Proudly Serving Farmington, NM Since Day One
About OpenBook Auto
A locally-owned dealership where relationships matter more than commissions, and honesty is our foundation.
Our Story
OpenBook Auto was founded by lifelong Farmington residents who saw an opportunity to do things differently. We grew up here, raised our families here, and built our businesses here. This community isn’t just where we work—it’s our home.
We started OpenBook Auto with a simple philosophy: put people over profits. That means no pressure, no hidden fees, and no games. Just honest conversations about reliable vehicles and fair financing options that work for your budget.
Every member of our team calls Farmington home. We see our customers at the grocery store, at our kids’ ball games, and around town. That keeps us accountable and ensures we treat every customer the way we’d want our own family treated.
We’re not here to sell you the most expensive car on the lot. We’re here to help you find reliable transportation that fits your life, your budget, and your needs. Because at the end of the day, your success is our success.
100%
Local Ownership
15+
Lending Partners
All
Credit Types
Zero
Hidden Fees
Our Values
These principles guide every decision we make and every interaction we have.
People Over Profits
We measure success by the relationships we build, not just the cars we sell. Every customer is treated like family.
Honest & Friendly
No hidden fees, no pressure tactics, no games. We believe in straightforward dealing and clear communication.
Community First
As lifelong Farmington residents, we’re invested in our community’s success. We support local businesses, schools, and families.
Quality Commitment
Every vehicle undergoes rigorous inspection. We stand behind what we sell with warranties and ongoing support.
Meet Our Team
The people behind OpenBook Auto—your neighbors, friends, and trusted automotive partners.
Ben Mortensen
Partner
Born and raised in Farmington, Benjamin has spent over 20 years either servicing, selling, financing or insuring vehicles. His passion for helping families find reliable transportation drives his commitment to fair pricing and exceptional customer service. When not at the dealership, you can find him spending time with his family or supporting his staff in other ventures.
Kyle Mortensen
Partner
A Farmington native with deep roots in the community, Kyle brings over 20 years of experience service the local community through fair and honest business dealings, along with a genuine love for people and all things automotive. He believes every customer deserves respect and honesty, regardless of their situation. Kyle is actively involved in other business organizations and is committed to keeping the Four Corners economy strong.
Daniel Fiske
Partner
Daniel has been in Farmington for over 20 years and has raised his own family here. With a rich background in the retail automotive industry, he understands the unique dillemas that often complicate and obscure interactions, and how we can best improve the purchase process. Daniel is passionate about serving others in and out of the dealership.
Josh Atencio
General Manager
As a member of the management team, Josh assists in overseeing daily operations with a focus on customer satisfaction and team development. A longtime Farmington resident, he brings extensive leadership experience and a commitment to excellence. Josh ensures every customer interaction reflects the dealership’s values of integrity, transparency, and community service.
Ready to Experience the Difference?
Come visit us in Farmington and meet the team. We’re here to help you find the perfect vehicle with financing that works for you.