Managing the Financial Side of Commercial Fleets

In Memoriam: Fleet Sales Manager Diana Reed

February 11, 2017, by Mike Antich


Diana Reed, retired fleet sales manager, passed away on Feb. 8. She was 73.

Reed started her fleet sales career in 1986 at Tom Naquin Chevrolet in Elkhart, Ind. Later, in 1988, Reed joined Jordan Automotive Group in Mishawaka, Ind.

“Diana Reed, or Di as she was known to her friends, worked for me when I was vice president and general manager at the Jordan Group,” said Jim Hoffer. “Di was the fleet manager at that time and, through her efforts, grew the department by 25%. Besides being an excellent employee, she was a grand lady loved by her co-workers. Di always went the extra mile at work, as well in her personal relationships. She will be missed.”

During her career in fleet, Reed was an active member of the Automotive Fleet & Leasing Association (AFLA).

“I first met Diana Reed in the late 1980s when she came to work for Jordan Motors, to handle national fleet sales,” said Deb Starkweather, commercial fleet manager for Jordan Automotive Group. “At that time, I was an administrative assistant to the owners. Diana came from Tom Naquin Chevrolet in Elkhart, Ind.  She really knew her fleet stuff.” 

In 1991, Reed was named director of fleet sales at Kenny Kent Auto in Evansville, Ind.

Reed concluded her fleet career at Kenny Kent Auto in 1998 when she retired with her husband to Whitney, Texas. 

During her retirement, Reed worked for the Whitney Chamber of Commerce from 2011 to 2016.

“Since Diana left in the late 1980s, I have done the fleet sales at Jordan Automotive Group and, once in a while, someone will ask me about the ‘red-haired lady’ or ‘Lucy.’  Diana made many friends over the years, and will certainly be missed,” said Starkweather.

Reed was born in Elkhart, Ind., on June 20, 1943. After graduating from Jimtown High School, Reed studied voice and piano. In addition to working in fleet sales, Reed taught and played music for more than 50 years.

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