Morrie’s Auto Group CEO revved up for Down for the Challenge rappelling event

Sep 16, 2021

Lance Iserman, CEO of Morrie’s Auto Group, is all revved up about The Salvation Army’s Down for the Challenge rappelling event. This weekend, he will be one of about 200 people to rappel down the 14-story JW Marriot hotel at Mall of America

“This will be my first experience with an extreme-sport type of activity,” Iserman said. “I’m not necessarily afraid of heights or on-the-edge experiences, but for sure this is another level. I’m excited do my part and show what it means to go beyond your comfort zone for a cause.” (Sign up to rappel.)  

Iserman is also excited to rappel because proceeds from Down for the Challenge fund Salvation Army housing and homelessness-prevention programs in the Twin Cities. Ever since Iserman became CEO of Morrie’s two years ago, he has worked hard to build upon the company’s tradition of supporting local charities and serving the community with heart, humility and integrity. 

“At Morrie’s, we’re dedicated to giving back to the community that supports us,” Iserman said. “We are nothing without our people—employees, customers, and community members alike. When they thrive, we thrive together.”

Morrie’s has a long history of partnering with The Salvation Army. Since 2014, the company and its customers have supported our back-to-school programs by giving school supplies and tens of thousands of dollars.

“Morrie’s works closely with local organizations and nonprofits to ensure that we can get donations directly to those in need,” Iserman said. “The Salvation Army represents this well through their dedication to community and making a difference.”

Iserman will not be representing Morrie’s alone. Also rappelling will be members of the company’s executive team as well as team members from each of Morrie’s locations in Minnesota.

“It’s important that we step out of our comfort zone and challenge ourselves to be more, as well as challenge ourselves to create more awareness for others in need,” Iserman said. "At Morrie’s we care deeply about community. That’s why we are now partnering with The Salvation Army in an effort to combat homelessness."

About Morrie’s Auto Group

Morrie’s Auto Group was founded in Minneapolis in 1960 and has grown to become one of the leading dealership groups in the Upper Midwest. In 2016, Morrie’s transitioned from being a primarily family-owned business to a partnership structure that includes management and Fremont Private Holdings, the direct investment arm of Fremont Group. Fremont Group is the family investment office of the Bechtel family. Morrie’s offers 23 brands at locations in Minnesota and Wisconsin. For more information on Morrie’s, please visit

Are you Down for the Challenge? You can rappel down a 14-story building at Mall of America on Saturday, Sept. 18, with chances to win awesome prizes. All proceeds fund local Salvation Army housing and homelessness-prevention programs. Learn more or register at

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