Toyota of Greensboro
Sixty Years of Success in Greensboro
Mary Rice, the third-generation owner of Toyota of Greensboro, grew up around the automotive business, so it was natural that one day she would be in charge. “My grandfather, Garson Rice, Sr., had a used car lot, Fiat and Jaguar in downtown Greensboro,” Mary says. “When Toyota began searching for dealer partners in the U.S., my grandfather saw the potential and seized the moment. In October 1965, he became one of the brand’s very first franchisees.”
By the late 1990s, Mary’s father, Garson Rice, Jr., purchased the dealership from his family when his father retired. Mary joined the company 16 years ago. “When I was in high school, I worked some in the business, but I didn’t join full-time until after I graduated from college and had years of experience working elsewhere.”
Mary’s daughter, who is five years old, recently said at her pre-K graduation that she wanted to be like her mommy and work at Toyota when she grows up. There may be a fourth generation ready to take over the business, though, as Mary points out with a smile, “She needs to get her driver’s license first!”
One important focus for Mary is creating opportunities for women in the business. “When I first started at the store, there were very few women employees, and those we had worked in traditional roles like cashier, receptionist, and accounting. My goal is to attract more women to the automotive industry and into leadership roles in sales, service, and finance. It’s a big win for me to see women succeed in what has been a traditionally male-dominated world.” She is a frequent speaker at women’s events throughout the region and travels to Washington, DC, to meet with federal officials to advocate on behalf of dealership customers and associates.
Mary Rice is the third generation in her family to own and manage Toyota of Greensboro.
All the latest Toyota models are available at Toyota of Greensboro, a proud part of the Greensboro business community since 1965.
Mary is active in the Greensboro community, especially with workforce development. “We partner with high schools and community colleges to help students see the opportunities available right here at home—including pathways to advanced degrees and paid internships while they’re still in school. Mentoring these students, celebrating their graduations, and encouraging young women to pursue STEM careers is incredibly rewarding work we’re proud to be part of.”
Recently, a female student from a local high school spent a month at Toyota of Greensboro for her senior project. “She wanted to work in our shop and learn about the different engines in our cars – gas, hybrid, e/v. It made my day to know that we have an environment here where this brilliant high school student could create a senior project based on what she experienced,” Mary continues. “The student enjoyed her internship so much that she applied for a full-time position with us for the summer before heading off to university.
The future looks bright as Toyota is has committed to building a $13.9 billion battery manufacturing plant in Liberty, NC, just 20 minutes from Greensboro. Mary and her team are ready to welcome the many new Toyota Team Members and their families who will be both moving to the area and hired locally. Toyota of Greensboro is the first Toyota dealer in the U.S. to build a dedicated facility for Toyota team members. “To ensure a smooth experience, we provide dedicated staff and a Japanese interpreter to assist, given that many of the team members are visiting from Japan. Every element that our customers enjoy in our retail showroom is now part of the Toyota NC Delivery Center,” Mary says. “Our team has put a lot of time and energy into this project, and it’s exciting to see everything coming together.”
The staff at Toyota of Greensboro is ready to welcome you to their state-of-the-art showroom and service center.
Toyota of Greensboro is the first Toyota in the U.S. to build a dedicated facility for team members. The Toyota NC Delivery Center has a dedicated staff and a Japanese interpreter for those team members visiting from Japan.
Mary met Scott Baker, TowneBank Triad president, through the Greensboro Chamber of Commerce. “When you see someone who shows up in the same spaces where you are and has the same hopes and dreams for our community, that’s important to me. I was impressed with TowneBank’s commitment to our community, so I had lunch with Scott to learn more. When I said I was ready to move our banking to Towne, I asked Scott who would handle setting things up for us and he said, ‘Me – I am your contact.’ I was surprised. He added that of course he has a team that can and will assist, but to call him if I ever needed anything. That meant a lot to me because in my business, my team and I work collaboratively to be there for our customers, so I knew that TowneBank and Toyota of Greensboro share that same commitment.”
For more information and to check out the latest models, visit ToyotaGreensboro.com.