Rice Toyota

Rice Toyota, now known as Toyota of Greensboro, is a family-owned dealership located in Greensboro, North Carolina. Established in 1965, it was the first Toyota dealership in the southeastern United States.

The dealership offers a comprehensive selection of new Toyota vehicles, including fully electrified, hybrid, and gas-powered models, as well as a variety of pre-owned vehicles. Customers can explore these options both at the Battleground Avenue showroom and through the dealership's online platform.

Services and Facilities

In addition to vehicle sales, Toyota of Greensboro provides a range of services to enhance the ownership experience.

• A large service center staffed by certified technicians
• A parts department offering genuine Toyota parts and accessories
• A Toyota Certified Collision Center for repair needs
• A Toyota rental fleet for customer convenience

Digital Solutions

To streamline the car-buying process, Toyota of Greensboro offers the Rice Quick Price program. This digital retail solution allows customers to complete a pre-qualification form, receive a trade-in estimate, and select preferred payment options online, reducing the need for in-person visits.

Leadership and Enhancements

Under the leadership of Dealer Principal Mary Rice, the dealership has undergone significant enhancements, including a name change and interior renovations to create a more welcoming environment for customers.

Community Involvement

Community involvement is a cornerstone of Toyota of Greensboro's mission. Through its charitable arm, Rice Impact, the dealership has contributed nearly $615,000 in donations to various local organizations in 2023, positively impacting thousands of lives.

Additionally, the dealership has partnered with local educational institutions by donating a Prius hybrid vehicle to Weaver Academy’s Automotive Services Program, providing students with hands-on learning opportunities in alternative energy vehicles.

Vehicle Exchange Program

Toyota of Greensboro offers a Vehicle Exchange Program with benefits such as:

• Above-market value for trade-ins
• The possibility of maintaining or lowering monthly payments
• Access to the latest Toyota technology and safety features

Location and Service Area

Toyota of Greensboro is located at 2630 Battleground Ave, Greensboro, NC 27408.

The dealership serves multiple areas including:

• Greensboro
• High Point
• Winston-Salem

It offers a wide selection of new and pre-owned vehicles, as well as comprehensive service and parts departments.