Social media has become such a huge part of operations for Ed Morse Auto Group that it has virtually taken on a life of its own.
“We’re so heavily involved; we’ve looked at bringing in our own digital ad team,” company vice president Randy Hoffman told Mega Dealer News. “As much as it sells cars, it showcases what we do.”
The third-generation, family-owned business has now been in operation since 1946, growing to the point of now netting $1 billion in sales at its 17 franchises in nine different locations.
Hoffman, who’s been with the company since 1994, said social media has figured prominently in the most recent growth spurt.
“I don’t think there is anything we do anymore that doesn’t have a web-based application to it,” Hoffman said. “I wouldn’t say we complete very many transactions online, but everything is web-based.”
Through it all, Hoffman said management is willing to put customers and the well-being of the operation ahead of everything else.
“As I joined the company,, 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.”
The company’s relationship with General Motors traces back to 1963. Today, the group is still expanding, including by 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 holding true to the company’s vow of “honesty, integrity and commitment.”
And Hoffman has long been among those setting the tone for others in the industry. Over the years, his responsibilities have included choosing which finance and insurance products the group will use, 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.”