

Still in the process, but couldn't be better.

Michael Morrison

Sturgeon Bay, WI

Professional purchasing experience. It is nice to deal with people who treat you with respect and honor their business responsibilities.

Wayne Royce

Sturgeon Bay, WI

My husband and I had a great experience with Nick and Mike at Reliable Auto. We found the car through internet searches and when we looked at it in person it actually had even more features than we were expecting! The buying process went smooth and the price was very fair. They even filled it with gas before we left which previous dealers I've worked with have never done! Thank you so much for your help guys! I've been very happy with my new ride!

Jill VandenHeuvel

Green Bay, WI

We recently purchased a 2015 Ram 1500 from Mike. This is car buying they way it is suppose to be! We traded in our Jeep Grand Cherokee and received more on trade in allowance than any of our local dealers. Mike is all about the customer. He is honest as the day is long with zero pressure and just a good person. If you are in the market for a good clean used vehicle this is the only place to go! I know when it is time for a different vehicle Reliable Auto is the only place for us!

Thanks Mike
Mark and Sharon Schmidt

New Holstein, WI

I would just love to say great place to get a nice car or truck. My family between my two grandpa's and my dad have bought vehicles here throughout the years. Hats off to Nick for helping us out with the awesome truck we have been looking for. No pressure took is time to fulfill our needs. I loved his dog Vandey he was a great and comforting lap dog while we made the deal. Great job Reliable Auto Sales...We would buy again in the future.

Corrine Hanson-Wisnicky

Sturgeon Bay, WI

Call Mike at Reliable for great used cars. We drove from Minneapolis to buy a car from Mike. We saved thousands by searching out Mike and found the process to be straight forward, honest and low pressure. Mike tells it like it is so you aren't left to wonder about the history of the car or the price. Purchasing from Mike was a very pleasant experience.


Edina, MN

My husband and I were shopping around for a car for awhile and we decided to try Reliable Auto. We bought a used vehicle today and I am absolutely thrilled with it! Our salesman Mike was knowledgeable and personable and we felt like we were speaking with an old friend. We will be recommending this dealership to our family and friends...it was well worth the trip....

Roger and Colleen Lauersdorf

Valders, WI

Mike was very helpful when I found a vehicle that I was interested in. He was able to work with me on my trade in to lower the price. I was offered more for the trade in than at a dealer in Green Bay and am loving my new SUV!

Megan Dekeyser 

Brussels, WI

Very pleasant car buying experience. We came from Minnesota to purchase the car, and everything was just as they promised. Even had a full tank of gas! Would definitely recommend them to my family and friends.

Terry Kahlstorf

Brookston, MN

I bought my first car from Mike Sr. in 2002 when I was in college. After moving to the Fox Valley, I bought my next 2 vehicles from a large dealer based out of Appleton without doing much research (they were close to me and their radio ads were "memorable"). This time, I shopped online before going out to test drive and found identical makes and models with similar mileage priced $2000-3000 less at Reliable than the bigger dealers closer to me. The extremely competitive pricing along with Mike Jr's excellent customer service and honesty were well worth the drive from Appleton.

Angela Senarighi

Appleton, WI

Our recent purchase of Toyota Rav 4 was the best car buying experience we have ever had. Mike's approach to sales was so refreshing. He is personable and honest. We can't imagine ever buying anywhere else in the future. Trust all the reviews and go to Reliable Auto Sales! You'll be glad you did!

Lisa, Eric, and Lars VanAlstine

Algoma, WI

Had a great experience buying my second van from Reliable. The quality of the vehicle was certainly above the other 2 I looked at from different dealers that were all the same year/model/mileage/price, mileage & price being pretty close. Was really happy to be able to get the best van & deal right in here in Sturgeon Bay.

Bob Goggins

Sturgeon Bay, WI

This is the second vehicle we have bought from Reliable Auto. Their honesty and wonderful business aptitude are exactly why people buy from Reliable Auto.

We love our Nissan Murano! The vehicle handles great in the snow, and is such a pretty and nice ride.

We will continue to recommend Reliable Auto and we will be back!

Tina and Jerry Drewiske

Green Bay, WI

This is our first time dealing with Reliable Auto. The entire buying process was extremely easy and professional, and their vehicles are all top of the line. The best we've ever seen on a used car lot.
My wife and I found our new truck on their web site and traveled 70 miles through a snow storm to look at it. Mike and Nick are true professionals and made the entire process seamless and easy. They are the kind of people you want to work with, they have good morals and truly care about their clients.

Tom and Polly Harrmann

Greenville, WI

We recently purchased a 2015 Ram 1500 from Mike. This is car buying they way it is suppose to be! We traded in our Jeep Grand Cherokee and received more on trade in allowance than any of our local dealers. Mike is all about the customer. He is honest as the day is long with zero pressure and just a good person. If you are in the market for a good clean used vehicle this is the only place to go! I know when it is time for a different vehicle Reliable Auto is the only place for us!

Thanks Mike
Mark and Sharon Schmidt

New Holstein, WI

I traded my F-150 and purchased a 2017 Nissan Titan from Reliable Auto. I did some research and realized that the asking price for the Titan was the lowest I could find for a comparable vehicle -- plus it is showroom new with just 11,500 miles. Mike gave me a fair price on my trade as well. My entire experience from beginning to end was fantastic. Mike was open and upfront and in just a short time I was driving home in my new truck. I was completely satisfied and would recommend Reliable Auto without any hesitation whatsoever.

John Koski

Sturgeon Bay, WI

Best place to buy a car, Mike and team are ‘the best”

Barbara Lundh

Egg Harbor, WI

Great experience for what can be a stressful time.
Will definitely make the trip again for my next vehicle.
Thank you Mike and to your great crew have a great New Year.

Jim Larson

Escanaba, MI

I've looked for almost three months for a certain Truck. I saw reliable had the truck I wanted and called right away. I live three hours away and Mike Jr and crew took care of everything. Didn't have to haggle a price, what you see is what you pay. They have used SUPER LOW miles and Extremely Clean cars/trucks. Before you consider buying somewhere else, check that dealerships reviews. If there was a Buyer Be Aware for this dealership, it would be Buyer Be Aware you are going to get great service, a low mileage/almost flawless interior and bend over backwards service. If you are looking for a used vehicle, check these guys out or give them a call for future auctions they may attend. They are family owned that treats you like family.

Sean Totch

Tomahawk, WI

I am so glad I considered Reliable Auto; they did not disappoint! After searching for a crossover at a larger dealership, I stumbled upon a Reliable Auto listing that featured a newer model with less mileage and more features...all for a better price! Mike Jr. was fast, friendly, and made the entire process stress-free and enjoyable. The team at Reliable Auto is approachable, fair, and willing to go the extra mile.

Rebecca Fredrickson-LaCrosse

Forestville, WI

Honest, straight shooters. Wouldn’t go anywhere else.

Marc Savard

Sister Bay, WI

If you are looking for a friendly and honest dealer, then look no further. Mike and his staff made car buying an enjoyable experience. Zero pressure and Mike goes above and beyond. My wife and I look forward to buying another vehicle from Mike.

Lee Hyrkas

Green Bay, WI

Bought a number of cars through larger dealerships. By far, dealing with Mike was the best car buying experience I’ve had. No back and forth with a salesman and a sales manager here. Great details in his ad and felt I got a fair deal. Well worth the 2 hour drive for our 2017 Mustang. Thanks Mike!

Eric Del Ponte

West Bend, WI

This is a top-notch dealership. As a Texas dealer, we bought a $62,000 truck sight unseen for one of our best customers from Michael at Reliable Automobile Sales. He gave us a good deal and he went above and beyond to make sure we had a very good experience, including a courtesy pick up at the airport when we arrived to take delivery. If you get an opportunity to do business with Reliable Automobile, take it without hesitation. Thanks guys!

Jim Horan

Keller, TX

Mike you deserve 5 gold stars everyday! We just purchased a Kia Sorento from Reliable Auto
and started our new year off right. As a 20 year car owner, I am a very careful buyer who takes
time to research & shop. Mike never got tired of my test drives & questions about the Kia over
the months. What I did learn, however, was the cars I were interested in sold fast at Reliable!
This week we noticed two new Kia Sorento on the lot. We contacted Mike on setting up a test
drive time and appointment. The very next day within hours, Mike had all the paperwork done
and I drove my new Kia home! Like magic, no hassle car buying! I like that Reliable Auto is
right here in Door Co. with the best pricing & personal service around. We highly recommend
buying your next vehicle at Reliable Automobile Sales in Sturgeon Bay.

Very happy Kia Sorento owners,
Jane & Jeff Binder
Sturgeon Bay WI

Purchased a car from Reliable,I purchased it from Illinois. Never went to see the car spoke to Mike and nick looked at it on the Web site. It was just exactly what I wanted.I was a little hesitant to purchase a car without seeing it ,but Mike garenteed it would be just what I wanted and he was right.The deal went smooth meet half way in Milwaukee and did the paperwork.I've purchased many cars over the years ,but this was the easiestdeal I have ever gone through. Mike and nick were great to work with no pressure no hipe.I would recommend Reliable to anyone.As a matter a fact if I purchase another car I will check with them first.Also the men who delivered it were great very professional. Once again you can trust these people.

Dave Pitterle

Roscoe, IL

What a great place to buy a vehicle. Such an enjoyable experience. Not only did they look for the truck I asked them to, but they found one even better, newer and for the same price. Where can you find that kind of service. Mike Jr. was always calling or texting me with photos of trucks, to see if I liked one over the other. Never was there ever any pressure to settle on one truck or the other. If I didn't like one, he kept looking. This is our 5th vehicle from them, and we'll keep going back to them. They do a great job at Reliable. I guess that's why they've been in business for the last 37 years, in the same place. Mike Jr., Mike Sr, and Nick are a great team at Reliable. They make you feel like family. I know it sounds corny, but it's true. I always feel comfortable dealing with them. You won't regret going to Reliable to get your next vehicle. Thanks guys, Deb and I will be recommending you to anyone who wants a great vehicle, and a fun time buying one from you.

Quintin and Debbie Serafico

Sturgeon Bay, WI

Purchased a car in 2015 from Reliable and just traded it in last month for a newer vehicle from Reliable. Never had an issue with either of the cars. My sister purchased a non traditional vehicle (hers was a trade in that was older with more miles) and has had no problems for almost 2 years! 5/5 stars. Would purchase from Mike Jr again! I recommend this place every chance I get!

Sarah Traeger

Sturgeon Bay, WI

Just swapped out a great truck, for another great truck. Thanks for the outstanding service Mike.

Laura Lynaugh

Escanaba, MI

What impressed me the most about working with Mike Jr. at Reliable Automotive was his forthrightness and professional approach, even as I tested his patience. Mike and his dad also demonstrated a great deal of integrity after the sale, sending me a small refund when it was discovered I had written the check out for the wrong amount. I would never have noticed this mistake, so for that reason alone, I was duly impressed! I wouldn't hesitate to recommend Reliable Autotive to my friends and family. It is worth the drive!

Tammy Framnes

Gillett, WI

I never thought at the age of 25 I would have been able to buy two different vehicles, but I have all thanks to Reliable! These guys have been so helpful to both myself and my family! They have helped me find a car that works best for me, my age, and my lifestyle and an amazing price! They also stand by their vehicles. I bought a car there and about two weeks later it needed to go in for warranty work. The place I took it to didn’t have any loaner vehicles. Reliable told me to come in and they would get me a car so I didn’t have to worry about how to get around. I can’t thank them enough for how amazing they have been to me!

Courtney Smith

Sturgeon Bay, WI

Had an amazing experience at Reliable Auto Sales!  Mike and Nick were great to deal with - very honest, reputable, and thorough.  This is the best experience I've ever had buying a car and I got a great vehicle!  I would recommend them to everyone I know; you will never want to go anywhere else! ~ Lara Bush-Pensy





Egg Harbor, WI

Looked around at a few big dealerships in Green Bay and found a good price and nice truck at Reliable Auto. Mike Jr was a pleasure to deal with; a NO pressure dealership that's hard to find.

Chad Watermolen

Green Bay, WI

I highly recommend you make Reliable Auto your first choice when shopping for a different vehicle. Mike Jr puts his customers first. I live in the Fox Valley and looked at several large car dealerships inventory for a used Chrysler 300 which I bought from Reliable Auto instead. Mike Jr. selects the best of the best for his lot. When buying a slightly used car you want it to be as “brand new” as possible. Mike Jr. delivers! He is down to earth, honest and approachable. Don’t let the stigma of a small town local car dealership prevent you from looking at Reliable Auto’s inventory before your next vehicle purchase. You get what you pay for, excellent cars in excellent shape! Thanks Mike

Garrett Marcus

Green Bay, WI

Reliable Auto was amazing to deal with. They are friendly and trustworthy. We couldn't have asked for things to have gone better with them. The next time we need to buy a car, they will be the first people we turn to.

Jean McWey

Green Bay, WI

What a great group to work with! Inarguably the best car buying experience I've ever had. Even though my bank dropped the ball at every turn, Mike Jr. and Mike Sr bent over backwards to help. They will definitely get my business in the future.

Garry Toddish

Tucson, AZ

Reliable Auto should be followed up with trustworthy and accommodating. We drove an hour to buy our vehicle from Reliable, and after purchasing the vehicle we would have driven 3 hours. Thank You everyone at Reliable Auto, you are first class. See you in the future!

John McWey

Green Bay, WI

I just purchased my 5th vehicle from Reliable Automobile. Mike Jr, Mike Sr and Nick are always wonderful to work with. They always find the right vehicle for me and one I can afford. I never have to worry about any hidden mechanical secrets. Everything is fixed before it goes on the lot for sale.
Thank you Reliable!

Deb Batal

Sturgeon Bay, WI 

We just bought our 2nd vehicle with Think Reliable. Other family members and friends of ours have also purchased vehicles through Think Reliable and it's always been a fantastic experience. Honesty, integrity and down to earth are the words I would use to describe these guys. Mike Jr. And Mike Sr. are just good people. Always top notch vehicles, they listen to your concerns and needs and give you straight up answers. We will continue to promote Think Reliable whenever we can. Keep up the good work guys!!

Tony Warren

Green Bay, WI

It's been a month since I purchased the Jeep Grand Cherokee Limited from you. I have to say I still think that this is a really nice car. No issues at all. On a recent trip I averaged 27 mpg.
The purchase was a great no pressure smooth transaction that seemed to good to be true. It was well worth the 3 hour drive from Marshfield to look at this Jeep as no one in my area had anything that came close to this one in terms of options, low miles and price.
Thanks again,

Tim Penno

Marshfield, WI

Excellent experience at Reliable Autos. Quality automobiles,fair prices. Found the Ford Escape that had all the options we were seeking, and the price was very fair. First dealer,that didn't pressure us to buy something we didn't want. Will definitely recommend to family and friends!

Mike and Jennifer Kelliher

Mishicot, WI

No haggling! In and out in less than hour and half. Very honest and upfront. No games. First time I have ever left a dealer knowing that the people working there are good people and not all about a sale. Will most definitely recommend to everyone.

Jeremiah Campbell

Sturgeon Bay, WI


Quick note to say thank you for a great vehicle and an even better purchase experience.

Your fair upfront pricing made the decision to drive from the Fox Valley well worth it and completely drama free when we arrived. The vehicle (Toyota RAV4) was as immaculately clean as promised.  My guess is many car dealers have simple upfront pricing and clean vehicles.  What you did next is why I'm taking time to write this note.  When the dread "check engine" light came on shortly after we arrived home you really stepped up to make sure the issue was addressed to our complete satisfaction. Your willingness to proactively cover 100% of the almost $2,000 cost - above and beyond the requirement in your limited warranty - was greatly, greatly appreciated.

I've purchased many vehicles in my lifetime from many dealerships. I know exactly where my next vehicle will come from!

It's truly a pleasure to do business with you!

Dave Quandt

Sherwood, WI

Dear Mike,

I cannot thank you enough for taking the extra time with our son Edmon when he bought his first car!  It was so fun watching the interaction between you two.  Also, I appreciate so much that you called us right away when the Toyota became available.  This is our 7th great Reliable Auto experience.  You, Nick, and your dad make a fantastic team! 


Dr. Lois Kurschner

Sturgeon Bay, WI 


Working with you has been a pleasurable experience in the purchase of two cars in two years.

This time we were afraid we had asked you to do the impossible—find a

2016 Audi Q5 in white.  We learned that with you “the impossible” is the starting point.  You did it!  And we could not be happier.  The car is everything we had hoped for.

We have great faith in you, your professional approach, your consideration and your honesty.  You more than earned our trust and respect.  We enjoyed working with you, Mike Sr., and Nick, again.  You have exceeded our expectations.

You can be assured that when the time comes to look for another car, there is only one place we will go to—Reliable Auto.

Our best wishes and thanks.


Sally and Dick Sandretti

Sturgeon Bay, WI

Just bought a Ford C-Max hi-bred from Reliable Auto. This is the 3rd car I have bought from Mike. Like the other 2 times Mike and Nick were great to work with. Unlike the other times I was unsure what I wanted to buy, but knew I needed something more reliable with better MPG. Mike had several small SUV on the lot which I looked at and test drove, compared towing capacity and mileage. He spent time with me talking about what I was looking for but also the type of driving I was doing and what I needed. He ran several sets of numbers for me on payments and what saving on gas would be with each one and gave me several options to consider. I ended up doing something I had not really even considered, I bought the C-Max and with the gas savings with it I was able to keep my  truck and not  worry about pulling my trailer and getting around in bad weather.  I love the C max, like most of his cars it looks and drives like new. It is so nice dealing with a professional. Will definitely be doing business with them again.

Dick Clark

Sturgeon Bay, WI

Everyone at Reliable Auto Sales were incredibly helpful and friendly. The entire process was fast and efficient. Would do business again. Thank you!

Ashley Flynn

Pulaski, WI

When I saw this truck, on craigslist, I new it was exactly what I was looking for.  About an hour after talking with Mike, I drove the 150 miles, from Gladstone, Mi........3 hours later and I was on my way home, behind the wheel of my new F-150! I probably acted a little too hastily, as I didn't so much as check pricing, but all turned out super.  Mike was totally honest with us, and his deal could not be beaten.  Reliable's price was below book and way below the few sellers offering this luxury truck........I would not hesitate recommending Reliable to anyone shopping quality used vehicles.


Jay & Kathy Pepin

Gladstone, MI

My husband and I had an excellent experience purchasing our vehicle! Mike was very helpful and we were in and out in twenty minutes! It was well worth the drive from Green Bay to Sturgeon Bay!!!

Leah Bergstrom

Green Bay, WI

Hi Mike, we are loving our F150. It's the next best thing to being brand new...without the brand new truck price. Thanks for making everything easy for my wife and I. You and your partner were very helpful and answered all of our questions. We will definitely be back when it comes time for her to get a different vehicle. The only thing I regret is that I hadn't gone to RELIABLE sooner. I would have saved a lot of time and miles traveling around northeast Wisconsin looking for the right truck. Thanks again for everything.

Shane and Dana McLinn

Two Rivers, WI.

Hi Mike,


I am so far extremely happy with my black 2014 Ford-150 XLT crew cab. It turns heads wherever I go! While we were driving back from Sister bay recently I spotted your 150 for sale at the front of your lot which really caught my eye. I checked out the vehicle on your web site, and knew that it would be my next vehicle, especially after a test drive. I really appreciate your honesty, integrity, and friendly demeanor during the trade in and purchase of my vehicle. I always felt extremely comfortable, and highly recommend Reliable Auto Sales to anyone in the market for a like new used vehicle. It is certainly worth the drive! Please give my best to Mike SR. and Nick also, tell Nick that I appreciate his help with syncing up my cell for hands free calling. I plan to add a few things soon to the 150, and will stop by to show you the next time were heading up north!




Bill Mathee

Pleasant Prairie, WI



When Brian and I got home Friday night we sat around discussing not our wonderful new car but instead  what a wonderful experience we had purchasing the car from you, your dad Mike Sr. & Nick.  Traveling over 500 miles to look at car and hoping it would be what was advertised can be stressful.  The minute your dad came out of the office smiling and offering his hand I liked him and it only got better from there.  His trust of us to test the car without escort, or at a minimum proof of driver's licenses  and insurance, confirmed my belief that honest people trust others to be honest. The trip home was long but when we got out of the car at home and found that the mirrors had lights that lite up Mustang logos on the pavement we were like two giddy kids.  I'm getting the thumbs up as I go by from the 4 to 80 year olds.  Thanks Nick for going over all the details with us. We are still learning what all it does.   Mike, everything you told me about Reliable Auto and how you do business proved to be true.  You guys rock.  We wished we lived closer as we know all of you would be in our circle of friends going forward.  If you are ever coming to Washburn give us a call we loved to see you again.

Brian and Josie Fleig

Washburn, WI

Dear Mike Sr, Mike Jr, and Nick,

I have just purchased my sixth vehicle from Reliable since moving to Door County in 2007.  Every purchase has been enjoyable and every vehicle has been super clean and in great working order.  My wife and I have greatly appreciated the very respectful way we have been treated.  You have always been very patient as we worked through the process of finding the right vehicle for the right price: (a price that met our budget and the vehicle that met our qualifications and standards).  We truly feel like family.  Your patience, knowledge, cooperation, and willingness to make the experience a pleasurable one is awesome! 


Gary and Jeanette Stangland

Sturgeon Bay, WI

Hey mike yes I am so in love with my new car and I was more than happy with the experience of purchasing my vehicle through  Reliable! I felt like a very valued customer and everyone was super friendly. I must say my favorite thing about it all was that Every single one of my questions was answered without me even having to ask. 

Anakaren Garcia

Sturgeon Bay, WI

Good Morning Mike,


We want to take the time to send a Thank You to you and Nick for another great buying experience. It is always a pleasure to buy a vehicle with you.  This is the third we have purchased from Reliable. Always with no hassle-just seems like you treat us as one of the family.  We used to dread when we had to upgrade a vehicle in the past, but since we started to purchase our vehicles from you, we have found it to be a very relaxing and fun experience.  We will always come back to Reliable to look for and buy our vehicles.  We were lucky enough on the first 2 vehicles to find something that we liked on your lot of great selections.  However, on this last vehicle, we told you what we wanted and what we were looking to spend and you came back with several different vehicles and suggestions for us to choose from.  We decided on a 2014 Toyota Camry SE.  You made it happen and within the price we discussed.  When it arrived, Nick took care in getting the vehicle ready for us to take home.  He went through all the features with us.  We can't thank him enough.  This has been a very reliable and great car so far and we will be back when we are looking for another vehicle. We will continue to recommend Reliable Auto to our friends and family! 


Thanks again for the great experience,


Kevin & Missy Marchant

Sturgeon Bay, WI



I just bought my second vehicle from Reliable Auto and I plan to purchase my third in the future. Very easy to talk to, no run around, and straight up honesty which is something hard to find these days!

Kayla Dart

Sturgeon Bay, WI

Hi Mike!


Wanted to send a Thank You to you, your dad & Nick.  What a great group of guys!!  We were extremely pleased with our visit to thinkReliable Auto Sales.  Awesome car selection & can’t say that we’ve been to an used auto dealer with such great quality/well maintained vehicles on their lot.  Also want to thank Mike for his quick response & getting back to us with each & every question we had prior to our visit.  thinkReliable Auto Sales is top notch in our book & we will definitely be back for our next vehicle!


Thanks again!

Mike & Jodi Lorrig

Appleton, WI

I want to thank both Mike and Nick. Last weekend I started shopping around for a new winter vehicle and prior to stopping in and meeting Mike on Monday, my picks were narrowed down to 3. Met, talked and found # 4 with Mikes help. Several days later while driving back from the airport, called and asked to take it for a drive and when we arrived Nick not only cleared it of snow but had it parked, running and warm at the front door! WE WERE IMPRESSED!!! Purchased it on Saturday.

Thank you again Mike and Nick, 

Bill and Gail Ziemer, Egg Harbor.                

Mike, you and the Reliable team did an OUTSTANDING job in helping us get the perfect car

for my wife at the best price possible.  It can be nervous trusting someone else to pick the car your

looking for without you physically seeing it.  However,  it’s a no brainer with you doing the

selection based on our criteria. It was PERFECT !!!


We will definitely use your services again in the future!


Thank you again,

Doug & Vicki Wilson

Sturgeon Bay, WI

We recently bought a truck from Reliable Auto. They provided a great experience, no pressure and were honest and answered all our questions. The vehicle was in great shape and was an excellent value compared to similar vehicles at some of the larger dealerships. It was worth the trip to Door County to work with Mike.


Nickie Peters

Abrams, WI

I would like to thank Michael Shortall Jr. and the crew at Reliable Auto Sales for offering a great truck deal.  They were very nice people to deal with.  So very happy that we dealt with a local business.  They have sold numerous vehicles to family members and everyone has been very happy with their purchases.  Would recommend to everyone to do business locally.


Thank you,

Monica Kaye

Algoma, WI



Thank you for such a pleasurable buying experience!  We're very happy with our vehicle purchase and will definitely recommend our friends and family to Reliable Auto Sales.  Thanks again and we look forward to doing business again in the future.


Matt and Kristin Tassoul

Brussels, WI

Dear Mike, Jr. and all the staff,


Lloyd & I always wanted to let you know how surprised we were to get a Thank You in July from your car dealership. We now have the Chev. Equinox over 5 months and need to let you know how pleased we are with it.  It is such a good fit for us!  Us being older, we find it so easy to get in and out of.  It is a pleasure to drive!  It has so many nice features on it. Now that it is colder out, it heats great!


Thanks to all of you at your dealership for making our purchase such a good experience for us also.


Happy Thanksgiving to All of you and your families.


From Lloyd & Lyla Uecker, Algoma, WI.

I was looking for a new car and found Reliable Automobile Sales and their inventory of almost new cars. I was impressed with the quality of what they had. I called Mike Jr. with a lot of questions he answered them all. He made me comfortable enough with the vehicle I was looking at to purchase it with out seeing it in person. Less than a week I was there to pick up my almost new car. I was very happy with what I purchased. It definitely was worth the 4 hour trip to get there, I will certainly be back when I begin looking for another vehicle.

Marc Obrien

Boulder Junction, WI

Mike Sr. & Mike Jr,

Want to let you know and thank you for being a pleasure to do business with.  We were very impressed with you both.  We're very happy with our vehicle and will let everyone know that we would highly recommend Reliable Auto Sales!

Brad and Tina Tassoul

Brussels, WI

Mike, the car is great and I really appreciate you checking in. Very happy with your team, the whole experience was great. Will be happy to recommend anyone to give you guys a look when in need of a vehicle.

Thank you again,

Dennis Allie

Depere, WI



Yes, Nick did. Thank you so much for all your help! You are exceptional people, I tell you!! Thanks for going above and beyond for your customers. Even months after we bought the Mini....... I will not forget this!! 


Thanks again!! 


Jeanne Bruski 

Birnamwood, WI


Thank you for ANOTHER great buying experience. We always keep our eyes on the RELIABLE website because you continuously carry great vehicles.  As we decided to upgrade our Prius, sure enough, RELIABLE (not the bigger guys in the Valley) had what we were looking for.  Your pricing was right on.  We did the research and the math.  We have bought with confidence from you before because we know you will only put cars on your lot that you are proud to sell. You know the Carfax and often the vehicle and owner history.  We appreciate not having to dance around to determine a fair trade value and also love that Nick is always up to date on all the vehicles new features.

It has been a pleasure working with once again.

Mark and Kathy Kunstman

Sister Bay, WI

Thank you for the wonderful experience of buying my first car. With the help from all of you my buying my first car was not nearly as nerve-wracking as I thought it would be. I am extremely happy with my vehicle and with the customer service I received. If I need a used car in the future I will definitely be checking out your inventory first and would be happy to buy another vehicle from you. Again thank you so much! I will be highly recommending you to my friends!

Rachel Muhs

Green Bay, WI

Just a note to thank you and your staff for such a pleasurable buying experience.  We purchased a 2014 Mercedes C300 Sportmatic and have never experienced such a straightforward, honest, no hassle car purchase before, this is the way buying a car should be!!!!  We really appreciate the expertise you and your staff use in selecting the finest cars and openly sharing all the info. with your customers.  There is no reason to buy new when you can be assured of this level of quality and service at affordable no hassle pricing.  


Thanks again,


Larry and Connie Leitzke

Bonduel, WI.



I would like to take the time to thank you for your help in the purchasing of our "new" Chevy Traverse. The entire process was incredibly easy and you were wonderful to deal with. I have begun to recommend your dealership to others because the experience was the best I have had when buying a car, used or new.


The wife loves the car and is extremely happy with my choice. 


Thanks again and look forward to doing business again in the future.


Jay and Laura Rommelfanger

Oshkosh, WI

Hi Mike, 


I had to send you an email to Thank You for the excellent customer service and the honesty every consumer looks for when purchasing a vehicle! 


I love my Mini Cooper and get so many compliments on it! Everyone of course asks where I got it from, I tell them Reliable Auto Sales in Sturgeon Bay WI!  I also tell them that I will go there again!! I was extremely satisfied especially with Nick and how wonderful he was with all of the automotive aspects with my husband!! 


Thank you so much for such a wonderful experience! You will see us again! :) 


Take care. 


Jeanne Bruski 

Birnamwood, WI

Mike Shortall, Jr.


I must admit that I had fears, uncertainties and doubts about purchasing a pre owned vehicle. Upon my first visit you greeted me and it didn’t take long before I knew I was dealing with a guy that had my best interest in mind. You answered my questions and shared with me the process you go through in selecting your inventory. In so many words Mike you were saying trust us. That conversation reminded me of a story that perhaps you have heard.


A man posted handbills around the countryside proclaiming that he was going to cross Niagara Falls on a tight rope pushing a wheelbarrow. On the day of the event hundreds of people showed up to see this fool who was surely going to fall to his death. As he approached the wire a man stepped out of the crowd and said, “I think that you can make it” “Good replied the dare devil, now get into the wheelbarrow.”


I want to thank Mike Senior, Nick and yourself for removing all of my fears, uncertainties and doubts regarding the purchase of a pre owned automobile.

Thanks Reliable for the ride across the falls.




Al Hermann

Sturgeon Bay, WI


Dealer Sales Manager

Building & Construction

Leica Geosystems, Inc.

A Hexagon Company

Friendly staff. Great service. Nice to do business with.

Robert Frost

Jacksonport, WI

Just a note to let you know how happy I am with my new car! I  had been watching your inventory and getting daily updates since November. Sad to say I did miss a couple of good ones! I came in to see a used  car in my price range, test drove it and it was a nice clean car.  I was going to think about it over the weekend, and as we were leaving, spotted a cute sub compact. Well I test drove it and fell in love! I would never have looked at it anywhere else. I wanted to buy only from you. I signed the papers and walked out with a 2014 with warranties that day. Now we are a 2 car Reliable family- Mike, I love my toy! 


Thanks again for all your help!


Jerry Mark

Sturgeon Bay, WI

I have purchased two vehicles through Reliable auto in Sturgeon Bay.  The first was a 2001 Dodge Caravan with 35,000 mies on it.  I knew right away that it was a great car and the right one for me at that time.  Years later when looking for another car I shopped around a bit in Green Bay.  I could not find a dealership that I felt comfortable with.  There was always an element of distrust somehow.  At Reliable, they are friendly, honest and really do get the best cars that are out there.  There is no reason to go anywhere else.  They always have the best cars at the best prices. My second car that I bought at Reliable was a 2011 Toyota Rav4 with 33,000 miles on it.  Three or four other people were looking at it but thanks to the help of my sister I was able to purchase it!!!  It was by far, the best car and the best deal out there!  I was really lucky and I always knew in the back of my mind that I would find something special again at Reliable.   Once again I can't say it enough…everything about Reliable is top notch..many of their return costumers are women…that right there should tell you everything you need to know  :)   They are hands down the best used car dealership in Wisconsin!!!  


Dorothy Scott

Sturgeon Bay

I am delighted with the results of my purchase. I had never purchased a car sight unseen before. But, your reputation won out. As a 

dual resident (and Bear fan) the car was delivered as promised: flawless. I see no need whatsoever to want to buy new again. Great price and your description of the car was quite accurate. Love the car! Thanks, Mike.


Mark R. A.

Baileys Harbor, WI

After purchasing several vehicles over the past years, I continue to marvel at the high quality that Mike insists upon. The vehicles are super clean, usually loaded with my favorite gadgets and options, and run like they are brand new. There are always lots of great choices on the lot, but I have even asked him to find a car with my specifications and he does it in a very short time. I have dealt exclusively with Reliable Auto for over 20 years and could not be happier with the vehicles and their great deals and customer service. It is a pleasure to deal with truly nice people.


Darla Tong

Sturgeon Bay, WI


It doesn't take much for a customer that has purchased 3 vehicles from you to rave about the quality, customer service, and total car buying experience that you have consistently provided. No wonder you've been in business for 34 years. You provide a level of confidence and trust that does not exist in the used car business today. Kudos to you for consistently offering premium condition cars on your lot and making the car buying experience second to none. Finally, I don't know how you do it, but with my recent purchase of a 2012 Lexus RX 350, it makes me feel like I am driving in a brand new car straight from the showroom. It still has the new car smell. Thanks Mike. You're the best!!

Bob O'Connell

Brillion, WI

Thank you for this amazing experience in the purchase of my "new" used Subaru Outback.  The minute I stepped onto the lot I was treated like a member of the family.  No pressure, honest, efficient, no hassle, from start to finish.  There is a reason the name is "Reliable"!

Connie De Boef

Baileys Harbor, WI

Hi Mike, yes it was nice ride home! The car practically drives itself. Besides the gas mileage, which I really like, driving this car at night is awesome! I told Judy it's like driving in the cockpit of the space shuttle. Everything is lit up and very cool. By the way, I told you she would look better in my garage, and she does.

Thanks again and yes I would recommend you to my friends and family.


Fremont, WI

Thanks Mike,

That was a very nice note and I appreciate it.  I work for a family owned and run company, too.  We also try to supply very high service and an excellent product line in a very competitive environment.  So, believe me, I can relate to what you guys are doing.  If/when I or a friend, family member, etc., are looking for a new(er) vehicle, I'm sure I'll be in touch with you. I look forward to driving the Acura past your lot next summer on my way to Fish Creek and telling everyone in the car that "there's where I bought the Acura!" Take care and feel free to touch base down the line.

Dave Langenfeld

Green Bay, WI

We want to thank you for the great service we received from you while purchasing our truck. It was very easy to work with you and the truck is all you said it was....we love it. If ever in need of another vehicle we'll be back!


Roger and Laurie Wilke

Two Rivers, WI

I've had my Subaru Outback a couple of months now and I love it. It was super clean! You certainly carry the 'cream' of pre-owned cars at Reliable, and I would recommend you to anyone.

Carol Freer

Green Bay, WI



I just want to share a few thoughts about our recent car purchase from Reliable Auto Sales.  While searching on Cars.com, I found a car at Reliable and was amazed when I read the testimonials from other buyers.  I called Mike Jr. and knew immediately that he wasn't just another Used Car Dealer.  He was very honest and straight forward about everything.  There was also never any pressure.  All of the vehicles offered for sale were impeccably clean, detailed, and serviced which was another plus. 


The sales transaction was very smooth.  Nick even remembered that I said I like to change my own oil and pointed out a special tool that I would need.  Thank you both for making this an enjoyable experience.  We look forward to buying from you again and will happily recommend Reliable Auto Sales to anyone!


Scott and Darla Turk

Green Bay



Thanks for making our whole buying experience so easy this past week, especially the actual exchange on Saturday. 


Katie loves the Tdi and especially loved that it only took a few minutes to get in and out.


We'll be back when our needs change again.


Have a great week,



Robert Rock

Technical Director - TTX Environmental


P    (920) 743-6568 x7396

F    (920) 743-5486





I took the tail wind home and it was very smooth. Everyone within your organization including the truck exceeded my expectations. I would do it again tomorrow. Thanks again!


Jim Hertel

Continuous Motion Packaging, LLC

1530 N Country Club Parkway

Elkhorn, WI 53121


Tel: 262-723-8708

Fax: 262-723-8781

We had heard such positive comments about Reliable, when it was time to buy it was the first place we went. We were not disappointed! Absolutely no sales pressure and it was the best experience buying a car I've had in 57 years. We are not only impressed by the folks that make up their team but love the car. Save yourself a headache and go to Reliable for your next vehicle.

Barry and Pamela Olsen

Sister Bay, WI

I highly recommend Reliable Auto Sales to anyone who is looking for an automobile.  Not only did they have a great selection of quality late model, low mile vehicles, but the staff was very knowledgeable and took extra time to show me how all the features on my new vehicle operate.  We shopped from the Fox Valley to the UP and the drive over to Sturgeon Bay was worth the trip. The small town welcoming atmosphere really made the whole experience great.  

We love our new car from Reliable Auto Sales!

Tom and Jackie Boice  

Peshtigo, WI


Now that we have had our new Camry XLE for a few weeks, I wanted to write and let you know how pleased we are with the car. It has a very smooth and comfortable ride. I'm not sure I will ever learn how to use all the features on the car, but I am chipping away at reading about them. 

Thanks for making the buying process so simple and easy. I usually don't care for the effort of buying a new car but you took all the difficulty and risk out of the process. We felt we could trust the information you gave us on the car. There was no pressure to make a quick decision or any decision at all. We also clearly felt that you gave us a good price for the car. 

Thanks again for your help and we look forward to coming back when we need our next car.

Chuck Doyle

Glen Ellyn, Illinois & Baileys Harbor, WI

We found our Toyota Matrix on Craig's List---it was everything we wanted with a great price, but since we live 7 hours away we weren't sure if it were worth the risk.  After reading the testimonials and talking with Mike, it was clear we could trust what he had said about the car.  So we bought it from afar and picked it up a few days later.  A fantastic car and a GREAT experience!!  Mike went the extra mile to sort out everything for an out of state purchase and we would definitely buy from Reliable Auto again.  Thank you!

Ruth and Scott Hampton

Decorah, Iowa

Mike Jr, 


This is the first car we purchased from Mike Jr. at Reliable.  We found the 2011 Avalon Limited through Craig’s List and called to get the details.  It was exactly what we we’d been looking for; so the next day we made the four hour trip to Sturgeon Bay.  We could not have been happier with the car, it was immaculate and the service we received from everyone we dealt with was outstanding. Mike was very straight forward in dealing with us and made this experience of buying a used car the best we ever had and Nick was great in helping us understand all the various features.  When the time comes to purchase another car we definitely plan on coming back.


Barb and Wayne

Chippewa Falls, WI

Mike Jr.  Thank you so much for maintaining your high standards of quality products and business practices.  It's nice to know that we have a place to purchase a quality vehicle and be treated fairly and honestly.  You will be our dealer of choice when we need our next vehicle.

Jay and Karen Davidson

Baileys Harbor, WI

Thank you Mike Jr, this is the first time I purchased a car from Reliable. I purchased a Dodge Avenger which was truly a rewarding experience. After being jerked around by many other dealers it was refreshing to find a dealer close to home, with exceptionally clean, quality cars, and fair prices with a no hassle treatment.


Dennis Bergene

Sturgeon Bay

I've bought several cars from Reliable over the years.  The one and only time things weren't quite right off the lot, Mike stepped up to make it right.  I'll continue to recommend them as a source for clean quality used cars! 

Jon Blahnik

Sturgeon Bay, WI

Thanks so much Mike, yes I have bought many cars in my life (including fleets of police cars) and it can be a pain.  Dealing with you was great.  I had my mind set on a Mustang, but when I saw the Solara  I thought--- O Boy this might be the one and it was. 


Ginny even let me drive it back to Ephraim and it rides and handles as good as her CTS.  We have it safely parked in a friends garage until we even out the ratio of drivers to cars and can get it back it Fond du Lac.  Thanks again for your help and good service.  


Jim Gilmore

Fond du Lac, WI

We recently purchased a late model Mercedes Benz C-Class Sedan at Reliable Auto.  The entire purchasing experience was very pleasant.  Mike Jr. and Nick were extremely knowledge about the vehicle and provided excellent service both during and after the purchase, including the filing of all the required paperwork with the Wisconsin DMV.  We are formerly from Milwaukee and had thoroughly researched the import car market for Mercedes Benz in the Milwaukee and Fox Valley areas.  After extensive research, we were unable to find a vehicle of the quality Reliable was selling that was as competitively priced.  We had previously heard about their outstanding reputation and confirmed this through local sources.  The 2012 vehicle we purchased was immaculate and it was obvious Reliable had done its homework before acquiring the car.  Mike Jr. and Nick have subsequently always been available to answer any questions we had.  We were very happy with our purchase and would highly recommend Reliable Auto to our family and friends.

Tim & Barb W.

Sturgeon Bay

"I recently purchased my second Volvo from Reliable Auto Sales.  I was extremely satisfied with the customer service and support with the first purchase. At the time I decided to make a second purchase I did look at other dealers throughout the Fox Valley, Milwaukee area and  Northern Illinois.  There was no other dealership that listened to what I wanted, helped me find the right car and provided excellent customer service like Reliable did.  I am extremely happy with both my first and second purchase from Reliable.  There isn't a better dealership out there that will help you find what you want and treat you like you are the most important customer they have."


Mary Lopas

Sturgeon Bay, WI

Mike--Sally and I want to tell you how pleased we are with the recent purchase of the VW.  You exceeded our expectations (and they were high) regarding the manner in which you conducted the sale.  You were, at all times, professional, knowledgeable, helpful, and courteous.  We are well satisfied with the purchase and have recommended you and Reliable several times over the past two weeks.  You made this an easy experience.  Thank you.  We'll stop in one of these days, since the VW looks longingly at its former home.  But don't worry; we'll take good care of it.




Dick and Sally Sandretti

Sturgeon Bay, WI

Hi Mike - the car looks fabulous and must admit I do miss it a tad although I'm enjoying Shirley's convertible with the sunny days. I hope you find a great home for the car - it was my baby. You were such a wonderful person to deal with. Thanks again for doing the paperwork for me with the transfer of the plates. I would recommend your business to anyone looking for a great used car!

Mary Jane Wilson

Twin Lakes, WI

I searched numerous dealers and took a GLK for a test drive at another location and could not find the right deal OR the right service. Let me tell you, you don't need to go to a Benz dealership to find an awesome Benz, with a warranty, and in excellent condition. It's worth the drive to Sturgeon Bay. The place is a small family owned dealership, but they know their stuff and can deliver every bell and whistle on a high end car/truck. They also gave me a great return on my trade in and were super nice. I would recommend Reliable Auto and the GLK Mercedes-Benz, both made me very happy!

Sherry Ledvina

Green Bay, WI

My wife and I want to thank all the people at Reliable Auto for their help in finding a great auto. We bought a car last year, and when my wife was ready for an upgrade, we didn't think twice of visiting Reliable again. Two hours later we had found a great car, and we were driving off the lot. Thanks again Reliable. 

Barb and Don Fochs

Egg Harbor, WI

Thank you, we were properly greeted and served as we visited your office to transfer the Ford Escape that Eileen will be driving.  Eileen drove the vehicle home and immediately believed it to be the right selection among the three vehicles that she considered.  The size is right and the condition of the vehicle is very nice.  We are glad that we were able to make this selection.


Thank you,

Will Belitz

Cleveland, WI

Hi Mike! We wanted to let you know that we just love our 2013 Outback! We got a 2009 Subaru Legacy from you a few years ago and were very impressed with your customer service! We have just loved our Legacy and knew we couldn't go wrong coming back to Reliable again! Thanks again for another great experience!


Thanks again!

David and Mary Bell

Baileys Harbor, WI

We had a great experience at Reliable.  The customer service was great, and everyone was very accommodating and flexible.  It was so nice to have a pressure-free car buying experience!  We got a great deal at Reliable and love our new van!

Tyler and Becky Wood

West Bend, WI

Being young newlyweds we bought our first vehicle together from Reliable Auto. We were so pleased with our experience that three years later we have since returned and purchased our second vehicle from them. Mike offered us more then a fair price for our Jeep trade in. The ease of transaction through our local bank took roughly an hour. We are so pleased and comfortable with both buying occasions. We continue to recommend Reliable Auto to our friends and family. Good people to trust!

A & B Curtis

Sturgeon Bay, WI

Just wanted to take a few minutes to say how happy I am with my purchase 2 weeks ago. My Chevy Impala is everything I looked for in a car and more! Your expertise, friendliness and willingness to work with me and my extremely tight budget made this experience a positive one. I've talked very highly about you (and your father) to my family and friends (and my over 1000 contacts on facebook)! I will definitely be back. Keep up the great work, you have taken the negative reputation of a used car saleperson and turned it into complete opposite!!

Thanks again!!          

Tammy Dorner

Denmark, WI       

Working with Reliable was a wonderful experience. 


My timeline was to purchase a Dodge Avenger during the middle of 2014; however, in late January, I found a customized Avenger at Reliable!  Living and working in Green Bay made it challenging to get to Reliable during normal business hours, but Mike & Nick were very accommodating on my needs and worked with me so I was able to test drive the car after work.  I was able to look at the car on Thursday with Nick, who was extremely friendly and approachable.  Reliable allowed me to put a hold on the vehicle on Friday and they were already working on the financing and paperwork.  I was able to pick the car up and sign off on the remainder of the paperwork that following Tuesday.  What impressed me the most, along with their approachability and expertise, was the smooth, effortless process with paperwork.  Typically, I’m used to a painful, long paperwork process at the larger dealerships but Reliable had a few quick forms with easy financing through a local bank!  I walked away with an almost brand-new car, at a reasonable cost, from a local dealership that I can trust. 


My fiancé and I look forward to working with Reliable in the future!

Michael Ostrowski

Green Bay, WI

I bought a great Ford Flex from Reliable Auto. I talked with them about the Flex over the phone, and Mike helped me out greatly. He stayed late so my husband and I could test drive and buy the Flex. We have told everyone about our great experience and how when we are looking again we would go back. 


Kari Dehlinger

Appleton, WI

To The Guys at Reliable Automobile Sales, Mike and Mike , man that sure sounds like an ESPN program . Just want to say thanks for your excellent customer service. I would recommend anyone who is the market for a used vehicle to visit M and M at Reliable . It is quite a relaxing sales atmosphere , thus making for an enjoyable experience .

Thanks again ,

Ken and Linda Lambert

Sturgeon Bay, WI

After searching the Green Bay and Appleton auto market, a friend suggested that I come look at Reliable Auto. I looked at the lot on Friday night and drove off with my new car on Saturday morning. Mike Jr was awesome to work with. I can not be happier with my CRV. I will absolutely refer my friends to the Shortall's and Reliable Auto.

Sandy Miller

Green Bay, WI

Yesterday we traded our 2004 Volvo S80 that we purchased at Reliable in 2007 for a beautiful white 2012 S80.  We can't say enough about our experience dealing with the Shortalls!  This is the fifth car our family has purchased at Reliable, and we have no doubt it will perform just as well as the other four have.  With Mike Jr there is complete transparency, a fair price, and knowledge about the cars he sells.  Nick can answer almost any mechanical or technical question we might have.  When buying a used car, Reliable is the only place for us.


Bill and Jo Schaars

Egg Harbor, WI

I have bought a couple of vehicles from Reliable Auto and every time the Shortall family is extremely helpful and knowledgeable. Any questions I have they are more than willing to answer. Great people to work with!

Amy DeMeter
Sturgeon Bay, WI

We just purchased our third vehicle from Reliable.  We keep coming back to Reliable, and recommending the dealership to others, for several reasons:

  • Really nice, clean cars – Truly, the cars are spotless.  All of our cars have been low-mileage and look brand new.  It is clear that great pride goes into making the cars ready for sale.
  • Fair pricing – ‘Nuff said.
  • A no-hassle purchase experience – With my recent purchase, I was in and out and driving my new car within about 10 minutes.  Mike had prepared everything in advance, and all I had to do is sign the papers.   It was totally stress-free.
  • It’s a local small business – When you are a local small business, you don’t stay in business for 30+ years if you’re at all sketchy.  Doing business with your friends and neighbors requires the utmost integrity, since you see your customers at the grocery store and school events.  In addition, there’s much to be said for the type of work and service ethic you find in small-town Wisconsin.  Anyone who wants to deal with honest, ethical, and hard-working people who care about their business – look no further than Reliable.

I expect my 2013 Outback to last for a long time, but when it is time to replace it, my first stop will be at Reliable.

Pam and Mark Jacobs
Brussels, WI

June 23rd I had an accident and totaled my Toyota Prius.  My neighbor was available two days later to drive me into Sturgeon Bay to find a rental car.  She had high praise for Reliable Auto and their sales staff.  She currently owned a Lexus RX350 from this dealership.  One day later I went to Reliable simply wondering how much could I afford.  The salesman helped me figure out how much my auto insurance was likely to pay me for my total loss vehicle.  Out on the lot was a Rav4 Limited 4x4 in Black with low miles.  The old expression "a women never buys the first pair of shoes she tries on, but this Rav4 was no pair of shoes.  I was impressed by the vehicle and was sold on the product and the great service I received at Reliable Auto.  After 3 months of owning the vehicle I had a noise coming from my rear brake area.  I stopped by the dealership to show Mike Jr and have him listen to it.  He immediately got me a loaner vehicle ready and had all new brakes put in the rear of the vehicle at no charge whatsoever.  Wow!

Thank you!
Suzanne Ahnert
Sturgeon Bay, WI

12 Hyundai Sonata Limited Turbo

Being that I was in the car business virtually my whole life, I never bought a car from anyone but myself. I'm 38 years old and have had many different cars but I never had to go out and buy one from someone or some place I wasnt familiar with. My wife and I did all the research prior to calling anywhere. We found the car we wanted and lucky for us Reliable Auto Sales had exactly what we wanted down to the color. Mike Jr made the purchase almost effortless. He gave us great price right off the bat.
We had to drive an hour and a half to get it so I was skeptical that the car was going to be as nice as Mike explained. Well it was exactly as described and spotless clean. I will buy the rest of my cars from these guys and will also recommend them to my friends and family. Thanks guys for the GREAT deal!!!!!

Brian and Amy Bretl
Marinette, WI

Hi Mike,

Things are going great, we are very happy with our choice thank you so much for everything.

There are a lot of auto dealers that will happily sell you a nice vehicle at a good price. What sets Reliable Auto Sales apart from many of the others is the service we received after the sale. Shortly after we purchased our Kia Sorento we noticed a dent in the back that because of its location went unnoticed by my wife and I when we picked up the vehicle. When I brought it to Mike's attention he immediately reassured us that it would be taken care of and we would be completely satisfied. I am happy to say that it was and we are.

Through the whole process the entire staff at Reliable, Mike Jr., Mike Sr., and Nick, was extremely helpful. They shared with us their philosophy when it comes to selling cars and what type of a vehicle you could expect to find on their lot. I have to say that I was impressed with the selection. My wife and I have two sons currently attending college. When the time comes for them to purchase their first vehicle you can bet Reliable will be the first place I suggest they look.

Thanks Again!
Troy & Dawn Haws
Two Rivers, WI

Thank you Mike!  I haven’t had a chance to take it for a good ride yet, but Dan is taking it to a conference in northern Wisconsin today and enjoying it.

 Kristi Rice
Office Manager

Door County Land Trust 
P.O. Box 65
Sturgeon Bay WI 54235

Vehicle was delivered nicely to my door. Great doing business with you, Mike. When my wife needs to update her Flex, I’ll make sure to check out your stock. Call or email anytime!

Tim Van Rooy
Rainbow Play Systems

3001 Spirit Ct.

Appleton, WI  54913


Dodge Grand Caravan Crew

"Our car buying experience with Reliable Auto was very positive; we were impressed not only with quality of all the cars we saw on the lot, but the knowledge and professionalism of the staff was evident as well.  We saved thousands over buying a new van, and it was well worth the drive from central Wisconsin. We would recommend to all our friends and family to check with them for their next vehicle. We found exactly what we were looking for.  Thanks Mike, Nick and everyone! "

Bobbie Joy Amann
Plover, WI

Toyota Camry XLE V-6

Mike, I thought I'd drop a quick note to thank you, Nick, and your dad for helping us with the purchase of the road car we had been searching for.  You were patient and positive with us as we deliberated over a number of great choices on the lot. I'm not a fan of the purchasing of a vehicle, but I must say you made the process very easy!  By the way, we are proud to display the Reliable Auto emblem that says we support good local businesses.

Until the next time,  

Dick Kaiser
Sister Bay, WI

Hi Mike, I just wanted to thank you for the great car buying experience. Once again you, Nick and Mike Sr. have given honest, "reliable" and over and above service. Not to mention exceptional value. I always seem to be looking for my next car, shopping around, and always seem to find what I want at Reliable.

Thanks again! 

Warm Regards,
Bob & Debbie Batal
Brussels, WI

It is a pleasure to do business with Mike Shortall and Reliable.  What a contrast to other dealers!  Mike is completely open about his costs, and his price is the minimum that he can handle.  In other words, there are no manipulative negotiations — his price is the lowest he can accept and stay in business.  Mike knows that honesty works as a business model, and his customers know that about him.

His cars are immaculate and free of any scratches or dings.

A friend told us about Mike several years ago and we bought a car from him in 2005, a Honda CRV with 23,000 miles on it.  We are still driving that car, and today, eight years later, it has 206,000 miles and is going strong.  Last week we bought another car from Mike, a Ford Fiesta that gets up to 42 mpg on the highway, according to the readout on the dashboard.

Mike is a local young man, is raising a family here, and he knows the value of his reputation for honesty and fair play.   He runs Reliable with his dad, and intends to serve the people in our area indefinitely.

Toyota Rav4

Mike, thanks for all of your help in the purchase of my new vehicle. The second sale went as smooth as the first one we did. As before, I will suggest to anyone who is looking for a no hassle sale, with great options to go to your dealership. Thanks again.

Dave Patton 
Sturgeon Bay, WI

Toyota Camry SE

“I had been referred to Mike and Reliable Auto from a family member who had also recently purchased a vehicle from them.  We all know there has always been a stigma with purchasing used cars and many people are hesitant or have a complete lack of trust when it comes to making such a purchase.  It was reassuring to know that Mike and his team only sell vehicles that they have complete confidence in themselves as they truly do have, we the customer’s best interest at heart.  The Reliable Auto “Family” truly work hard to represent their name.  They were courteous, professional and completely “Reliable” in being willing to go the extra mile in an effort to make my family feel comfortable with our purchase.  My family will not hesitate to consider Mike and his team for our next vehicle purchase.”     

Chad Charon
Crete, IL


Hi Mike,

I just wanted to drop you a note telling you that I love the Subaru and had a very good experience at Reliable Auto.  My mechanic checked out the vehicle and gave it an A+.  I had left a few things in my trade in and your Dad mailed them back to me right away.  I appreciate the service and will come back to Reliable when my son needs a car in a few years.

Tom Komp
Suamico, WI

F-150 LARIAT 4X4


Thanks for much for an enjoyable buying experience. When I was searching on the internet I was pleasantly surprised to see the vehicle I was looking for, right in my area! You made buying my Ford F-150 a breeze and I haven’t hesitated to recommend you to others. It’s great to be doing business locally!


Sturgeon Bay, WI



Mike Shortall Jr,


A huge THANK YOU for making buying a new car so quick and easy! I love my Honda CRV and I am so glad I came to you to buy my car. You lived up to your reputation of making it a straight forward, no hassle, friendly and honest transaction. The boys and I love the car. It is just what I wanted. In a matter of less than 3 hours I think I test drove, traded in, financed, transferred plates, went grocery shopping (yes – grocery shopping) and was in my new car driving home with a smile on my face. Now if all things were so easy there would be a lot more happy people walking around this world. I appreciated doing business with you and won’t hesitate to recommend you or do business with you the next time I need a new car.  Thanks again Mike.

Ephraim, WI 

2010 GMC Yukon XL 4x4

Dear Mike Jr,

Thanks again for keeping things simple! I had nightmares of how complicated it would be to purchase a car so far from home. Hands down, it was worth the trip.

Thanks Again,
Lester and Amy Sherrow
Mukwonago, WI

2012 Subaru Outback

Dear Mike Jr, Mike Sr, and Nick-
We are all home in Illionis safe and sound.  Driving the new Outback was great, we are quite happy with our decision.  Thank you again for all of your help, advice, and patience.  Your service is unbeatable!  We are always so impressed with all you do to make car buying enjoyable.

Nancy and Bob Richards
Villa Park, IL & Sturgeon Bay, WI


Hi Mike-

Thanks for the e-mail we are really loving the mini. That thing is FAST!  Mike & Mike were both very nice and hassle free to deal with. I was fortunate enough to take advantage of their end of the year sale and got myself a mini cooper for Christmas. This is my first vehicle purchase in my entire life and I really had no clue what I was doing. They were very friendly and helpful without pressuring me or trying to take advantage of my naivety like some of other car dealerships that I checked out.  After getting less than stellar treatment at some other places my friends told me about Reliable. Ultimately,  I felt very good giving these guys my money because they took care of me and pledged to continue to take care of me in the future. (and my car is awesome too!)  I highly recommend this dealership to anyone that is serious about buying a used car that is in top notch condition. 
Thanks again for all your help, it was actually fun dropping 15k. LOL


-Maryann Martin
 Sturgeon Bay, WI

Happy Buyer

Now that I've had the 2011 Kia Sorento about a month I can say I am very happy with this vehicle. It is more refined than the 08 I had and the 4cyl engine is just fine for my driving. Surprisingly, I notice very little difference in power when driving the interstate. I had stopped by the  Kia dealership for oil change and check up already and they commented that it was a really well taken care of. 

Don Johnson
Egg Harbor, WI


Thanks Mike – love my “you’d never know it’s not new” Malibu – it was a spectacular ride home!  You guys definitely are a diamond in the rough – I’m so glad that I made the trip up to Sturgeon Bay!

To prospective buyers……We all have the tools of the internet at our fingertips.  Searching for a vehicle is easier now than it’s ever been - down to every minute detail and option.   Many of us narrow down the precise vehicles that we want to see before ever stepping on a lot.  What the internet doesn’t show you is the pride, professionalism, service, and friendliness of the dealership and individual that you will be dealing with.  After weeks of internet searching and lot scouring for the right car for me, stepping on to Reliable Auto’s lot, seeing the care and pride that Reliable Auto takes in their selection of impeccable inventory, and dealing with the friendly, knowledgeable, professional member of the Reliable Auto family, I knew my search was done.  Thanks again Mike for this wonderful used car buying experience and putting an end to my large impersonal lot crawling misery!

If you want an immaculate flawless car purchased in a friendly, no hassle environment, then take the drive up to Sturgeon Bay in beautiful Door County to check out Reliable Auto’s inventory – you’ll be very glad that you did!  They won’t sell you – their cars will!

Richard Dobbs
De Pere, WI


Dick Dobbs | IT Applications Architect

| 1100 Employers Blvd | Green Bay, WI 54344

(Office:   (920) 337-3966

)Blackberry:  (920) 203-2821

*Email:    ddobbs@humana.com


Now when we saw this 2011 black stealth looking mustang on the web we figured that it was probably nice but not worth driving from Michigan to  Wisconsin!!! Driving the distance just wasn't the way we wanted to spend a weekend dealing with car salesmen, paperwork and also afraid that it just wasn't worth wasting the gas money.  After talking to Mike and his dad several times they assured us that this vehicle was perfect and they would never allow us to make such a trip if they thought it wasn't a done deal as soon as we saw the car.  Well... we had spent countless hours the entire spring and summer looking for the perfect car and just begun to think that our standards were too high to achieve.  So three days prior to the trip we put our focus on three other mustangs in Michigan.  Our belief is, if things don't work out it is for a reason. We were working with CASH and figured that there should be no reason that someone would not want to deal with us.  To our good fortune all three of the deals fe1l through due to; someone else was working on the deal, they could not meet with us due to other committments, and the third was just toooo dirty and not what they had advertised.  Oh well... we were off to Wisconsin to see if this was as good as it was going to get.   Just 10 miles outside of our destination we had 2 calls within 5 minutes telling us that the deal fell through on one of the Mustangs we were interested in and the other said they could meet with us that day.   At that point we felt we had done the right thing and as soon as we drove into Reliable Auto we fell in love.  There she sat black and beautiful.  no stripping and awsome wheels.  Gosh.... just like seeing your newborn baby for the first time.  Could not believe that it was spotless, and exactly what we had been searching for.  Mike and has dad were awsome to work with and honesty was a quality that we did not think salesman had.  They were right on the money and had all of the paperwork in line, temporay tags created before we got there.  After driving her we made the deal and were back on the road to Michigan within 45 minutes.   What a great experience!!!!! WE would totally trust these salemen in the future and highly recommend them to anyone that is searching for a car no matter where they live.  These are dedicated guys and rely on referrals.   Thanks again for our new girl and how great she looks on the road.  Heads turn when they see her.  


James and Eula Queen
Cedar Springs, Michigan


There were moments when I wondered if I was being a little crazy buying a car in Wisconsin when I live in San Francisco.  I found RELIABLE online after doing internet searches for Mini Coopers –– I had already decided on the brand and that I wanted a convertible.  Initially, I was just comparison shopping to see what was out there in the Car Universe, but the car on the RELIABLE website was exactly what I wanted –– down to the color –– and so I decided to explore further.  Emails were answered quickly and professionally.  In fact, far more so than my local dealers who had a much more laissez-faire, "you're doing me a favor" attitude than I would have liked, with Reliable, I felt completely heard and respected and that I was a priority.  I decided to trust my instincts about Reliable and working with Mike Shortall and purchased the car.  Every detail of the transaction went smoothly –– the car even arrived in San Francisco a day or two earlier than we'd estimated and it was exactly as promised.  I totally love my new Mini Cooper and I'm so glad I trusted my instincts and went with RELIABLE for this purchase.

Edward Vilga
San Francisco, CA


 Thanks for making my car buying experience a great one!  There was absolutely no pressure.  And Mike Jr was knowledgable and answered all my questions.  I will definately recommend Reliable Auto  for a great place to buy quality vehicles.  Plus I'm getting tons of compliments on my new ride.  Thanks again.

Roberta Copiskey
Sturgeon Bay, WI


Mike and all at Reliable - thank you again for another wonderful car buying experience purchasing our 4th car since moving to Door County 6 years ago.  For someone who really is intimidated by the whole experience of buying a car, working with you has been a real pleasure.  It is great to feel comfortable during the experience and to know that I will be treated very fairly.  Your service and expertise during several issues that had to be dealt with are another aspect of why we will continue to deal with you.  Thank you again for the great service.  We always feel very confident recommending Reliable to our friends up here and know that they also have had the same positive experience. 

Kathy and Bill Wolff
Fish Creek, WI



Thank you so much!  I love my Volvo Wagon!  It's such great condition.  And it drives great. I'm really excited about it :))Thank you so much for all your time and energy!  

Jill Patrick
Madison, WI


Mike, I want to thank you for the excellent car! I have been getting compliments non-stop on the sharp Chrysler 300!!!!! You are an excellent dealership and a pleasant group of people to deal with and I will be back for future purchases....and have already recomended you to others.

Thank You,
Ron Cody
Depere, WI


Thanks Mike and I appreciate your good service. I have told a friend of mine who is looking for a car to contact you.  He is interested in purchasing a Subaru,  I think an outback.
Thanks again and my wife loves her vehicle!!!


Hi Mike,

Hope your week has gone well.  
After now having had the Ford Excursion you sold us for the last week, I want to say THANK YOU!  The vehicle is in very good condition, just as you described, and I trust will serve our family well.  Very positive experience that you could feel free to add to web site if helpful.  Buying a vehicle over the internet and specifically buying sight-unseen is becoming more common but still very uncomfortable and you deserve recognition for the customer service you provided to us and making buying sight-unseen a very positive experience without the high level of anxieties that would normally be involved in such a transaction.
Thank you, Mike!

Greg Gawryluk
Lake Park, MN


Hi Mike,
Yes, and thank you again so much for helping me find a new car.  The ride was smooth, and the car is beautiful.  I was grateful for the whole experience, and it was so good to meet you.
All my best wishes,

Alexandra Torinus
Lecturer, Department of Film
Peck School of the Arts
University of Wisconsin at Milwaukee


Over the years, I have bought many vehicles from Mike Shortall @ Reliable Auto -- used to deal Mike Shortall, Senior -- but now it's his son, Mike, Jr. Just bought a car from Mike last week!  I have never been disappointed in the cars or the sales or the treatment I have received at Reliable.  GREAT people to work with and they're very picky about the cars they buy to sell.  If they don't have the car you want, just let them know what you're looking for & they'll find the car for you. I really found the Reliable website to be very helpful!  Thanks, Mike & Mike & Nick!  A pleasure doing business with you. 

Nancy Feld, Retired Educator 


Honest, Reliable, and Quality Cars and People

by CaliN from Green Bay | December 6, 2011

I just bought a 2006 Toyota Highlander Hybrid from Reliable Auto last night. A father and son run the company, Mike, and Mike junior. 10 years ago when I bought my first car from them I found them not only to be honest& upfront, but nice, GOOD, relatable people. My grandma buys from Reliable, my uncles...and so do I. 10 years after my first purchase they still remembered who I am, as well as my family. After relentlessly searching for a quality car, I had seen their Highlander. Mike Jr. told me "no bologna Cali, you know me, and I will give you the best price I can on your car." Even after 10 years, of knowing Mike and Mike Jr. and 10 years after my first purchase, they continue to be honest, good hearted, RELIABLE poeple. They don't pitch sales to you, they are upfront, and you walk away knowing they did all they could to give you the best deal. Nothing but WONDERFUL things to say about Reliable Auto and Mike and Mike Jr. It says it in the name,they are RELIABLE. 5 stars all the way across the board, I would, with total confidence, recommend this dealer and sales men to ANYONE! I have never written a review before, but good, honest, hard work should NEVER go unrecognized, and they are well deserving! Thanks Mike and Mike Jr. I love my car and love that I got to work with you both again!


Not sure how to say what a great company Reliable is to work with but in the nine years I've done business with them I bought 11 cars!  Keep up the good work, Mike, Mike and Nick.  Best, Walt Freckmann, and let me know if you get in another late model Corvette!

Walt Freckmann
E-mail: walt@freckmannart.com



I purchased a vehicle from Reliable Auto in June of 2010. It was the first time I had worked with them because my father worked as a salesman at another local dealership and I had always bought there. Upon his retirement, I went to several other dealers looking for a car that was just the right fit for me. At Reliable, they listened to me when I explained what I wanted and found me the perfect car. I now own a 2007 Lexus RX350 that is the most comfortable vehicle I have ever driven. They will have a customer for life!

 Alison Van Duyse
Financial Consultant
Sturgeon Bay, WI

Multiple Purchases

I’ve bought used cars from Reliable Auto several times and I’m at ease knowing that they are choosy about the vehicles they offer.  They know what quality they are looking for and hit the mark every time, in my book.  Reliable’s no hassle policy makes the purchasing process easy, and they save me time and money!  They gave me more than fair market price on my trade-ins and sold me cars at a highly competitive rate.  I also loved the fact that I could use their website to see their current inventory and research the value of each vehicle.  It is by far the best purchasing expereince I have ever had, both in town and on the web.

Amy Paul    |    Marketing Communications Specialists    |    920.746.4244
49 E. Yew Street, Sturgeon Bay, WI 54235  USA

Marine Travelift, Inc.   



To Whom It May Concern:
I recently purchased a 2007 Cadillac CTS from Reliable Automobile Sales, sight unseen. As you might suspect this caused me great concern as I did not know what to expect. Mike Sr. and his son (Mike Jr.) have run this operation for 30 years and I can see why they have done so well.  Both gentlemen were professional and helped to ally my fears and trepidation.  Mike Jr. spent time on the phone walking around the car describing, in minute detail, the minor scratches that the car had on it which proved to be very accurate.
When I told them that I was going to have an outside firm inspect the car to make sure it was everything they said it was, they welcomed it. They wanted me to feel comfortable. They even helped to arrange the delivery of the car to the Detroit area at a price that I could not match.
When there was a small misunderstanding with the delivery, both gentlemen got on the phone with the third party and resolved the issue in my favor. 


I would not hesitate to purchase another car from these gentlemen.


Tom Vorenberg
30100 Telegraph Road, Suite 478
Bingham Farms, MI 48025