Bill Adams
This is the first in a series profiling individual fire apparatus dealers-the people who sell fire trucks. Although some apparatus are sold factory direct, the majority of sales are through an agent or a broker-an intermediary between purchaser and manufacturer. An agent can also be called a dealer, a dealership, or a sales representative. For the sake of simplicity, this article defines a dealer as an entity that customarily enters into a contractual agreement with a manufacturer to sell product in a given geographical territory. I define a dealership as a dealer who has a physical workplace-a place of business similar to a showroom or service facility. A sales representative, the person fire departments deal with on a face-to-face basis, can be a factory employee, a dealer's employee, or the dealer principal himself.
The intent is not to judge a dealer because of size, longevity, or capability. The objective here is to give the purchaser an understanding of who some fire apparatus dealers are, their business philosophies, and how they got where they are today.
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(1) These four aerial devices are being "flown" behind Greenwood's Sales & Administration building for its 2012 open house. (Photos by author.) |
Beginning
In the late 1970s, three friends in Southern Massachusetts-Mark France, a retired captain with the Attleboro (MA) Fire Department; Robert Allard, a mechanic with the same department; and Tim O'Neill-contemplated going into the automotive business together. Allard suggested a shop large enough to accommodate his expertise-repairing fire apparatus. They did and formed Greenwood Motors in 1979. Emergency One (E-ONE), based in Ocala, Florida, which had just started in 1974, was expanding its dealer network, and Greenwood signed on as E-ONE's New England dealer in May 1979. It has experienced steady, planned growth ever since. E-ONE's Web site shows Greenwood being its second oldest dealer-surpassed by one who signed on just three months earlier. Dealer longevity with a single fire apparatus manufacturer is an anomaly in today's marketplace.
I had the opportunity to interview Greenwood's principals at their sales and administration office and later observe their employees interacting with customers and vendors during their September 2012 open house. Commenting on Greenwood, Alan Hollister, E-ONE's northeast region sales director, says, "Greenwood is considered by E-ONE to be one of our premier dealers. A truly professional organization, their strength lies in a firm commitment to customer satisfaction and unmatched customer service." O'Neill is president and owner. Executive vice president is Dennis Carvalho, and Mark MacDonald is vice president of sales.
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(2) The product mix at the 2012 open house included a mini pumper, a stainless steel bodied pumper, straight aerials, quints, a tower ladder, a heavy rescue, numerous extruded aluminum pumpers on both custom and commercial chassis, many styles of ambulances, and an aerial that was refurbished in Greenwood's shops. |
Growth
In 1979, the business opened a sales and service facility in North Attleboro, Massachusetts, and the business incorporated as Greenwood Motors. A larger building followed in 1984, and the name changed to Greenwood Fire Apparatus. The company built a separate sales and administration