Joe Gordon has been selling cars to Clevelanders for more than 50 years.
By Sue Starrett
Photo by Joe Miller
Flash Gordon, the protagonist of a popular space adventure comic strip, made his debut in 1934. Four years later, Joe “Flash” Gordon, a successful car salesperson for the past half century, was born. While neither of the Messrs. Gordon possesses typical superpowers, both have had brave and grand adventures.
Joe Gordon’s father relocated to Cleveland from Memphis in 1930, landed his first job at a service station, and eventually managed several, including one at East 75th Street and Woodland Road. Gordon often helped his dad, and after working the entire summer of 1954, dropped out of high school to provide more than seasonal assistance. When Standard Oil of Ohio purchased that property, Gordon helped secure a loan from Cleveland Trust for a new facility, which opened in April 1963 at East 79th and Woodland. Because Gordon’s father was aging, the lender persuaded Gordon to accept ownership. In doing so, he became one of only a handful of African American gas station owners in Cleveland. Altogether, he worked in service stations for 18 years.
Gordon’s entrepreneurial spirit eventually led him to a General Motors plant manager to pitch a new concept, car security systems. Instead, he was encouraged to consider a “fail-proof business” and apply for an 18-month program for minorities to learn how to become a GM franchise dealer. He was selected, completed the training, and began his new career as a part of the sales force at Arthur Pontiac (now the site of Motorcars on Mayfield Road).
“I’d like to retire, but what would I do?”
During the fuel shortage of the 1970s, he switched venues to own and manage a beverage store at East 45th Street and Superior Avenue. Almost 10 years later, he sold the property and returned to Blaushild, where he would receive his famous nickname. A sales contest in 1974 awarded five prizes; Gordon received third prize, a Polaroid camera. He took so many photos that one of his co-workers started calling him “Flash.” As it happened, another Joe was on the sales force. So the moniker stuck. Gordon’s business cards and sales flyers sported his new, and legendary, name.
Now Gordon has office space at Crestmont Cadillac as a freelance representative.
“I am there to help my longtime customers and occasionally sell a new car – to the children and grandchildren of my former customers,” he says. One of the benefits of working in car sales is driving a company vehicle, a “demo.” Throughout his 51 years in the business, he has driven a Chrysler Cordova, Buick Electra, and Chevy’s Monte Carlo and Impala, among others. His current ride is a 2013 Cadillac. He enjoys getting dressed up every day and driving to work.
“I’d like to retire, but what would I do? I’ve been working since I was 16 because I’m blessed with good health,” says Gordon. “I stay active and am in great shape.”
Estimating that he has sold at least 100 cars annually – although one year his total was 250 Buicks and another year, 300 Chevys – Gordon figures he’s been responsible for placing about 3,000 cars in the area.
“It’s mind-boggling to me sometimes,” he remarks about his career.
Gordon and his family lived in Cleveland Heights for many years. He and his wife are the parents of two sons and a daughter, although Mrs. Gordon died in 1990 and their older son in 2015. Now he is the grandfather of two and great-grandfather of five, four of whom live locally. In 2020 he moved to the Oliver House in Shaker Heights, where he enjoys his neighbors, the larger community, and his easy commute to work.
“At my age, I just want to cruise along.”
