Son looks to new challenges

Published 12:00 am Sunday, December 16, 2001

Brad Yarbrough likes the Natchez market. He looks forward to the challenges of expanding a company now owned by his father, Charles.

“There is a very good car market here,” he said, a month after beginning his new job at Natchez Ford Lincoln Mercury. “I think we can increase sales by 50 percent a year. One way is by picking up all those people who go to Baton Rouge and Jackson to buy their cars. We’ve been missing a lot of business.”

Brad hopes to expand the used car department, putting more into customers’ trade potential. “That will help retain customers. It’s all about managing better.”

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Automobile dealerships change with the times, he said. He sees opportunities ahead for small dealerships such as in Natchez.

“One thing I hope we can do in the near future that will really help dealerships our size is to be able to custom order cars for people and deliver them within seven to 14 days,” he said.

“That will be great for everybody. The customer gets just the right car, and we don’t have to have such a massive inventory.”

He also will look into the possibility of adding another line of automobiles to the Ford family of cars and trucks.

Many options lie ahead as the younger Yarbrough looks toward the future, he said.

Whatever the challenges, he realizes the importance of his success not only on a personal level but within a family tradition. “I’m third generation, and there’s something neat about that.”

For now, work will be his passion, and in his off time, he will devote most of his attention to his family. &160;