About Us — Ed Morse Automotive Group

Our Mission

For more than 80 years, the Ed Morse Automotive Group has remained committed to one core belief: true success comes from the positive impact we make on our employees, our customers, and the communities we serve. As a family-owned and operated business since 1946, we continue to uphold the values of honesty, integrity, and service that founder Ed Morse established from the very beginning.

Today, Chairman and CEO Teddy Morse carries forward this legacy, ensuring that every dealership in the Ed Morse family reflects the same dedication to customer care and community involvement that has defined the brand for generations.

Our Story

A Legacy Built on Service and Determination

The Ed Morse story begins with Ed himself, who served as a navigator in the U.S. Army Air Corps during World War II. His bravery earned him several distinguished honors, including the Distinguished Flying Cross. After returning home, Ed worked as a doorman at the Coronado Hotel in Miami Beach, where he helped guests secure rental cars — a role that sparked the idea for his future business.

In 1946, Ed and his father launched Morse Motors, a small 20-car rental fleet. As the business grew to more than 2,000 vehicles, it merged with National Car Rental to form Morse-National Car Rental, where Ed served as CEO.

Expanding Into Automotive Retail

The Morse family entered the dealership world in 1961 with the purchase of Cecil Holland Ford in Miami, later renamed Ed Morse Ford. Over the next five decades, Ed and his son Ted expanded the company across Florida, building one of the nation’s largest family-owned automotive groups.

Ed Morse passed away in 2012 at age 91, leaving behind a legacy as a respected leader in the automotive industry.

Leadership Through Generations

Ted Morse, Ed’s son, served as Owner/Operator, Chairman, and CEO of the Ed Morse Automotive Group. His leadership and philanthropic work earned him the 2015 Boca Raton Concours d’Elegance Automotive Lifetime Achievement Award. Ted passed away in 2016, remembered for his dedication to charitable causes and community service.

Teddy Morse, Ted’s son, learned the business from the ground up — working in every department and eventually serving as General Manager of Ed Morse Bayview Cadillac, where the dealership earned Cadillac Dealer of the Year twice. As Executive Vice President and now Chairman/CEO, Teddy continues to grow the company while supporting organizations such as the Boys & Girls Clubs of Broward County, the Muscular Dystrophy Association, and multiple military and veterans’ groups.

Our Excellence

Award-Winning Dealership Group

The Ed Morse Automotive Group is recognized as one of the top mega dealer groups in the United States. Our commitment to excellence has earned numerous industry awards, including:

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

A Team of Over 2,300 Employees

Our success is driven by a strong foundation of more than 2,300 dedicated employees across the country. Under the leadership of COO Randy Hoffman, the organization maintains a culture focused on efficiency, customer satisfaction, and operational excellence.

Teddy Morse and Randy Hoffman work together to ensure that every dealership reflects the company’s commitment to exceptional service. Their leadership has helped the group expand from 12 dealerships to more than 45 across the United States.

A Family Tradition of Automotive Expertise

The Morse family continues to play an active role in daily operations:

• Richard Danahy, Executive Director of Fixed Operations
• Brian Danahy, Director of Dealer Operations
• Catherine Morse, Corporate Consultant for e-commerce

Together, they bring more than 60 years of combined automotive experience to the organization.

Where We Operate

The Ed Morse Automotive Group operates award-winning dealerships across:

• Florida
• Texas
• Illinois
• Missouri
• Iowa
• Oklahoma
• Colorado

In addition to automotive dealerships, the company has expanded into motorcycle and powersports retail, including:

• Freedom by Ed Morse
• Cowboy Harley-Davidson & Powersports
• Teddy Morse’s Harley-Davidson & Powersports

We also operate a 240,000-square-foot Parts and Distribution Center, a NAPA Auto Parts store, multiple motorcycle apparel boutiques, and a hotel — reflecting our continued growth and diversification.

Our Commitment to Customers

“You’re Always Backed by Morse” is more than a slogan — it’s a promise. Every decision made within the organization is guided by accountability, professionalism, and a dedication to customer service excellence.

We believe that integrity, commitment, and genuine care for our customers are the hallmarks of the Ed Morse brand. These values have shaped our company for more than 80 years and continue to guide us as we grow.