And this is where Henderson is making his stand. He's using his life savings and his kids' inheritance to buy out his partner at Alexander Motors Inc., the only new-car dealership left in a 12-county area of south-central Nebraska.
Motorists heading through Superior must slow down as they pass Alexander Motors, which is near the town's only stoplight. But not many stop. In 2004, Alexander sold only 78 new cars and trucks and 194 used vehicles.
Alexander Motors has two stores, one sells Chevrolet, Buick and Pontiac products, the other Chrysler, Dodge and Jeep. No import brands. Area residents are partial to the Big 3 - but that's partly because they have little choice. The import brands never penetrated the rural Great Plains, in part because of the area's declining population.
The only import name in town is Mitsubishi, a corporate cousin of the Japanese automaker, which owns the grain elevator east of town. Mitsubishi buys and sells grain - but not cars - in this sector of Nebraska.
With sales last year of $6.3 million, Henderson's dealerships generated just one-fifth of the average dealership's revenue, according to the National Automobile Dealers Association.
Yet Henderson, a tall, burly 51-year-old native Nebraskan, has ambitious plans to consolidate his two stores, a body shop and his used-car lot. And he has convinced two of his sons to quit their jobs and join him.
Chrysler and GM stand ready to assist him with consulting services - but not cash.
To hold down costs, Henderson houses both his GM and Chrysler parts and repair operations at the Chrysler store. And Alexander Motors' isolation offered him an unexpected benefit: With no Wal-Mart or AutoZone close by, he was able to raise prices of replacement parts by 10 percent.
Henderson also relies heavily on used-car sales. Forty-three percent of Alexander Motors' gross sales in 2004 came from used cars and trucks, compared with 28 percent at the average NADA dealership.