Ed Morse Chairman / Founder

Ted Morse President / CEO

Richard Beaver Executive VP / COO

Betty Anne Beaver VP Risk Management

Ed Morse has been dealing with automobiles since 1946 when he founded Morse Motors with his father. Today, over 50 years later, Ed Morse, Chairman/Founder and his son, Ted, President/CEO remain actively involved in the family owned and operated Ed Morse Automotive Group of 18 dealerships, comprising 21 franchises and 12 different brands -- both domestic and imported.

All dealerships are in Florida with one exception, a Ford dealership in Mobile, Alabama. The Florida locations run from North Palm Beach, Riviera Beach, Delray Beach, Pompano Beach, Fort Lauderdale to Sunrise on the East Coast; and Port Richey, Tampa, Brandon, Lakeland and Carrollwood on the West Coast.

Ed Morse was born in 1921 in Worcester, Massachusetts into a family of two sisters and a brother. After graduation from high school, the family moved to Miami, Florida. Shortly thereafter, Morse served in the U.S. Air Force as a navigator on 62 low level missions 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.

After the war, Ed Morse's first job was as a doorman parking cars for guests at a Miami Beach hotel. His interest in cars and service to people was extended when he helped his father start a small twenty-car fleet rental company, Morse Motors, in 1946.

When the Morse rental fleet grew to 2,000 vehicles, it merged with National Car Rental and Ed Morse served as Chief Executive Officer.

The retail car business did not take a back seat. Ed Morse, concurrently, bought into Cecil Holland Ford in 1963. It later became Morse Holland Ford and eventually Friendly Ford, which he sold to his service director when Morse applied for a Chevrolet franchise.

At the time, the industry would not permit owners to have competing brands and General Motors had more choices than Ford... a greater chance for Ed Morse to expand. And that he did. From Ed Morse Chevrolet in Lauderhill in 1968 and Ed Morse Bayview Cadillac in 1979 to eight additional dealerships in the 1980's, to 20 more in the 1990's... Ed Morse became the "World's Largest Automotive Dealer" for five consecutive years, according to Automotive Age magazine.

With the manufacturers redefining marketing areas and franchise groupings, the Ed Morse Automotive Group has capitalized on many of the industry changes and sold those dealerships that did not perform up to the company's high standards of "Complete Customer Satisfaction, Outstanding Service and Sales Excellence."

Today, the Ed Morse Automotive Group is still family owned and operated by Ted Morse, President/CEO and his father Chairman/Founder, as well as Ted's sister, Betty Anne Beaver, VP/Risk Management; brother-in-law, Richard Beaver, Executive VP/COO, and four third generation family members.

Ted Morse was Automotive News' "Dealer of The Year" in 1991 and Time magazine's "Quality Dealer" in 1998... following in the same footsteps as his father with a prodigious drive that manifests itself in the quality of the operations in sales and service demanded of everyone at all 20 Ed Morse dealerships.

Both Ed and Ted believe in having the right product, in the right location, with the right people to sell in volume to enable the company to "sell for less." They invest time and money to achieve these ends for the business and the communities in which Ed Morse dealerships operate.

It is much more than an advertising slogan to say, "For value and service, it's Ed Morse, of course" as there is dedication to make it happen for over 50 years!