happel & sons INC.
Cedar Rapids, Iowa
Years of Operation: 1918 - 1978
Years of Operation: 1918 - 1978
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Having the title of “Iowa’s Oldest and Largest Oliver Dealer” had to be quite an honor considering Iowa was the home of tractor production for Hart Parr and Oliver. Carrying this title during Oliver's heyday was Happel & Sons located in Cedar Rapids, Iowa.
Getting Started
The history of Happel & Sons starts with August A. Happel as a Hart-Parr tractor dealer under the East Iowa Hart-Parr Co. distributor. Happel was the representative for Hart Parr in Benton County, Iowa. August Happel began his retail farm machinery business in Newhall, Iowa in March 1918 and had a payroll of three persons. In 1922, August moved his dealership to Cedar Rapids. During this time, August Happel also served as the manager for East Iowa Hart-Parr Co. distributor located at 137 North 1st Street in Cedar Rapids. For a period of time in late 1922 and 1923, ads are shown for "Happel & Bailey" as Hart-Parr dealers located at 137 North 1st Street. George Bailey had been part of the East Iowa Hart-Parr Co. and was a business partner with August Happel for a short period of time. According to the Oliver Shield dealer magazine published in 1942, August Happel signed his first contract to sell with Oliver in 1934. In early 1935, the business operated as "Happel and Son Implement Co" with August and son Marvin B. Happel operating the dealership at 210 2nd Ave SW which is shown below.
Getting Started
The history of Happel & Sons starts with August A. Happel as a Hart-Parr tractor dealer under the East Iowa Hart-Parr Co. distributor. Happel was the representative for Hart Parr in Benton County, Iowa. August Happel began his retail farm machinery business in Newhall, Iowa in March 1918 and had a payroll of three persons. In 1922, August moved his dealership to Cedar Rapids. During this time, August Happel also served as the manager for East Iowa Hart-Parr Co. distributor located at 137 North 1st Street in Cedar Rapids. For a period of time in late 1922 and 1923, ads are shown for "Happel & Bailey" as Hart-Parr dealers located at 137 North 1st Street. George Bailey had been part of the East Iowa Hart-Parr Co. and was a business partner with August Happel for a short period of time. According to the Oliver Shield dealer magazine published in 1942, August Happel signed his first contract to sell with Oliver in 1934. In early 1935, the business operated as "Happel and Son Implement Co" with August and son Marvin B. Happel operating the dealership at 210 2nd Ave SW which is shown below.
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By 1938, the name had transitioned to Happel and Sons with both of August's sons working with him at the dealership. Raymond J. Happel, who had been in the grocery business operating "Thrifty Food Store" in Cedar Rapids, joined his father and brother in the implement business. In 1942, Happel's had sold between 400-500 tractors over the past 8 years! At that time, Marvin ran the shop and service department. Ray was in charge of sales and the office. August spent most of his time on sales work. Employee George Conrad was in charge of the parts department. The growing business needed more room, so in 1943, they moved to 309 3rd Ave SW in Cedar Rapids. On December 10, 1946, the business was officially incorporated in Iowa under the name "Happel & Sons, Inc." with Raymond Happel as President and Marvin Happel as Secretary-Treasurer. As the 1960s came along, August Happel was ready to retire so his son Raymond bought all the stock in the corporation in 1964 after the death of his brother Marvin. August Happel passed away in May 1965. As president of the corporation, Ray continued the expansion of the business. Happel & Sons earned the Oliver President's Honor Council Award in 1965 and 1966.
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Happel & Sons offered a diverse product line of farm machinery. Beginning as a Hart-Parr dealer, they transitioned to Oliver Farm Equipment in 1929, and finally ended with White Farm Equipment in the mid 1970s. Over the years, they were also authorized dealers for Minneapolis Moline, Gehl, Kewanee, New Idea, New Holland, Krause, David Brown, Massey Harris, Ferguson, and Bear Cat. In the late 1940's, they also carried the Oliver Cletrac crawler line. Happel’s also carried all your farm supplies ranging from wire and fencing to waterers, pumps, and everything in between. Lawn and garden equipment was offered and even appliances - including stoves and freezers! Happel’s was a high volume dealer for almost everything they sold. In January 1940, Happel’s advertised that they had just ordered 3 more rail flatcars of Oliver 70 tractors and to get yours now before they sold out again! In 1948, they sold an entire rail boxcar load of Tyler brand freezers. During 1955, the dealership sold five rail boxcars worth of twine! Three rail flatcars of 770 and 880 tractors were ordered by Happel’s in October 1958. In October 1959, the dealership had sold 46 new Oliver corn pickers for the year! In December 1969, Ray Happel purchased 2 rail flatcars worth of Oliver tractors from Charles City that were factory experimental and demonstrator models. These 1650, 1750, and 1850 tractors were offered at factory discounted prices and with full warranties. Today, we can only dream about what rare, experimental tractors were offered on this sale!
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Additional Locations
Central City
In addition to the main dealership in Cedar Rapids, Happel’s operated a few additional locations over the years. A location in Central City, Iowa opened in September 1959. On January 15, 1960, Happel’s had a grand opening for this location which is about 20 miles northeast of Cedar Rapids. This location closed in 1969.
Iowa City
They also had a dealership in Iowa City known as Happel, Inc. that opened in January of 1948. This branch of the dealership was located at 1025 S. Riverside Drive. George Conrad was the manager when it opened. This location closed sometime after May 1955 when former Happel's employee Charles Benda started Benda Implement in Iowa City.
Central City
In addition to the main dealership in Cedar Rapids, Happel’s operated a few additional locations over the years. A location in Central City, Iowa opened in September 1959. On January 15, 1960, Happel’s had a grand opening for this location which is about 20 miles northeast of Cedar Rapids. This location closed in 1969.
Iowa City
They also had a dealership in Iowa City known as Happel, Inc. that opened in January of 1948. This branch of the dealership was located at 1025 S. Riverside Drive. George Conrad was the manager when it opened. This location closed sometime after May 1955 when former Happel's employee Charles Benda started Benda Implement in Iowa City.
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The Sales Crew
To maintain the title of Iowa’s largest Oliver dealer, Happel’s had to sell large quantities of Oliver tractors thus requiring an extensive crew of salesmen for the dealership. In 1965, Happel & Sons had five salesmen: Jim Jordan, Bill Settle, Dave Nemecek, Lloyd Andrews, and Leon Platner. The dealership sold equipment in every direction surrounding Cedar Rapids and divided up sales territories among the salesmen that way. Leon Platner was with the dealership for over 28 years through 1977. Bill Settle became the Sales Manager for the dealership by 1977. Dave Nemecek eventually started his own Oliver dealership in Iowa City.
During the “golden years” of Happel & Sons, my wife’s great grandfather Jim Jordan worked for Happel & Sons as one of their salesmen. Jim was a farmer east of Marion, Iowa and had purchased Oliver tractors and machinery from Happels. On May 21, 1947, Jim was planting corn and caught his shirt in the pto shaft causing his right arm to be severed at the elbow. Jim would tell the story of that tragic day saying “my shirt got caught in the pto and when I gave it a jerk to free it, my hand came off with the shirt!” Being a determined and hardworking Iowa farmer, this didn’t slow Jim down. He had a metal prosthetic lower arm installed at his elbow with a hook for a hand! Obviously, losing an arm was a major setback when operating a farm so his sons had to step up and take on more responsibility of the Jordan family farming operation. Some years later after his accident, Ray Happel offered Jim a sales position at the dealership. As a farmer and user of Oliver tractors, Jim was the perfect fit as a salesman for Happels. Jim’s territory was everything west of Cedar Rapids and north of Highway 30. He was a great salesman and was well liked by the farmers he called on with many repeat customers. He sold countless tractors and implements for Happel’s starting in the mid 1950’s until he retired in 1975.
To maintain the title of Iowa’s largest Oliver dealer, Happel’s had to sell large quantities of Oliver tractors thus requiring an extensive crew of salesmen for the dealership. In 1965, Happel & Sons had five salesmen: Jim Jordan, Bill Settle, Dave Nemecek, Lloyd Andrews, and Leon Platner. The dealership sold equipment in every direction surrounding Cedar Rapids and divided up sales territories among the salesmen that way. Leon Platner was with the dealership for over 28 years through 1977. Bill Settle became the Sales Manager for the dealership by 1977. Dave Nemecek eventually started his own Oliver dealership in Iowa City.
During the “golden years” of Happel & Sons, my wife’s great grandfather Jim Jordan worked for Happel & Sons as one of their salesmen. Jim was a farmer east of Marion, Iowa and had purchased Oliver tractors and machinery from Happels. On May 21, 1947, Jim was planting corn and caught his shirt in the pto shaft causing his right arm to be severed at the elbow. Jim would tell the story of that tragic day saying “my shirt got caught in the pto and when I gave it a jerk to free it, my hand came off with the shirt!” Being a determined and hardworking Iowa farmer, this didn’t slow Jim down. He had a metal prosthetic lower arm installed at his elbow with a hook for a hand! Obviously, losing an arm was a major setback when operating a farm so his sons had to step up and take on more responsibility of the Jordan family farming operation. Some years later after his accident, Ray Happel offered Jim a sales position at the dealership. As a farmer and user of Oliver tractors, Jim was the perfect fit as a salesman for Happels. Jim’s territory was everything west of Cedar Rapids and north of Highway 30. He was a great salesman and was well liked by the farmers he called on with many repeat customers. He sold countless tractors and implements for Happel’s starting in the mid 1950’s until he retired in 1975.
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A Family Business
Beginning with August Happel adding his sons to the dealership in the 1930’s, Happel’s was always a family affair. Just like his father had done, Ray Happel brought in the third generation to help run the dealership. Ray's youngest daughter Judy married Russell Leidigh on February 22, 1960. Russ began working at Happel’s and Ray took him under his wing to teach Russ the ways of the implement business. Russ started setting up machinery, then worked in parts, and eventually started helping with the accounting. Along the way, he started selling lawn and garden equipment first and then worked up to selling farm machinery and implements. Russ learned the “ropes” of farm equipment sales riding along with Happel’s salesmen Jim Jordan. Eventually, Russ served as president of Happel & Sons immediately following his father-in-law’s death. Russ moved on from Happels in 1974 starting his own International Harvester dealership in Cedar Rapids. Additionally, the oldest Happel daughter, Nancy, was also involved in the family business. Nancy’s first husband Glenn Lutz was elected secretary of the corporation on June 2, 1969. Nancy and Glenn owned and operated Happel & Sons from 1974 through 1978. Their daughter Tammy grew up working in the summers at the dealership and then full-time after high school. Ray and his wife Naoma also had one son, William “Bill” Happel. Bill had been a football player at the University of Iowa from 1954-1958 and also worked as an assistant coach there after college until 1965. Bill joined the family business in the summer of 1965. Bill later moved on to pursue careers in coaching and real estate.
Starting in the early 1950’s, Happel celebrated the anniversary of August Happel’s venture into the implement business as a Hart-Parr dealer in March 1918. So every spring, Happel & Sons held an Anniversary Sale and Customer Appreciation celebration. In 1954, the event was so large they rented the Cedar Rapids Coliseum for the “Happel Farm Family Party.” The event included $1,000 worth of prizes and a live program featuring singing majorettes, tap dancing, the Cedar Valley sweethearts, and the Amana High School rope dancers.
Beginning with August Happel adding his sons to the dealership in the 1930’s, Happel’s was always a family affair. Just like his father had done, Ray Happel brought in the third generation to help run the dealership. Ray's youngest daughter Judy married Russell Leidigh on February 22, 1960. Russ began working at Happel’s and Ray took him under his wing to teach Russ the ways of the implement business. Russ started setting up machinery, then worked in parts, and eventually started helping with the accounting. Along the way, he started selling lawn and garden equipment first and then worked up to selling farm machinery and implements. Russ learned the “ropes” of farm equipment sales riding along with Happel’s salesmen Jim Jordan. Eventually, Russ served as president of Happel & Sons immediately following his father-in-law’s death. Russ moved on from Happels in 1974 starting his own International Harvester dealership in Cedar Rapids. Additionally, the oldest Happel daughter, Nancy, was also involved in the family business. Nancy’s first husband Glenn Lutz was elected secretary of the corporation on June 2, 1969. Nancy and Glenn owned and operated Happel & Sons from 1974 through 1978. Their daughter Tammy grew up working in the summers at the dealership and then full-time after high school. Ray and his wife Naoma also had one son, William “Bill” Happel. Bill had been a football player at the University of Iowa from 1954-1958 and also worked as an assistant coach there after college until 1965. Bill joined the family business in the summer of 1965. Bill later moved on to pursue careers in coaching and real estate.
Starting in the early 1950’s, Happel celebrated the anniversary of August Happel’s venture into the implement business as a Hart-Parr dealer in March 1918. So every spring, Happel & Sons held an Anniversary Sale and Customer Appreciation celebration. In 1954, the event was so large they rented the Cedar Rapids Coliseum for the “Happel Farm Family Party.” The event included $1,000 worth of prizes and a live program featuring singing majorettes, tap dancing, the Cedar Valley sweethearts, and the Amana High School rope dancers.
![Picture](/uploads/7/3/6/3/73637781/published/20220120-211005.jpg?1673897315)
The Final Location
Happel & Sons made its final move to 5715 6th Street SW in late 1966. The grand opening for the new store was held on March 2 and 3, 1967. Ray was joined in business by his son William R. Happel and son-in-laws Glenn E. Lutz and Russell Leidigh. According to a 1969 postcard featuring Happel & Sons, the dealership included: 15 acres of new and used machinery, 23,000 square feet under roof, and 15 vehicles for service. Dealership staff included Merle "Bud" Rosdail as parts manager who had been with Happel's for over 20 years. The shop foreman was LaVerne "Red" Sheets and John Novak was a long time mechanic at the dealership.
So what happened to “Iowa’s Oldest and Largest” Oliver dealership?
Things changed quickly on January 28, 1973, when Raymond Happel suddenly passed away at the age of 60. To keep the business operating after Ray's passing, Russ Leidigh served as President, William R. Happel served as Vice President, Glen Lutz served as Treasurer, and Ray's wife Naoma Happel as Secretary. Ray's estate was settled in July of 1974. At this time, the corporation was purchased by Glenn and Nancy Lutz. Russ branched off on his own starting an International Harvester dealership in Cedar Rapids. In 1975, Happel and Sons employed 25 people and operated 8 vehicles for service. During this time of transition in ownership and staff at Happel's, coupled with White Farm Equipment making many changes and phasing out the Oliver brand, unfortunately meant the end was near for Iowa's oldest and largest Oliver dealer. On April 7 and 8, 1978, an auction was held to sell off the new and used inventory, parts, shop, and office equipment. From its beginning in March 1918 to the end in April 1978, Happel & Sons reached a total of 60 years in operation! Forty some years later, the former Happel's building on 6th Street SW was destroyed in the derecho storm that struck Iowa in August 2020. Although the Happel & Sons dealership and even the old building are just memories now, many of the Oliver tractors and machinery they sold over their 60 year run are still at work or tucked away in barns all over eastern Iowa to this day.
Special Thanks to Happel family members Jo Lutz, Tammy Lien, and Russ Leidigh for providing some of the information and pictures for the article. Article written by Jim Fitzgerald in 2023.
Happel & Sons made its final move to 5715 6th Street SW in late 1966. The grand opening for the new store was held on March 2 and 3, 1967. Ray was joined in business by his son William R. Happel and son-in-laws Glenn E. Lutz and Russell Leidigh. According to a 1969 postcard featuring Happel & Sons, the dealership included: 15 acres of new and used machinery, 23,000 square feet under roof, and 15 vehicles for service. Dealership staff included Merle "Bud" Rosdail as parts manager who had been with Happel's for over 20 years. The shop foreman was LaVerne "Red" Sheets and John Novak was a long time mechanic at the dealership.
So what happened to “Iowa’s Oldest and Largest” Oliver dealership?
Things changed quickly on January 28, 1973, when Raymond Happel suddenly passed away at the age of 60. To keep the business operating after Ray's passing, Russ Leidigh served as President, William R. Happel served as Vice President, Glen Lutz served as Treasurer, and Ray's wife Naoma Happel as Secretary. Ray's estate was settled in July of 1974. At this time, the corporation was purchased by Glenn and Nancy Lutz. Russ branched off on his own starting an International Harvester dealership in Cedar Rapids. In 1975, Happel and Sons employed 25 people and operated 8 vehicles for service. During this time of transition in ownership and staff at Happel's, coupled with White Farm Equipment making many changes and phasing out the Oliver brand, unfortunately meant the end was near for Iowa's oldest and largest Oliver dealer. On April 7 and 8, 1978, an auction was held to sell off the new and used inventory, parts, shop, and office equipment. From its beginning in March 1918 to the end in April 1978, Happel & Sons reached a total of 60 years in operation! Forty some years later, the former Happel's building on 6th Street SW was destroyed in the derecho storm that struck Iowa in August 2020. Although the Happel & Sons dealership and even the old building are just memories now, many of the Oliver tractors and machinery they sold over their 60 year run are still at work or tucked away in barns all over eastern Iowa to this day.
Special Thanks to Happel family members Jo Lutz, Tammy Lien, and Russ Leidigh for providing some of the information and pictures for the article. Article written by Jim Fitzgerald in 2023.
Happel & SONS archives
Main Street, Newhall, Iowa (Original dealership is believed to be the storefront behind the Hart-Parr 30 banner)
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5715 6th St SW, Cedar Rapids, Iowa
Happel's feature - October 1942 Oliver shield magazine
Thanks to Sherry Schaefer for providing the three pictures from her copy of the Oliver Shield magazine.
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