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On Aug. 1, 1984, George Hoellen walked into T.O. Haas Tire and Auto as the newly hired manager of the company’s 50th and L location in Omaha. What began as a new opportunity grew into a 37-year career that ultimately led him to serve as president of the company.

His connection to the automotive world began at an early age. Growing up in Chicago, Hoellen’s  father managed a Standard Oil service station and he was surrounded by daily conversations about cars and maintenance. That early exposure sparked a lifelong fascination with automotive service and repair.

After graduating from Westside High School in Omaha, he didn’t plan to continue his education. Recognizing his potential, his father enrolled him in the Petroleum Marketing program at Ellsworth Community College in Iowa Falls, Iowa.

It was a chance encounter at a Kwik Shop where he was introduced to T.O. Haas Tire and Auto in Lincoln. Soon after, he joined the company and began what would become the defining chapter of his professional life. Through dedication, hard work, and strong leadership, Hoellen rose steadily through the ranks before retiring as president 37 years later.

In honor of his life and legacy, the George N. Hoellen IV Memorial Scholarship has been established by his family to support Southeast Community College students pursuing careers in the automotive industry. The scholarship will provide assistance to students enrolled in the College’s Auto Collision Repair Technology, Automotive Technology, Ford ASSET, or GM ASEP programs.

“George believed that this field offers not only technical skills and job stability, but also opportunities for personal growth and leadership,” his family shared.

His family hopes his story will inspire students to consider careers in auto maintenance and carry forward his commitment to excellence and service. The Educational Foundation and SCC extends its sincere gratitude to the George Hoellen family for honoring his legacy in a way that will impact students for years to come.