1041 South State Street
Geneseo, IL 61254

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Sales: 309-944-2127

Used Cars: 309-944-2127

Hours Toggle

Sales Department

Sun Closed
Mon 8:00am – 7:00pm
Tue 8:00am – 6:00pm
Wed 8:00am – 6:00pm
Thu 8:00am – 7:00pm
Fri 8:00am – 6:00pm
Sat 8:00am – 2:00pm

Service Department

Sun Closed
Mon 8:00am – 5:00pm
Tue 8:00am – 5:00pm
Wed 8:00am – 5:00pm
Thu 8:00am – 5:00pm
Fri 8:00am – 5:00pm
Sat 8:00am – 12:00pm

Reviews of Ed Morse Ford North

Overall Rating:

4.4 (out of 5)

94% recommend this dealer

53 total reviews

Showing the most recent reviews from Cars.com and DealerRater.

1.0 (out of 5)

WARNING: READ BEFORE purchasing a vehicle at Ed Morse

Reviewed by christensen.peteSeptember 23, 2025

WARNING: READ BEFORE purchasing a vehicle at Ed Morse Ford in Geneseo. I have purchased several Ford trucks at Ed Morse and trusted them to service my vehicles for years. My work truck was destroyed in a fire that occurred in their garage while it was getting serviced. The manager, George, called me after the fire and said he would speak to the owner regarding the replacement of my truck and get back to me. I lost track of how many messages I left before he finally called me back. When he called he said their insurance company would not pay me the replacement value of my truck and went on to suggest that I file a claim with MY OWN INSURANCE policy to cover the loss. I’m still without a replacement truck equal in value—mine was heavily modified for farm operations---and critical to the day-to-day operations. Ed Morse offered me the bare minimum payout and refused to make me whole. If disaster strikes, don't count on them to make it right.

  • Does not recommend this dealer
  • Came in for service or repair

Dealer Response

Thank you for sharing your experience with us, Pete. I understand the frustration and difficulty you have faced after the unfortunate incident involving your work truck. Your concerns are important, and I appreciate your feedback as it helps us improve our services. I encourage you to reach out to me directly at Ed Morse Ford North so we can discuss your situation further. We value your trust in us over the years and want to ensure we address your needs appropriately. Thank you again for your feedback. Sincerely, Adam Underwood, AdamUnderwood@edmorse.com

Overall Experience 1

Customer Service N/A

Quality of Repair N/A

Friendliness N/A

Pricing N/A

Maximum rating = 5

1.0 (out of 5)

WARNING: READ BEFORE purchasing a vehicle at Ed Morse

Reviewed by Pete Christensen from Sheffield, ILSeptember 23, 2025

WARNING: READ BEFORE purchasing a vehicle at Ed Morse Ford in Geneseo. I have purchased several Ford trucks at Ed Morse and trusted them to service my vehicles for years. My work truck was destroyed in a fire that occurred in their garage while it was getting serviced. The manager, George, called me after the fire and said he would speak to the owner regarding the replacement of my truck and get back to me. I lost track of how many messages I left before he finally called me back. When he called he said their insurance company would not pay me the replacement value of my truck and went on to suggest that I file a claim with MY OWN INSURANCE policy to cover the loss. I’m still without a replacement truck equal in value—mine was heavily modified for farm operations---and critical to the day-to-day operations. Ed Morse offered me the bare minimum payout and refused to make me whole. If disaster strikes, don't count on them to make it right.

  • Does not recommend this dealer
  • Came in for service or repair
  • Did make a purchase

Overall Facilities N/A

Customer Service N/A

Buying Process N/A

Quality of Repair N/A

Maximum rating = 5

5.0 (out of 5)

Yes,yes,yes,yes,yep,yep, yep,yep, ya,

Reviewed by GaryFebruary 05, 2024

Yes,yes,yes,yes,yep,yep, yep,yep, ya, ya,ya,ya,ya,ya,ya,ya,

  • Does recommend this dealer
  • Came in for service or repair

Dealer Response

Thank You Gary!

Overall Experience 5

Customer Service N/A

Quality of Repair N/A

Friendliness N/A

Pricing N/A

Maximum rating = 5

About Ed Morse Ford North

The Ed Morse Automotive Group places a high premium on the accountability of our leaders, managers, and staff-members. From the top down, our organization works to ensure that all our team members' decisions and actions contribute to the company's mission of customer service excellence. "You're Always Backed by Morse" is not just a promise to our customers, it is first a vision.

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