Luther Family Ford all about family

by Carrie Joyce

Magnus Thorsteinson, right, sales consultant at Luther Family Ford, and Terry Burner, service advisor, attest to the family-friendly atmosphere at the Fargo dealership. In this special issue, North Dakota LIVING takes a look at "Valley Living." (PHOTO BY CARRIE JOYCE)

Imagine a place where you can stop by, have a cup of coffee and a cookie, visit with people you know and even connect your laptop to Wi-Fi service. Where is this place? The coffee shop on the corner? The mom-and-pop diner down the street? No. It is Luther Family Ford, were everyone is welcome, even if you don’t drive a Ford.

Purchasing a vehicle can be intimidating and stressful. What if you could shop for a vehicle at a place that didn’t attempt to pressure you into a sale? What if there was a car dealership whose values are honesty and integrity? Sound too good to be true? It isn’t.

Luther Family Ford, Fargo, cares about its customers. In fact, it treats its customers like family. Proof is found in those they serve — families, generations of them, and businesses alike.

Luther Family Ford was born in 2002, and although it is a fairly new company, the majority of the employees have been working together for many years. What is now Luther Family Ford has evolved from several companies throughout the years from W.W. Wallwork, to Valley Ford and now to Luther Family Ford, but what has remained, besides familiar faces, are values and integrity.

Now, part of the Luther Ford family, the dealership still embraces its local roots and management. “Each store has all local management and can run its own store with its own market and clientele in mind,” explained Magnus Thorsteinson, sales consultant at Luther Family Ford. “There is low turnover. Some people have worked here for 40-plus years!”

 ‘We deal with the whole family’
Family is part of the dealership name for several reasons. “Everyone working at Luther is like a family. Everyone works as a team,” explained Thorsteinson explained.

And the customers are like family, too. “Our customers have become friends,” Thorsteinson said. “They come in just to have coffee and cookies and visit. Being here 20 years, I don’t just have customers, I’ve got families. There’s cousins, aunts, uncles, everybody.”

Luther Family Ford is known for serving families, too. It is trusted by generations of families who continue to come back to buy vehicles and have their vehicles serviced. Companies also rely on Luther Family Ford to service vehicles. FM Ambulance has all of its vehicle maintenance done at the service center. Cass County Electric Cooperative (CCEC) also counts on Luther Family Ford to provide advice, services and equipment to its own fleet maintenance department. Steve Cossette, CCEC member and employee, has a family relationship with the company. Steve and his father, Morris, trust and go back to Luther Family Ford for their personal auto needs. Not only does Cossette work with Luther Family Ford when it comes to his own vehicles, he has worked with the service department for years as the CCEC fleet supervisor.

Cossette can’t say enough good things about the dealership. “Luther Family Ford is one of our main vendors for our fleet support. Their sales department keeps us up-to-date on new model features, and provides us vehicles to test drive. That’s important because our fleet user groups can actually drive a vehicle that’s going to be as similar as possible to their new vehicle if it’s that make,” he said. “Luther’s service department is very sensitive to the type of business we are in. Getting our fleet vehicles into their shop for dealer work has never been a problem. The service people we work with have been there for a long time. A relationship has definitely occurred over the years. I can repeat myself for their parts department also. ... They have years and years of experience and training. They help us out all the time. We have even met several times on what brakes and other parts work best for our fleet.”

Luther Family Ford specializes in the obvious, Ford vehicles, but its service department will take any kind of vehicle. Many people with many makes of vehicles come to Luther Family Ford for their maintenance needs.

“It takes a lot nowadays with all the electronics; our technicians spend lots of time in training,” explained Terry Burner, service advisor. “Our techs are experienced — anywhere from five years up to 40 years. We have an extreme amount of experience. Being a service advisor for 30 years, I build a trust relationship with the customers. I’ve had so many customers say ‘You are just like my doctor or attorney, my accountant – I need my car guy.’ Our customers know we aren’t going to take advantage of them. We want to do what’s necessary, keep their car running so it doesn’t break down.”

Besides boasting excellent service, parts and sales departments, another attractive feature at Luther Family Ford is the Quick Lane Service. It offers regular maintenance to all makes and models. Because the dealership is located off Interstate 29 and Fargo’s busy 32nd Avenue, it is convenient for many customers to stop by during the week or on Saturdays. Customers can enjoy refreshments and complimentary Wi-Fi while waiting. During the week, a shuttle service is available.

The dealership also offers a reconditioning department that features everything from washing the exterior of the vehicle to cleaning the inside to glass protection. It is even more proof that Luther Family Ford offers everything for one’s vehicle, from basic maintenance to a sincere consultant, offering their best advice on what you should, or even shouldn’t, purchase.

 Proof of honesty and integrity
“Our motto is honesty and integrity. We are a one-price store. All of our price tags are hanging in the windows — new and used. We believe that the one-price philosophy strengthens the honesty and integrity aspect of this business. If we can’t do it the right way, we won’t do it,” Thorsteinson said.

Thorsteinson knows people don’t like to be pressured. His honesty is what keeps bringing them back time and time again. Recently, he talked someone out of upgrading their vehicle. The customer had a 2005 Ford Ranger with 14,000 miles. Thorsteinson told the customer it would be in his best interest to continue to drive the 2005 for awhile. Luther Family Ford also sells hybrids, including the new 2010 Fusion and the 2009 Escape.

Luther Family Ford offers something extra with all its vehicles, peace of mind. The Luther Advantage is a complimentary program with each vehicle sold. The buyer receives a warranty on the vehicle, even used vehicles, emergency towing, five-day/500-mile exchange or return policy on used vehicles, discounts on gas, car washes, $500 gift certificates and more!

If experience, its mission and its programs still aren’t enough, Luther Family Ford has received the distinguished Ford Motor Company’s President’s Award four years in a row (2004-2008). “The award is based on the voice of the customer,” Thorsteinson explained. Customers send in surveys and comments and Ford presents the award regionally. “It is a very prestigious award,” he added.

Whether you are an employee or a customer, rest assured that Luther Family Ford is a great place to be. “We are still a hometown store,” Burner said. “We are friendly people who take care of our customers and our customers know us.”

 Carrie Joyce is the communications coordinator at Cass County Electric Cooperative.