Luke Morris

With 24 years in the automotive industry, Luke brings a legacy of leadership, innovation, and operational excellence. Currently serving as the Service Director at Earnhardt’s CDJR Gilbert for the past 11 years, he began his journey as a Service Advisor at Legends Cadillac in North Scottsdale. He has pioneered impactful programs such as Text4Next and the TAP Technician Apprenticeship Program, helping develop dozens of young technicians into high-performing professionals. He also piloted the widely adopted Text2Drive communication platform, now a standard across the industry. Known in the industry as a fixer, Luke has a keen ability to identify operational obstacles and leverages innovative technology to break through barriers—streamlining processes, elevating team performance, and consistently delivering results.