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About Us
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Ed Morse
Chairman / Founder | 
Ted Morse
President / CEO | OVER 65 YEARS of AUTOMOTIVE EXCELLENCE Ed Morse has been in the automotive business since 1946, when he founded Morse Motors with his father. Over 65 years later, Ed Morse, Chairman, and his son, Ted, President/CEO have built the family owned and operated Ed Morse Automotive Group into one of the nation’s most respected automotive dealer groups. It’s easy for companies to make claims about being the “best of the best in their industry”; however, it is much harder to earn the industry awards and official proclamations that certify achievement at the highest level. Here are just a few of the proclamations that the Ed Morse Automotive Group has received and why we really are among the “best of the best”. - “World’s Largest Automotive Dealer"
– Automotive Age Magazine - “Dealer of The Year” – Automotive News
- “Quality Dealer” - Time Magazine
- “Cadillac and Saturn Dealer of the Year”
– General Motors - “Largest Volume Chevrolet, Cadillac and Mazda Dealer”
– Automotive News - “Presidents Council” -Mazda Motors of America
- “Chairman’s Council” – Toyota Motor Sales, U.S.A.
Under the leadership of Ed Morse and his son, Ted Morse, excellence is pursued and attained with the help of over 1,000 employees. Key among those employees is Carmine Colella, Executive Vice President/ C.O.O. In his twenty plus years of managerial experience, Carmine has developed a keen understanding of best practices for dealership management. His perspective and knowledge is invaluable in helping to evolve dealership operations and policies to great efficiency and, just as important, maximum customer satisfaction.
Excellence - From The Start
Ed Morse was born in 1921 and served in the U.S. Army Air Corps as navigator on a B-25 during World War II. During a mission in the South Pacific when the pilot was wounded and the co-pilot killed, he assisted in flying the plane back to their base in New Guinea earning him the Purple Heart. After the war, Ed Morse’s first job was as a doorman parking cars for guests at a Miami Beach hotel. He helped his father start a small twenty-car fleet rental company, Morse Motors, in 1946. When their fleet grew to 2,000 vehicles, it merged with National Car Rental and Ed Morse served as Chief Executive Officer. Ed Morse bought into his first dealership in 1963. In 1968, he began building a special relationship with General Motors that started with Ed Morse Chevrolet in Lauderhill and Ed Morse Bayview Cadillac in Fort Lauderdale. Eight additional dealerships were added in the 1980’s and twenty more were added in the 1990’s. As manufacturers redefined marketing areas and franchise groupings, the Ed Morse Automotive Group capitalized on opportunities to sell dealerships that limited growth opportunities. Today, the Group consists of 13 dealerships, that house 16 automotive franchises and 10 different brands – both domestic and import. Florida locations run from Riviera Beach, Delray Beach, Fort Lauderdale to Sunrise on the East Coast; and Port Richey, Tampa, and Brandon on the West Coast.
Excellence - It Runs In The Family
Ed Morse, as Chairman, maintains his position at the top of the Ed Morse Automotive Group with day-to-day responsibility for the Group’s strategic direction set by Ed’s son Ted. Ted’s sister, Betty Anne Beaver, recently retired after a distinguished career as VP/Risk Management Director. Her husband, Richard Beaver, who served as Executive VP/COO and played a major role in the growth of the Company, is also a recent retiree. After learning the family business at every level of dealership operations, Ted’s son, Teddy Morse, earned the right to head-up the Group’s flagship dealership, Ed Morse Bayview Cadillac. Teddy is the dealership’s General Manager and was instrustmental in organizing and completing the renovation of the dealership’s entire facility. Catherine Martinez, Ted Morse’s daughter, serves as the Assistant General Manager at Delray Toyota / Scion. Catherine works closely with the store’s General Manager to oversee all aspects of the dealership’s day-to-day operations including sales, service and the parts department. Ed Morse has two more grandchildren that occupy key positions in the Ed Morse Automotive Group – Richard and Brian Danahy. Richard and Brian are the sons of Ed’s daughter Betty Anne. Both Richard and Brian serve as a General Managers at their respective dealerships, Richard at Ed Morse Cadillac in Delray and Brian at Ed Morse Cadillac in Tampa. Brian and Richard work to plan, coordinate, supervise and evaluate virtually all aspects of their dealership’s operations. From its beginnings through the present day, the Ed Morse Automotive Group has successfully employed a business strategy that has served the interests of its customers and its employees well, and that is – having the right product, in the right location, with the right people to sell in volume enabling the Company to “sell for less.” It is much more than an advertising slogan to say, “For value and service, its Ed Morse of course.” It is a promise that the Company has delivered on by committing itself to excellence for over 65 years!
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Ed Morse Auto Group | Your Florida Car, Truck, and SUV Dealer
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