Brief
Thomasville Toyota ranked #1 in percent of sales objective out of 177 dealerships in the Southeast Toyota region for three consecutive years. Through consistent branding, strategic advertising, and a strong customer-first culture, the dealership strengthened its market position and increased customer loyalty.
The Challenge
When co-owners Chris Matchett and Gregg Issacs partnered in 2018, they set out to grow sales and improve their ranking within the Southeast Toyota district. To achieve this, the dealership needed a strategy that would increase visibility, differentiate the brand, and consistently drive qualified traffic to the showroom.
The Approach
Working with Strong Automotive, the dealership implemented a consistent, multi-channel advertising strategy designed to build brand recognition and drive customer engagement.
Key elements included:
- Consistent Branding: Sunny, the dealership’s mascot, appears in every ad to create strong brand recall.
- Recognizable Talent: STRONG’s spokesperson duo, The Twins, serve as consistent on-screen brand ambassadors.
- Multi-Channel Advertising: Direct mail supported by TV, streaming, digital ads, and geofencing to maximize reach.
- Your-Choice Lease Ads: Two similar vehicles offered at the same lease payment, empowering customers to choose the deal that works best for them.
The Results
The strategy delivered measurable success for the dealership:
#1 Ranking in percent of sales objective in the Southeast Toyota region six out of the last seven years
Eight-time recipient
of the Toyota’s President’s Award for operational excellence
Elite Dealer recognition every year since the award was introduced to Southeast Toyota
Strong customer satisfaction scores supported by positive reviews and video testimonials
By combining targeted advertising with an unwavering commitment to customer service, Thomasville Toyota established itself as a top-performing dealership in its region.
“We believe in taking care of our customers and employees, and truly treating them like family.”
– Chris Matchett, co-owner of Thomasville Toyota