Lincoln Mercury Dealer Brings Midwest Values To San Diego
11 March 1998
Lincoln Mercury Dealer Brings Midwest Values To San Diego
SAN DIEGO, March 11 -- When Ed Witt was hand picked to run
Lincoln Mercury of Mission Valley and relocate from his lifetime home of
Wisconsin, trust and honesty were the driving virtues motivating this
decision. Witt's expertise, track record and unparalleled customer service
reputation made him a natural. Ford Motor Company successfully
wooed Witt to begin his new post as president of Lincoln Mercury of Mission
Valley on a simple handshake.
Ed Witt's hire is one of the integral elements initiated by Lincoln
Mercury to round out the recently launched Ford Retail Network Concept. In
development for the past year, the concept consists of consolidating many of
Ford and Lincoln Mercury's auto dealers into larger, more comprehensive
dealerships while increasing the number of service centers available to
customers.
Although new to San Diego, Ed is no newcomer to the Ford family. The son
of a long-time Ford retailer, Witt broke away from the family business in 1980
when he accepted the general manager position at a Milwaukee based Pontiac
dealership. He purchased Venus Ford in 1985. In his first year he more than
doubled the number of cars the dealership sold. He took this small business
in an undesirable location, gave it a personality, and made it inviting for
people. While once the dealership had only mediocre sales, it is now
successful and profitable. Over the years, he quadrupled sales and won five
Ford Motor Company Chairman's Awards -- Ford Motor Company's most prestigious
recognition for outstanding dealerships. He became known as the dealer who
made the auto industry personal and fun, while offering value to the customer.
When approached with the relocation to San Diego, Witt realized this was
an opportunity of a lifetime. "The change goes hand in hand with my beliefs
and goals," says Witt. "The auto industry is at a retailing crossroads and
Ford Motor Company is taking a leadership position. I am thrilled to be able
to be a part of this from the beginning. Much of Lincoln Mercury's new image
campaigns are centered on relationships with customers. I am eager to
contribute my expertise and customer satisfaction knowledge to the program
while incorporating new concepts based on consumer research Ford has
compiled."
Ford has done its homework. Supported by extensive qualitative and
quantitative measures directly obtained from current and potential Ford and
Lincoln Mercury buyers, the Ford Retail Network was designed specifically to
meet the changing demands of both the customer and the staff.
Arriving at Lincoln Mercury of Mission Valley in August 1997, Witt and his
family have adjusted nicely, and he is enjoying developing his new staff and
customer base. "My family and I are really connecting with the California
style, and we are thoroughly enjoying everyone we meet."
The relocation of Ed Witt from Milwaukee to Southern California combines
strategically with Lincoln Mercury's decision to move its national
headquarters from Michigan to Southern California later this year. Although
such a move is unprecedented in the auto industry, Lincoln Mercury is
confident they will be better positioned to serve new and existing customers,
combining traditional automotive expertise with the trend-setting design and
performance perspective of the West Coast. "California will help nurture the
continued development of unique products that can play more independent roles
in the portfolio of Lincoln Mercury," explains Witt.
The latest products from Lincoln Mercury already demonstrate the company's
new focus and appeal to Californians. From the Lincoln Navigator, to the all-
new Lincoln Town Car, to the just-introduced 1999 Mercury Cougar sports coupe,
Lincoln Mercury is positioning itself to be a leader in the import dominated
California automotive market.
SOURCE Ford Motor Company