Friendly Ford exec cites vehicle quality, dedication to the business

Keith Morgan has been for Ford dealerships for 24 years. Now the controller for Friendly Ford, he is a dyed-in-the-wool believer in the company and the product.

“Across the board, Ford has very good product line ranging from the compacts like the Fiesta and the Focus all the way up to the F-350 Super Duty truck,” said the 53-year-old Morgan, who earned a bachelor’s degree in accounting at Fresno State University in 1985. “Ford definitely has the market covered.”

However, there’s more to the success of Ford.

“One very important factor is that Friendly Ford is still family-owned,” explained Morgan. “Then, too, the fact that Ford Motor Co. didn’t take the bailout money when the market crashed in 2008-2009 is yet another factor in the continued success of the company.

“In fact, Ford may be the most respected automobile manufacturer in the country.”

A recent transplant of the Bay Area, Morgan is big on the economy in Southern Nevada.

“First, there’s the fact that Southern Nevada has a population of about 2.4 million residents,” Morgan analyzed. “Then, too, Southern Nevada has some of the most affordable housing in the country.”

The fact that Friendly Ford has been under the same ownership at the same location for 46 years is yet another fascinating part of the dealership’s success.

“There are not many family-owned dealerships in the major markets anymore,” said Morgan. “It takes a lot of dedication and consistent management along with treating employees and customers like family to make something like this work.”

Financing and rebate programs for customers continue to be yet another reason for success at Friendly Ford.

“The quality has improved tremendously over the years,” Morgan said. “When you add in the incentive programs not to mention the ‘fun’ cars like the 50th anniversary of the Mustang, there is so much vibrancy in Ford.”

Situated at 660 N. Decatur Blvd., Friendly Ford is one of the oldest new vehicle dealerships in Southern Nevada. The dealership opened in 1970.

Further information can be found by calling 702-870-7221 or by visiting

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