Rogers Ford

What Rogers Ford does

Rogers Ford is a privately held, family-owned Ford and Lincoln franchise dealership founded by Bill Rogers in 1964 and headquartered at 4200 West Wall Street, Midland, TX. The dealership sells the full Ford lineup — F-150, Super Duty (F-250/F-350/F-450/F-550/F-650), Ranger, Maverick, Bronco, Bronco Sport, Explorer, Expedition, Escape, Mustang, Mustang Mach-E, Transit, and Transit Connect — alongside Lincoln luxury vehicles (Navigator, Aviator, Nautilus, Corsair), an extensive multi-brand used inventory, and specialty lifted-truck conversions through Black Widow, Rocky Ridge, Roush Performance, and SCA Performance. Certified Ford service, OEM and Motorcraft parts, finance and lease origination through Ford Credit, commercial fleet sales, and a mobile service fleet that travels to customer homes and workplaces round out the offering.

The underlying technology stack is composed entirely of third-party platforms rather than proprietary systems: DealerOn provides website CMS and SEO infrastructure, FordDirect powers digital advertising and the dealer retailing ecosystem, Connect CDK (cdk.com) handles online service scheduling, CarFax and Black Book deliver vehicle history and trade/credit valuation, and FordPass/FordApp provides the connected vehicle owner experience. On the OEM side, the dealership sells vehicles equipped with Ford SYNC 4, Ford Co-Pilot360, BlueCruise hands-free driving, Pro Power Onboard, Pro Trailer Backup Assist, and the Maverick FLEXBED system, but these are manufacturer-developed features rather than dealer technology.

The business generates revenue through seven streams: new vehicle sales (MSRP or AXZ Plan pricing with a $225 documentation fee), pre-owned vehicle sales across multiple brands, Ford-certified service and repair, OEM and Motorcraft parts sales, finance and lease origination, fleet and commercial sales, and convenience-fee mobile service. Pricing is per-unit and not publicly disclosed in full; the customer base is fragmented across retail consumers, truck/work buyers, fleet operators, lifted-truck enthusiasts, existing Ford owners, Lincoln luxury buyers, and used-car budget shoppers across the Permian Basin (Midland, Odessa, Big Spring, and surrounding West Texas communities). The dealership operates a single primary site, sells via its own digital storefront and FordDirect, and runs a multi-channel marketing mix including an active blog, paid search, organic social, SMS/email lead capture, manufacturer co-op creative, and community sponsorships of MISD Athletics, the Midland Hispanic Chamber of Commerce, and the American Cancer Society.

Name

Rogers Ford

Legal name

Rogers Ford Sales

Website

https://rogersford.com

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

51–100 employees

Short description

Rogers Ford is a family-owned Ford and Lincoln franchise dealership in Midland, TX, founded in 1964, selling new, used, specialty lifted, and fleet vehicles plus certified service, OEM parts, financing, and mobile service to retail and commercial customers across the Permian Basin.

Ownership category

akta.pro rank

Headquarters

HQ city

Midland

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. New Vehicle Sales: Sale of new Ford vehicles (F-150, Super Duty, Ranger, Maverick, Bronco, Bronco Sport, Explorer, Expedition, Escape, Mustang, Mustang Mach-E, Transit, Transit Connect, Chassis Cab) at MSRP or AXZ Plan pricing. Includes online custom factory orders, lifted truck conversions (Black Widow, Rocky Ridge, Roush, SCA Performance), and EV inventory. Plus Lincoln new vehicle sales (Navigator, Aviator, Nautilus, Corsair). Documented fee of $225 plus applicable tax, title, and license.
2. Used Vehicle Sales: Sale of pre-owned vehicles across multiple brands (Ford, Lincoln, Chevy, GMC, Toyota, Honda, Nissan, Jeep, BMW, Mazda, Subaru, Cadillac, Buick, Chrysler, Dodge, Tesla, RAM) including Certified Pre-Owned Ford vehicles with manufacturer-backed CPO warranty benefits. Inventory priced under $25,000 and CarFax 1-Owner vehicles available.
3. Service and Repair: Ford-certified service department performing maintenance (oil changes, tire rotations, alignments, brakes, batteries, wiper replacements, coolant flushes, multi-point inspections) and repairs using genuine Ford OEM parts. Includes complete brake service, front tire and wheel alignment, and lifetime brake pad guarantee. Service hours Mon-Fri 7:30AM-6:00PM and Saturday 9:00AM-5:00PM.
4. Parts and Accessories Sales: Sale of genuine Ford parts (Motorcraft Tested Tough MAX Batteries starting at $199.95 MSRP, Motorcraft Tested Tough PLUS Batteries at $149.95 MSRP), Ford accessories, and OEM parts brand inventory. Backed by Ford Parts Warranty: two years, unlimited mileage including labor.
5. Finance and Lease Origination: Auto financing and lease origination through Ford Credit and other lenders. Online credit application, Black Book Credit Score Estimator, Buy vs Lease educational resources, and pre-approval workflows. Includes commercial credit application for fleet buyers routed to Ford Commercial at commercial-application.ford.com/dealer/42999.
6. Fleet and Commercial Sales: Dedicated fleet inventory and expert fleet vehicle service for commercial buyers purchasing work trucks, vans, chassis cabs, and heavy-duty Ford vehicles (Super Duty F-250/F-350/F-450/F-550/F-650, Transit commercial cargo van).
7. Mobile Service Fees: Convenience-fee-driven mobile service that brings routine maintenance (oil changes, battery replacements, multi-point inspections) to customer homes or workplaces across Midland and surrounding areas.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels11 records

Core offering

Rogers Ford is a family-owned authorized Ford and Lincoln franchise dealership in Midland, TX that sells new Ford and Lincoln vehicles, used and certified pre-owned vehicles, custom lifted trucks (Black Widow, Rocky Ridge, Roush, SCA Performance), and commercial fleet vehicles. It also operates a Ford-certified service department, parts counter, mobile service fleet, and in-house finance department offering loans, leases, and Ford Credit financing.

Differentiator

Problem solved

Functional benefit

Products and services

• New Ford Inventory

Quantifiable outcome

• 60+ year continuous operation as a family-owned business since 1964 (Bill Rogers founded dealership, moved to current 4200 West Wall Street location in 1966).
• +4 more outcomes

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature10 records

Partnerships

13 partnerships are on record, tiered flagship, core and minor.

• Ford Motor CompanyflagshipStrategic or Co-development PartnerRogers Ford is an authorized Ford franchise dealer (dealer code 42999). The partnership governs the ability to sell new Ford vehicles, stock genuine Ford and Motorcraft OEM parts, perform warranty service, access Ford Credit financing and AXZ Plan pricing, and run FordMobile Service. Manufacturer co-op marketing banners (e.g., 'Now Batting For America' baseball sponsorship creative) are supplied by Ford.
• Lincoln (Ford Motor Company luxury division)coreOEM/ Whitelabel/ Licensing PartnerAuthorized Lincoln franchise dealer stocking new Lincoln Navigator, Aviator, Nautilus, and Corsair models (sourced via Lincoln commercial application at commercial-application.ford.com/dealer/42999). Also stocks Lincoln used vehicles (Navigator, Aviator, Nautilus, Corsair).
• FordDirectcoreTechnology or IntegrationFordDirect powers the dealership's digital advertising ecosystem, website platform, and dealer marketing tools; the footer shows the FordDirect logo and links to forddirect.com, AdChoices, and Privacy Choices (CCPA opt-out) portals.
• DealerOncoreTechnology or IntegrationDealerOn provides the website content management system and SEO/site infrastructure for rogersford.com (footer copyright reads 'Copyright © 2026 by DealerOn | Sitemap | Privacy'). Provides sitemap and disclosure page infrastructure.
• Black Widow (lifted truck brand)coreOEM/ Whitelabel/ Licensing PartnerSpecialty lifted truck partner offering Black Widow-branded F-150 conversions. Logo featured on homepage nav and dedicated sitemap entry 'Black Widow Lifted Trucks'.
• Rocky Ridge TruckscoreOEM/ Whitelabel/ Licensing PartnerSpecialty lifted truck partner offering Rocky Ridge conversion packages (sitemap references 'Rocky Ridge Trucks' and 'Rocky Ridge Lifted Trucks' pages; new F-150 XLT Rocky Ridge trims listed in inventory).
• Roush PerformancecoreOEM/ Whitelabel/ Licensing PartnerSpecialty performance partner offering Roush Performance F-150 packages; multiple F-150 XLT ROUSH and Super Duty F-250 SRW LARIAT ROUSH trims appear in the new inventory (e.g., VINs 1FTFW3L52TKD05056, 1FT8W2BM2TED98588).
• SCA PerformanceminorOEM/ Whitelabel/ Licensing PartnerSCA Performance lifted truck partner; sitemap lists 'SCA Performance Lifted Trucks' dedicated landing page.
• Connect CDK (cdk.com)coreTechnology or IntegrationConnect CDK powers the Schedule Service workflow on rogersford.com (API redirect to api.connectcdk.com/api/nc-cosa-consumer-ui/v1/?subscriptionId=&cid=2000551 for service appointment booking and CRM integration).
• Motorcraft (Ford parts brand)coreOEM/ Whitelabel/ Licensing PartnerMotorcraft-branded parts inventory sold through the Parts Department; promotional banner on homepage advertises Motorcraft Tested Tough MAX and PLUS Batteries (starting at $199.95 and $149.95 MSRP respectively) with Ford Rewards Points redemption options.
• MISD Athletics (Midland Independent School District)minorGTM or Marketing PartnerCommunity sponsorship of Midland ISD athletics; FAQ #9 explicitly lists MISD Athletics as a local organization Rogers Ford 'proudly supports'.
• Midland Hispanic Chamber of CommerceminorGTM or Marketing PartnerCommunity partnership and local outreach; FAQ #9 lists the Midland Hispanic Chamber of Commerce as an organization Rogers Ford supports, paired with a Spanish-language version of the website (/espanol.html).
• American Cancer SocietyminorGTM or Marketing PartnerCharitable partnership and community support; FAQ #9 cites the American Cancer Society as a local organization Rogers Ford supports as part of its Midland community commitment.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• AutoNation: Largest US automotive retailer with hundreds of new-vehicle franchises including Ford and Lincoln stores; competes with Rogers Ford via national scale, F&I product breadth, and used-vehicle platforms (AutoNation USA), though at vastly larger scope.
• Lithia Motors: Public US dealer group operating hundreds of franchises including Ford/Lincoln stores with full sales, service, parts, and F&I operations; directly comparable business model to Rogers Ford, scaled nationally with the Driveway digital retailing platform.
• Group 1 Automotive: Major US/UK automotive retailer with significant Ford/Lincoln franchise exposure across multiple states; shares Rogers Ford's new/used vehicle, F&I, parts, and service revenue mix but at multi-rooftop public-company scale.
• Sonic Automotive: Public US dealer group with Ford franchises and EchoPark used-vehicle stores; comparable franchise-dealer business model with parallel pressure from the EchoPark digital used-car initiative.
• Asbury Automotive Group: US automotive retailer with substantial franchise operations including Ford stores; shares Rogers Ford's full-line dealer model (new, used, F&I, service, parts) at much larger multi-state scale.
• Holman Automotive: Private, family-owned US automotive group with Ford/Lincoln franchises plus commercial fleet leasing; comparable family-owned governance model and fleet services business that overlaps Rogers Ford's commercial truck offering.

Direct peers

• CarMax: Largest US used-vehicle retailer with in-house financing and extended warranty products; directly competes with Rogers Ford's used inventory, Certified Pre-Owned program, and Finance Department in overlapping customer segments.
• Rush Enterprises: Largest US commercial truck dealer network with dedicated fleet service and parts operations; comparable to Rogers Ford's commercial fleet channel (Super Duty chassis cabs, Transit vans, dedicated fleet service bay) for Permian Basin work-truck buyers.

Emerging players

• Carvana: Online-only used-vehicle retailer with in-house financing and home delivery; emerging direct competitor to Rogers Ford's used-vehicle sales and F&I origination, particularly for digitally native cross-shoppers in West Texas.
• Vroom: Online used-vehicle retailer with home delivery and financing; emerging competitor to Rogers Ford's used inventory and F&I business, particularly for used-vehicle buyers willing to purchase outside the local trade area.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/RogersFord_TX
• Facebookfacebook.com/Rogersford

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rogers Ford