Appel Ford, Inc.

Reviews

• BB

  Bryan Baca

  1 day ago
  5.0
  Buck and Justin were very helpful and knowledgeable; and got us into the vehicle we wanted without having us feel pressured. Would recommend both these guys and Appel Ford.
• MK

  Michael Kelley

  3 days ago
  5.0
  This dealership got me out of a bind. Myvtrucks def system faulted on my way to San Angelo, 10k for repairs which i didnt want to spend. They found a truck that i wanted, thw only issue was they couldnt get it to me til Monday. They gave me a loaner vehicle to take to San Angelo. I came back Monday and picked up my new truck. Great group of people at this dealership that bent over backwards for my business.
• JV

  J. VanH

  Aug 27, 2026
  4.0
  Excellent service, well informed about the issues and on-time return of my truck.
• MP

  melissa paez

  Aug 14, 2026
  1.0
  Extremely Disappointing and Alarming Experience — Especially as a Woman I have purchased many vehicles from many dealerships over the years, and this was one of the worst experiences I have ever had with a sales manager. My husband was the buyer and the truck would be financed under his credit. I was simply helping my family negotiate. I was already pre-approved through UHFCU and was willing to pay the remaining difference in cash. I was a serious buyer simply trying to negotiate the price. I initially worked with Justin, who was excellent — professional, helpful, and respectful. Unfortunately, my experience changed when I spoke with Will, the sales manager. When I asked about flexibility in the price, he spoke to me in a condescending manner and made me feel as though I couldn’t afford the vehicle simply because I was negotiating. I left an honest review about how I was treated. The dealership later lowered the price, and I was willing to give them another chance. Frank, the General Manager, was professional, gave me an out-the-door price, and offered to remove the additional upgrades. I accepted the price and secured financing. Approximately 48 hours later, Mike, the General Sales Manager, told me he would not sell the truck to my husband because of my review. Mike had never spoken to me, never asked what happened with Will, and never asked why I left the review. When I tried to understand why he was refusing the sale, he made me feel as though I was nagging him simply for asking questions. He also emphasized that he had been with the dealership for 30 years, which made me feel as though he was emphasizing his authority rather than trying to understand or resolve the situation. I contacted Frank to make sure he was aware. Frank told me he had listened to my original conversation with Will and acknowledged that Will had spoken to me in a condescending manner. Yet despite acknowledging how I had been treated, I was told that it was the dealership’s practice not to do business with someone who leaves a negative review or expresses dissatisfaction with how they were treated. That is what I find most alarming. As a woman, I should be able to speak up when I feel I have been treated unfairly. I should be able to ask questions, negotiate, advocate for myself and my family, and honestly express my concerns without being told — directly or indirectly — that there will be consequences for doing so. What was especially upsetting was knowing that management acknowledged that I had been spoken to in a condescending manner, yet the consequence was still that my husband was refused the opportunity to purchase the vehicle because I spoke up. If a dealership prides itself on building relationships with its customers, I would expect them to want to repair a relationship after a customer feels mistreated — not punish the customer for expressing that concern. What if I were a single woman buying a vehicle on my own? Should I have to stay quiet and accept being spoken to disrespectfully because I am afraid that speaking up could cost me the opportunity to purchase the vehicle? I don’t believe anyone should be put in that position. Within hours of refusing the sale, the dealership also lowered the price again, bringing it within approximately $1,700 of what I had originally been negotiating for. I cannot speak to their intent, but the timing was troubling. This isn’t about not getting the truck. It’s about the message I was left with: speak up about how you’re treated, and there may be consequences. Justin was fantastic, and Frank was professional with me. My concern is with Mike’s handling of the situation, the decision to refuse the sale, and the practice I was told about regarding negative reviews. As a woman, I find that deeply disappointing and alarming. I should never have to choose between speaking up for myself and being allowed to do business with a dealership Response……I have reached out all the way to GM. I see your response says owner(Jonathan Hill) which it is not.
• JP

  Justin Perry

  Aug 3, 2026
  5.0
  Vito was fantastic to work with at Appel Ford. He made the entire process of buying my new F-150 Tremor smooth, straightforward, and stress-free. He was knowledgeable, honest, and never made me feel pressured. I really appreciate his excellent customer service and would highly recommend asking for Vito if you’re shopping for a new vehicle!