For more than two decades, the Valu Ford dealership has been a familiar sight for those travelling on Highway 9 in Morris.
Tom and Joel Krusemark have owned Valu Ford since 2002, and just last month sold the business, now called Veero Ford, to Aaron Veerothai.
Valu Ford may have started in 2002, but the Krusemarks’ days in the car business began many years prior, in 1989, in Elbow Lake.
Originally from Elbow Lake, the brothers didn’t intend to go into business together, nor did they plan to be in the car industry at all.
Both pursued degrees in accounting during their college years. “So no, this wasn’t the business we thought we’d be into,” Tom said.
While in college, Joel worked for the previous owner of the Ford Dealership in Elbow Lake, helping with sales and detailing cars.
Sometimes, he recalled, he’d come back during the week to help with writing leases on new vehicles, which evolved into him doing a little bit of management.
Eventually, the business went up for sale, and that was when Tom and Joel decided to purchase it, marking the beginning of their nearly four-decade-long careers owning car dealerships.
When they purchased the Ford dealership in Elbow Lake, Joel became the second youngest Ford Dealer ever at the age of 21.
In April of 1994, the brothers purchased Fuhrman Motors in Morris, which then became the Morris Auto Plaza, a Buick, Pontiac, Cadillac, and GMC dealer, where Veero Ford is now located.
At this time, Tom stayed in Elbow Lake to represent that dealership, and Joel moved to Morris, where he became part of the community.
For 18 years, Joel served as a volunteer fireman on the Morris Fire Department and became involved in several facets of the community.
“I was very passionate about the fire department and the friends that I gained through that organization,” Joel said. “I just really gained some friends through the business down there, customers that have bought from the day we started, and still to this day.”
Later, in 2002, they purchased Beyer Ford, which went on to become Valu Ford.
The business has changed and evolved over so many years. One of the most notable changes is simply the difference in the price of a new car between now and 1989.
That, coupled with the ever-changing landscape of technology and marketing, led to a lot of changes in the business over their years in operation.
“There was no internet, it was strictly writing newspaper ads every week, spending two, three hours handwriting an ad for the newspapers to advertise your vehicles,” Tom said. “Newspapers would come out and take photos of the vehicles every week, so that was quite different than it is today.”
After many years in business together, the brothers are now preparing their next chapters.
“I’m 62 years old, I’ve worked for 35 years owning a business, and I was in the car business for three years prior. So, 38 years in the business, it’s just time to start spending some time with family, with grandkids, and just start hopefully enjoying life and slowing down a little bit,” Tom said.
Joel is looking forward to focusing on Diamond Buick GMC, Diamond Waves and Wags, and now the new venture of opening Diamond Quality Collision, all in Alexandria.
As the Krusemarks pass Valu Ford along to the new owners, they want to give thanks to the community for many years of business and partnership.
“It’s important to Joel and I to thank the community and the employees,” Tom said. “We’ve had a lot of loyal employees over the years, and thanking them, and it’s important that the business here continues to thrive and be a part of the community.”
Between Morris Auto Plaza and Valu Ford, the Krusemarks share an appreciation for the customers and community, and want to set the stage for welcoming the new owners.
Many of the same familiar faces can still be found at the dealership, which is now Veero Ford.
