Continuously serving Kosciusko County since 1854
SILVER LAKE - Russel Kerlin started Kerlin Motor Co. Inc. on May 19, 1927, when he took over the Silver Lake Ford dealership. At that time, the Model T touring car was the top seller at $380 and the cars were shipped partially assembled, so the local dealer had to complete the assembly.
Shortly after Kerlin took over the dealership, as other makes became more modern than the Model T, Henry Ford completely and immediately stopped production of the Model T. As a new dealer with limited inventory, Kerlin survived for six months, selling anything he could (batteries, tires, other parts) until the plant started producing the Model A.
The original location of the dealership was in downtown Silver Lake on Ind. 14, one block east of Ind. 15. The business moved in 1948 to a new building, which had been erected on the family farm on Ind. 15, two blocks south of Ind. 14. The current location at 9944 S. Ind. 15, Silver Lake, was built in 1997 and consists of a building for cars and trucks and a separate building for tractors and trailers.
Ford added the Mercury line in the 1940's and later bought the Lincoln Motor Co. Over the years, significant events for Ford vehicles included: the ill-fated Edsel, introduced and discontinued almost simultaneously in the late 1950s; the introduction in mid-1964 of the Mustang as a 64-1/2 model, which was promoted as a little larger but affordable sports car. The next major event was the addition of the Taurus in 1986.
In 1939, Ford Ferguson tractors were added to the line of vehicles. Ferguson was bought out in 1948, creating the Ford tractor line. One of the most popular Ford tractors was the smaller, gray 8M model, which is still in demand. Eight to 10 years ago, Ford sold its tractor division to New Holland, which is still part of the Kerlin line. In conjunction with the tractors, Kerlin also offers a wide variety of trailers, with horse trailers being the top seller.
Kerlin has always offered only Ford cars and trucks. Today the line includes everything from the low-end Focus (the Escort is now a "fleet only" car) to the high-end F-350 trucks and the large Excursion SUV. Today the ratio of trucks and SUVs to cars sold is 10 to 1. One of Kerlin's future goals is to somewhat expand car sales.
Kerlin is owned today by Russel's son, Ted, and grandson, Rick, and assisted by granddaughter, Valerie Warner.
Anniversary festivities for this 75th year started in January, with a 1920s Model T displayed in the showroom, and will continue throughout the year. This month, a 1930s Model A is on display; a 1940s model is planned for March.
An open house and other special events are scheduled for May 17 and 18.
Russel's focus was always customer service, with the attitude "the customer is always right." Rick said, "Customer service is still our primary focus and the key to our continued success." Ted pointed to a picture of an award presented to him last fall, and added, "We've consistently received Ford customer service awards each year. Two or three years ago, we received more Ford customer service awards than any other Ford dealer anywhere." This commitment to customer service is supported by the fact that the service manager has been with Kerlin 25 years. Some of the original employees stayed with Kerlin for up to 60 years.
Rick said, "We're a family tradition and a small-town dealer. Russel bent over backward to take care of his customers and we will always continue that legacy."
