It's A Burt Thing!
BURT WATSON STORY
The Watson family's business legacy in Saginaw dates back to the 1920s, when Richard T. Watson and his young family, including Burton T. Watson, began distributing milk throughout the area during the Great Depression. Over time, the business evolved into producing ice cream, and the Watsons ran a beloved soda fountain in the City of Saginaw-a popular gathering spot for friends and families. Eventually, they became one of Michigan's largest ice cream producers. After World War II, the Watsons expanded by adding a popsicle franchise, becoming the primary supplier of frozen novelties in northern Michigan.
In 1955, Burt Watson sold Watson Dairy and purchased Timmons Motor Sales, which was located further down Midland Road at the time. At that point, the dealership also operated as a gas station with just a few employees. Burt quickly transitioned the business by removing the fuel pumps and refocusing efforts on selling and servicing new and used vehicles. In 1969, Burt built the current 35,000-square-foot dealership, which sits on about seven acres of blacktop, with an additional 1,500-square-foot used vehicle building.
Burt's son Richard joined the family business in 1976 after attending the University of Michigan. Following Burt's passing in 1979, Richard took over as dealer and led the company to become a dominant force in Chevrolet and Pontiac sales. He continued to grow the business before passing the torch to his children, Richard Watson IV and Hannah Watson.
In 2017, Richard Watson IV embarked on his journey to become the third generation of the Watson family to lead Burt Watson Chevrolet, Inc. Since then, he has grown the business and expanded by acquiring two additional dealerships: a Chevrolet store in Reese, Michigan, and a Ford store in Pinconning, Michigan. In 2021, Hannah Watson returned to the company, and by 2024 she had become one of the few female car dealers in Michigan, carrying forward the Watson family's tradition of leadership and growth. In 2025, they expanded once again by acquiring a GMC dealership in West Branch, Michigan, adding another trusted brand to better serve their customers.
Over the years, the business has grown to employ more than 200 dedicated team members with many employees and retirees boasting over 20 years with the company. The Watson family believes that their employees are the heart of the company and strives to create a workplace where everyone feels like family. With an employee-focused culture that emphasizes respect, support, and balance, the Watsons are committed to fostering an environment where people can succeed in their careers while also enjoying a healthy work-life balance.
The Watson family has a long-standing tradition of giving back to their community through active involvement in local organizations. They have served on various nonprofit boards, including the Saginaw Community Foundation, the Fordney Club, and the Junior League of the Great Lakes Bay Region. Richard Watson III played a pivotal role in founding the 100 Club of Saginaw, 1st State Bank, and the Freeland Walleye Festival. Their generosity extends to supporting local athletics, the Lions Club, the CAN Council, and numerous fundraising initiatives.
Now that is a Burt Thing!