Ford Motor Co. on Thursday honored six dealers for outstanding community service as part of its annual Salute to Dealers awards ceremony.
The reception ahead of the NADA Show was the first such in-person event in three years after the past two were canceled because of the coronavirus pandemic.
Ford CEO Jim Farley, in a speech, praised the dealers' giving spirit.
"The part about working with Ford, is that we all feel we're part of something bigger than just the auto business, or just selling vehicles," Farley said. "It's why we get up in the morning, why we're proud of the Blue Oval; it's a family company."
Since taking over in 2020, Farley has stressed that Ford's retail network can be a strategic advantage as it competes against direct-sales startups such as Tesla. He highlighted that difference again Thursday.
"Part of that responsibility is this DNA of making sure that everyone wins, and that's not the case with other car companies," Farley said. "And that's why Elon Musk made a big mistake by betting against the dealers. And he'll find out. We'll make sure of that."
The 2023 Salute to Dealers honorees were:
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