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Irma
Elder is an automotive industry icon.
Referring
to herself as a "truly multi-cultural person," Elder
was born in Xicotencalt, Mexico and moved with her
family to Florida as a teen. She spoke only a few
words of English.
A
few years later, while on vacation, she met James
Elder and in 1963 they were married and moved to
Michigan. They saved their money and purchased a
Ford franchise in Troy in 1967. James ran the dealership
and Irma stayed home to raise their three children.
In November 1983, James Elder died suddenly, leaving
Irma to take over the reins of the business.
The
1980s were a turbulent time for the auto industry.
"It just amazes me that I survived," she says now.
"We are all able to do things when we are called
to do them. We can all do it, even though we might
be afraid to take the first jump. I had three children
to take care of so I felt I had to take care of
the business."
In
the beginning, she says she worked to provide for
her children and to save for retirement. Now she
works for the love of the business. Her sons Robert
and Tony are now partners in the dealership.
The
dealership has undergone many changes over the years,
the most notable being its name change to Elder
Ford in order to keep it more closely associated
with the family name.
Today,
the Elder Automotive Group has grown to encompass
not only Elder Ford, but Jaguar of Troy (the number
one Jaguar dealership in North America in volume
of automotive sales), Saab of Troy (the number one
Saab dealership in the United States in volume of
automotive sales), Aston Martin of Troy, Signature
Ford Lincoln-Mercury-Jeep of Owosso, Signature Ford
of Perry, and the newest dealership -
Jaguar and Aston Martin of Tampa, Florida.
The $7.5 million investment in the Tampa dealership
encompasses 8.5 acres of property and 38,000-square-feet
of showrooms and service areas.
The
Elder Automotive Group consistently ranks in the
top ten of Hispanic Business magazine's top 500
Hispanic-owned corporations (the only women-owned
corporation in the top ten).
Elder's
attention to her Hispanic roots and to the people
who work for her has earned her national acclaim.
Credited with providing opportunities for women
in the automotive business, Elder downplays her
role. "Women are needed in this business," she says.
"You open the door and they walk through it."
Despite
owning the largest Jaguar dealership in the nation,
Elder isn't resting on her laurels. "I never focus
on being the biggest kid on the block. Nothing lasts
forever and nothing stays the same. I don't strive
to be the largest, just the best."
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