Bitterroot Toyota began as a partnership between Erik (Rik) Ogren and Joe Taylor in June of 1973. In December of 1973, Bitterroot Toyota moved from its temporary quarters at T and W Chevrolet to the current Toyota facility on Brooks.

The Volvo line was added three years later. The Toyota shop was enlarged in 1978. When Bitterroot Toyota acquired the Ford Franchise in January of 1981, Bitterroot Toyota changed the official name of the business to Bitterroot Motors, Inc., to encompass all three franchises. In 1982, Bitterroot Motors purchased the building next door to Toyota to house the Ford franchise.

Erik Ogren passed away in an automobile accident at age 39 on July 14, 1984. His wife, Kathy, assumed the Presidency and continues to run the business today.

Kathy and Bitterroot Motors has long been committed to the Missoula community and surrounding areas. We have supported numerous charitable organizations and events, recognizing that customer service goes beyond the doors of the dealership.