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Fields Jaguar Land Rover Volvo of Madison

The bowling alley has been removed but the sign for the Badger Bowl remains and is being used to advertise the new location for Fields Jaguar Land Rover Volvo of Madison at Rimrock Road and the Beltline.

A new car dealership being built on the site of the former Badger Bowl along the Beltline at Rimrock Road is to open in June, according to the dealership.

Fields Jaguar Land Rover Volvo of Madison had announced in January that it planned to open its new $6.5 million dealership in February 2018. But Sharon Klietsch, general manager of the business that has operated at 6624 Seybold Road since 2006, said her company closed on the property later than expected, which pushed back construction and the dealership’s opening.

“Everything is going as scheduled after we closed,” Klietsch said. “The service department will be bigger and we’ll have three separate showrooms. We’re really excited about the lot because it will be more convenient for customers.”

Fields Jaguar Land Rover Volvo of Madison

Construction is underway on the Fields Jaguar Land Rover Volvo of Madison dealership at 506 E. Badger Rd. The $6.5 million project is to be completed by June. 

The project will include 33,000 square feet of showroom space, room for 184 vehicles outside and 32 customer parking spots, and it will greatly increase the size of the service department to 14 service bays, compared to eight at the existing dealership, Klietsch said.

The new home for Fields places it in close proximity to other high-end vehicle brands operated by Zimbrick Automotive Group of Madison, which sells Mercedes-Benz, Porsche, Audi and BMW, and provides easier access from the Beltline, Klietsch said.

Kevin Carey, co-owner of Badger Bowl and Village Lanes, 208 Owen Road, Monona, announced in August that he and his partners were in negotiations with Fields to sell the property at 506 E. Badger Road. Carey and his partners — which include his wife, Lynn, and Laurie Slinde — operated the bowling alley and music venue for over 21 years. Badger Bowl opened in 1977.

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Barry Adams covers regional and business news for the Wisconsin State Journal.