Walser Automotive Group has taken a big step toward helping military veterans pursuing careers in auto retail.

The Minneapolis-based dealership group announced its on-the-job sales training program is officially eligible for GI Bill benefits. That designation allows eligible veterans to receive financial support while training for a full-time sales career, bridging the gap between military service and civilian employment.

“Making GI Bill benefits available is a statement of who Walser really is and what they stand for,” said customer specialist Dominic Tolkinen, the first veteran to take advantage of the opportunity. “And just like in service to our country, at Walser we are driven by a commitment to protect, support and serve with integrity.”

While the GI Bill is commonly used to cover college tuition costs, the benefit can also support veterans during on-the-job training. Walser said it worked with its Veterans at Walser employee resource group and the Minnesota Department of Veterans Affairs to certify its 12-month, 2,000-hour training program as eligible for both the federal and Minnesota GI Bill.

The program combines classroom instruction, self-guided learning, workshops and hands-on dealership experience, a structured approach designed to prepare sales consultants for high-performance sales roles and long-term leadership opportunities.

“Walser making its sales training benefit-eligible creates a bridge from service to purpose,” said Tolkinen, who joined Walser in June 2025 after serving as a lance corporal and CBRN defense specialist in the Marines. “Walser does more than thank their veterans for their service: they invest in their lives, their families and their next chapter.”

The GI Bill is part of Walser’s veteran employment efforts that include earning a Beyond the Yellow Ribbon company designation from the Minnesota Department of Military Affairs in November and a goal to hire 50 veterans annually.

In addition to the GI Bill benefits, veterans and other eligible beneficiaries enrolled in Walser’s sales training program can receive military-focused benefits such as military training pay and differential pay for active deployments, to help provide financial stability and ease military transition.

“The words ‘thank you’ often feel insufficient for our veterans’ sacrifice, and making our sales training program benefit-eligible is an actionable way to show gratitude and support to our veterans,” Walser director of training Kristen Baker said.

Baker said the training program was redesigned in 2024 to center on the learner experience and support multiple learning styles.

“Many dealerships drop new hires off on the show floor with no support or guidance,” she said. “This is a structured, compassionate training program that not only builds skills, but careers as well.”

The company said Veterans at Walser plans to implement a veteran mentorship program in 2026, designed to connect new veteran hires with experienced veteran mentors who can provide guidance and support during the transition period.

Information about education benefits offered by the U.S. Department of Veterans Affairs is available here.