University Toyota

What University Toyota does

University Toyota operates as Moses Toyota of Morgantown, a full-service Toyota franchise dealership located at 60 Don Knotts Boulevard in Morgantown, West Virginia. The dealership is part of the Moses Auto Group, a family-run automotive retail network founded in 1947 by Jack Moses after World War II, with additional locations in St. Albans, Charleston, and Huntington, WV. The company sells new Toyota vehicles across the full manufacturer lineup including sedans, trucks, SUVs, minivans, and electrified models (hybrids, plug-in hybrids, and the Mirai fuel cell vehicle), alongside pre-owned and Toyota Certified Pre-Owned inventory. Captive financing and leasing are provided through Toyota Financial Services, and trade-in valuations are enabled through the integrated Kelley Blue Book Instant Cash Offer platform.

The dealership's product surface extends well beyond vehicle sales into a full ownership-cycle service operation. Revenue streams include new and used vehicle sales, F&I income, ToyotaCare maintenance plans, certified collision repair, genuine Toyota parts and accessories, vehicle rental, and extended service contracts. Customer engagement channels span a physical showroom, the SmartPath online purchasing platform, phone-based sales/service/parts operations, and digital marketing via Google Analytics, AdWords, display remarketing, and email. Customer segments include individual retail consumers across the Morgantown area and broader Tri-State region (West Virginia, Pennsylvania, Maryland), with targeted outreach to military personnel ($750 rebate verified via ID.me), recent college graduates ($500 rebate), and credit-challenged borrowers through flexible financing terms. The business operates under a privately held, multigenerational family ownership structure with no disclosed institutional investment.

Name

University Toyota

Legal name

Moses Toyota of Morgantown

Website

https://universitytoyota.com

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

1–10 employees

Short description

University Toyota (Moses Toyota of Morgantown) is a privately held, family-run Toyota franchise dealership in Morgantown, WV, selling new, certified pre-owned, and used vehicles with on-site financing, service, parts, and collision repair for retail customers across the West Virginia, Pennsylvania, and Maryland Tri-State area.

Ownership category

akta.pro rank

Product category

Automotive Retail (Toyota Franchise Dealership)

NAICS

Automobile Dealers (4411), New Car Dealers (44111)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Services-Automotive Repair, Services & Parking (7500)

akta.pro industry

PRIMARYFSAJALAD

Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors)

Financial & Insurance/Insurance — Motor, Property & Casualty/Warranty & Service Contract / Mechanical Breakdown Insurance

SECONDARYFSAKADAE

Fleet & Commercial Vehicle Finance

Financial & Insurance/Lending & Consumer Finance/Auto Lending & Vehicle Finance

SECONDARYTLABAHAJ

Fleet Management Services (Lifecycle, Compliance, Safety, Driver Programs)

Transportation & Logistics/Fleet Leasing, Rental & Management/EV Fleet Leasing & Subscription (EVs, Charging Bundles, Battery-as-a-Service)

Keywords

• New car sales
• Used vehicle sales
• Vehicle financing
• Auto repair services
• Genuine auto parts

Headquarters

HQ city

Morgantown

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Inventory, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. New Vehicle Sales: Sales of new Toyota vehicles including cars, trucks, SUVs, and minivans. Revenue generated from vehicle sales at marked prices with documentation fees ($575). Supports manufacturer rebates and customer cash incentives.
2. Used Vehicle Sales: Sales of pre-owned vehicles including certified pre-owned Toyotas and other makes. Vehicles range from economical sedans to trucks and SUVs with varying price points.
3. Vehicle Financing and Leasing: Financing and leasing services through Toyota Financial Services, offering purchase financing and lease contracts. Revenue from interest and lease arrangements.
4. Service and Maintenance: Vehicle maintenance, repairs, brake service, battery replacement, tire services, oil changes, and collision repair services performed by certified Toyota technicians.
5. Parts Sales: Sale of genuine Toyota parts, accessories, filters, wiper blades, and other components for vehicle maintenance and customization.
6. Extended Service Contracts: ToyotaCare, ToyotaCare Plus, and other extended service and maintenance plans offered to customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

University Toyota (Moses Toyota of Morgantown) is a full-service Toyota franchise dealership that sells new and pre-owned Toyota vehicles, arranges financing and leasing through Toyota Financial Services, and performs maintenance, repair, and collision work using genuine Toyota parts and certified technicians. The dealership operates a physical retail location in Morgantown, WV complemented by the SmartPath online sales platform, KBB trade-in valuation, online service scheduling, and manufacturer-backed rebate programs for military personnel and recent college graduates.

Product overview

University Toyota (Moses Toyota of Morgantown) operates as a full-service Toyota dealership offering a comprehensive automotive retail experience. The core product offering centers on new Toyota vehicle sales, pre-owned vehicle sales including Toyota Certified Pre-Owned vehicles, and vehicle financing/leasing services. These primary revenue streams are supported by complementary service modules including Toyota service and maintenance, ToyotaCare complimentary maintenance, collision repair, genuine Toyota parts, and vehicle rental programs. The dealership also offers value-added programs including military and college graduate rebate programs, trade-in appraisal tools, and Toyota Safety Sense advanced driver assistance technologies. Electrified vehicle options (hybrids, plug-in hybrids, and hydrogen fuel cell vehicles) represent a growing segment of the product portfolio. The business operates as part of the Moses Auto Group, a family-run automotive group established in 1947 serving West Virginia and surrounding areas.

Differentiator

Problem solved

Functional benefit

Products and services

• New Toyota Vehicles Sale of new Toyota vehicles including cars, trucks, SUVs, minivans, and electrified models (hybrid, plug-in hybrid, hydrogen fuel cell) across the complete Toyota model lineup with various trim levels and configurations such as the 2026 Camry LE, XSE, and Nightshade editions.
• Pre-Owned Vehicles Sale of used vehicles from multiple manufacturers including Toyota and other brands, covering cars, trucks, and SUVs across various price points and model years, with options for vehicles under $15k.
• Toyota Certified Pre-Owned Vehicles
• Vehicle Financing
• Vehicle Lease Programs
• Toyota Service and Maintenance
• ToyotaCare Maintenance Plan
• Collision Center Repair
• Genuine Toyota Parts
• Vehicle Rental
• Trade-In Appraisal
• Military Rebate Program
• College Graduate Rebate Program

Quantifiable outcome

• EPA-estimated up to 51 combined MPG on 2026 Toyota Camry all-hybrid powertrain
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• Toyota Motor Sales, U.S.A., Inc.coreStrategic or Co-development PartnerToyota manufacturer representing the Toyota brand at the dealership. Provides new vehicles, manufacturer rebates and incentives programs (military $750, college graduate $500), warranty programs (ToyotaCare), and brand marketing support. The core business relationship enabling the dealership to sell Toyota vehicles.
• Moses Auto GroupcoreStrategic or Co-development PartnerParent company operating multiple dealership locations in West Virginia (Morgantown, St. Albans, Charleston, and Huntington). Founded in 1947 by Jack Moses after WWII. The Moses family continues to operate the business providing scale benefits, brand recognition, and shared resources across locations.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• CarMax: National used-vehicle retailer with online search and in-store appraisal (KBB Instant Cash Offer competitor); directly comparable to University Toyota's used-car sales and KBB-driven trade-in flow, though without the new-vehicle OEM franchise.

Broad incumbents

• AutoNation: Largest publicly traded US auto retailer operating multiple new- and used-vehicle franchises with in-house F&I and service operations, comparable in business model (franchised new+used sales, service, parts, F&I) but at much larger scale and across many brands and geographies.
• Sonic Automotive: Franchised dealer group with EchoPark used-vehicle and used-car-only stores alongside traditional new-car franchises; comparable multi-channel retail strategy and F&I/service revenue mix, differing only at scale.
• Asbury Automotive Group: Franchised dealer group with significant Clicklane digital-retail investment; closely comparable omnichannel new+used franchised retail model and F&I attach rate focus, only at national scale.
• Hendrick Automotive Group: Largest privately held US franchised dealer group with a multi-brand, multi-region footprint and strong service and parts operations; closely comparable operating model and revenue mix to Moses Auto Group, differing only at much greater scale.
• Penske Automotive Group: Premium-and-mass franchised retailer with strong F&I and commercial-truck exposure (Premier Truck Group), making it comparable on the franchised-retail and F&I businesses while operating at materially larger scale.
• Lithia Motors: Largest US franchised auto retailer with both physical dealerships and digital channels (Driveway), pursuing aggressive acquisition-led scale across the country; directly comparable omnichannel franchised-retail model, only at national scale versus Moses Toyota of Morgantown's regional footprint.
• Group 1 Automotive: Public US/UK franchised auto retailer with ~200 dealerships; offers the same full-service franchised retail model (sales, service, parts, F&I) anchored in regional clusters, comparable in business design though larger and multi-brand.

Emerging players

• Carvana: Pure-online used-vehicle retailer that pioneered home-delivery and online financing; competes with the SmartPath online-sales flow for digital car shoppers, but is much earlier-stage in profitability and used-only.

Regional players

• Ken Garff Automotive Group: Family-owned US franchised dealer group comparable in ownership type, multi-region footprint, and full-service F&I/service model; useful regional peer analog for a family-controlled dealership group of similar governance style.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/university-toyota

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 University Toyota