The Triad Takes Center Stage: A Pivotal Meeting in Greensboro
The automotive landscape of North Carolina is undergoing a transformation unlike any seen in decades, and at the heart of this electrifying change is the Triad region. In a moment that signifies the deep and lasting synergy between manufacturing innovation and local retail support, Toyota of Greensboro proudly welcomed Tetsuo "Ted" Ogawa, President and CEO of Toyota Motor North America (TMNA).
Mr. Ogawa's visit was not merely a ceremonial stop; it was a highly strategic engagement occurring on the eve of a landmark $13.9 billion investment by Toyota in the United States-specifically, the massive Toyota Battery Manufacturing North Carolina (TBMNC) facility. This high-profile meeting brings the company's story full circle, celebrating a legacy of six decades in the community while setting the stage for the next 60 years of groundbreaking mobility innovation in the Tar Heel State.
The presence of the TMNA chief executive, alongside a distinguished delegation from TMNA, Southeast Toyota (SET), and Southeast Toyota Finance (SETF), underscores the vital role the dealership and the surrounding region play in Toyota's future strategy. It is a powerful reinforcement of the strategic importance of Greensboro as a hub for both the retail experience and the foundation of Toyota's electric future. The synergy between the nation's earliest Toyota dealerships and the company's modern manufacturing powerhouse is a potent symbol of economic and community development.
60 Years of Excellence: Toyota of Greensboro's Deep Roots
The history of Toyota of Greensboro is inextricably linked with the history of the Toyota brand in America. Founded in 1965, it stands as one of the nation's very first Toyota dealerships. This rich, 60-year legacy provides a powerful context for the visit. As Dealer Principal Mary Rice noted, "This moment connects our dealership's 60-year history with Toyota's next 60 years of innovation, right here in North Carolina."
The dealership has grown into a cornerstone of the Greensboro community, employing nearly 200 team members and offering a full-service Toyota dealership, a Toyota Certified Collision Center, and specialized programs designed to support the growing workforce. This celebration of a 60th anniversary during such a pivotal time highlights the enduring success of the partnership between the global automaker and its committed local retailers.
The Rice family, with second-generation Dealer Principal Garson Rice and third-generation Dealer Principal Mary Rice, represents a continuity of leadership and community focus that parallels Toyota's own commitment to long-term quality and stability. This deep local commitment has positioned Toyota of Greensboro not just as a place to buy a car, but as a proactive partner in regional economic development and workforce mobility initiatives.
Innovation in Workforce Mobility: The Team Member Delivery Center
A centerpiece of Mr. Ogawa's visit was the opportunity to tour two of Toyota of Greensboro's most innovative offerings, both entirely dedicated to supporting the incoming team members of the TBMNC facility: the Toyota Team Member Delivery Center and the custom-built mobile service truck.
The World's First Dedicated Delivery Center
Located across from the main dealership, the Toyota Team Member Delivery Center is a world-first concept. It offers a private, streamlined experience for Toyota associates, including TBMNC team members and their families, to take delivery of their new corporate lease vehicles.
This isn't just about handing over keys; it's about providing an exceptional level of care and convenience for the people who will be powering Toyota's next chapter. Key features that highlight this commitment include:
Dedicated, Private Experience: Ensuring a smooth and personalized vehicle delivery for associates.
On-Site Japanese-Speaking Staff: Recognizing the global nature of the investment, a dedicated Japanese-speaking staff member ensures that team members from overseas feel fully supported and comfortable during their transition to North Carolina.
Comprehensive Service Infrastructure: The center is equipped with a newly opened 10-bay service shop and a touchless car wash, guaranteeing an efficient and high-quality service experience, minimizing downtime for essential team members.
The Mobile Service Revolution
Further showcasing the dealership's innovative approach to customer and employee care is the custom-built mobile service truck. This program epitomizes the concept of "mobility for all" by literally bringing maintenance and light repair services directly to the Toyota team members' workplaces.
The mobile unit is designed to make vehicle ownership effortless for the thousands of employees who will soon be working at the TBMNC facility. By offering unparalleled convenience-routine maintenance while an employee is at work-Toyota of Greensboro is providing a level of service rarely seen in the automotive retail space. This initiative directly supports workforce stability and enables individual mobility by eliminating the logistical challenges of scheduling and attending off-site vehicle service appointments.
The vehicle was showcased during Mr. Ogawa's visit as a prime example of the dealership's innovation and its deep commitment to serving the growing manufacturing community that is taking root in the Greensboro-Randolph megasite.
Supporting the Workforce: VSPP and T-Drive Programs
Beyond the physical centers and mobile services, Toyota of Greensboro is actively participating in crucial Toyota-sponsored initiatives designed to put safe, reliable, and affordable transportation in the hands of the manufacturing and team-member associates.
These programs, the VSPP (Toyota Vehicle Special Purchase Program) and the T-Drive program, offer various purchase incentives that are vital for supporting the stability and growth of the new workforce. In a region seeing a massive influx of new workers, ensuring access to reliable transportation is a critical component of successful economic development. By actively engaging in these programs, the dealership is aligning with Toyota's mission of ensuring mobility for all and demonstrating a tangible commitment to the success of the new TBMNC team members.
The Electrified Future: TBMNC and the $13.9 Billion Commitment
The momentous visit is inseparable from the reason for Toyota's massive North Carolina investment. Toyota Battery Manufacturing North Carolina (TBMNC), located at the Greensboro-Randolph megasite, represents a foundational pillar of Toyota's global and domestic strategy.
TBMNC is Toyota's first hybrid and BEV battery factory outside Japan. With an astounding total investment of $13.9 billion, the facility is a cornerstone of the company's "multi-pathway" approach to electrification. This massive financial commitment translates directly into immense opportunity for the region, as the plant is slated to eventually support more than 5,100 jobs and feature 14 production lines dedicated to producing lithium-ion batteries for hybrid, plug-in-hybrid, and battery-electric vehicles. Production is scheduled to begin in 2025.
Global Significance, Local Impact
Mr. Ogawa's visit reinforces the strategic importance of the Triad region on a global scale. As global trade dynamics evolve, with renewed attention on domestic supply-chain investments and historic U.S.-Japan trade developments, this local moment is both timely and symbolic.
The decision to locate this pioneering facility in North Carolina, and to have the CEO of Toyota Motor North America meet with one of the earliest American Toyota dealerships, perfectly illustrates the synergy between:
Manufacturing Innovation: Building the future of electrification.
Workforce Mobility: Ensuring the people who build the future can get to work and live their lives with ease.
Regional Economic Development: Creating thousands of high-quality jobs and anchoring a crucial industry in the state.
The seamless integration of the dealership's retail and service innovations with the needs of the incoming manufacturing team is a blueprint for successful industrial expansion. The commitment to providing not just vehicles, but solutions-like the Japanese-speaking staff member and the mobile service truck-demonstrates a profound understanding of the human element behind the multi-billion-dollar investment.
An Illustrious Gathering of Leadership
The significance of the visit was further amplified by the presence of a distinguished list of attendees from various arms of the Toyota organization, demonstrating a unified focus on the North Carolina project:
| Organization | Key Attendees Present |
| Toyota Motor North America (TMNA) | Tetsuo "Ted" Ogawa (President & CEO), Dave Christ (Group Vice President & General Manager, Toyota Division), Mark Johnson, Lori McMahon |
| Southeast Toyota (SET) | Myra Adams (Group Vice President, Sales Operations), Andrea Becker, Jack Sheehy, Jordan Fowler |
| Southeast Toyota Finance (SETF) | Casey Gunnell Jr. (President), Nick Funsch, Curtis Welch |
| Toyota of Greensboro | Mary Rice (Dealer Principal), Garson Rice (Dealer Principal), Andy Slaughter, Andrew Grubbs |
This gathering of leadership-from federal government relations to fixed operations, finance, and local retail-highlights the integrated approach Toyota is taking to ensure the success of the TBMNC plant and the full ecosystem that supports it.
The Road Ahead for the North Carolina Toyota Dealership
The visit by Tetsuo "Ted" Ogawa to Toyota of Greensboro marks a transformative moment. It is a powerful validation of the dealership's 60 years of commitment to the brand and a look into the hyper-local support system being built for the thousands of new employees at Toyota Battery Manufacturing North Carolina.
The $13.9 billion investment is bringing an electrified future to North Carolina, and Toyota of Greensboro is ensuring that the workforce powering that future has reliable, supported, and convenient mobility through its Toyota Team Member Delivery Center and revolutionary mobile service program. The connection between this established North Carolina Toyota dealership and the high-tech, Greensboro-Randolph megasite plant is a powerful testament to the strength of the Toyota network and its deep commitment to the American South. The foundation for Toyota's next six decades of innovation has been laid right here in the Triad.
