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Don Boyd | all galleries >> Memories of Old Hialeah, Old Miami and Old South Florida Photo Galleries - largest non-Facebook collection on the internet >> Miami Area CARS, Car Clubs, Car Rental Agencies, Car Dealers, Drag Racing, Auto Shows, Speedways - click on image to view > 1964 - Morse-National Car Rentals on Collins Avenue (A1A), Sunny Isles and the July 3, 2012 Obituary for Ed Morse (below)
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1964 - Morse-National Car Rentals on Collins Avenue (A1A), Sunny Isles and the July 3, 2012 Obituary for Ed Morse (below)
1964

1964 - Morse-National Car Rentals on Collins Avenue (A1A), Sunny Isles and the July 3, 2012 Obituary for Ed Morse (below)

Collins Avenue, Sunny Isles, Florida


Below is the obituary for Mr. Ed Morse, an upstanding successful long-time South Florida entrepreneur who passed away on June 29, 2012, at the age of 91. RIP Ed Morse!

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MORSE, ED March 16, 1921 - Friday, June 29, 2012 South Florida automotive pioneer, Ed Morse, who started his automotive career in 1946, passed away on Friday, June 29 of natural causes at the age of 91.

Over the years, as Chairman and with his son, Ted, his company grew to become one of the most respected automotive dealer groups in the country and currently has 15 locations throughout Florida.

Born in 1921, Morse served in the U.S. Army Air Corps as navigator on a B-25 during World War II. During a mission in the South Pacific when the pilot was wounded and the co-pilot killed, Ed assisted in flying the plane back to their base in New Guinea earning him the Distinguished Flying Cross, one of the nation's highest military honors. Other wartime honors included the Oak Leaf with Clusters.

After the war, his first job was as a doorman parking cars for guests at a Miami Beach hotel. In 1946, along with his father Alex, Ed started a twenty-car fleet rental company, Morse Motors. When their fleet grew to 2,000 vehicles, it merged with National Car Rental where Ed served as Chief Executive Officer. Morse bought into his first dealership in 1961, Morse Holland Ford in Miami.

In 1968 he began building a special relationship with General Motors that started with Ed Morse Chevrolet in Lauderhill and Ed Morse Bayview Cadillac in Fort Lauderdale. Eight additional dealerships were added in the 1980's and twenty more were added in the 1990's.

Today, the Group consists of 15 dealerships, that house 17 automotive franchises and 10 different brands - both domestic and import. Florida locations run from Riviera Beach, Delray Beach, Fort Lauderdale to Sunrise on the East Coast; Port Richey, Tampa, and Brandon on the West Coast, as well as Lakeland in Central Florida.

Throughout the years The Ed Morse Automotive Group has been recognized as the "World's Largest Automotive Dealer," by Automotive Age Magazine; "Dealer of the Year" and "Largest Volume Chevrolet, Cadillac and Mazda Dealer" by Automotive News; and "Quality Dealer" by Time Magazine. Ed and the company also earned and received the "Cadillac Dealer Of The Year" award multiple times, the "Honda President's Award" multiple times, the "Toyota Chairman's Council" award multiple times, the "Mazda President's Award" multiple times, and the General Motors "Jack Smith Leadership Award" multiple times.

He has supported numerous charities throughout South Florida over the years including the Muscular Dystrophy Association, of which his company has raised more than $1.3 million dollars through The Ed Morse Annual MDA Golf Tournament.

Other charities he has supported include the American Diabetes Association, American Heart Association, American Red Cross, Boys & Girls Clubs, the Dan Marino Foundation, Feeding America, Women in Distress, Toys for Tots, Humane Society of Broward County, Cystic Fibrosis Foundation.

As devoted as Morse was to his company's more than 1,000 employees, and to the community, above all he cherished his family, many of whom worked and continue to work within the company. He is survived by his wife Carol; son Ted (Patti) and daughter Betty Anne Beaver (Dick); grandchildren Teddy Morse (Erica), Catherine Morse Martinez (Chris), Richard Danahy (Laura), and Brian Danahy (Jolie); 5 great-grandchildren; and two surviving sisters Nancy Stringer (Jack) and Pricilla Ropp. He was predeceased by his brother Alex.

Services for Ed Morse will be held FAU Auditorium on Friday, July 6th from 6 to 8 p.m. In lieu of flowers, the family is requesting donations in Ed's name to the Muscular Dystrophy Association and The Lupus Foundation of America.

Arrangements entrusted to Babione Funeral Home, Boca Raton, FL. For more information, please visit at http://www.babionesouthflorida.com

View this Guest Book at http://www.legacy.com/guestbook/herald/guestbook.aspx?n=ed-morse&pid=158355334&cid=full

Published in The Miami Herald on July 3, 2012

Read more here: http://www.legacy.com/obituaries/herald/obituary.aspx?n=ed-morse&pid=158355334&fhid=8761#storylink=cpy


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Pedro 25-Jul-2011 22:52
Wow , I work in this Company when was own by the Morse brother's, Ed, George, Bill and Frank at the airport 1970
Lee Martines 13-Jun-2008 23:20
If I'm not mistaken, this was the only auto rental business in Miami that would rent cars to teen-agers. Everyone else required you to be 21 years old. In 1957 I rented both a Chevy and a Ford for a day for special occasions, and after having my 1955 Olds Holiday Coupe damaged on New Years eve 1959 by a red-light runner, I was forced to rent a car for two weeks as mine was being repaired. Since the runner's insurance carrier was having to pick up the tab, I decided to rent a beautiful metallic turquoise 1958 Corvette that this lot carried, however it was out for a week, so I accepted an Austin Healy roadster for the first week and returned the second week to pick up the Corvette. Needless to say I felt like a king for a week.
gary bower 18-Dec-2007 13:59
My family worked for Ed Morse in the earky 60's and eventually bought Ed Morse Ford
from him. We renamed the dealership to Friendly Ford, then we became the first Honda
dealership in 1970. The Morse Family will always be closed to our hearts.

The Bower Family
Gary bower
miamicrg08-Oct-2007 20:14
I knew Ed Morse who lived at The Country Club of Miami who still to this day has a few car dealerships in Dade--Broward--Palm Beach counties. Offered me a job when I was 19 years old--but he said I would have to cut my hair! I did eventually cut my hair--but went to work for Delta Airlines instead! I think Ed's son now runs the operation. Al Marrone--originally from Buffalo NY/and Dade/Broward Marrone car dealerships also lived there and was one of the nicest men alive. His son Mike is now COO of AutoNation and they are part owners of The Florida Panthers. The late Luke Bolton from Bolton Ford also lived there. He was one crazy party animal--great guy! The Country Club of Miami was one heck of a place in the 60's & 70's--so many pillars of business--sports--TV/movie stars lived there.