Honestly, if you're driving through Wisconsin and skip the Dahl Auto Museum La Crosse WI, you’re missing the coolest time capsule in the Driftless Region. Most people blast past La Crosse on I-90. They see the bluffs, maybe grab a cheese curd, and keep going.
But tucked away at 711 3rd Street South is a family legacy that’s been running since 1911.
That’s over 115 years.
It's one of those places that feels personal because it is. You aren’t just looking at cold metal and glass; you’re looking at a family's century-long obsession with the Ford Motor Company and the evolution of how we get around.
The $5 Secret of Downtown La Crosse
Let’s talk money first. In 2026, finding anything that costs five bucks is a miracle. Most museums charge twenty. Here, it’s basically pocket change for adults ($5), with seniors getting in for $4 and kids for $3. If they’re under eight? Free.
It’s cheap. It's accessible. And surprisingly, it’s not just for "car people."
The museum is housed in a beautifully maintained space that used to be an old dealership showroom. It’s clean. It’s bright. The chrome on these cars is so polished you can literally see your reflection from ten feet away.
What You Actually See Inside
When you walk in, you’re greeted by a timeline. It’s not a boring textbook timeline, though. It’s a physical progression of the Dahl family’s history, which started with Andrew H. Dahl selling Model Ts out of a general store in Westby.
You’ve got about 20 antique and classic cars on the floor at any given time. They represent different decades, so you can see the literal growth spurt of the American car.
One of the heavy hitters is the 1905 Cadillac Model F Touring Car. Fun fact: this was the very first Cadillac sold in La Crosse. It belonged to a city attorney and could hit a whopping 20 mph. Imagine the wind in your hair at that breakneck speed.
The Ford Obsession
Since the Dahls are the ninth-oldest family-owned Ford dealership in the country, the Ford collection is the heart of the place. You’ll see:
- 1911 Ford Model T Roadster: The one with the brass lights.
- 1922 Model T Speedster: It’s a "T-3" model, part of the generation that made up half of all Model Ts ever built.
- 1955 Ford Thunderbird: The car Ford built to beat the Corvette. It’s pure 1950s optimism on wheels.
- 2025 Ford GT: A modern monster that shows just how far things have come from the "Depot Hack" days.
The Starlite Drive-In: A Total Vibe
This is the part that usually catches people off guard. They’ve actually recreated the Starlite Drive-In Theatre inside the museum.
For those who don't know the local lore, the real Starlite sat on Highway 33 from 1949 to 1978. The museum version has a massive screen playing classic films and real cars parked in front of it like they’re waiting for the feature to start. It’s a massive hit for photos. You feel like you’ve stepped into a scene from Grease or American Graffiti.
More Than Just Fords
While the Ford ties are deep, the collection isn’t a one-note song. There’s a fascinating pivot toward Volvo here, too.
The Dahls were some of the first to bring the Swedish brand to the Midwest. You’ll see the "little Volvos"—the PV444 and PV544—which were built like tanks and basically cemented the brand’s reputation for not dying.
There’s also an massive mascot (hood ornament) collection. People don't realize how ornate cars used to be. These things are art pieces. Glass, chrome, intricate wings—they don't make 'em like that anymore because of safety regs and, well, aerodynamics. But man, they were pretty.
Why It Hits Different
Most museums feel like "look but don't touch" zones where the staff watches you like a hawk.
At Dahl Auto Museum La Crosse WI, the vibe is way more relaxed. You’ll often find a guy named Jim or another knowledgeable volunteer who actually wants to talk to you. They know the stories. They know why the 1923 Ford Depot Hack was called a "hack" (it’s short for Hackney carriage).
They also have a massive collection of gas pump signs and vintage advertising. It’s a weirdly nostalgic trip through how we used to sell things. No digital pop-ups, just bold colors and big promises.
Is It Worth the Stop?
Look, if you have an hour or two in La Crosse, yes.
It’s located right near the Riverside International Friendship Gardens and the Mississippi River. You can do the museum, walk the riverfront, and hit a local brewery like 608 Brewing or Pearl Street in one afternoon.
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It’s small enough that you won't get "museum fatigue," but dense enough that you feel like you learned something.
Actionable Tips for Your Visit
If you’re planning to head over, keep these things in mind:
- Check the Days: They aren't open every day. Usually, it's Wednesday through Saturday, 10 am to 4 pm. Don't show up on a Monday expecting to get in.
- Parking is Easy: There’s a lot right there. You don't have to hunt for street parking in downtown La Crosse, which is a huge plus.
- Ask for a Tour: If it's not too busy, ask the person at the desk for a quick walkthrough. The stories behind the individual cars—like who owned them locally—are better than the plaques.
- Camera Ready: Lighting is actually decent for an indoor museum. Bring the good camera.
Basically, the Dahl Auto Museum La Crosse WI is a love letter to the machine that changed the world. It’s a quiet, high-quality spot that reminds you that before cars were just appliances with touchscreens, they were symbols of freedom and family pride.
Go for the $5 admission. Stay for the 1950s neon and the smell of old leather and oil.
To make the most of your trip, try to time your visit with other downtown events like Oktoberfest USA in late September, though be warned—parking won't be as easy then. Otherwise, a quiet Thursday morning is the perfect time to have the place almost to yourself.