Get the feeling at Phil Bachman Toyota

By Thomas Wilson
STAR STAFF
twilson@starhq.com

   JOHNSON CITY -- An auto dealership with one of the most popular franchises in the world is seeking to reshape how customers think of car dealers.
   "We want to be different than your normal car dealer," said Bill Benton, general manager of Phil Bachman Toyota here. "We want people to know we really care."
   Located at 3200 Bristol Highway, Phil Bachman Toyota offers new and used Toyotas and other model vehicles. Benton said the dealership's idea of "quality plus integrity equals Phil Bachman Toyota" seeks to set them apart from the conventional automobile dealer.
   "We are a business and we're here to sell cars, but we want people to know we care after the sale," he said. "We are here to provide the service they need because we have one of the best service departments around."
   The dealership located on the Bristol Highway has constructed two new showrooms during 2003. Benton said the company had plans to expand again in two years after recently purchasing adjoining property where another auto dealership was located. The dealership also recently opened a Toyota auto rental branch located in Boones Creek.
   Popular Toyota models include sedans such as the Camry and the Avalon as well as the Tundra pickup truck and the Sequoia SUV. The dealership's service department maintains Toyota vehicles. Benton said repeat customers found the Toyota models two features important to car buyers -- low maintenance and high resale value.
   "The quality they have always had plus the resale value has kept the customer coming back," said Benton, who became general manager in January.
   Toyota's popularity shows no signs of slowing according to the company's most recent national sales figures. In a report released March 2, Toyota Motor Sales U.S.A., Inc., reported its best-ever February sales of 146,783 vehicles, an increase of 17.7 percent over February 2003. The company's United States division also reported a record sales year in 2003.
   Benton said one of the dealership's new showrooms show off a new Toyota model expected to become one of the company's hottest sellers.
   In addition to the commercial end, Benton said the dealership strives to be a philanthropic corporate citizen to the community. The company forged an agreement with Second Harvest Food Bank of Northeast Tennessee to raise food supplies for the area's needy. Customers bringing donations of food into the dealership can register to win two tickets to the NASCAR Food City 500 held March 28 at Bristol Motor Speedway. The tickets will be given away on "Race Night" at the Meadowview Convention Center on March 26.
   Benton said the company planned to extend its service hours later this year. Phil Bachman Toyota began operation in 1978 and has operated at its current location in Johnson City since 1986. The dealership has 57 full-time employees with an annual payroll of $2.3 million. For more information, call the dealership at 423/282-2241 or visit their Web site, www.philbachmantoyota.com.