When Florence Salazar was laid off from her corporate job after 17 years in the automotive industry, she did what many wouldn’t dare: she turned heartbreak into opportunity. Sitting in her car outside the office that day, she allowed herself a moment to cry. Then, clarity hit her like a spark: “If I can build success for someone else, I can build it for myself.”
That spark became Firehouse Auto Sales LLC, a Fort Worth-based dealership she founded in 2012. What began as a leap of faith has grown into a thriving business defined by integrity, heart, and resilience very much like Florence herself.
A Business Built on Faith and Family
Born and raised in Dallas, Texas, Florence is a proud mother of six: Tony, Adria, Mathew, Sadie, Maddie, and Kennedy. Her business is as much a family affair as it is a personal mission. One daughter helps manage inventory part-time, while Kennedy leads the charge on website redesign and marketing.
But Florence’s inspiration goes beyond her family. After spending nearly two decades at DriveTime in credit, collections, underwriting, and sales, she had the experience and the courage to go out on her own. Encouragement from a close friend, another woman in the car business, gave her the final push.
“She reminded me that being a woman in a male-dominated field wouldn’t be easy,” Florence recalls. “But she also reminded me it would work. That conversation gave me the confidence to take the leap, and that same day, Firehouse Auto Sales was born.”
More Than a Dealership — A Concierge Auto Experience
At Firehouse Auto Sales, Florence has reimagined the car-buying process into something deeply personal and refreshingly stress-free. Unlike traditional dealerships, she offers concierge-level service, meeting customers where they are, literally and figuratively.
“I come to the customer, help them find the right vehicle, assist with financing, and guide them every step of the way,” she explains. “I work with people who are rebuilding credit or have unique needs. My focus is on making the process transparent, honest, and human.”
Her approach is simple but powerful: treat every customer like family. From vehicle selection to financing and delivery, Florence personally handles each detail. “I’m not just selling cars,” she says. “I’m creating solutions. Every customer deserves to feel confident and valued.”
To read the full story, click on the cover of the October 2025 issue.
