Trans 138.02(8)(8) “Privately titled” means a vehicle owned by a person who acquired the vehicle through a bona fide sales transaction in which anything of substantial value was exchanged to acquire ownership of the vehicle for purposes other than lease, rental or resale, and the person is not a motor vehicle manufacturer, final stage manufacturer, converter, distributor, wholesaler, motor vehicle dealer, auction dealer, or leasing or rental company. Trans 138.02(9)(9) “Retail auctioneer” means a person who for compensation takes possession of a motor vehicle owned by another person, whether through consignment or bailment or any other arrangement, and offers the vehicle for sale to retail buyers by auction. Trans 138.02(10)(10) “Sell” means to transfer or offer to transfer ownership of a motor vehicle for compensation, whether or not the person executing or offering to execute the transfer owns the vehicle. Selling includes all of the following: Trans 138.02(10)(a)(a) Displaying, depicting, or describing the vehicle to potential purchasers and indicating by any means that the person is willing to sell the vehicle or accept an order for the vehicle’s future sale or the sale of a similar vehicle. Trans 138.02(10)(b)(b) Executing or offering to execute a lease with a requirement that the lessee purchase the vehicle. Trans 138.02(10)(c)(c) Accepting or negotiating an order to purchase a vehicle placed by fax, telephone, the Internet, mail or some other means with a person within this state, if the vehicle purchased as a result of the order is delivered to the purchaser at a location within this state. Trans 138.02 NoteNote: This definition of “selling” includes the activities of consignment dealers, who may display vehicles and negotiate sales on behalf of the vehicles’ owners.
Trans 138.02(11)(a)(a) “Services aiding the sale” of motor vehicles means describing or displaying specific vehicles or representing the conditions under which they are available for sale or lease with an option of purchase to prospective buyers or lessors. These services may include advertising, displaying vehicles, or soliciting bids on vehicles available for sale or lease with an option of purchase. Trans 138.02(11)(b)(b) The services in par. (a) do not include providing general advice or information to prospective buyers, sellers, lessors, or lessees on issues concerning the buying, selling, or leasing of motor vehicles, provided the information does not include representations of specific vehicles available for sale or lease with an option of purchase. Trans 138.02(11)(c)(c) The services in par. (a) do not include a financial institution offering, negotiating, or consummating a motor vehicle loan. Trans 138.02(11m)(11m) “Title” means certificate of title issued by the Wisconsin department of transportation under ch. 342, Stats., or by another state in conformity with its applicable law, as evidence of ownership of a specific vehicle. Trans 138.02(12)(12) “Titled owner” means the person named as the owner on the face of the most recent certificate of title issued for the vehicle. The term does not include a person named in a reassignment of the title. Trans 138.02(13m)(13m) “Valid motor vehicle buyer license” means a written authorization issued by the department that authorizes the holder to bid on or to purchase at a motor vehicle auction dealer, to an applicant that meets the requirements under s. Trans 138.0225. Trans 138.02(14)(14) “Wholesaler” or “wholesale dealer” means a person, other than a licensed motor vehicle dealer or licensed motor vehicle auction dealer, who does any one of the following: Trans 138.02(14)(a)(a) Sells more than 5 used motor vehicles in any 12 month period to motor vehicle dealers, other wholesalers, motor vehicle auction dealers or salvage dealers; Trans 138.02(14)(c)(c) Purchases used motor vehicles on behalf of motor vehicle dealers, unless the person buying the vehicles satisfies both the following conditions: Trans 138.02(14)(c)1.1. The person is employed by and receives compensation from one and only one dealer for services related to the sale or purchase of motor vehicles; and Trans 138.02(14)(c)2.2. The person conducts all financial transactions involving the sale or purchase of motor vehicles in the name of the employing dealer, under the dealer’s supervision, and using the dealer’s funds and financial accounts. Trans 138.02 HistoryHistory: Cr. Register, July, 1981, No. 307, eff. 8-1-81; cr. (intro.), (1), (2), (4) to (6) and (8) to (14), renum. (1) and (2) to be (3) and (7), Register, June, 1991, No. 426, eff. 7-1-91; CR 99-135: cr. (2m), (5g), (5r) and (6m), am. (10) Register February 2004 No. 578, eff. 3-1-04; CR 08-029: cr. (11m) Register August 2008 No. 632, eff. 9-1-08; EmR2305: emerg. cr. (13m), eff. 4-21-23; CR 23-014: cr. (13m), (13r) Register April 2024 No. 820, eff. 5-1-24; correction in (13r) made under s. 35.17, Stats., Register April 2024 No. 820. Trans 138.0225(1)(1) Only persons specified in s. 218.34 (1) (a), Stats., may bid on or purchase motor vehicles at motor vehicle auction dealers. A motor vehicle buyer shall carry his or her license when engaged in business and display the license upon request. Trans 138.0225(1m)(1m) Applicants for a valid motor vehicle buyer license must be at least 18-years-old and an employee of a licensed motor vehicle dealer, as evidenced by a copy of the sponsoring dealer’s license certificate issued by the appropriate regulatory authority. Trans 138.0225 NoteNote: A person may obtain the motor vehicle buyer’s license application form MV2941 through the department’s website or by contacting the department at the following address: Wisconsin Department of Transportation, Dealer and Agent Section, P.O. Box 7909, Madison WI 52707-7909.
Trans 138.0225(2)(2) A motor vehicle buyer license is not valid until the department receives a complete application with applicable fees for the license on a form specified by the department, the department approves the application in a manner determined by the department, and the department issues a license to the applicant. Trans 138.0225(3)(3) The effective period of a valid motor vehicle buyer license begins when the department issues the license. A valid motor vehicle buyer license sponsored by a Wisconsin dealer expires on the same date as the sponsoring motor vehicle dealer license. A motor vehicle buyer license sponsored by an out-of-state dealership expires on the same date as the out-of-state dealer license or 12 months from the date the department issues the license, whichever is sooner. Trans 138.0225(4)(4) A person must have a separate motor vehicle buyer license for each employer, and application signed by each dealer, if buying for more than one employer. Trans 138.0225(5)(5) Any person whose valid motor vehicle buyer license expires may renew their license in the manner specified by this section. Trans 138.0225 HistoryHistory: EmR2305: emerg. cr., eff. 4-21-23; CR 23-014: cr. Register April 2024 No. 820, eff. 5-1-24; corrections in (5) made under s. 13.92. (4) (b) 7. and s. 35.17, Stats., Register April 2024 No. 820. Trans 138.025Trans 138.025 Motor vehicle dealer license required; exceptions. Trans 138.025(1)(1) Dealers. Except as provided in sub. (2), any person engaging wholly or partly in the business of selling motor vehicles or exchanging, buying, leasing, providing services aiding the sale of motor vehicles, offering or attempting to negotiate a sale or exchange of an interest in motor vehicles, whether or not such vehicles are owned by such person, without first obtaining and maintaining a valid license under ss. 218.0101 to 218.0163, Stats., violates s. 218.0114, Stats. Trans 138.025 NoteNote: Examples of motor vehicle dealers include businesses that sell vehicles from their own inventories, persons who sell vehicles on consignment, and “buying clubs” or others who negotiate terms of sale in behalf of consumers or dealers, such as a membership organization which arranges special discounts for its members with dealers. Arranging such discounts constitutes “offering or attempting to negotiate a sale or exchange of an interest in motor vehicles for compensation,” which is part of the statutory definition of a dealer. “Compensation” includes increasing the value of membership or affiliation with a club or association.
Trans 138.025(2)(2) Exemptions. The following persons are not required to hold a motor vehicle dealer license and, except as provided in this subsection, are exempt from the provisions of this chapter and ss. 218.0101 to 218.0163, Stats. Trans 138.025(2)(b)(b) Limited private sales. Any person who sells or who offers or attempts to negotiate a sale of 5 or fewer used motor vehicles during a 12 month period, provided that the vehicles are privately titled to that person. Trans 138.025(2)(c)(c) Auxiliary business services. A person who provides services to prospective sellers or buyers which aid the sale of motor vehicles if and only if the service provider’s compensation is determined prior to, and is completely independent of, the sale of any motor vehicle. Trans 138.025 NoteNote: This exemption is primarily intended to allow advertising companies, newspapers, magazine publishers, property lessors, and others to provide their usual business services to dealers without having to be licensed as dealers themselves, even though their services or activities may encourage or facilitate vehicle sales.
Trans 138.025(2)(d)(d) Retail disposal of vehicles by business fleet owners. A corporation, firm, association, partnership, or other business that sells its own used motor vehicles to retail buyers, provided that all of the vehicles are privately titled to the seller; and that all the vehicle sales are incidental. Trans 138.025 NoteNote: This exemption allows fleet owners to sell off their surplus property to retail customers without getting a dealer license. It does not apply, however, to companies which lease, rent or manufacture motor vehicles since their vehicles are not privately titled.
Trans 138.025(2)(e)(e) Wholesale disposal of vehicles by business fleet owner. A corporation, firm, association, partnership, or other business that sells its own used motor vehicles, provided that all sales are made to licensed motor vehicle, wholesale, motor vehicle auction, or salvage dealers; and that all vehicle sales are incidental. Trans 138.025(2)(h)(h) Licensed salespersons. A motor vehicle salesperson licensed in accordance with s. 218.0114 (1), Stats., and acting within the scope of the salesperson’s employment with a licensed dealer. Trans 138.025 HistoryHistory: Cr. Register, June, 1991, No. 426, eff. 7-1-91; corrections in (1), (2) (intro.), (a), and (h) made under s. 13.93 (2m) (b) 7., Stats., Register February 2004 No. 578; CR 22-048: am. (2) (h) Register July 2023 No. 811, eff. 8-1-23. Trans 138.027(3)(3) A wholesaler may not consign motor vehicles to a motor vehicle dealer. Trans 138.027 HistoryHistory: Cr. Register, June, 1991, No. 426, eff. 7-1-91; correction in (1) made under s. 13.93 (2m) (b) 7., Stats., Register February 2004 No. 578; CR 22-048: am. (2) (h) Register July 2023 No. 811, eff. 8-1-23. Trans 138.028Trans 138.028 Retail auctioneers; limited exemption. Notwithstanding s. Trans 138.025, a retail auctioneer selling motor vehicles may conduct business without a motor vehicle dealer license, provided the retail auctioneer meets all of the following requirements: Trans 138.028(1)(1) None of the vehicles offered at auction are owned by a motor vehicle dealer, wholesaler, manufacturer, or other licensee under ch. 218, Stats. Trans 138.028(2)(2) Each auction is clearly distinct in place and date and meets at least one of the following conditions: Trans 138.028(2)(a)(a) It includes only those vehicles owned by a single person, where person means an individual, household, association, firm, or corporation including its subsidiaries and divisions; or, Trans 138.028 NoteNote: For example, an auctioneer may not need a dealer license when the auction only involves vehicles owned by one individual, corporation, or other “person.” If the auction includes vehicles owned by 2 or more persons, the auctioneer or auction company usually needs a dealer license. The only exception occurs in very small consignment auctions, where no more than 3 vehicles are offered for sale at a single auction.
Trans 138.028(3)(3) The auction is not conducted on the permanent business premises of any motor vehicle dealer, wholesaler, wholesale auction dealer, or other person licensed under ch. 218, Stats. Trans 138.028(4)(4) The auctioneer does not hold regular or frequent auctions under the conditions described in this section at a single location. Frequent auctions at the same location include, though are not limited to, situations in which 3 or more vehicle auctions are conducted in the same place within 12 months. Trans 138.028 HistoryHistory: Cr. Register, June, 1991, No. 426, eff. 7-1-91. Trans 138.03(1)(1) Business facilities required to be provided and maintained by motor vehicle dealers are: Trans 138.03(1)(a)(a) A permanent building in this state wherein there are facilities for: Trans 138.03(1)(a)1.1. A business office to maintain the books, records, and files necessary to conduct business. Trans 138.03(1)(a)2.2. A minimum 12 x 20 foot area accessible for automobile display, pre-sale preparation, or repair purposes. Motorcycle dealers who do not also sell automobiles shall provide an area of sufficient size to display, prepare, or repair at least 3 units. Truck dealers who do not sell automobiles are exempt from the requirements of this subdivision. Trans 138.03(1)(a)3.3. A repair shop, or a service agreement with a nearby repair shop, where there are repair tools, repair equipment and personnel to service such vehicles. Any service agreement shall be on the form provided by the department. Trans 138.03(1)(b)(b) A vehicle display lot adjacent to the business office, unless all vehicles offered for sale are displayed within the business building. Trans 138.03(1)(c)(c) The business premises which provide all required facilities shall comply with local zoning, building code and permit requirements. Trans 138.03(2)(2) A residence, tent, or temporary stand is not a sufficiently permanent business facility within the meaning of this section. As used in this section and s. 218.0116 (3), Stats., “residence” means the domicile of a person who is an employee or owner of the dealership licensed, or applying for a license, under ss. 218.0101 to 218.0163, Stats. “Residence” does not include a building either formerly used as a residence or used as a residence by persons having no interest in an existing dealership. A motor vehicle dealer licensed by the department prior to July 1, 1991 despite having the required business office or indoor display or repair area in the dealer’s residence may continue to use those facilities so long as ownership of the business remains unchanged and the dealer’s dealer license is renewed continuously on or after July 1, 1991. Trans 138.03(3)(3) More than one motor vehicle dealer, wholesaler or other business may share a single permanent building. Trans 138.03(3)(a)(a) If a licensed motor vehicle dealer shares facilities with another motor vehicle dealer, wholesaler, or other business, each licensee shall: Trans 138.03(3)(a)3.3. With each license application, provide a copy of the lease agreement between the owner of the property and the dealer along with a diagram of the facilities for the designated location. If the dealer sublets the facilities from a lessee, that dealer shall provide a copy of the sublease and a copy of the lease authorizing the lessee to execute subleases. Trans 138.03(3)(b)(b) Each licensee sharing a permanent building with another licensee shall satisfy all the requirements of par. (a) within 1 year after July 1, 1991 or the license for each noncomplying dealership may be denied or suspended until the dealership facilities comply with this section. Trans 138.03(3)(c)(c) If the dealerships which share facilities also share majority ownership, they are exempt from the requirements of par. (a). Trans 138.03(4)(4) The business premises which provide all required facilities shall comply with local zoning, building code and permit requirements. Trans 138.03(6)(6) A motor vehicle dealer who is not located in this state, who accepts vehicle purchase orders or lease agreements placed by fax, telephone, the Internet, mail, or some other remote means from persons within this state, and who delivers vehicles to persons within this state is exempt from the dealer business facilities requirements of sub. (1), provided that the dealer maintains a business office in another jurisdiction at which the books, records and files pertaining to vehicle sales or leases to persons in this state are maintained and the dealer makes these documents available to the department for inspection upon demand. Nothing in this section shall be construed to exempt the dealer from the license requirement of s. 218.0114 (1), Stats. Trans 138.03 HistoryHistory: Cr. Register, May, 1966, No. 125, eff. 6-1-66; am. (1), r. and recr. (2), r. (3), Register, April, 1977, No. 256, eff. 5-1-77; renum. from MVD 13.01 and r. and recr. Register, July, 1981, No. 307, eff. 8-1-81; emerg. am. (1) (b), eff. 1-13-83; am. (1) (b), r. (2), renum. (3) to be (2), Register, October, 1984, No. 346, eff. 11-1-84; am. (1) (a) 1. and 2., cr. (2) and (3), renum. (1) (c) to be (4), renum. (2) to be (5) and am., Register, June, 1991, No 426, eff. 7-1-91; CR 99-135: cr. (6) Register February 2004 No. 578, eff. 3-1-04; corrections in (2) made under s. 13.93 (2m) (b) 7., Stats., Register February 2004 No. 578; CR 06-135: am. (1) (a) (intro.) and (6), Register August 2007 No. 620, eff. 9-1-07; CR 22-048: am. (2) Register July 2023 No. 811, eff. 8-1-23. Trans 138.04Trans 138.04 Records kept. This section establishes the minimum books and records required to be kept and maintained at the licensed business premises by motor vehicle dealers and used motor vehicle wholesalers under ss. 218.0116 (3) and (5), and 342.16 (2), Stats., and the required retention periods for those records. Trans 138.04(1)(1) Dealer required records. Motor vehicle dealers shall maintain, at a minimum, the following books and records: Trans 138.04(1)(a)(a) Ownership records. As evidence of ownership, title for each used vehicle owned and offered for sale and manufacturer’s statement of origin, or MSO, for each new vehicle owned and offered for sale. If a manufacturer or lending institution is holding the title or MSO to ensure payment at the time of sale, the dealer shall have for each such vehicle either a factory invoice, a completed dealer reassignment form, or a purchase contract evidencing trade-in or purchase. If the used vehicle is a manufacturer’s buy-back under s. 218.0171, Stats., and the manufacturer holds title to the vehicle, the dealer may have in its possession a copy of the title. Trans 138.04 NoteNote: Section 218.0171, Stats., is commonly known as the lemon law. Trans 138.04(1)(b)1.1. Written consignment agreement between owner and dealer for each vehicle not owned by the dealer and offered for sale by the dealer. Consignments between motor vehicle dealers are prohibited. Nor may wholesalers consign vehicles to motor vehicle dealers. Each consignment agreement shall contain:
