Despite the shift in signage, leadership at the 1680 Whittlesey Road location emphasizes that the transition is purely cosmetic. The dealership retains its existing staff, management, and commitment to the Columbus, Phenix City, and Opelika communities. General Manager LT Gulley noted that while the new name integrates the store into a broader national network of 251 dealerships, the daily customer experience and local relationships remain unchanged.
In section Releases
Rivertown Ford Rebrands to Align with Group 1 Automotive Network
After more than a decade of serving the Chattahoochee Valley, the Columbus-based Rivertown Ford has officially transitioned to its new identity as Group 1 Ford of Rivertown. The change, which took effect September 15, 2025, marks a strategic effort by the Houston-based parent company to unify its national dealership presence.
Group 1 Automotive initiated this rebranding to standardize its identity across its U.S. operations. By aligning the Columbus store with the corporate brand, the company aims to improve recognition while leveraging its international resources. The dealership continues to provide the same full suite of services, including new and pre-owned vehicle sales, maintenance, and collision support, ensuring continuity for long-term clients in the region.
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