Toyota dealers: Improving customer experience a top priority

Toyota dealers had an excellent year in 2021 as the Japanese automaker won the U.S. sales crown for the first time, something General Motors had owned for 90 years. Yet Toyota dealers know that chasing volume isn't the way their businesses best operate. Instead, they focus on chasing and improving customer experience and interactions with the dealership and the vehicles, says Danny Wilson, 49, dealer principal at Wilson Toyota of Ames in Iowa and chairman of the Toyota National Dealer Advisory Council.