Dick Barker Lincoln Mercury Mazda delights in J.D. Power rating

The venerable Ford Motor Company is on the rise, said Dave Glover, business manager for Dick Barker Lincoln Mercury Mazda at 1100 W. Tunnel Blvd. in Houma.

New top management at the company “has refocused on quality and safety,” he said. “Quality has improved.”

In its 2007 survey of the automotive industry, J.D. Power and Associates, the prestigious marketing-information firm best known for evaluating cars, ranked Ford 2007 models first in five different categories, or segments, based on automobile size and comfort.

Dick Barker, Glover is quick to announce, carries three of the models: the Lincoln Mark LT, the Lincoln MKZ and the Mercury Milan, as well as one other top ranked Japanese vehicle, the Mazda Miata MX-5. All the models were introduced in 2005, except for the Lincoln MKZ, which premiered the following year.

The Miata topped the compact sporty-car segment. The third generation MX-5 has fender bulges over the wheel wells, and a more muscular profile than earlier generations.

The Lincoln Mark LT won the large premium multi-activity vehicle category. The Mark LT is a luxury pickup truck whose design is based on the Ford F-150 pickup truck.

The Lincoln MKZ headed the premium car segment. The company increased the former Lincoln Zephyr’s engine size, and power output, to produce the MKZ.

Finally, the Mercury Milan won the midsize car category. The Milan is an upscale version of the Ford Fusion, but it is below the Lincoln MKZ on the luxury scale. The Milan picked up the midsize-car line from the Mercury Sable, which was discontinued in 2005.

Glover said Dick Barker will include the results of the J.D. Power survey in its advertising.

“When we talk to people, we let them know,” he said. “It helps sales. People want to check them out. They come in, and see it’s a great car.

“We want to get the word out that these cars are here,” he said.

Glover said that he was confident that Ford models would place high in the J.D. Power survey because of the strong feedback he has been receiving from Dick Barker customers.

“Customers have been really satisfied,” he said, “so I figured nationally we would see something come out.”

The dealership has 10 salespersons on staff.

Dick Barker also offers pre-owned cars. In fact, Glover estimates that 40 percent of the dealership’s sales are pre-owned vehicles.

Dick Barker puts the pre-owned vehicles through a process that Glover calls “premium select.”

“It’s an inspection process to make sure the cars are trouble-free,” he said.

Glover said that “premium select” is part of the Dick Barker philosophy. “Make sure customers are completely satisfied,” he said, “and take care of the customer after the sale. People love the way we do business.”

When Glover talks about the Dick Barker philosophy, he does not mean the dealership necessarily. He means the man Dick Barker.

Barker, who passed away a few years ago in his 90s, started in the automotive industry in 1917, working for his father at Lockport Sales. He later was a sales and parts person for Drexler in Thibodaux.

Around 60 years ago, Barker started Terrebonne Motors, which was eventually operated by his son, Dickie Barker.

Dickie Barker opened a Lincoln Mercury store on Main Street in Houma in 1968. He moved the dealership to its current location on W. Tunnel Boulevard in 1978.

The dealership began carrying the Mazda line after Ford gained a controlling interest in the declining Japanese automaker.

Dickie Barker, who is in his 60s, is semi-retired, and visits the lot regularly.

Sam deGeneres, Dick Barker’s son-in-law and Dickie’s brother-in-law, is the current dealer. deGeneres has worked for Dick Barker for many years, Glover said.

But don’t worry about the dealership running out of Barkers to carry on the sales tradition. The current general sales manager is Keith Barker, Dick Barker’s grandson.

J.D. Power and Associates, the prestigious marketing-information firm best known for evaluating cars, ranked Ford 2007 models first in five different categories, or segments, based on automobile size and comfort. Dick Barker Lincoln Mercury Mazda in Houma carries four of the models named by J.D. Power’s review. * Photo by MIKE BROSSETTE