Pursuit of Excellence Award: Recognizing Special Achievement

Pursuit of Excellence Award: Recognizing Special Achievement

This annual award is presented in recognition of excellence in business performance and the setting of high standards as an example for others to follow. Such performance may be related to innovative and successful methods of management, marketing, manufacturing or service. In addition, this award may be presented for exemplary volunteer or advocacy efforts made on behalf of the winner's company and/or industry. Award winners must be an AWDA member or employed by an AWDA member company.

2025 RECIPIENT: Fletcher Lord III

The Aftermarket Warehouse Distributors Association (AWDA), a community of the Auto Care Association, presented its 2025 Pursuit of Excellence Award to Fletcher Lord III, President and CEO of Parts Warehouse Inc. (PWI) based in Little Rock, Arkansas.  The award was presented by AWDA Secretary Cliff Hovis at the association’s 2025 Annual Conference on November 2^nd in Las Vegas.

Established in 1983, the Pursuit of Excellence Award is presented exclusively to an AWDA member for special achievement and for the setting of high standards as an example for others to follow, in business and in volunteer or advocacy efforts.

Fletcher Lord III demonstrates the high standards of leadership, innovation, and business performance that define the Pursuit of Excellence Award. Through his strategic direction, industry engagement, and unwavering commitment to workforce development, he has significantly advanced both his organization and the broader automotive aftermarket. His approach reflects the very essence of this award — exemplary achievement that sets a powerful example for others in the industry to follow.

As a fourth-generation leader of the Crow-Burlingame legacy, Fletcher has continued to build upon a strong foundation while steering PWI into a new era of innovation and growth. Since assuming the role of President in 2019, he has elevated the organization through a people-centric, education-first approach that has set a new standard in the industry.

Under his leadership, PWI has become widely recognized for its exceptional commitment to training and workforce development. Fletcher has ensured that continuous learning is embedded into the fabric of the organization, expanding the use of platforms like the Group Training Academy and developing tailored programs in sales, leadership, and customer engagement. Notably, his team built a custom curriculum to demonstrate the value and functionality of the MyPlace4Parts B2B eCommerce platform, improving both internal adoption and customer experience—an innovative strategy that reflects Fletcher’s forward-thinking leadership.

Fletcher’s impact is not limited to his company. As Vice Chair of AWDA and a Board Member of the Alliance, he has played an instrumental role in guiding strategic initiatives that advance the entire industry. His work with the University of the Aftermarket Foundation (UAF)—where he serves as a trustee—further underscores his commitment to building a robust future for the aftermarket workforce. Under his leadership, PWI doesn’t just support UAF—they actively promote it as a powerful development tool for both their employees and customers. By encouraging scholarship participation and engagement with UAF’s educational programs, Fletcher has made it a cornerstone of PWI’s people-first culture. This approach not only strengthens internal teams but also builds deeper, trust-based relationships with customers and industry partners who benefit from shared learning and growth. It’s a strategic investment in people that echoes throughout the organization and the broader aftermarket community.

These efforts have not gone unnoticed. In 2019, Crow-Burlingame was honored with the Auto Care Association’s Career and Education (ACE) Award, and PWI received the inaugural AASA Channel Excellence Award in partnership with Tenneco—both acknowledgments of Fletcher’s focus on collaboration, education, and operational excellence.

Fletcher leads with integrity, humility, and a genuine passion for people. His emphasis on relationships, community involvement, and lifelong learning has cultivated a culture of excellence that extends beyond PWI and into the broader aftermarket landscape.

In every respect, Fletcher Lord III embodies the spirit of the Pursuit of Excellence Award. His visionary leadership, innovative practices, and steadfast dedication to industry progress make him a highly deserving award winner.