This building is located at the north end of the Grand Concourse with sides on East Mosholu Parkway South and Van Cortlandt Ave. East. The sign faces north and reads:
The last line refers to the address where the "detour" is intended to lead - i.e., Jerome Ave. at East 183rd St., where the Ferris Buick dealership was located. 2301 Jerome Ave. is approximately 1.8 miles south of this end of the Grand Concourse, which is a few feet east of Jerome Ave. So the sign directs you to drive west a few feet to Jerome Ave., then south 1.8 miles to 183rd St.
On 10 June 1946 the New York Times, p. 44, reported, "The Ferris Buick Company has leased the two-story garage at 2301 Jerome Avenue, containing 25,000 square feet of space, for a long term for the sale and servicing of Buick cars."
Ferris Buick was included in this advertisement from the New Yorker Magazine, 20 Sept. 1952. Their listing read, "Ferris Buick, Inc. 2301 Jerome Ave. LUdlow 4-2211."
This sign is included in Kevin Walsh's Forgotten New York. Kevin's photo is not dated, but some details are clearer, such as the word "detour" at the top.
Copyright © 2010 Walter Grutchfield