Borgman Ford is where you’ll find Fords for less in the Grand Rapids and West Michigan area. We refuse to be beat on price or service — by anyone, anywhere, anytime. We promise you a fair and square deal, along with our historic Redcoat Service. Use the buttons on the right-hand column to browse our inventory and get in touch. Come by for a test drive. Allow us to demonstrate our commitment to excellence.
Whether you’re looking at a Ford Fusion, Focus, Fiesta, Mustang, Flex, Escape, Taurus, Edge, Explorer, Expedition, C-Max, Taurus, Transit, or an F-Series, we’ll help you work out the best arrangement for you and your family. Browse our online inventory, schedule a test drive and investigate financing options – we’ll be there to help every step of the way. If a new car doesn’t move you, we offer a large selection of certified used cars and trucks. For more information about a vehicle or any other car-buying needs, use our online contact form or call.
When Fred Borgman opened the doors on his Ford dealership in 1960, a house cost $12,000, a Galaxy sold for $2006, and a $100 a week was a “real good living wage.” The internet was a military secret and the Ford Mustang was barely a concept car. Fifty years later, the gleaming showroom of Borgman Ford Mazda on 28th Street and Ivanrest is populated by what would have seemed, in 1960, to be “sci-fi”: cars that talk, park, and sync with your computer.
When the Borgman family celebrated its 50th Anniversary in September of 2010, founder Fred Borgman credited his “Red Coat” idea for the corporate ethics that have helped the company thrive.
“That was the best advertising I ever did – it keeps our folks honest because you can’t run away or hide out in public when you’re wearing a red coat,” he chuckled.
He was first encouraged to go into business for himself by his many Ford associates when he was a manager at another dealership.
“I wanted to prove that you could be honest and make a profit in this business. You don’t have to lie or cheat to be a success,” Fred said. “When other dealers rolled back odometers, we never did. We really made our reputation on the quality of our sales people.”
Borgman also pioneered the idea of “professional” sales people by offering a base salary plus commission, which was uncommon at the time. His reasoning was that he would be better able to keep great staff if he treated them well, and that his customers would benefit from such loyalty and stability in an industry with high turnover. Today, Borgman employs more than 100 community members, many who’ve racked up decades of service.
Fred’s son John is now at the helm, and his grandson Matt is the current general manager.
“Our success doesn’t lie in anything I have done. Our success has come from three things: first, our employees, who are dedicated to old fashioned values; secondly, a loyal community of customers now in second and third generations, and thirdly, a manufacturer committed to building quality vehicles that are fun to drive. No company could succeed for 50 years without these three things,” says John.
Under John’s direction, Fred’s vision continues to flourish. Craig Beyerle, Zone Manager for Ford Motor Co., credits the pair for “paying attention and doing all the right things” when there have been so many changes in the marketplace.
“The biggest change is the way the customer shops, and the biggest challenge for dealerships is that people shop on the internet. It has changed the way people buy cars dramatically,” Beyerle said.
But Borgman customers know that their community dealer will not be undersold and that they’ll enjoy Red Coat, hometown service. See for yourself the difference good old fashioned values can make in your auto-buying and servicing process. Stop by to “drive one,” and research our New and Used Ford inventory online. If you can’t find what you’re looking for, Contact us or pick up the phone and we’ll find you a Ford — for less!