Small businesses are the backbone of an economy.

The owners of these small businesses are entrepreneurs who take on significant financial and professional risks, create jobs, and contribute creativity and ingenuity to the fabric of their communities. They work long hours, face constant challenges, and often make personal sacrifices to keep their businesses thriving.

Our research team at Expansion Support Services, owners of the County Advisory Board, identified Auten Auto as a business that is deeply valued by its customers and provides essential services to the community.

Auten Auto’s continued success is a testament to the dedication, integrity, and perseverance of its owner, Jeremy Auten. His journey began humbly at just 10 years old, working alongside his father, Larry Auten, in his dad’s garage. Those early days, especially the time spent together on race days, sparked a lifelong passion for both automotive work and racing.

Jeremy carried that passion into adulthood, actively racing even while raising his children. His competitive racing history in the region dates back to at least 2012, and he became a well-known and respected figure at local raceways. After a major victory, Jeremy chose to retire from racing—but not without leaving a lasting legacy. He generously donated all of his trophies to children in the community. One of those children, inspired by Jeremy’s example, has since grown up to become a racer himself and proudly keeps Jeremy’s trophy alongside his own.

Although Jeremy briefly stepped away from auto repair to work as a maintenance technician at a local manufacturer, his passion for helping people brought him right back to the automotive field. Today, he prides himself on doing every job thoroughly and “by the book,” never taking shortcuts. He is known for his honesty—never marking up parts and passing any savings directly on to his customers—while maintaining a helpful and respectful approach in every interaction.

Jeremy has also been a consistent presence in the local automotive scene, including purchasing Cardinal Auto and preserving its legacy by keeping its logo displayed in the shop as a tribute to its impact on the community and regional racing history.

Beyond his business, Jeremy is deeply committed to giving back. He sponsors races and race cars, mentors aspiring racers, and continues to support the very community that supported him throughout his career. His generosity extends even further—he maintains a rental property specifically to assist families in need or those going through transitions, and he is always willing to lend a helping hand at a moment’s notice.

We take this opportunity to recognize and thank Jeremy Auten for his past, present, and future contributions to Page County. His character, work ethic, and community spirit truly embody what it means to be a small business owner.

Jeremy Auten, you are highly commended and appreciated for your dedication and for the positive impact you continue to make in Page County, Iowa.