OUR MISSION

At Ed Morse, we believe that true success comes from the positive impact we leave on our employees, our customers, and our community. As a family owned and operated business for over 75 years, we make it our duty to remain honest and forthright in our business and to consistently enrich the lives of others through our service. These core values have been instilled in our company since 1946, when Ed Morse founded Morse Motors with his father. Today, our Chairman and CEO, Teddy Morse, holds fast to these high standards while continuing to build on the family legacy. 

OUR STORY

Teddy’s grandfather, Ed, served in the U.S. Army Air Corps as a navigator on a B-25 during World War II.  Ed’s bravery and tenacity throughout his service were recognized with several awards of distinction and medals, including the Distinguished Flying Cross, one of the nation’s highest military honors. After the war, Ed began a job as a doorman, procuring rental cars for guests at the Coronado Hotel in Miami Beach. In 1946, Ed and his father started a small 20 car fleet rental company, Morse Motors. When their fleet grew to 2,000 vehicles, they merged with National Car Rental to become Morse-National Car Rental and Ed served as Chief Executive Officer. The Morse family bought into their first dealership in 1961, Cecil Holland Ford in Miami, which soon became Ed Morse Ford. Over the next 50 years, Ed and his son, Ted, added dozens of additional dealerships and realigned their market areas throughout the state of Florida. This keen business sense cemented the Ed Morse prominence as one of the largest family-owned automotive dealer groups in the country. Ed passed away in 2012 at the age of 91, having established himself as a national icon in the automotive industry.

Teddy’s father, Ted Morse, served as Owner/Operator, Chairman, and CEO of the Ed Morse Automotive Group and was honored as the recipient of the 2015 Boca Raton Concours d’ Elegance Automotive Lifetime Achievement Award, recognizing the impact that Ted had on the automotive industry. Ted passed away in 2016 at the age of 66 and will long be remembered for his philanthropic work with several local and national charities.

Teddy Morse learned the automotive business from the ground up having worked in every department and at every level of dealership operation. With Teddy as General Manager of the Group’s flagship dealership, Ed Morse Bayview Cadillac in Fort Lauderdale, Florida, the dealership earned Cadillac’s Dealer of the Year honor twice. In 2012, Teddy moved to the Morse Operations Corporate Office. As Executive Vice President, Teddy worked closely with his father, Ted, growing the family business while furthering the company’s impact on the local community. Teddy continues the Morse family legacy of charitable work, serving on the board for the Boys & Girls Clubs of Broward County. He is the chairperson for the annual Ed Morse Golf Classic benefitting the Muscular Dystrophy Association and is also actively involved with several military and veterans’ organizations.  Helping to support our nation’s soldiers is a purpose that Teddy holds in the highest regard.

OUR EXCELLENCE

The Ed Morse Automotive Group is one of the top mega dealer groups in the nation with numerous award recognitions as proof. Here are just a few of the honors we have earned through our dedication to being the best-of-the-best in the industry:

  • “Dealer of The Year” ~ Automotive News
  • “Quality Dealer” ~ Time Magazine
  • “Cadillac Dealer of the Year” ~ (multiple recipient, multiple years)
  • “Cadillac Certified Elite Service Dealer” ~ (multiple recipient, multiple years)
  • “Honda President’s Award” ~ (multiple recipient, multiple years)
  • “Toyota Chairman’s Council” ~ (multiple years)
  • “Jack Smith Leadership Award” ~ General Motors (multiple years)
  • “National Dealer of the Year” ~ DealerRater
  • “Consumer Satisfaction Award” ~ DealerRater (multiple recipient, multiple years)
  • “Top Rated Dealer” ~ CarGurus & CARFAX (multiple recipient, multiple years)


A key component of the Ed Morse Automotive Group’s excellence is based on our strong core of over 1,800 employees. Vital to the inner workings of the day-to-day business are Carmine Colella, President and Randy Hoffman, Chief Operating Officer. Their keen understanding of best practices for dealership management, which strongly focuses on company efficiency as well as customer satisfaction, is what sets the Ed Morse Automotive Group above and apart from other dealers.

Mr. Colella and Mr. Hoffman, with the lead of Chairman/CEO, Teddy Morse, work to infuse every facet of the company’s culture with an uncompromising commitment to customer service. Together they are the driving force that has enabled the company to expand from 12 dealerships to over 30 during the past four years.

The car business runs deep through the Morse family tree. Richard Danahy, Executive Director of Fixed Operations, and Brian Danahy, Director of Variable Operations - Florida, have implemented a powerful shift in day-to-day processes, which have helped achieve game-changing productivity at every level of our company. Catherine Morse serves as a Corporate Consultant to the Ed Morse e-commerce department, helping build the brand’s online retail presence. Combined, these family members have over 60 years of experience in the automotive industry.

With a core set of values and a strong backbone of employees, it’s no wonder why the Ed Morse Automotive Group has continued to grow beyond our home state of Florida. We have extended our operations across the country into the states of Texas, Missouri, Oklahoma, Illinois, and most recently, Iowa. The Group, including its subsidiaries, consists of 49 locations that house 71 automotive franchises, 14 motorcycle franchises, and 12 other businesses including 25 domestic and import brands, a Clarion Inn hotel, a NAPA Auto Parts retail store, and a 240,000 square foot Parts Center.

The Ed Morse Automotive Group places a high premium on the accountability of our leaders, managers, and staff-members. From the top down, our organization works to ensure that all our team members’ decisions and actions contribute to the company’s mission of customer service excellence. “You’re Always Backed by Morse” is not just a promise to our customers, it is first a vision. 

We believe in the value of customer service, and the hallmarks of commitment, integrity, and professionalism are what the Ed Morse brand is built on.