Each year, Toyota Motor Sales recognizes its finest dealerships with the prestigious President’s Award. The President’s Award honors Toyota dealers that excel in all facets of their operations. It is recognition for dealerships that continue to go above and beyond at each customer touch point and represent the best of the best.
When I acquired 100% ownership of Priority Automotive’s Richmond dealerships in 2014, my dream was to create a new kind of car buying experience. One built on trust and transparency, and a firm commitment to our customers and our community. A place where you could always expect a good honest deal on a new or used car, fair value for your trade, a lifetime of extra service benefits and total service satisfaction.
Today, it is my great pleasure to announce that Priority Automotive Richmond is changing its name to better reflect that vision. Beginning November 1st, Priority Automotive Richmond becomes Loyalty Nissan, Toyota and Volkswagen, the Loyalty Used Car Supercenter, and three Loyalty Collision Centers. We talked long and hard about what to call our new kind of dealership, and the conversation always came back to this idea of trust, honesty and always being there for our customers and community. The name “Loyalty” seemed altogether fitting.
Don’t worry, your Priorities for Life benefits will always be welcomed at any Loyalty dealership. We’re changing the name to “Lifetime Loyalties,” but the value will stay the same: No charge for oil & filter changes, no charge for state inspections, no charge for towing within 50 miles of the dealership, and a lifetime engine guarantee. For as long as you own it.
We’ve got a new motto, too. “You can expect more from us.” So we’re adding a new Lifetime Powertrain Warranty, when you buy your next car or truck, on every new vehicle and many of our used cars. And if you change your mind about the car you buy, there’s a new a 7-day exchange for any car of equal or greater value.
When the time comes for a new or used vehicle, maintenance or repairs, or expert collision service, I hope you’ll think of Loyalty first. Where you can expect more from us.