Experience First Class Service At Carmichael Ford

Tucked just off Queen Street lies Carmichael Ford—a powerhouse of automotive knowledge and expertise. And while the building may have changed location, customers still receive the same experience, loyalty and service that has always lived inside.

At the helm of this close-knit team is Jenna Heidke, Branch Manager and spare parts interpreter—a title that, she laughs, “means you’ve got to be a bit of a detective!” Jenna joined the company in 2002 as an apprentice parts interpreter in Bowen. It was her first job—and more than two decades later, it still is.

“I’ve always been a bit of a petrol head,” she says. “I didn’t really know what I wanted to do at the time, then this opportunity came up and I never looked back.”

Today, Jenna juggles a hands-on technical role with the demands of running a tight operation. From looking up parts to liaising with the workshop and keeping the day-to-day ticking over, she’s the engine room of a team of 10 staff members.

Carmichael Ford has long been a fixture in Ayr. Previously located on the main street, it shifted operations to its current backstreet location in recent years, no longer selling vehicles—for now.

“We’re working on getting a dealer licence again,” Jenna says. “Once that’s sorted, we’ll get cars back here and really push that side of the business.”

Until then, their focus is clear: top-tier Ford servicing, warranty repairs, and spare parts—backed by a national brand and delivered with small-town familiarity.

And when it comes to brand strength, few names in the automotive world are punching harder than Ford right now. “The Ford Ranger isn’t just the top-selling 4WD—it’s the top-selling vehicle in Australia 2 years running.” The latest model, designed and engineered in Australia, is a source of pride for Jenna and her team, who see first-hand the quality and demand behind the badge.

Still, for all the talk of cutting-edge technology and national success, Carmichael Ford’s real advantage is its people. Jenna credits the culture—relaxed, resilient, and team-oriented—as a major reason customers keep coming back. “We know our customers. We remember their names. They know us. There’s trust there.”

The team includes veteran technician Malcolm White, who recently clocked up 60 years with the Ford Dealership in Ayr. “He started here very young,” Jenna says. “He’s still here, and he’s a massive support to me. Just an incredible asset to our company.”

Originally from the region, Jenna’s completed her apprenticehip in Bowen but returned to Ayr in pursuit of a sea change—and now plays a vital role in connecting Ford’s global legacy with the day-to-day needs of her local community.

Her message to the people of the Burdekin is simple: “We’re here, and we’re open. Whether it’s servicing, warranty repairs, or parts—we’re ready to help.”

Although no longer on the main drag, with Jenna at the wheel and Malcolm in the engine bay, Carmichael Ford is right where it belongs—grounded in the community, driven by passion, and proudly Ford

‍

Carmichael Ford—a powerhouse of automotive knowledge and expertise is located on Queen Street. Photo credit: Jacob Casha

‍