GLADWYNE, PA — Robert Morgan, 87, chairman and founder of AAMCO Transmissions Inc., died Feb. 11, at his home in Gladwyne, Pa.
Morgan redefined the automotive repair industry in 1963 with the founding of AAMCO, the world’s largest transmission specialist. At that time, franchises were few in number, as were automotive aftermarket specialists, which were only beginning to emerge. Morgan’s vision ushered in an era of automotive specialization, giving way to quick lubes, brake shops and the other specialty automotive franchises now common across North America. Today, there are 725 franchised centers nationwide and in Canada.
His success as a franchise pioneer enabled thousands of others to pursue the American dream of business ownership, and for this he is revered within the franchise community. Morgan possessed an instinct for marketing that was razor-sharp. Under his direction, AAMCO became a household name and is known for award-winning advertising and one of the country’s very first celebrity and endorsement campaigns – Zsa Zsa Gabor, Wilt Chamberlain, Johnny Unitas and James Brolin are among those who endorsed the AAMCO name. Today, AAMCO, which is headquartered in Bala Cynwyd, PA, has a 98 percent brand awareness among the driving public, a level enjoyed by few companies in America.
Morgan was born in the Bronx, NY, to Austrian parents who immigrated to the U.S. As a boy, he worked in the family delicatessen as a clerk. Morgan attended the American Academy of Dramatic Arts, where he honed his interest in dance, and the City College of New York. He then served in World War II, developing his leadership skills as a second lieutenant in the Army.
After the war, Morgan launched the Robert Morgan Studio of Dance, and grew it to become the second largest dance studio nationwide. From this experience, he learned about franchising. In the early 1960s, Morgan recognized the proliferation of the use of automatic transmissions in new cars. This growing trend among automotive manufacturers presented a huge opportunity for the emergence of a transmission specialist, and Morgan was one of the first to recognize it. Soon he was pursuing a business venture that brought him to Philadelphia, where he approached Tony Martino, the owner of a single AAMCO shop. From there, the AAMCO Transmission franchise was born and grew rapidly to great prominence.
Morgan was deeply involved in the Philadelphia cultural community, and served on the boards of numerous organizations including the Institute of Contemporary Art and the Walnut Street Theatre. He also was president of Business Executives for Nuclear Arms Control (BENAC) which was established in the 1980s in the interest of halting nuclear arms production and use. A lifelong fisherman, Morgan was also known for his passion for boating and scuba diving.
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