Norman Bernard Morse
Norman Bernard Morse, age 83, beloved husband of Lois (Weinstein) Morse passed as he had wished, with great presence of mind, peacefully and comfortably on July 12, 2016, at home in the company of his dear family after a prolonged illness, and with the same dignity and strength of character that he displayed throughout his entire life. Norman lived for many years in Newton Massachusetts, then Cape Cod and Jupiter, Florida, his most recent residence.
Born as the only child to Betty and Max Morse in 1933, he grew up in Dorchester, Massachusetts, a background of which he was exceedingly proud. He graduated from English High School, received his B.A. Degree from Boston University College of Communications and married the love of his life, Lois. After their marriage in 1955, he attended New York University Graduate School of Business. While he owned and operated Guardian Manufacturing Company, which would become a major producer of automotive aftermarket parts, he earned a J.D. degree from Suffolk University Law School. He was certified to practice before the Massachusetts Supreme Judicial Court as well as United States District, Appellate and Supreme Courts. After selling Guardian, Norman took a second bite of the apple when he founded Morse Automotive Corporation of Chicago with his son, Peter, and close associate and friend, Jay McCorry. So, he again defined his entrepreneurial spirit.
While humble and always mindful of his modest beginnings, Norman rose to become a prominent, successful and highly respected business figure. He was regarded as one of the icons of the industry and became known for his extemporaneous marketing presentations before large groups.
With a strong desire to “give back,” Norman quietly supported community institutions and synagogues where he lived. He was a member of Brotherhood Masonic Lodge AMFM for almost six decades, and served as president of B’nai B’rith Automotive Lodge in its early days.
In addition to Lois, his cherished wife of over 60 years he leaves a legacy of devotion to his loving children and grandchildren, son, Peter, and his wife Gina (George), their three children Laura, Daniel and Julia; daughter Julie Pogachefsky and husband Brad, their three children Dani, Marni and Haley, sisters-in-law, brothers-in-law, nieces, nephews and friends.
Their lives have been enriched as husband, father, Zayde, counselor, mentor, traveling companion to near and distant lands and steadfast confidante to numerous friends who shared their thoughts with him. Norman’s was a life lived in fully with honor, integrity, a measure of panache and much zest.
In lieu of flowers, contributions may be made in his memory to Hospice of Palm Beach County Foundation, 5300 East Avenue, West Palm Beach, Florida, or at website www.hpbcf.org, or to Temple Judea, 4311 Hood Road, Palm Beach Gardens, Florida 33410