Murray Ford is set to unveil an 18-bay Quick Lane service facility this month, marking a major expansion for the dealership that has grown from 14 service bays to nearly 40 in just 16 years.
The 18,000-square-foot, $6.2 million facility represents the latest chapter in a growth story that began in 2009 when Dale Murray purchased what was then a struggling Town and Country Ford dealership with only 30 vehicles in stock.
General Manager Amir Asadi said that the dealership was in such bad shape when Murray took over that Ford required him to sign an acknowledgement that the store could be shut down.
“At that time, they didn’t substantiate this place staying open,” Asadi recalled. “This was a failing store, and they basically had him sign an agreement saying, Hey, we don’t recommend that you purchase the store. We’re shutting stores down and there’s not enough people in this market. There’s no sustainability for you to be able to generate a profit. But in (Murray’s) mind, location is not important. It was all about the people, and that was his vision. He brought me here with him. I came here with him on Day 1. It was just him and me. And immediately, we started selling cars.”
Asadi added that the growth of the dealership’s service department caught him and the boss off guard.
“We didn’t realize the growth that we were going to see in this area,” he said. “Over the years, we’ve really kind of reached capacity within our service department.”
The Quick Lane concept is a Ford trademark that allows dealerships to service all vehicle makes and models, not just Fords.
The typical Quick Lane handles common, light maintenance services, like oil changes, tire rotations and replacement, and brake work, competing with quick-lube chains.
However, the new Quick Lane facility in Starke also features specialized equipment to handle heavy-duty trucks, RVs, and commercial vehicles. Mobile columns can lift up to 54,000 pounds, allowing technicians to work on everything from 45-foot motorhomes to utility trucks and school buses.
“We can put two motorhomes inside the building and shut the doors and lift them,” said David Green, fixed operations manager, who has worked with Ford dealerships for 60 years. “These mobile columns slide under the wheels, and we can pick it up, put it on jack stands, put tires, brakes or wheels on it, whatever.”
Green also highlighted water and power hookups in the back of the building, allowing an RV customer to overnight at the facility if needed.
Green said that with its expanded capability, the dealership plans to extend its service business to RVs and commercial fleets.
The facility is divided into two sections — a front area for light maintenance and repairs visible to customers, and a back section for more intensive work, such as engine rebuilds and rear-end repairs.
Growth From 30 to 400 Vehicles
Murray Ford has grown significantly since Murray acquired the dealership in November 2009. The company now operates two Ford dealerships, in Starke and Kingsland, Georgia, as well as a Murray Chrysler Dodge Jeep Ram store in Starke. In Kingsland, the company recently completed a $13 million project that included tearing down the old facility and building a new 31,000-square-foot dealership.
“Seventy-five percent of the people that we sell cars to are from outside of this area,” Asadi said of the Starke dealership, noting that the U.S. 301 north operation has built a regional reputation. The store now stocks close to 400 vehicles compared to the 30 on hand when Murray took over.
Addressing Technician Shortage
Like many dealerships nationwide, Murray Ford faces challenges in recruiting qualified technicians. Ford CEO Jim Farley has cited a nationwide shortage of 50,000 technician positions. To address this, Murray Ford has developed an in-house apprenticeship program where master technicians mentor newer employees.
“We take technicians from the Quick Lane department who start out as oil guys, filter guys, and based on their abilities, we try to groom them,” Asadi explained. The company pays for training, lodging and transportation for employees attending technical schools, and provides tool allowances that increase with tenure.
Green, who graduated from high school in 1965 and received a Ford award as an outstanding technician, celebrated his 60th year with Ford dealers last June. Now 78, he advocates for bringing vocational training back to high schools.
“Most young men and women, they like cars,” Green said. “If they have an interest, they need to come to us. We’d be happy to give them a guided tour and show them a program.”
Asadi and Green said they plan to reach out to local high schools to promote careers in automotive technology.
Hometown Dealership Philosophy
The dealership also operates seven mobile service vehicles between its three locations, allowing technicians to perform light maintenance at customers’ homes.
Asadi said he is planning to hold a soft opening before the end of January for the new Quick Lane building, with a grand opening celebration planned for March that will include Ford representatives and local officials.
Both Green and Asadi credited Murray for setting an organizational tone that puts people first.
Asadi said two of the owner’s three children, Savannah and Austin, work in the company.
“If you take care of the people, if you take care of the employees and they subsequently take care of their customers, the business will be there,” Asadi said, describing the company’s philosophy. “We treat every customer like an honored guest at our home.”
Asadi added that Murray is generous in supporting local causes, especially schools and school athletics. When I interviewed Green and Asadi in Murray’s office, a Union County High School baseball cap sat prominently in a bookshelf behind the owner’s desk.
“Starke is my second home,” the general manager said. “We’ve met a lot of great people out here. We’ve formulated a lot of great relationships, whether it’s with the folks in public service or some of the local businesses. We’ve been very, very blessed.”
The company’s advertising reach extends from Tampa to Darien, Georgia, with Murray voicing the radio commercials himself under the taglines “Hometown Dealership,” “It’s All About You,” and “We’ll Trade Anything” (from boats to billy goats).
Asadi, like many of the dealership’s customers, puts in road time to get to Murray Ford Superstore. He has been commuting to Starke from his St. Johns County home for 16 years, a 1-hour, 20-minute drive each way.
“That’s because of my relationship with Dale,” he said. “He takes care of me, and he takes care of his employees. And once again, we take care of our customers. I mean, why would anybody want to drive to Starke to buy a vehicle when you have so many other Ford dealerships in the area? Price is important, but it’s also about the experience, and we try to give people a different type of experience. That’s been our recipe, our formula for success.”
