It’s Not A Toyota

Case Study

What do you say when you sell the exact same thing that thousands of other brands sell?

Situation

McGeorge Toyota is the undisputed king of great service. They’ve won Toyota’s prestigious President’s Award for customer satisfaction 23 years in a row—one of only 4 dealerships out of 1,500 in the country to do so.

Challenge

McGeorge, like all Toyota dealerships, lives in a locked down and hyper competitive car market that is designed to make sure consumers get the exact same product no matter which dealership they get it from. So how do you stand out when you sell the same product as everyone else?

Solution

To shift the focus to the things that make them unique we did something no car dealership had ever done before. We told the world we didn’t sell cars.