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Ford dealership taking over Bridge Road showroom

  • Northampton Ford, shown here at 55 Damon Road on Tuesday, is moving its operations a quarter mile west to 968 Bridge Road, site of the former Dana Automotive. <br/>KEVIN GUTTING

    Northampton Ford, shown here at 55 Damon Road on Tuesday, is moving its operations a quarter mile west to 968 Bridge Road, site of the former Dana Automotive.
    KEVIN GUTTING Purchase photo reprints »

  • Northampton Ford is moving its operations here, the former Dana Automotive at 968 Bridge Road, where crews were resurfacing the parking lots Tuesday.<br/>KEVIN GUTTING

    Northampton Ford is moving its operations here, the former Dana Automotive at 968 Bridge Road, where crews were resurfacing the parking lots Tuesday.
    KEVIN GUTTING Purchase photo reprints »

  • A crew resurfaces the parking lot at 968 Bridge Road on Tuesday in preparation for Northampton Ford's move from Damon Road on Monday.<br/>KEVIN GUTTING

    A crew resurfaces the parking lot at 968 Bridge Road on Tuesday in preparation for Northampton Ford's move from Damon Road on Monday.
    KEVIN GUTTING Purchase photo reprints »

  • A pavement resurfacing crew prepares the parking lot at 968 Bridge Road on Tuesday for Northampton Ford's upcoming move from Damon Road.<br/>KEVIN GUTTING

    A pavement resurfacing crew prepares the parking lot at 968 Bridge Road on Tuesday for Northampton Ford's upcoming move from Damon Road.
    KEVIN GUTTING Purchase photo reprints »

  • A crew resurfaces the parking lot at 968 Bridge Road on Tuesday in preparation for Northampton Ford's move from Damon Road on Monday.<br/>KEVIN GUTTING

    A crew resurfaces the parking lot at 968 Bridge Road on Tuesday in preparation for Northampton Ford's move from Damon Road on Monday.
    KEVIN GUTTING Purchase photo reprints »

  • Northampton Ford, shown here Tuesday at 55 Damon Road, is moving its operations a quarter mile east to 968 Bridge Road, site of the former Dana Automotive. <br/>KEVIN GUTTING

    Northampton Ford, shown here Tuesday at 55 Damon Road, is moving its operations a quarter mile east to 968 Bridge Road, site of the former Dana Automotive.
    KEVIN GUTTING Purchase photo reprints »

  • Northampton Ford, shown here at 55 Damon Road on Tuesday, is moving its operations a quarter mile west to 968 Bridge Road, site of the former Dana Automotive. <br/>KEVIN GUTTING
  • Northampton Ford is moving its operations here, the former Dana Automotive at 968 Bridge Road, where crews were resurfacing the parking lots Tuesday.<br/>KEVIN GUTTING
  • A crew resurfaces the parking lot at 968 Bridge Road on Tuesday in preparation for Northampton Ford's move from Damon Road on Monday.<br/>KEVIN GUTTING
  • A pavement resurfacing crew prepares the parking lot at 968 Bridge Road on Tuesday for Northampton Ford's upcoming move from Damon Road.<br/>KEVIN GUTTING
  • A crew resurfaces the parking lot at 968 Bridge Road on Tuesday in preparation for Northampton Ford's move from Damon Road on Monday.<br/>KEVIN GUTTING
  • Northampton Ford, shown here Tuesday at 55 Damon Road, is moving its operations a quarter mile east to 968 Bridge Road, site of the former Dana Automotive. <br/>KEVIN GUTTING

Ford of Northampton, at the intersection of Damon Road and Industrial Drive, will relocate to the former Northampton Motor Classics and Dana Automotive space at 968 Bridge Road.

The dealership will open in the new location Monday, said William C. Richard, general sales manager.

“The Ford product is thriving, this dealership is thriving,” Richard said. “Our cars and trucks are doing really well.”

At 33,000 square feet, the new location is more than three times the size of the dealership’s current home at 55 Damon Road.

The extra space will enable Ford of Northampton to expand nearly every aspect of its operation, from its vehicle display area to its service bays and auto parts department, Richard said.

The increase in sales and the move to a new location will also mean more jobs. Richard anticipates new positions will open up in most departments — sales staff, technicians and auto parts — though he would not give specific numbers.

“We’re definitely going to add jobs — as many as it takes for us to manage that facility,” he said.

Richard said the dealership will open at least 16 service bays in the new location, up from its current six. The new bays have larger doors and upgraded vehicle lifts that will enable the company to service commercial vehicles and larger trucks.

“There are a lot of units in operation and we don’t have the ability to service all of the Fords,” Richard said. “This will give us that ability.”

The site will also allow the dealership to display its entire fleet of new and pre-owned Fords. Right now, Richard said, it stores some of the vehicles off-site.

Ford of Northampton is leasing the new space from Dana Goodfield, whose former tenant, Northampton Motor Classics, shut down unexpectedly in June and is now embroiled in a title scam investigation by the state attorney general’s office. Goodfield operated Dana Automotive, a Volkswagen dealership, at the location for years prior to selling the business in 2010.

The city’s License Commission approved Ford of Northampton’s request to transfer the location of its car dealer license at its meeting last week.

Richard said the dealership has been looking for space to expand for some time. Nationally, Ford sales are doing well, and that’s no different here, he said.

Ford of Northampton is owned by the Sarat family, which entered the Northampton market about two years ago when it bought the former Northampton Ford dealership from Roger Jourdain. The Sarats own other car dealerships in Agawam and Enfield, Conn. The Northampton dealership is managed by Scott Sarat.

Northampton Ford has operated out of the Damon Road location for more than 26 years. The Sarats will likely sublet that space to another business, Richard said.

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