Leonard Siegel, four-decade Ford dealer in Norristown

Leonard Siegel, 86, of Bala Cynwyd, longtime owner of Norristown Ford, where he "sold 'em for less," died Wednesday, June 5, at his home after a long battle with hepatitis C.

In 1961, Mr. Siegel opened the dealership at Ridge Pike and Trooper Road. He operated it there for four decades.

Customers identified the pitch about selling cars "for less" with the business. Sales were brisk, so much so that Ford Motor Co. honored Mr. Siegel with numerous awards for excellence in auto sales, said his son, Michael Bernard Siegel.

Mr. Siegel also was lauded by Ford for quality car service.

He sold the dealership to Del Auto Group in the late 1990s or early 2000s, his son said. It later closed.

Mr. Siegel was a car man all his life. His first job was as a car jockey and salesman for Louis Green's automobile auction on South Broad Street.

"It was there that he learned the car business well enough to achieve his goal of owning his own business," his family said in a statement describing his life.

A native Philadelphian, Mr. Siegel grew up at 59th and Irving Streets in West Philadelphia. He saw movies at the old Imperial Theater near 60th and Walnut Streets, and honed his athletic skills as a self-proclaimed sandlot jock, excelling at stickball, basketball, and tackle football, his son said.

After graduating from West Philadelphia High School in 1945, he enlisted in the Navy, where he served for two years before his discharge. Afterward, he attended what is now Widener University on the GI Bill for two years.

Mr. Siegel gave his time and support to friends and causes over the years, his family said. He was active with the former Jeff Fund, which helped children with colitis.

He also supported the Teresa "ChiChi" Luciano Scholarship Fund at Chestnut Hill College, the Jimmy Brown Fund, Living Through Cancer, the Boy Scouts of America, and the Narberth Summer Basketball League.

He enjoyed spending time with his family, tennis, golf, music, dancing, and travel.

Besides his son, he is survived by a daughter, Randy DiDio; two grandchildren; a sister; and nieces.

Memorial services will be at 1 p.m. Friday, June 7, at Main Line Reform Temple, 410 Montgomery Ave., Wynnewood. Burial will be private.

Contributions in his memory be made to the Teresa "ChiChi" Luciano Scholarship Fund at Chestnut Hill College, 9601 Germantown Ave., Philadelphia 19118.

Condolences to the family may be offered at www.levinefuneral.com.