The rebranding effort does not signal a change in ownership, staff, or daily operations. General Manager Charlie Hassoun emphasized that the dealership maintains its local team and commitment to the community while gaining better visibility as part of a network that spans 250 locations. The shift is designed to provide customers with a consistent retail experience, leveraging the technology and support systems of the Houston-based parent company.
Operating from 11301 Gateway Boulevard West, the dealership continues to serve El Paso, Las Cruces, and the surrounding West Texas and New Mexico regions. By aligning with the national Group 1 brand, the company aims to simplify recognition for consumers across its U.S. portfolio. The facility remains a primary point for new and pre-owned Ford sales, maintenance, and parts, ensuring that the local relationships built under the previous name remain central to the business model.
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