Former Gene Messer Ford Amarillo location is among the dealerships now operating under the unified Group 1 brand
AMARILLO, Texas, July 14, 2026 /PRNewswire/ -- As part of its ongoing nationwide initiative to unify its extensive network of dealerships, Group 1 Automotive, Inc., a Houston-based automotive retailer with dealerships across the U.S. and U.K., today highlighted Group 1 Ford of Amarillo, formerly Gene Messer Ford Amarillo, which has operated under its new name since April 1, 2026.
The Amarillo dealership is one of a growing number of U.S. locations aligned under the initiative, giving customers a clearer connection to Group 1's scale, resources, and operational standards while preserving the local team, Ford expertise, and customer relationships that have served the Amarillo area for more than two decades.
Backed by the scale, resources, and expertise of an international automotive retailer, Group 1 Automotive remains focused on delivering the personalized service and community connections that define the local dealership experience. Learn more at Group1Auto.com.
Better Customer Experience
The transition from Gene Messer Ford Amarillo to Group 1 Ford of Amarillo is part of a broader effort to create a more consistent customer experience across Group 1's U.S. retail network. The rebrand did not represent a change in ownership, staffing, product offerings, or day-to-day operations, and customers have continued to work with the same local professionals under the new name.
Group 1 Automotive has owned and operated the Amarillo dealership for more than two decades. The new name formally connects the location to Group 1's national platform, giving local customers the benefit of a familiar Amarillo dealership supported by the resources, technology, and operational discipline of a larger automotive group.
"Since taking our new name, our customers have found the same local team they know and trust, now with a clearer connection to the strength and resources of Group 1," said Shane Qualls, General Manager of Group 1 Ford of Amarillo. "The name on the building changed, but what matters here has not: a consistent, convenient, and transparent experience, whether someone is shopping for a new Ford, servicing their current vehicle, or considering a trade-in."
Continuity of Service and Local Commitment
Group 1 Ford of Amarillo continues to serve customers from its existing location at 3400 Soncy Road in Amarillo, Texas, supporting drivers throughout Amarillo, Canyon, and surrounding Texas Panhandle communities with new Ford vehicles, pre-owned vehicles, Ford service, parts, and maintenance support.