Inside Reserve Motorworks: An Interview with Founders Justin & Mallory Surprenant
- Jan 26
- 2 min read
Reserve Motorworks wasn’t built overnight—and it wasn’t built by accident. The dealership is the result of decades spent inside automotive culture, motorsports, restoration, and enthusiast communities. At the center of it are Justin Surprenantand Mallory Surprenant, a husband-and-wife team combining hands-on automotive experience with deep industry knowledge.
We sat down with Justin to talk about where Reserve Motorworks began, what makes it different, and why Wisconsin felt like the right place to build something meaningful.
From Vermont to Wisconsin: A Lifelong Path Through Cars
Justin Surprenant grew up in Vermont, where his connection to cars started early.
“I’ve always had a passion for cars—I got that from my dad,” Justin says. “Some of my earliest memories are built around working on things together and understanding how vehicles were put together.”
That curiosity eventually turned into a career. Justin spent seven years at Hoonigan Racing, where he worked on some of the most recognizable modern automotive builds, including the Hoonitruck and later Ken Block’s first-generation Bronco. Those projects weren’t just about performance—they were about storytelling, craftsmanship, and pushing boundaries responsibly.
After leaving Hoonigan, Justin continued building businesses of his own. One of those was Fireshouse Vintage Vehiclesin North Carolina, where he focused on restoration, sourcing, and enthusiast-driven sales. Over the last six years, Justin has been a business owner immersed in specialty vehicles, learning what collectors value—and what they don’t.
Building Reserve Motorworks with Intention
Reserve Motorworks reflects those lessons. It’s not a volume dealership. It’s not built on quick flips or impulse buying. Instead, it focuses on curated vehicles, honest representation, and long-term relationships.
“We’re excited to bring our business model—and our experience working with platforms like Bring a Trailer—to the Green Bay and Door County area,” Justin explains. “There’s a strong car culture here, and we want to grow something that adds to it, not competes with it.”
Reserve Motorworks works with Bring a Trailer when it makes sense—but also leverages private sales, collector networks, and alternative platforms to help clients buy and sell vehicles thoughtfully.
A Motorsports Career That Shapes the Brand
Mallory Surprenant brings a complementary background to the business. She grew up in the Green Bay area and spent over a decade working in motorsports, building a career that combined her passion for cars and sports.
Her experience includes time with Andretti Autosport, as well as work across major racing series such as IndyCar, Formula E, NASCAR, and IMSA. That background gives Reserve Motorworks a deep understanding of professional operations, logistics, branding, and communication—skills that translate directly into how the dealership operates.
In 2025, Justin and Mallory made the decision to move back to Wisconsin to be closer to family and put down long-term roots.
Looking Ahead: Growing with Wisconsin’s Car Culture
Reserve Motorworks isn’t about chasing trends. It’s about building something durable—relationships, reputation, and community.
From curated inventory and consignment services to the Reserve Society car club, the dealership is designed to support enthusiasts who care about quality, provenance, and experience.
As Justin puts it, “We’re looking forward to growing something here—something that reflects the people, the cars, and the culture Wisconsin already has.”
Reserve Motorworks is now open by appointment, serving collectors and enthusiasts throughout Wisconsin and beyond.
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