Ford of West Memphis completes million-dollar makeover

Ford of West Memphis completes million-dollar makeover

New look for community cornerstone business

ralphhardin@gmail.com In the summer of 2000, Charlie Russell moved his dealership, Howard Ford, across town from Broadway to the I-40/55 East Service Road, and renamed it Ford of West Memphis.

Fast-forward 16 years, and Ford of West Memphis, now with sons Lance and Derek at the helm, has a new look following a massive makeover that includes an all-new storefront, a remodeled customer service lounge and several other new amenities, all aimed at creating a satisfying customer experience.

The history of Ford in West Memphis goes back nearly a century. Judge James C. Johnson, who first had car dealerships in Earle and Marion, established Johnson Auto Company at Broadway near Missouri Street in 1924. This was a Ford dealership and the first new car dealership in West Memphis. In the early 1950s, Leroy Owens of Osceola became the new Ford dealer in West Memphis. Fords were still being manufactured in Memphis at the plant near the present Martin Luther King Park just east of what is now Interstate 55. In 1964, the dealership switched hands, with Bob Morrow setting up shop on East Broadway, offering customers a full array of Fords, including the popular Galaxy, four-passenger Thunderbirds, the economical Falcon, the mid-size Fairlane and brand-new muscle car, the Mustang.

In 1973, Bob Morrow sold the Ford dealership to Tom Gibson. Tom Gibson Ford moved to a larger building at 3500 East Broadway, which would be the dealership’s home for the next quarter of a century. In 1991, a series of quick ownership changes began, which included Del Perry Ford, Crown Ford, and finally Howard Ford in 1992, Howard Ford was established by Howard Clausen, a Lincoln-Mercury dealer from Wisconsin. His ownership did not last, and in 1993, Howard Ford was purchased by Mike Curran. In January 1995, the revolving door of owners stopped, when Charlie Russell and Marshall Humphries became the new owners of Howard Ford. At that time, they also owned Steeplechase Lincoln-Mercury in Sheffield, Alabama and Steeplechase Buick-Pontiac-GMC in Russellville, Alabama.

“Dad knew it was a risk,” said Lance Russell. “He said it was going to be rough but failure was not an option. He had to make it work.”

And make it work, he did. Immediate improvements took place in the service, parts, sales, fleet, and body shop departments. Howard Ford was recognized by Edsel Ford II of Ford Credit as a “Partner in Quality” for the years 1995, 1996, 1997, 1998, and 1999, and the decision was made to relocate to a more prominent location.

“We’ve been here almost 16 years,” Russell said.

“And we’re committed to this community. Putting money into these renovations was our way of saying we’re invested in Crittenden County. We’re here to stay and we want to be able to provide the best possible service we can.”

While the Russells were eager to invest in the company, the Ford Motor Company also recognized the value of the dealership and put money into the improvements as well.

“They matched — well more than matched — what we put in, dollar-fordollar and then some,” said Russell. “We have, year after year, exceeded their expectations for our location. They wanted to recognize what we have accomplished here. And they know that we are actively involved in the community and they want the community to be actively involved in what we’re doing.”

Ford of West Memphis is a regular contributor to local nonprofits and civic organizations, sponsoring events and partnering with other businesses to promote the city. “We’re a gateway business,” said Russell.

“People driving in from Tennessee often don’t know where they are. They don’t know they’re in West Memphis, Arkansas until they see our sign.”

And that sign is one of the new features, with “West Memphis” emblazoned across the storefront and the “Ford” logo atop a new tower as the centerpiece.

“My Dad believed in this community when he made the move over here,” said Russell, “and it’s something we still believe. We want to serve the people over here. We’ve been told we could move to downtown Memphis, but we like it over here. We want to stay invested in West Memphis and all of Crittenden County — not just sell them a vehicle, but invest in the people.”

By Ralph Hardin