PHILADELPHIA -- The long-standing motto of Morris Auto Parts Inc. is, "Morris Has It" -- and if they don’t, owner Harris Steinberg will go to any length to find what his customers need.

Because of Steinberg's proven track record of innovation and dedication to his business and to his surrounding North Philadelphia community, Counterman magazine has named the Morris Auto Parts owner winner of the 2006 Counter Professional of the Year Award, presented by WIX Filters.

As one of only two dozen or so ASE Blue Seal recognized parts warehouses, Morris Auto Parts, founded in 1922, has become many technicians’ first source for quality parts and service.

"Only the best is what Harris expects of others and himself when dealing with customers," said Robert Wesolowski, president of E & S Auto Parts, "He treats them the way he wants to be treated."

Steinberg's passion for the automotive industry began in 1972 when he was just a boy helping his father run the business. He recalls standing on boxes to reach catalog racks and answering phones by climbing up on the counter.

According to his mother, Mary Ellen, "No job was ever beneath him. There was never a time in his life when he wasn’t involved in the business."

While in college, obtaining a bachelor's degree in business administration and finance, Steinberg adjusted his school schedule so he could continue to work at Morris Auto Parts. His father’s sudden death could have proved disastrous for the business, but Steinberg kept it running. By the time he came to own the business in 1992, he was well prepared, but his education didn’t stop there. His wife, Sheila, describes him as a "student of the business, always looking to improve."

Steinberg serves as vice president of the Pennsylvania Automotive Wholesaler's Association (PAWA) and is a founding member and vice president of POJA, a regional group of independently owned auto parts warehouses in New Jersey, Delaware, New York and Pennsylvania. Several POJA members, like Morris Auto Parts, are also ASE Blue Seal recognized businesses. POJA, whose creed is, "Independence for Independents" is affiliated with the APA/Professionals Choice program group. In addition, Steinberg is vice president of the Mid Atlantic Automotive Aftermarket Association (MAAAA), a conglomeration of PAWA and the New Jersey Automotive Wholesale Association.

A host of seminars and training courses also fills the pages of Steinberg’s extensive rÉsumÉ. "Continuous training, in not only technical, but in management, acquisition, sales, operations and all facets of the business, as well as personal growth give us a competitive advantage," said Steinberg. Morris Auto Parts' long-standing success can certainly be attributed to this eagerness to stay informed and up-to-date on the latest trends.

In between running the warehouse and continuing to tweak his automotive and managerial skills, Steinberg finds time to be a father, husband and community leader. He volunteers as a Cub Scout Leader, makes donations to local food banks and shelters and is an active member of his religious community. Steinberg also helped coordinate raising funds for Hurricane Katrina victims through the American Red Cross.

In the words of Nixon Jung, owner of Fast 8 Auto Service, "You can always count on Harris."

The Counter Professional of the Year, presented by WIX Filters honor includes an all-expenses paid trip to Las Vegas to attend Automotive Aftermarket Industry Week (AAIW), the world's largest trade-only automotive show. Brian Cruickshank, Counterman editor, will present Steinberg with the award at an Automotive Warehouse Distributors Association lunch held during AAIW on Oct. 30.