Randall Reed and his wife, Sherry, and daughter, Shelby are the owners of Randall Reed's Planet Lincoln Dallas Love Field located at 7767 Lemmon Avenue in Dallas, Texas. Mr. Reed is the CEO and founder of the World Class Automotive Group and Reed Family Enterprises. The family is proud to own one of the largest, privately held, award-winning dealership groups in the country, with locations in greater Dallas, Garland, McKinney, greater Houston, Spring, Humble and Huntsville, Texas.


For over 30 years, Mr. Reed has been recognized as one of the Top-100 Mega Dealers in the United States by Wards Dealer Business. The Reed family has built a highly successful, Texas-based automotive dealership group on the foundation of managing from the ground up, with over 35 years of automotive experience. Mr. Reed began as a diesel engine mechanic in the late 1970s and progressed through sales, finance and management. He leveraged his hands-on training, along with his many incredible business partners, into creating today's award-winning sales organization.


Mr. Reed achieved a historic first as the first independent dealer to win the highly coveted Ford Triple Crown at every World Class Automotive dealership in the same year. In addition, in 2018, Mr. Reed became one of only seven dealers inducted into the Ford Dealer Hall of Fame.


The Reed family dealerships have earned coveted Triple Crown awards, which is the highest honor a dealership can earn. In order to be recognized, a dealership must receive all of the manufacturer's top awards, including: The President's Award for customer service; the One Hundred Club, an honor based on vehicle sales; and the Customer Service Premiere Club. The Reed family is also proud to own and operate the No. 1 selling Ford dealership in the greater-Houston area -- a title they have held for nearly 20 years.


The Reed family and their partners have transformed the automotive experience with their concept of "autotainment." They have evolved the traditional automotive purchasing process of goods and services into a distinctive experience-centered environment, revolutionizing the sales and service process for the new millennium.

Along with famed designer F. Michael Graves, the Reed family created Planet Lincoln Dallas Love Field, the world's largest Lincoln facility. Together, they have designed some of the most unique automotive sales and service experience-themed dealerships in Texas. Their goal is to create a dealership that centers around you, the customer, and to enhance the overall buying and service experience. From custom coffee bars and luxury lounges customized with work zones and Wi-Fi to eliminating the usual "processing" zones to be areas that are inviting and comfortable, this dealership is built to meet all your vehicle needs and allow you to enjoy the experience.


The Reeds believe it is crucial to give back to the communities in which they work and live. In addition to the Light Up To Live Foundation, founded by the Reeds to help Veterans on their road to recovery, each of the Reed's dealerships also work with local and national charities.

Having grown up in an economically challenged home, Mr. Reed knows how important it is for businesses to extend opportunities to area families and youths in order to preserve and strengthen local communities. That's one reason each World Class Automotive location sponsors and participates in local events, school fundraisers and supports a variety of programs for children and families. "When we all give a little, we can help a lot for both the future of our kids and our community," said Mr. Reed.

Planet Lincoln Dallas Love Field sponsors works with area charities, schools, and fundraisers. In addition, we Drive 4 Our Schools annually to help raise thousands. Plus, Planet Lincoln is committed to supporting events that help our community, from Veteran and First-Responder charities to health-driven fundraisers. 


 Mr. Reed has a simple equation for success: hard work, honesty and treat people fairly. Every day, the family-owned business works hard to instill solid philosophies, beliefs, and morals throughout all facets of its operations.

Working at the young age of 12, Mr. Reed built a foundation for his strong work ethic and appreciation for every hard-earned dollar. Working his way up through the automotive ranks from mechanic to dealer, gave him a unique advantage in the business. "The diversity of my experiences have allowed me to have a real understanding of every facet of our business and how to create a better customer experience," said Mr. Reed. "At the end of the day, that's what it is about -- how well we help our customers."


Ultimately, the Reeds attribute all of their success to all of their loyal consumers. "There are thousands of customers to whom Sherry and I owe everything in business," he said. "God has blessed us. We've been married and successful in business for well over 30 years, have three wonderful children and get to work with amazing people every day. I am very thankful."