How to get a Wisconsin Motor Vehicle Dealer License

How do I get a motor vehicle dealer license in Wisconsin?

Step 1: Establish a permanent business location.

Your business location must meet the following requirements, which must be outlined in the Motor Vehicle Business Facilities Statement (Form MV3180) provided with your application.

• Be a permanent business location (not a residence) that has an office space and 12x20 foot display area. (If you only sell motorcycles, your display area only needs be large enough to display or repair 3 motorcycles.)
• Have an outdoor vehicle display lot adjacent to your business office (unless all vehicles are displayed indoors). Your minimum vehicle display lot size must equal a standard parking stall and comply with all local zoning requirements.
• Have local zoning and permit approval
• Have a service department or have a written agreement with a service facility within 50 miles

Step 2: Complete your Entity/Owner Statement.

You must submit an Entity/Owner Statement (Form MV2844) for each owner, partner, LLC member or manager, corporate officer, or shareholder.

Step 3: Complete salesperson licensing.

If you employ salespeople, they must meet and adhere to the following requirements.

• Only sell for 1 dealership at a time (except for salespeople who work for a dealership group)
• Be at least 18 years old
• Pass the salesperson license exam (Salespeople who only sell recreational vehicles are exempt from the exam but must fill out Salesperson/Representative License Application (Form MV2184) and meet all the other requirements.)

Review the Motor Vehicle Salesperson Manual for more information on Wisconsin laws and DOT policies.

If you've never had a Wisconsin salesperson license or your previous license expired more than 5 years ago, you must complete the following steps to obtain your salesperson license.

• Pass the salesperson license exam at a DMV customer service center.
• Complete and print the Salesperson/Representative License Application form MV2184​.
• Have your new employer complete and sign the bottom section of the form.
• Take your completed form and the appropriate application fee with you to the DMV customer service center when you take your salesperson exam.
• Include the appropriate fee as listed on the application form. There is an additional $5 counter service fee for the exam.

Step 4: Obtain your sales tax seller permit.

A seller permit is required for every individual, partnership, corporation, or other organization with a Wisconsin sales location that processes retail sales, including leases, licenses, or rentals, of taxable products in Wisconsin, unless all sales are exempt from sales or use tax.

You can get your Department of Revenue Sales and Use Tax Permit online or by calling 1(608)266-2776.

Step 5: Purchase your Wisconsin motor vehicle dealer surety bond in the required amount.

You must purchase and file surety bond form MV2511 with your Wisconsin motor vehicle dealer license. Your bond requires you to comply with state laws when operating your dealership and protects the state and consumers in the event of your noncompliance. Your surety bond amount varies based on your license type

• Moped Dealer, Motorcycle Dealer: $5,000 surety bond amount
• Motor Vehicle Salvage Dealer, Motor Vehicle Wholesaler, Motor Vehicle Auction Dealer, Recreational Vehicle Dealer: $25,000 surety bond amount
• Motor Vehicle Dealer, Retail Dealer: $50,000 surety bond amount

You can apply for your Wisconsin motor vehicle dealer bond online 24/7 with annual premiums starting at $100. Your official Wisconsin motor vehicle dealer bond will be emailed to you once your order has been processed.

Step 6: Submit your application packet to the Wisconsin Department of Transportation.

You must complete and include the Retail Motor Vehicle Dealer Application Mailing Checklist with your new dealer license application packet. Forms must be arranged in the order shown on the mailing checklist to ensure prompt processing and limit delays.

Make your dealer license fee check payable to Registration Fee Trust.​

Mail all original signed application forms to the following address.

Wisconsin Department of Transportation
Dealer & Agent Section
P.O. Box 7909
Madison, WI 53707-7909

Submit any application questions you have to the Wisconsin Department of Transportation email service.