What Toyota of Tri-Cities does

Toyota of Tri-Cities is a privately-held Toyota franchise dealership headquartered at 6321 W. Canal Drive in Kennewick, Washington, founded in 2004 and serving consumers across Washington, Oregon, and Idaho. The dealership sells new Toyota vehicles across the full model range (including the RAV4, Camry, Tacoma, Tundra, Corolla, 4Runner, Highlander, Prius, bZ electric vehicles, and GR performance lineup), Toyota Certified Pre-Owned vehicles, and a multi-brand used inventory of approximately 128 units, alongside a full service and parts department staffed by Toyota Factory Trained Master Certified Technicians — claimed to be the only such team in the Tri-Cities area.

The business runs on the Dealer eProcess website platform with Toyota's SmartPath digital retailing layer for online inventory browsing, test drive scheduling, trade-in valuation, and remote finance applications. Revenue is generated across five streams: new vehicle sales (transactional), used vehicle sales, service and maintenance performed with Genuine Toyota parts, parts and accessories retail (including Yakima accessories), and finance and insurance products arranged through Toyota Financial Services plus 90+ partner banks and credit unions. Adjacent offerings include ToyotaCare complimentary maintenance, ToyotaCare Plus extended plans, an online tire store, and the TRIC Adventure Shop sub-brand that customizes lifted and adventure-spec Toyota trucks and SUVs.

The go-to-market combines a traditional showroom-led sales motion in Kennewick with digital retailing tools and a broad community engagement strategy spanning sponsorships of Toyota Arena, Toyota Center, Tri-City Raceway, Special Olympics of Washington, and numerous local nonprofits (cumulative community support exceeding $6 million). Customer segments include general consumer buyers, military personnel, college graduates, and first-time/no-credit buyers served through specialized rebate and finance programs. The dealership has earned the Toyota President's Award nine times, Toyota's highest dealer recognition for sales, service, and customer satisfaction excellence.

Name

Toyota of Tri-Cities

Legal name

Toyota of Tri-Cities

Website

https://toyotaoftricities.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

Toyota of Tri-Cities is a privately-held Toyota franchise dealership in Kennewick, Washington, selling new, certified pre-owned, and used Toyota vehicles alongside service, parts, and financing to consumer buyers across the Pacific Northwest.

Ownership category

akta.pro rank

Headquarters

HQ city

Kennewick

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. New Vehicle Sales: Sale of new Toyota vehicles including cars, trucks, SUVs, and electrified models. Revenue generated from the transaction price of vehicles sold to consumers.
2. Used Vehicle Sales: Sale of pre-owned vehicles including certified pre-owned Toyotas and other makes. Includes 128 vehicles in current inventory across multiple brands.
3. Service and Maintenance: Vehicle repair, maintenance, and scheduled services performed by Toyota-trained technicians using Genuine Toyota parts. Includes oil changes, tire rotations, battery replacement, and brake repairs.
4. Parts and Accessories: Sale of Genuine Toyota parts and accessories for Do-It-Yourself customers and service department use. Includes Toyota accessories and Yakima accessories.
5. Finance and Insurance Products: Vehicle financing arranged through lending institutions, GAP coverage, extended warranties, and other vehicle protection products. They work with Toyota Financial Services and over 90 banks and credit unions.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Toyota of Tri-Cities is a Toyota franchise dealership that retails new Toyota vehicles (28+ models), Toyota Certified Pre-Owned vehicles, and multi-brand pre-owned vehicles from a single showroom in Kennewick, WA. Its service and parts operations provide factory-authorized maintenance, repairs, and Genuine Toyota parts, and its finance department arranges vehicle loans and leases through Toyota Financial Services and a network of 90+ banks and credit unions.

Product overview

Toyota of Tri-Cities is a Toyota automobile dealership offering a comprehensive automotive retail experience. The core product is new Toyota vehicle sales across 28+ models (RAV4, Camry, Tacoma, Tundra, Corolla, 4Runner, Highlander, Sequoia, Sienna, Prius, bZ electric vehicles, GR performance lineup, and more), complemented by certified pre-owned and general used vehicle sales. The dealership integrates financing services through Toyota Financial Services and multiple credit unions, and provides full service/maintenance/repair operations using genuine Toyota parts. Additional offerings include ToyotaCare complimentary maintenance, ToyotaCare Plus extended plans, a parts and accessories center, online tire store, TRIC Adventure Shop custom vehicle customization, Toyota Safety Sense safety technology suite, vehicle trade-in valuation tools, and SmartPath digital shopping platform. The business operates as a traditional dealership with sales, finance, service, and parts departments serving the Pacific Northwest region including Kennewick, Spokane, Pasco, Richland, and surrounding areas.

Differentiator

Problem solved

Functional benefit

Brands

• TRIC Adventure Shop: A specialized shop offering lifted and adventure-ready Toyota vehicles including TRIC TRD Tundra, TRIC Land Cruiser, and TRIC TRD Tacoma.

Products and services

• New Toyota Vehicles Sale of new Toyota vehicles across 28+ models including RAV4, Camry, Tacoma, Tundra, Corolla, 4Runner, Highlander, Sequoia, Sienna, Prius, bZ electric vehicles, and the GR performance lineup (GR Supra, GR Corolla, GR86). Intended for individual consumers purchasing or leasing for personal use.
• Toyota Certified Pre-Owned Vehicles Pre-owned Toyota vehicles that have passed a rigorous Toyota certification inspection and carry additional warranty coverage and program benefits. Targeted at consumers seeking used-vehicle reliability with manufacturer-backed assurance.
• Pre-Owned Vehicles Sale of pre-owned vehicles from multiple manufacturers including Toyota, Chevrolet, Lexus, Honda, Subaru, Ford, Jeep, Nissan, Tesla, GMC, Mazda, Ram, BMW, Cadillac, Chrysler, Hyundai, Kia, Mercedes-Benz, and Volkswagen. Current inventory of 128 vehicles across price points.
• Auto Financing and Leasing Vehicle financing and leasing services arranged through Toyota Financial Services, Gesa Credit Union, Hapo Community Credit Union, Spokane Teachers Credit Union, Numerica Credit Union, and over 90 additional banks and credit unions. Programs available for good credit, bad credit, no credit, college graduates, and military personnel.
• Vehicle Service and Repair Toyota factory scheduled maintenance, oil changes, tire rotations, battery replacement, brake repairs, and other repair services performed by Toyota Factory Trained Master Certified Technicians using only Genuine Toyota parts. Available to existing Toyota owners and broader Pacific Northwest drivers.
• Toyota Parts and Accessories Sale of Genuine Toyota parts and accessories for DIY home mechanics and service department use, including Yakima accessories, service fluids, cabin air filters, engine air filters, oil filters, and wiper blades. Online parts ordering available.
• Toyota Tires Tire sales, installation, and service available through an online tire store linked to the parts and service operations.
• ToyotaCare and ToyotaCare Plus Maintenance Plans ToyotaCare provides complimentary maintenance covering normal factory scheduled service for 2 years or 25,000 miles, included with every new Toyota purchase. ToyotaCare Plus is an extended maintenance plan available for purchase that extends coverage beyond the standard ToyotaCare period.
• TRIC Adventure Shop Adventure-themed custom vehicle shop featuring TRIC TRD Tundra, TRIC Land Cruiser, and TRIC TRD Tacoma builds with aftermarket modifications targeted at outdoor enthusiasts in the Pacific Northwest.

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

Five partnerships are on record, tiered minor.

• Tri-City RacewayminorGTM or Marketing PartnerCommunity sponsorship of local motorsports venue.
• Gesa Carousel of DreamsminorGTM or Marketing PartnerCommunity sponsorship of local carousel attraction.
• Three Rivers Soccer ClubminorGTM or Marketing PartnerYouth sports organization sponsorship.
• Toyota Arena and Toyota CenterminorGTM or Marketing PartnerNaming rights and sponsorship of major regional entertainment venues in Kennewick.
• Special Olympics of WashingtonminorGTM or Marketing PartnerState-level nonprofit organization sponsorship supporting athletic programs.

Scale indicators6 records

Expansion highlights4 records

Broad incumbents

• Sonic Automotive: Public U.S. franchised automotive retailer operating dealerships across multiple brands and geographies, with EchoPark used-vehicle stores as a sub-brand. Closely comparable dealership operating model including franchise relationships, manufacturer-driven inventory, and F&I/service/parts revenue mix.
• Group 1 Automotive: Public, multi-brand franchised auto dealer group with operations in the U.S. and U.K. Comparable across all revenue streams — new vehicle sales, used vehicle sales, F&I, service, and parts — but at substantially greater scale and geographic diversification.
• Lithia Motors: Major U.S. franchised auto retailer with aggressive acquisition strategy and multi-brand portfolio across hundreds of stores. Operates the same new/used vehicle, F&I, service, and parts revenue model as Toyota of Tri-Cities but at far larger scale with public-company capital structure.
• Asbury Automotive Group: Public U.S. franchised automotive retailer operating across multiple brands with full dealership operations including new/used vehicle sales, F&I, service, and parts. Comparable across the full dealership operating model though at significantly larger scale and with public-company capital access.
• Penske Automotive Group: Diversified public automotive retailer with premium-brand franchises in the U.S. and internationally. Operates the same franchise dealership model with related F&I, service, and parts revenue streams, though with a premium/luxury bias versus Toyota of Tri-Cities' mass-market Toyota focus.
• AutoNation: Largest publicly traded automotive retailer in the U.S. with hundreds of franchised dealerships across multiple brands and geographies. Comparable on dealership operations, F&I revenue model, and service/parts departments, though with vastly greater scale, geographic diversification, and capital markets access.

Emerging players

• CarMax: Largest U.S. used-vehicle retailer with no-haggle pricing and integrated financing. Partial overlap with Toyota of Tri-Cities' used vehicle and finance operations (128 used vehicles, 90+ lenders), and represents a different retail model competing for the same pre-owned customer segment.
• Carvana: Pure-online used vehicle retailer with home delivery and integrated financing. Competes indirectly for the same Pacific Northwest used-vehicle buyer as Toyota of Tri-Cities and represents the online-first model that the dealership's SmartPath platform is partially designed to counter.

Direct peers

• Toyota of Spokane: Another Toyota franchise dealer in the same Pacific Northwest region (Spokane, WA), competing directly for the same Tri-Cities-area customer base. Operates with the same Toyota franchise model, brand mix, and manufacturer-driven allocation dynamics.
• Berkshire Hills Toyota: A regional Toyota franchise dealership in the Northeast U.S. operating the same Toyota franchised model with comparable service/parts/F&I revenue streams. Useful as a single-store Toyota franchised peer comparable, though in a different geographic market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/toyota
• Instagraminstagram.com/toyotatricities
• Xx.com/ToyotaTriCities

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Toyota of Tri-Cities