One of the quirkiest, most successful businessmen to ever put down roots in Michigan’s Great Southwest has died this week, and anyone who ever knew him or did business with him enjoyed the experience of a lifetime. World-class automobile dealer Rudy Koshar has died at the age of 96.
Known for miles around as the purveyor of the “Rudy-Type Car,” Mr. Koshar leaves behind a legacy few could ever hope to match. He was a true gentleman, and — in spite of the oft-time unfair and incorrect stereotype of the used car salesman — one of the most honest, straight shooters ever to wheel and deal to get the sale. Nobody knows how many cars he actually sold in his lifetime…but it was a huge number.
Rudy Koshar didn’t start out as an auto dealer…he expanded into the trade as a sidebar to his gasoline service station in the Southtown neighborhood of St. Joseph on the ground that now anchors Chili’s Restaurant in St. Joe.
Born in Chicago in March of 1921, Rudy’s family moved to Watervliet when he was nine. After graduation from Watervliet High School in 1939, Rudy hired on at the Watervliet Paper Mill before going into the U.S. 3rd Army from 1942 to 1945. He served in the European Theater in the 87th Engineers under General Patton. His platoon helped build the bridge across the Rhine River, which was instrumental in winning the war.
After Rudy’s honorable discharge from the Army in 1945, he went into business with two brothers, Tony and Louis, at the White Fire Gas Station in Benton Harbor. Later, Rudy started a Sunoco station and auto sales business on the corner of Fair and Britain Avenues in Benton Harbor, and in 1969 he moved that business to Hilltop and Washington in St. Joseph, where he made the “Rudy-Type Car” famous at his Union 76 station. He retired in 1999, but returned to his stock in trade briefly as a commercial spokesman for Signature Automotive Group in Benton Harbor. At Signature Automotive, Bill Crowder says, “Deepest condolences to the Koshar family. Rudy will always be remembered as the fun and prankster that made being around him always an interesting event. He was a good friend and a pioneer car guy! I loved that about him! He always loved talking shop and always had a trick up his sleeve. (literally) . He’s now looking down at all the RUDY TYPE cars.”
Rudy became famous by voicing his own radio commercials for many years. His Rudy-Type-Car was his secret weapon. Thanks to his connections with Detroit automakers, Rudy would purchase low-mileage, luxury grade vehicles from auto company execs and sell them from his St. Joseph lot. His reputation was sterling and his word was his bond. He was truly one of the good guys with a great sense of humor and a get-it-done attitude about everything.
Rudy clearly loved cars, but he also loved his horses, Sugar and Dawn, and his dog, Heidi. He also loved working in his yard. He died Tuesday, January 30th at the age of 96.
Rudy is survived by his wife of 42 years, Dorothy (Zoleand); children, Judy (Rudy) Kruger of Ellijay, GA; Rudy (Judith) Jr. Koshar of Madison WI; and Russel (Snezana) Koshar, of Kalamazoo; grandchildren, Trevor (Val) Kruger, Traci (Jim) Richards, Kevin (Mirabella) Kruger, Drew (Shannon) Koshar, Annelise (Donald) Koshar, Sydnee Koshar and Hannah Koshar; great-grandchildren, Hunter Kruger, Sofia Kruger, and Freya Koshar; brother Robert (Theda) Koshar, of Watervliet, sisters, Rose Scheid of Watervliet and Mary Lou O’Connor of Dayton, OH.
He is preceded in death by his parents; first wife, Helen Koshar; and brothers Tony and Louis Koshar.
A Celebration of Life Gathering will be held on Sunday, February 3, 2018 from 3:00PM until 5:00PM at Starks and Menchinger Chapel, 2650 Niles Road, St. Joseph. In lieu of flowers, memorial contributions may be made to Grace Hospice. Those wishing to sign Rudy’s guestbook, or leave a message of condolence for the family may do so online at www.starks-menchinger.com.
Godspeed, Rudy. Thanks for the memories. I’m sure there are a few angels you can get into a new chariot, so take a break and then get back to work, my friend. You will be missed.
