Couple takes over Ford dealership in Florence

Mike Reichenbach came armed with a degree in accounting and 10 years’ experience in corporate finance when he bought Hub Ford Lincoln Mercury six months ago in a slumping auto market.

But the entrepreneur, who grew up on a small farm in Ohio, was undeterred. He focused on reviving the dealership, which began as Horne Ford in 1959.

“I got a chance to meet Erwin Paxton,” Reichenbach said. “He and his father built this dealership into the heritage Ford Lincoln Mercury dealership in the Pee Dee. He gave me the impression that Florence was a town my family was well suited for.”

Reichenbach said his goal is to “continue what the Paxtons began” and to create an atmosphere where customers know they will be treated courteously and fairly.

Reichenbach has added his name to the dealership, which is located at 600 N. Coit St. He said sales are up 15 percent, while sales in the service, parts and collision center are up 30 percent.

Standing shoulder-to-shoulder with Reichenbach in the business is his wife, Charisse, a Detroit native.

“It was a family-owned business when it began, and it’s family-owned now,” she said. “Our kids are here, and I’m here beside Mike. I think that goes a long way in a tight-knit community like Florence because you get a chance to visit and build relationships with people.”

Mike and Charisse lived in such cities as Atlanta, Detroit and Dallas before moving to Florence. He had a Ford Lincoln Mercury dealership in Dallas, but wanted a store in the Carolinas because they have family ties to the area. They were tired of the impersonal big-city life, especially after the arrival of their children, Olivia and Isaiah.

But were they hesitant to make the move from Dallas to a much smaller market in Florence with the auto industry in such dire straits?

“We have a lot of faith; Charisse and I spent a lot of time in prayer before we made the decision,” Mike said. “And we know how hard we work, so with our work ethic and our faith, it’s just a matter of you do every day as much as you can to help people and to move the business forward.”

“We went into it cautiously because family, to us, was most important, and we want to keep our family unit,” Charisse said. “Dealers work really long hours, but Mike makes sure that he does things with us.”

Mike said the Reichenbach Ford Lincoln Mercury team is second to none.

“We’ve got great team management and employees who have been here for years,” he said. “One of our longtime salesmen was even back on the job one day after having a pacemaker inserted.”

Mike has a Master of Business Administration from the University of Michigan in addition to an undergraduate degree in accounting from Bowling Green State University in Bowling Green, Ohio.

“It’s important to understand the numbers behind the business,” he said. “You’re able to grow your sales and service side if you work on low margins but higher volume coupled with respect and courtesy. You want repeat customers. You want to be fair.”

Mike said Reichenbach Ford Lincoln Mercury is the only Ford Lincoln Mercury dealership in the Pee Dee and has the largest truck inventory in the region.

And Mike, who drives a Ford F-150 crew cab pickup, said there’s a great deal of satisfaction having people come in who have bought cars from the dealership for years.

“We are continuing a legacy that has been here for generations,” he said. “Our customers know that we’re going to take care of them like family.”