Click on the product line below to find WATDA's Endorsed Provider
Adverse Action Compliance
Advertising Specialties
Buying Cooperative
Buyer's Guides, Labels, Uploads, Online Inventory
Credit Card Processing
Electronic Vehicle Registrations
Employee Benefits
Employee Recruitment
Environmental Paint & Interior Protection
Cafeteria Accounts
F & I Products

Laser Form Suppliers
Office Supplies
Payment Processing
Retirement Plans
Rust - Paint - Fabric Protection
Vehicle Registration Reports
Vehicle Service Contracts
Warranty Parts Markup & Labor Rate Increase Services

Questions? Please contact WATDA at (608) 251-5577 for more information.
Wisconsin Automobile & Truck Dealers Association
150 E. Gilman St., Suite A
Madison, WI 53703

WATDASI Forms offers a full line of advertising specialties to meet all of your dealership needs. To receive a quote or order your dealership specialties, contact John Strange at (800) 236-7672 or When you support WATDA Services, you support yourself.

150 E Gilman St, Suite A
Madison, WI 53703

Phone: (800) 236-7672
Fax: (866) 721-0001
WATDA offers reasonably priced bonds to those qualified dealers obtaining or renewing their dealer license.  Our surety bonds are competitively priced and we provide prompt processing service. WATDA also offers many other commonly required bonds including Wisconsin Notary Bonds, License and Permit Bonds, Miscellaneous Bonds, Court Bonds, and Probate Bonds. As well as ERISA Bonds, Business Service Bonds, Employee Dishonestly/Fidelity, Commercial Contract and others.

We can handle your non-standard Commercial business too! Our program is administered by NFP provides bonding options for cancelable bonds up to $100,000 when Principal's credit scores do not qualify in standard markets.

To learn more about WATDA dealership bonds and to obtain a copy of the application contact Meghan Hruska by phone at (608) 251-5577, or email at If there are any other types of bonds you are interested in, please contact us and we will get the necessary information and application to you.

150 E Gilman St, Suite A
Madison, WI 53703

Phone: (608) 251-5577
A dealer-owned cooperative plan enables dealers to purchase parts and other equipment at reduced prices compared to other sources, plus receive annual rebate checks.

401 South Hume Ave., P. O. Box 665
Marshfield, WI 54449-0665
(715) 387-3418, (800) 274-2319

John Hackman,
Vehicle Details offers WIsconsin Buyers Guides PLUS - Print your Wisconsin Buyers Guide in perfect compliance. In addition, you may choose to print Custom Data Labels designed specifically for your dealership, Certified Labels and/or upload to websites daily. Franchised or independent, works for anyone.

For a no obligation demonstration, contact:
John Strange - / 608-334-9020
 Alec Snyder - / 608-577-5426
For repeat orders, please call (800) 236-7672
A trusted registration and title technology partner of dealers across Wisconsin since 1999 – Dealertrack is proud to be the endorsed Reg & Title solution of WATDA.

Improve your back office workflow with a complete, fast and easy-to-use digital registration and titling solution. Dealertrack Wisconsin Registration & Title offers a user-inspired digital interface designed to streamline your reg & title process, and help you to process transactions more efficiently. This next-generation application has been developed with direct input from title clerks, business managers, and controllers.

Dealertrack is the leading provider of digital solutions to the automotive retail industry. Our integrated approach to products and services supports the largest lender/dealer network in North America. This includes the most advanced dealer management system (DMS), leading-edge sales and F&I solutions, and complete registration and title solutions.


Contact Jerrod Wertz, Regional Sales Manager at (262) 239-9078
Heartland provides entrepreneurs with software-driven technology to manage and grow their business. The company serves more than 400,000 merchants nationwide, delivering trusted solutions for payment, payroll and human resources, point of sale, customer engagement and lending.
Click here for more information!

Section 125/Flexible Spending Account Administration and Health Care Reform by American Fidelity

As an endorsed WATDA plan provider, American Fidelity has established a quality reputation when it comes to our Section 125 administrative services. Whether you currently have a Section 125 program and are simply looking to enhance it, or are interested in setting up a new program, we can help. We provide our expertise in setting up your Section 125 Plan as a premium only plan or coupled with tax savings accounts such as Flexible Spending Accounts. The cornerstone of any benefit program is a Section 125 Plan that helps you and your employees maximize your tax saving opportunities. By participating in a Section 125 Plan you can reduce your payroll-related costs, and your employees can increase their take-home pay at the same time.

By partnering with American Fidelity and moving toward using their Section 125 Plan/FSA Administration, you and your employees will continue to receive:
  •     Section 125 administrative services, including plan document support and compliance hotline;
  •     Complete program education and enrollment through group meetings, along with one-on-one benefit enrollments with a Wisconsin-based, salaried, career account manager;
  •     Upfront funding of Health FSA plans, with reimbursements beginning on the first day of the plan year, regardless if funds have been received – just like you have experienced with WATDA;
  •     Year-round support for new hires, benefit fairs, and Wisconsin-based, salaried, career account managers to assist with questions;
  •     FSA Administration with complimentary debit card(s);
  •     Timely reimbursements of submitted claims;
  •     Direct Deposit or paper check options; and
  •     Full benefit enrollment, including core and supplemental insurance products, to streamline your employees’ enrollment experience. A WATDA Benefit Specialist is available to partner with American Fidelity throughout the entire communication process.
  •     Online claims submission by simply uploading receipts for reimbursement;
PLUS… Additional Support Now Available To You!
  •     On-site counsel to assist with your Section 125 or Health Care Reform questions and needs;
  •     Daily claims processing;
  •     Insuring the “risk” associated with the Health FSA;
  •     AFA MobileTM, AFA’s Mobile App;
  •     Educational materials, tools, and resources including online tax-savings calculators, expense worksheets, and more;
  •     VIP email updates on important Health Care Reform developments;
  •     One-on-one strategy sessions to discuss long-term plan options and implementation steps;
  •     Discounted Health Care Reform Webinars; and
  •     Health Savings Account (HSA) and Health Reimbursement Arrangement (HRA) administration;
    Much more. To reach our Customer Care Team, please contact (800) 437-1011.
Hireology helps hundreds of dealerships across the country turn the disjointed task of hiring new employees into a disciplined process. Hireology understands the unique challenges dealerships face to find and retain the best employees. They work with dealerships of all sizes to transform hiring from a challenging, inconsistent process into a data-driven framework everyone in the dealership can follow.

Hireology's Platform Includes:
  •     Custom Career Site
  •     Integrated Job Boards
  •     Pre-Hire Assessments
  •     Interview Guides Tailored for Retail Automotive
  •     Background Checks
  •     Onboarding
  •     Payroll
  •     Talent Coaches and Customer Support

For exclusive WATDA rates, contact Jake Pleban at 312-623-3266 or
Your only WATDA Endorsed F & I Provider in Wisconsin
Ethos Group partners with retail automotive dealers to promote an ethical, customer-focused approach to the sale, financing and servicing of automobiles. We drive profits and customer retention by helping the dealership create a world-class ownership experience.

Contact Ronnie Coleman (319) 270-0350 or
Featuring Appearance Protection Programs. Fully insured warranties.  ECP has been endorsed by WATDA since 1980. ECP offers a diversified line of products and programs which include: Appearance Protection/Protective Coatings, Optional Protection Products and Customer Appreciation Programs for new, pre-driven and leased vehicles as well as a complete line of Detailing, Prep, Service, Facility Chemicals and Supplies. Over 14,000 dealers use ECP products, programs, and services.

ECP Incorporated
Appearance Protection Programs for New, Used & Lease Vehicles
11210 Katherine’s Crossing Suite 100
Woodridge, IL 60517
(800) 323.3521 Ext. 4243
Mike Feely,
Dealer121 will let you understand who your customers are, better than anyone in the marketplace. When you have proper data points and know exactly who your customers are, you also know who your customers aren’t.  Dealer121 will find this information, build a marketing plan tailored to your sales, service and F&I, and measure the results.  You will engage the right customers with personalized messages in a sequenced manner.  The result is a one-to-one marketing management system.  Engaged customers are more valuable and provide a stronger ROI. We don’t care if we target 5 or 5,000 customers.  Our motto is, if you market to the right customer with the right message at the right time, you'll produce the right ROI!

Dealer 121
2179 4th Street, Suite 2A
White Bear Lake, MN 55110

Derc Teschler
Phone: (612) 719-9838
Staples Advantage is proud to be Wisconsin Automobile & Truck Dealers Association’s endorsed provider for all your office supply, janitorial, furniture & technology needs. As a member of WATDA your dealership is eligible to participate in this purchasing program at highly discounted rates.

To take part of this program, please sign-up and register. You’ll be contacted by Staples Advantage to set-up an account and can then begin to order online as needed.

In addition to the great pricing available to all WATDA members, Staples Advantage offers:

  •     Free next business day delivery to all zip codes in Wisconsin
  •     Net 30 billing, one consolidated invoice
  •     Online ordering through
  •     In-store purchasing options
  •     Vendor consolidation through offerings in office supplies, janitorial products, breakroom supplies, technology and furniture
  •     Dedicated account management

If you have questions or would like to learn more about the program, please contact Staples Advantage representative:

Randy Wegner
(414) 322-7748
New Vehicle Reports
Monthly reports include cars and trucks in selected markets, indicate "pump ins", and "pump outs", and provide summary sales analysis. Also available is a unique market analysis report which shows market share by dealer and make.

Used Vehicle Reports
Available on a quarterly basis, you get makes, years and types of used vehicles sold by dealers and the private market.

We also have the capability to produce specialized reports customized to your needs.  Have an idea for something you would like to see?  Let us know, and we can put together a registration report to meet your needs.

Reg-Trak, Inc.
790 Lexington Way
Waterloo, WI 53594

(920) 478-2909 or Call WATDA at (608) 251-5577
Armatus Dealer Uplift provides the industry’s only fully outsourced Retail Warranty Parts & Labor Reimbursement Submission Service, and is by far the largest provider of these services in the U.S., with over 6,000 successful submissions in 49 states.
Armatus’ many advantages include: Proprietary software to identify your optimal parts mark up and labor rate increase; extensive knowledge of state laws and factory protocols; a staff dedicated solely to Retail Warranty Reimbursement, with over 600 years of combined automotive industry experience.

Our average client gains $168,000 annually per store and our fees are fully contingent on your manufacturer approving your submission; meaning we walk in your shoes, and are incentivized to get you the best result as quickly as possible. Dealers have virtually no administrative burden and are assured of optimal results that are delivered with unparalleled speed and accuracy.

Armatus Dealer Uplift
217 International Circle, Suite 150
Hunt Valley, Maryland 21030
(888) 477-2228
The following suppliers have worked with WATDA to develop WATDA copyrighted forms for laser printed applications and are currently producing laser forms for dealerships.