Sample book with community resources insert

y Chevrolet, which offered him dealerships in other cities, and
spurred by his love of and commitment to Abilene, he declined
and partnered with Lynn Lee to purchase McIlwain Ford. It was
soon rechristened as Arrow Ford, after a brainstorming session
between the new partners at the Walgreens soda fountain, and
Arrow was off and running. Stemming from their vision of providing
total service, as well as a fun experience for all involved,
they found the perfect mascot to symbolize their passionate
approach to the business–Little Chief ‘T P’ (Total Performance.)
This, and other creative initiatives, came to exemplify Arrow
Ford during these years. A Slim Willet radio spot encouraging
passing motorists to honk their horns loudly enough to shatter
the dealership’s glass windows was one fun experiment. But
other actions were more directly tied to customer service and
convenience. Higg expanded his used car operations, and kept
the Service Department open on Saturday, along with the body
shop, wrecker and car rental department. Another nice touch
was the provision of driver training cars for Abilene Public
Schools. In this and countless other ways, Arrow Ford was
demonstrating its commitment to “total customer service.”
True to his “East Texas farm boy” roots, Higg embraced
his role as a provider of employment, rewarding his employees
as family and encouraging ways for their continued success.
A great example is his creation of an owner-operator
model that ultimately resulted in the establishment of other
dealerships, not only in Abilene, but across West Texas and
in Oklahoma. During this time, he took a lead role in the
creation of Five Points Industrial Park, collaborating with
Bill Senter and the Abilene Industrial Foundation.
When 1974 arrived, it had been a decade of growth and
success for Arrow Ford. The tenth anniversary brought
things “full circle,” when Higg bought the old Western
Chevrolet Building, and had it completely remodeled. Arrow
Ford has been there ever since.
That was an auspicious year for the family as well, with
Seaton, the first of Higg’s three sons, joining the firm after graduation
from Texas Tech in 1974—soon assuming the duties of
service manager, and beginning to implement some ideas of his
own. Having grown up around the operation and driven by the
underlying theme of total customer service, Seaton started the
creative idea of the “Damsels in Distress” program—a free 24/7
wrecker service for women in need. Under the guidance of
Arrow employee Albert Wilson, countless “stranded” women
customers have been helped over the years.
The following years would bring, in quick succession, a
series of additions and events that would usher in the next
chapters in the story of Arrow Ford.
In 1975, Dale Higginbotham graduated from Texas Tech,
and like brother Seaton, joined the family business, by
Above: “Higg” and his sons, Seaton, Vinson, and Dale.
Left: President of Arrow Ford Seaton Higginbotham.
COURTESY OF STEVE BUTMAN PHOTOGRAPHY.
THE MARKETPLACE
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