Friendly Chrysler Dodge Jeep Ram is making plans to relocate from Liberty to Dayton, where the dealership proposes to invest at least $8 million in a new facility at the corner of US 90 and Stilson Road east of the Grand Parkway.
The proposed development would include a single-story dealership of approximately 30,000 square feet on a 13-acre tract, with expanded sales, service and maintenance operations.
During its Oct. 19 meeting, Dayton City Council heard the first reading of Resolution R-2026-108, which would ratify an economic development agreement between the Dayton Economic Development Corporation (DEDC) and Friendly CDJR, LLC. No action was taken at the meeting, with a vote expected in November, City Attorney Brandon Davis explained to council members.
The dealership is owned by brothers Blake and Austin Salinas, who also own Friendly Ford in Crosby.
Chris Jarmon, who presented the agreement to council, said the company is proposing an investment of no less than $8 million in the property and building, although the actual cost is expected to be higher.
Under the proposed agreement, Friendly CDJR would be required to employ at least 33 full-time workers, each working a minimum of 40 hours per week. The dealership would have to maintain that employment level for at least three years after receiving its certificate of occupancy and verify its employment numbers annually.
In exchange, the DEDC would provide economic development incentives totaling up to $450,000. The first payment of $240,000 would be made upon completion of the building and issuance of a certificate of occupancy. An additional $210,000 would be provided once the dealership meets the 33-employee requirement.
The DEDC board voted 5-0 on Aug. 10 to approve the agreement, which still requires ratification by Dayton City Council.
The proposed agreement also requires the dealership to comply with city permitting and landscaping requirements, remain current on applicable taxes and utility bills, and maintain its franchise in good standing.
Jarmon said the development is expected to be similar to the Friendly Ford dealership in Crosby, although the Dayton facility could be somewhat larger.
Friendly CDJR General Manager Humberto Escamilla, who attended the council meeting, expressed appreciation for the city’s consideration of the project.
The dealership will mark its first anniversary of operating in Liberty this November. The company currently leases its Liberty location but plans to own the new Dayton facility.
When asked by council members whether the company intended to operate both locations, Escamilla confirmed that the Liberty dealership will close once the Dayton facility opens.
In a separate interview with Bluebonnet News, Escamilla said the move has been in the works since the Salinas brothers acquired the dealership.
The new location will provide greater visibility along US 90, convenient access to the Grand Parkway and considerably more space for the dealership’s operations.
Escamilla said preliminary designs include a much larger showroom and an expanded, climate-controlled service department. Plans also call for an enclosed service drive.
The expansion is expected to create additional employment opportunities, including more service technicians, service writers and management positions.
Escamilla anticipates needing three or four additional technicians, two more service writers and additional service and sales managers to accommodate the larger operation.
Another significant benefit of the relocation will be escaping the flooding problems that have repeatedly affected the dealership’s current Liberty property.
Escamilla said employees have had to relocate the dealership’s vehicle inventory during periods of threatening weather, moving cars and trucks to temporary parking areas at local churches.
Escamilla said the new Dayton property does not present the same flooding concerns.
Although the dealership is moving, Escamilla said the company intends to continue supporting the communities it serves, including school athletic programs in both Liberty and Dayton.
Escamilla said the dealership takes pride in living up to its name. He said the approach has helped the dealership build lasting relationships with customers, many of whom have referred relatives and friends to Friendly CDJR.
That commitment will remain a priority when the dealership moves to Dayton, he said.The project’s construction timeline remains preliminary. Escamilla said the dealership hopes to break ground as early as March 2027. The proposed economic development agreement presented to council lists an estimated construction start in the fourth quarter of 2027 and completion in the fourth quarter of 2029.
For now, Friendly CDJR will continue operating from its existing Liberty location as plans for the new Dayton dealership move forward.