About Toyota of Greensboro

Building On Our Success

Rice Motor Company was founded in 1965 and was the first Toyota dealership in the southeast. Operating since 2023 as Toytoa of Greensboro, the company offers a large selection of new Toyotas – fully electrified, hybrid and gas-powered – and pre owned vehicles at both the Battleground showroom and online. Toyota of Greensboro has a large service center, parts department, Toyota Certified Collision Center and Toyota rental fleet for Toyota customers. 
The company remains family owned and is currently run by Mary Rice who serves as Dealer Principal. Rice Impact was recently created to house the company’s charitable giving efforts, which are concentrated at giving back to the Greensboro community.


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Community Involvement

Toyota of Greensboro is the oldest Toyota dealership in the southeast and currently the number one new car seller in Greensboro by market share. Over the years, the company has partnered with and supported numerous local organizations making a difference in the community, including Greensboro Urban Ministry, Step Up Greensboro, United Way and Guilford County Schools. For more information on the company’s philanthropic efforts, visit riceimpact.com.

Rice Toyota employee at a community event