August “Augie” Pabst, November 25, 1933 – October 9, 2024
August “Augie” Pabst Obituary
American Sports Car Racing legend, August “Augie” Pabst Jr. passed away at home while surrounded by friends and family on Wednesday, October 9th, 2024, at the age of 90. Augie is survived by his wife, Joan “Joanie”, his four children, James (Paisley), Christina, August III (Katherine) and Eugenie. He is also survived by his five grandchildren, Isaac (Karen), Blu, Lucy, Madeline, August IV and three great-grandchildren, Hawk, River, and Ike. Augie was preceded in death by his father, August Pabst and his mother Eugenie Pabst.
An inductee of the Motorsports Hall of Fame as well as the SCCA Hall of Fame, Augie made a name for himself not only for his great success on the track but also for his popularity and charisma off the track.
In 1956, after founding Pabst Motors, an imported car dealership in Milwaukee, Augie began his racing career in the SCCA, which quickly led to opportunities driving for some of the greatest teams of his time, including Meister Brauser, Shelby American, John Wyer, Briggs Cunningham, NART-Ferrari, and John Mecom. His teammates included Walt Hansgen, Roger Penske and Bill Wuesthoff.
Driving many of the most renowned cars of his era — Ferrari, Maserati, Mercedes, Corvette, Lotus, Jaguar, Chaparral, Lola, McLaren, Shelby Cobra, Ford GT40, and his all-time favorite, Scarab – Augie won many races. These include major events at Sebring, Watkins Glen, Meadowdale, Nassau, Mosport, Daytona, and the Road America 500. He won two National Championships during his storied career. He competed in Europe in the 24hrs of Le Mans twice, and Brands Hatch in the UK. He even managed to throw in a handful of stock car races including the 1963 Riverside NASCAR event, in a Ford Galaxy.
After a successful racing career, Augie went to work for Pabst Brewing Company. He learned the science of brewing while attending Siebel Institute of Brewing in Chicago. He mastered the business from the ground up by working in each department of the brewery. Through time and experience, when Augie left the Brewery in 1983, after 17 years of service, he’d risen to the position of Executive Vice President and was a sitting member of the board.
Not interested in sitting still, he took over as President of Pabst Farms, a large-scale farming and commercial drying operation in Oconomowoc Wisconsin in 1984, until retiring in 2012. Pabst Farms was started by his grandfather, Fred Pabst Jr, who, along with his grandmother, Ida, raised Augie after his own father, Augie Sr., died at the age of 34. Augie spoke often of beloved memories riding horses with his grandfather, surveying the Farm. More recently he enjoyed visiting the stables where his daughter Eugenie’s horses are boarded. He enjoyed feeding treats to the horses and “horsing around” as he called it, being at the barn always brought him back to his childhood.
Augie never left the racing world. Always a familiar, smiling face at his home track of Road America, Augie served on the board of directors and could be seen drawing big crowds while racing his vintage sports cars. When his son Augie III’s Pabst Racing Team joined the USF Pro Championships, Augie took great pride in seeing the team win multiple Team and Driver Championships, carrying on his legacy in motorsports.
An avid outdoorsman, Augie enjoyed hunting ducks on Lake Winnebago, fly fishing the Deschutes River, hunting upland game and cruising Oconomowoc Lake on his pontoon boat. He became passionate about snowmobiling after his dear late friends Richard Bickler and John Fitch introduced him the more modern snowmobiles in 1984.
Joanie was the center of Augie’s universe. Together, they participated in road rallies around the world, including The Colorado Grand, Mille Millia, Monte Carlo and Copperstate 1000. Spending time in Door County in their motorhome was a favorite getaway, especially in the fall. They cherished spending New Year’s Eve with children and grandchildren in Land O’ Lakes, WI and enjoyed many winters in Paradise Valley, AZ.
Augie will be remembered for his gentle nature, thoughtfulness and altruistic generosity. His smile lit up the world. He was the embodiment of kindness and selflessness, always putting others first. His life was rich with love, laughter and achievement. He loved treating his family and friends to dinners at Red Circle Inn -or as Augie called it “The Green Square Out”-, Hartland Inn, OLC and Glenda’s. His witty sense of humor and his fierce love for those in his life will be sorely missed by all who were fortunate enough to know him. And yes, he drove his Hertz Ford Falcon rental car into the Mark Thomas Hotel pool in Monterey, CA in October of 1961, on a bet.
A family burial and a private celebration of life will be held at a later date.
In lieu of flowers, memorials in Augie’s name may be made to the Pabst Mansion, a place near and dear to his heart.
As Augie was known for saying, “drive fast!”.
