Albuquerque Journal - February 26, 2002
Car Salesman Drove the Extra Mile

By Paul Logan
Journal Staff Writer
Howard Dorcas would do whatever it took to help his auto customers.
He received a rare four "Elite of Lexus" awards in his eight years at Lee Galles Lexus. The service award goes to only the top 10 percent of dealerships, said service manager Walt Lehman, who called Dorcas "friendly and hard-working."
An Albuquerque resident since 1958, Dorcas died Friday of complications from lung and brain cancer. He was 66.
A memorial service will be held at 3:30 p.m. today at French Mortuary, 7121 Wyoming NE.
Dorcas retired as Lexus service adviser in 1997, said Janet Dorcas, his wife of 47 years.
"He would go the extra mile," she said. "He went out at 11 one night to help a lady (customer) who was stranded."
When she and her husband would go out to eat, they would run into customers who said they missed him. Even two years after he left the job, people were still calling him at home and telling him they wished he would come back. And after he was diagnosed with cancer in December, many phoned him because they cared about him, she said.
"He had a winning way with people," she said.
Jim Davis said Howard Dorcas easily made friends with 4-year-olds, 80-year-olds and everyone in between.
He said his friend was a charismatic person who would listen to customers and make sure they drove away satisfied.
"On Valentine's, he would buy flowers and — if it was a lady's car — he'd put a flower in it for her," Davis said. "That's just the kind of guy he was."
Born in Toledo, Ohio, Dorcas served in the Army in Germany for three years. He moved to Albuquerque in 1958 to work as a painting contractor with his brothers.
When he was younger, Dorcas raced cars at Speedway Park and Raceway Park.
Survivors include a daughter, Cynthia McKinley of Indianapolis, and sons, Scott of Rio Rancho and Troy of Belen.
Memorial donations may be made in his name to the Albuquerque Boys & Girls Clubs, P.O. Box 3963, Albuquerque, NM 87190; Make-A-Wish Foundation of New Mexico, 5301 Central NE, Albuquerque, NM 87108; or the charity of your choice.