For years, Rosenberg Automotive And Diesel has built a reputation as [the] shop to turn to when no one else can figure it out.
“We get vehicles sent from other shops and even dealerships when they can’t figure out a difficult problem,” says Matt Rosenberg, who co-owns the auto repair shop with his wife Emmy. “They reach out to us because we don’t give up. We pride ourselves on getting to the bottom of every problem—we won’t stop until it’s solved.”
That reputation has not only brought in loyal customers but also fueled a recent expansion and a change of address. While the move wasn’t far, it was deeply meaningful. Relocating the shop from Lewisville to Ucon has been like a homecoming for Matt.
The Idaho-native spent the first 18 years of his life in Ucon. In October, he and Emmy celebrated their first anniversary at the new Ucon location after running Rosenberg Automotive And Diesel out of their home in Lewisville. This year they’re marking a major milestone: 20 years in business.
Backyard Beginnings
“We built a new house with a shop next door in 2005 and decided to try our hand in the private market of auto repair,” recalls Matt. “We started acquiring equipment and set up the shop at our house. We had a lot of success, but it’s difficult to grow a business when it’s in your backyard.”
The move to a commercial space in Ucon changed everything. The new shop now supports a team of six—including Matt and Emmy—and offers greater convenience for their customers.
“Being in a commercial location allows us to deliver better service,” Matt explains. “We’re in a more populated area that’s easily accessible for customers from Idaho Falls, Rigby, Rexburg, and Ririe. It’s a central hub, and being closer to our customer base really matters.”
Coming Home
The move to Ucon also came with a personal connection that’s hard to quantify.
“Matt grew up here, and when people see the Rosenberg name, they stop in,” says Emmy. “About half of our extended family still lives in the area.”
For Matt, this move is the fulfillment of a long-held dream.
“I wanted to build a shop in Ucon 25 years ago,” he says. “It took a little longer than expected—but we made it. We’re finally here, and it feels like the beginning of a brand-new adventure.”
A True Family Business
Among the shop’s employees are the Rosenbergs’ two sons: Carson and Bridger. Working side by side as a family brings its own set of challenges—but even more rewards.
“We just had Carson when we started the business, but I always hoped to work with him one day,” says Matt. “We were buying him tool sets when he was two or three. He’d take apart bikes, toasters—you name it. That dream of working with my sons has come true, and it’s exceeded every expectation.”
Bridger works in the front office handling service writing, customer service, and parts ordering. Carson works out in the shop, performing mainline repairs.
While working with family can be tricky, the Rosenbergs have found a system that works.
“Our advice is to leave family issues at the door,” says Matt. “At work, we focus on service and professionalism. If there’s a family challenge, we wait until after work to deal with it.”
Committed To The Community
As a local, family-owned business, Rosenberg Automotive and Diesel is deeply committed to providing honest, high-quality service.
“Our goal is always the longevity of the vehicle and cost-effective solutions for the customer,” Matt says. “If a repair isn’t necessary, we won’t recommend it. That’s our philosophy.”
That straightforward honesty is part of why the business has grown steadily over the years.
“Trust is everything,” adds Emmy. “Matt has been doing this for 20 years, and our customers know he’s going to do what’s right for them. They trust him—and that means everything to us. We’re proud to be part of this community and excited to keep serving our neighbors.”
For More Information
Rosenberg Automotive And Diesel
11015 N Yellowstone Hwy Suite A
Idaho Falls, ID 83401
208-754-8600
