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CrossRoads Ford of South Boston readies new home

South Boston NewsSouth Boston News
A rendering of the new facility and the construction in progress on U.S. 58-W. / October 12, 2017
The new home of CrossRoads Ford of South Boston is going up on U.S. 58-W and is on track for completion by early spring.

When the 21,415 square foot facility is complete, South Boston will be home to a modern, full service Ford dealership with “at least a couple of hundred spots for vehicle inventory,” said Tim May, director of operations for CrossRoads Automotive Group, headquartered in Wake Forest, N.C.

“We think everybody is going to really like it,” said May of the dealership’s new home. “We think it adds good value to that parcel and that area of town.”

Once CrossRoads Ford of South Boston makes the move, automotive buyers will be able to choose from a vast, on-site selection of new Ford vehicles and pre-owned cars and trucks. The new dealership will have an indoor showroom as well as vehicles stationed outdoors on the lot. With the expansion, CrossRoads is aiming to draw car buyers to town from Danville, North Carolina and elsewhere around the region.

“We’re going to be very aggressive in the market,” said May.

CrossRoads purchased Crowell Motor Company in late 2016 and has operated out of the Wilborn Avenue location since the acquisition, but plans were in place to build a new facility from the start. What won’t be changing is the staff — most of the employees previously worked with Crowell Motors — or the nameplate dealer franchise. “It’ll continue like it has been for 100 years, as a Ford dealership,” said May.

But everything else is being brought into the modern era. “It’ll be a full line, full service facility,” said May. “We’ll be at least doubling the number of technicians and tripling our parts inventory. There will be a major investment in equipment, with new lifts and alignment machines, service drive-through lanes and of course, the indoor showroom.

“We think that we’re constricted by our location [on Wilborn Avenue] and when we get out to 58, it’ll be good for everybody. It will give us the capacity to take care of our customers.”

The dealership will offer 11 service bays, each with vehicle lifts, allowing customers to drive up to a lane where they will be greeted by a service advisor. The service area will be built to accommodate all types of vehicles, from family sedans to SUVs to trucks of all kinds, including construction vehicles such as the Ford Super Duty F-540.

“We’ll be able to take full-size trucks and handle any type of Ford vehicle that we sell,” said May.

Since coming to South Boston, CrossRoads has provided buyers with access to more than 4,500 new and pre-owned vehicles online. The inventory spans the 18 Virginia and North Carolina dealerships in the CrossRoads Automotive network. CrossRoads’ Ford dealerships together make the company the largest seller of Ford vehicles in the two-state area.

With construction of the new facility, CrossRoads has made it a priority to hire local vendors, with J.E. Burton Construction of South Boston serving as the project’s general contractor. “We’re very pleased to be able to have gotten together with [Burton] and keep our money and business in the county,” said May, praising the work of company president Brian Burton and his team. “Which is what we try to do whenever we build a new store.”

May also was effusive in his praise of local officials who have offered their help with construction of the new facility. “Dealing with the Town of South Boston has been a dream,” he said. “They’re very, very easy to and sensitive to work with. They’re commonsense people — you ask them something and you get commonsense answers back from them. It’s really refreshing to have that, not like other buildings that we build, where you can run into a lot of bureaucratic red tape.”

May said the target date for opening the new dealership is around the end of March 2018. When CrossRoads moves into its new home, “we expect to double our business, if not triple it,” said May. “Our message to people is that if you buy a Ford anywhere else, you’ll pay too much.”

» For more about CrossRoads Ford of South Boston, visit online at For CrossRoads Automotive Group, see

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