Since opening in October 1965 on Battleground Avenue as the Southeast's first Toyota dealership, Toyota of Greensboro has grown not just in size but in reputation, relationships, and impact across Greensboro, High Point, Winston-Salem, and beyond.

"This dealership has always been rooted in connection," said Mary Rice, third-generation Dealer Principal. "For 60 years, those relationships have sustained us. I still meet customers who bought their first car from my grandfather, Mr. Rice Sr., or my father, Garson Rice Jr., and they're part of our Toyota of Greensboro family today. We're so grateful for those who've stayed with us through the decades and for every new customer who chooses to begin their journey here."

Toyota of Greensboro has continually enhanced its customer service offerings, including a Toyota Certified Collision Center, Battery Electric Vehicle charging stations, and a Mobile Service Truck. On the heels of Toyota's announcement of its North Carolina battery manufacturing facility, the dealership launched a Concierge Program for Toyota team members and their families, followed by a dedicated Team Member Delivery and Service Center across from its main location-the first of its kind in the country.

Toyota of Greensboro's commitment to the Triad extends far beyond selling vehicles. Rice Impact, the dealership's charitable initiative, provides ongoing support to nonprofits, schools, and workforce development programs throughout the region.

"It's inspiring to see how Toyota of Greensboro has evolved over the years, embracing innovation and new ways to serve our customers and community," said Marty Robertson, IT manager for Toyota of Greensboro. "We've always strived for progress, and I'm proud to be part of a team that continues to drive forward, adapting and growing to meet the needs of the Triad."

In appreciation of the community that has supported it for 60 years, Toyota of Greensboro is hosting a 60th Anniversary Sale through December 31. The celebration includes special vehicle offers and service savings designed to give back to loyal customers and welcome new ones as the dealership looks ahead to its next 60 years.

"Our story has always been about people," Rice said. "The team members who make this work possible and the customers who've trusted us for generations. They're the reason we've been here for 60 years, and the reason we'll be here for many more."

Founded in 1965, Toyota of Greensboro is a third-generation, family-owned dealership proudly serving the Triad. With a legacy built on customer care, community partnership, and continuous innovation, Toyota of Greensboro remains committed to delivering exceptional automotive experiences - and to driving Greensboro forward for decades to come.