Joe Firment Chevrolet sold; was in business 40 years

AVON — For the past 40 years, anyone could walk into the family-owned Joe Firment Chevrolet and say: "I want to talk to a Firment." "That's the difference," owner and vice president Jim Firment said: Family, people and community came first. Ownership began with the dealership's namesake, Joe Firment, in 1981, and expanded to include other locations in northern Lorain County over four decades. Joe Firment's three sons rose to leadership positions, running the family business for more than 30 years. The Firment era will end on Tuesday when the more-than 100-acre dealership transfers ownership to The Jay Feldman Automotive Group, a partnership between Michigan dealer Jay Feldman and actor/businessman Mark Wahlberg. The dealership will now be known as Mark Wahlberg Chevrolet of Avon, one of five dealerships featuring Wahlberg's name in Ohio (the other four are in the Columbus area). Joe Firment bought Poklar Chevrolet on Grove Avenue in Lorain in March 1981. He had never run his own dealership, said Jim, his youngest son, and had "seven kids and no money." "No one" wanted the dealership, Jim Firment said. "Zero interest. Not one GM dealer in the Cleveland market" would take the chance on it, he said. But Joe Firment took a chance and things worked out: Within six years, his three sons were working for him, with Paul hired in 1986, Tom in 1987 and Jim in 1988. Jim Firment said his father took on a lot of responsibility and debt and there were times where the two would wonder if the business would last another five years. The Firments built their family name into a regional household name. "You'll be glad you went/To Joe Firment!" became the tag line, often spoken at the end of the requisite "funny and crazy" car commercials, Jim Firment said. (Many of those commercials can still be found online by going to YouTube.com and typing in "Joe Firment Chevrolet commercials.") Paul Firment said he spent 35½ years working for the dealership, working his way up to vice president. His father never pressured him to get into the family business, he said. Upon graduating college, "I said I would help out a year or so, there was no pressure," Paul Firment said. "I told my dad 'I don't mind helping you out.'" Offered a full-time paying job in 1986, he laughed as he recalled telling his father: "'Dad, I make more than that part-time in college.'" Paul Firment said he quit three times in the first month at the dealership. Each time, Joe Firment told him: "You can't quit yet" and encouraged him to give it time. Each time, he ended up going back to work. Two years later, Paul Firment's boss quit and Joe Firment promoted his eldest son to run the store. Middle brother Tom, who started with the family business in 1987, would eventually rise to sales manager. "Jim quit a few times on me, too" after joining the family business in 1988, Paul Firment remembered, laughing. Working was a grind, with sometimes seven-day work weeks at 10 to 12 hours per day. "It was hard, but fun," Paul Firment said. "You have to have people skills. A thick skin. Problem-solving skills. You're managers. You're service. You're inventory. But we ran a tight ship." Jim Firment said he loved to watch employees succeed. To graduate college, come to work for the dealership, get married, buy houses and have children because their jobs at the dealership supported them. About 75 people now work at the Avon dealership, Paul Firment said. Joe Firment "took a big chance" building the dealership first in Lorain, his eldest son said. His sons then built the Chester Road location in 2011 and it opened in 2012. "If you'd asked me 12 years ago if it was even possible, I'd have said no," Paul Firment said. Joe Firment stepped back from his leadership position about 15 years ago, but had been preparing his sons to take over for him for longer than that, Paul Firment said. The dealership was honored with a 2020 Chevrolet's Mark of Excellence Award — one of only two dealerships in the Cleveland market to be so honored in its latest round of dealer awards, Jim Firment said. As for contributing to the community, youth programs, projects and causes have been favorites of the family. The Firments donated $40,000 for the Every Child's Park on Detroit Road in 2019, and recently gave more money to the park, which features inclusive equipment for all children. The dealership also donated thousands of dollars to sponsor the concession stand at North Ridgeville Ranger Stadium and other worthy causes. Perhaps most visibly, Joe Firment Chevrolet Stadium on Stoney Ridge Road in Avon has been home to Avon Eagles high school sports since 2014 when the Firments bought naming rights. According to its website, the dealership has donated well over $1 million back to the community over the years. Jim Firment said the dealership has gotten "so much" support from the community that he hopes that the dealership has done enough to give back. "We wanted to treat everyone like they're supposed to be treated," Paul Firment said. Not much is expected to change at the dealership besides the name and the fact there won't be any Firments running it in the future. Paul Firment said he, Jim and Tom were very careful to choose a buyer for the dealership that had the same community-minded nature. "We were very selective" in deciding whom to sell the dealership to, he said. The brothers said they were told employees' jobs were safe, though the Jay Feldman Automotive Group has hired a general manager to oversee operations, Jim Firment said. "Same faces, no changes," he said. So what's next for the brothers? Jim Firment recently went through the police academy and now works 30 hours a week as a police officer in Huron. He said he hopes that's one more way he can contribute to the community. "Honestly, I just need to relax," Paul Firment said. "My first thing is to relax." He said he also hopes to spend more time with his wife and children, after many years of long hours making sure the dealership ran smoothly. "My wife can't believe I said I wanted to go hiking," Paul Firment said, laughing. Paul Firment said he and his brothers will still have their Chevrolet vehicles serviced at the dealership and visit from time to time. The brothers said they couldn't have succeeded without family and community support and that of their suppliers and business partners over the years. Paul Firment called it "an honor" to work, for and with, his father and "a privilege" to be partners with his two brothers, and Jim Firment thanked "everyone who's ever worked with us." "Anyone who's ever done business with us, all of our suppliers," Jim Firment said. "We are forever grateful to everyone for the greatest 40 years of our lives. Thank you for your help, your business and for a lifetime of memories." "We're fortunate to be able to go out on top," Paul Firment said. "My dad had the courage to start, and we're glad to be able to go out on top." "We came in as a family, and we're leaving as family," Jim Firment said. He and his brothers "were best friends to begin with and we'll be best friends after." Contact Dave O'Brien at (440) 329-7129 or dobrien@chroniclet.com. Follow him @daveobrienCT on Twitter.