From Auto Detailing to Trusted Snow Solutions
Truck and Auto Elegance has served southeastern Wisconsin since 1990, starting as Auto Elegance with a focus on auto detailing. As customer needs evolved, the business expanded into auto accessories and entered the snowplow market in the late 1990s. Renamed Truck and Auto Elegance in 2006 to reflect its growing emphasis on truck upfitting and commercial solutions, the company continued to grow under Ed Wilbert, who purchased the business in 2009. That growth coincided with the long-standing partnership with Monroe Truck Equipment and BOSS, helping position Truck and Auto Elegance as a trusted snow and ice management provider in the Metro Milwaukee area.
What Makes This Partnership a Success?
The partnership’s strength lies in a distribution model that supports both the dealer and the end customer. Monroe Truck Equipment supplies Truck and Auto Elegance with BOSS plows, spreaders, and parts inventory, along with critical product support after the sale.
“Monroe’s inventory and distribution capabilities allow us to replenish parts quickly and offer competitive pricing, which is critical during snow season when downtime simply isn’t an option,” said Ed Wilbert, owner of Truck and Auto Elegance. “Most of our customers run smaller fleets or landscape businesses and rely on their equipment to make a living. Our job is to help them choose the right solution and keep them up and running.”
Monroe’s role allows Truck and Auto Elegance to operate as a larger sub-distributor, providing access to competitive pricing, online ordering, and scheduled delivery. With Monroe’s extensive warehouse inventory, parts can be replenished far faster than through a direct manufacturer relationship. The result is better availability, faster service, and greater value for customers.
“This partnership works because each of us focuses on what we do best,” said Marty Nelson. “Truck and Auto Elegance brings local relationships, installation, and service, while Monroe provides the warehouse and inventory to support the full BOSS product line.”
Serving a Diverse Customer Base
Truck and Auto Elegance primarily serves snow removal companies with smaller fleets, typically three to ten trucks, as well as landscaping businesses and business owners who plow their own properties. V-plows, including BOSS VXT and DXT models with steel or stainless-steel moldboards, dominate sales. Tailgate spreaders such as the TGS 600 and 1100, along with VBX V-box spreaders, are also popular.
The Metro Milwaukee area presents unique challenges, with competition among BOSS and other brands, and customers ranging from small operators to large fleet-maintaining businesses. Truck and Auto Elegance has built its reputation by serving this range of needs.
Looking Ahead
“I’ve worked with Ed and Truck and Auto Elegance for more than 25 years, and what stands out is their consistency and commitment to quality installation, service, and customer relationships,” said Marty Nelson. “Their team’s expertise in complex electronic installations, especially with snowplows and spreaders, builds trust with every customer they serve.”
Both Ed and Marty see the future of the partnership as even stronger than the past. Backed by Monroe Truck Equipment’s distribution strength and BOSS product support, this partnership continues to deliver reliability, efficiency, and value—exactly what customers need when winter weather hits hard.
