Hoffman ensures Ed Morse Automotive Group is always growing

As vice president of Ed Morse Auto Group, Randy Hoffman’s mission for the Florida-based dealership is clear.

“We plan to leave a legacy and make a lot of people happy while doing it,” Hoffman told Mega Dealer News. “We’re always in growth mode.”

The third-generation, family-owned business has now been in operation since 1946 and over the last seven decades has strategically formed one of the most-respected dealership groups in the country.

The company’s string of awards and distinctions from various publications, ranging from “Dealer of The Year” (Automotive News), “Quality Dealer” (Time Magazine) and “South Florida’s Top Workplaces” (Sun-Sentinel & Workplace Dynamics) attest to both its sterling reputation and strong position in the community.

For the last 23 years, Hoffman has been a prominent part of the mix, taking up with the dealership straight out of college and never looking back. Overall, the dealership features nine locations, 17 franchises and over 900 workers who now generate more than $1 billion in annual sales.

Hoffman attributes the franchise's success to management being willing to put customers and the well-being of the operation ahead of everything else.   

“When I first started, we had just started Morse University and did everything in house,” Hoffman said. “Since then, we’ve outsourced some things to experts and developed more-user friendly training practices.”

Meanwhile, the company’s relationship with General Motors goes all the back to 1963. Today, the group is still expanding, adding a Fiat franchise in 2011, an additional Mazda franchise in 2012, and Alfa Romeo in 2015.

At each of those facilities, staffers pride themselves on the company's vow of "honesty, integrity and commitment." 

And Hoffman has long been among those setting the tone. Over the years, his responsibilities have included choosing which F&I products the group will offer, directing training initiatives and tracking levels of performance.

“We’re partnering with people, developing user-friendly training and web-based practices,” Hoffman said. “We got into the 21st century.”