Priority Automotive Announces Acquisition of Freedom Ford and Freedom Volvo

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Priority Automotive has purchased Freedom Ford in Norfolk and Freedom Volvo in Virginia Beach

Priority Automotive

This is the perfect marriage of two companies. - Dennis Ellmer, President of Priority

Priority Automotive has purchased Freedom Ford in Norfolk and Freedom Volvo in Virginia Beach according to Dennis Ellmer, President of Priority and Scott Rigell, Owner of Freedom. Freedom was founded by Scott Rigell in 1991. Rigell was recently reelected to the U.S. Congress from Virginia’s 2nd District.

The two dealerships will be rebranded as Priority dealerships when the deal closes, sometime around the end of the year. The acquisitions bring Priority new car dealerships to 17. The company also owns and operates several used car dealerships and collision repair centers. Freedom Ford is located on North Military Highway in Norfolk and Freedom Volvo is on Virginia Beach Boulevard in Virginia Beach.

Priority Ford and Priority Volvo will begin immediately to include the popular Priorities For Life value-added package with each new car and truck. Priorities For Life includes oil and filter changes and state inspections for life, towing for life, and engines guaranteed for life. Like other Priority dealerships, Priority Ford and Priority Volvo will feature free manicures on Wednesdays and provide many other services not found in most car dealerships.

“Scott Rigell and his Freedom team have built a great brand in Hampton Roads,” said Ellmer. “Scott and I share a lot of the same business principles and our corporate cultures are very similar. We both have always believed in exceeding every customer’s expectations and offering true value to every service, sales and parts customer - that’s why this is the perfect marriage of two companies. And the Priority team is very excited about representing the Ford brand. It’s always been great in this region and a product that we think we can grow substantially.”    

Priority Automotive was founded in 1999 by Dennis Ellmer with the acquisition of Chevrolet and Toyota dealerships in Chesapeake, Virginia. Today Priority owns and operates Priority Toyota/Scion, Priority Honda, Priority Chevrolet, Priority Acura, and Priority Hyundai in Chesapeake and the Priority Indoor Super Store in Virginia Beach. Priority also owns Priority Toyota/Scion, Priority Nissan, Priority VW, Priority Collision Repair Center, Priority Used Car Super Center and Priority Sales and Service Center in Richmond, as well as Priority Honda in Charlotte, NC, Priority Honda and Nissan in Newport News, Priority Nissan in Williamsburg, VA and Priority Nissan in Chantilly, VA. Priority has more than 100,000 Priorities For Life customer throughout Virginia and North Carolina and employs more than 1,200 people. For more information, visit

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Erin Gafner
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