Sales are up, inventory is tight, and California car buyers are changing the rules of the game. On today’s episode of Inside Automotive, Brad Pringle, general manager of Claremont Toyota, joins us to navigate all of it with a focus on growth, customer experience, and forward-thinking strategies. From handling high-demand Toyotas and limited daily supply to adapting to digital retail trends and shifting EV incentives, Pringle says his dealership is not just keeping pace, it’s finding ways to thrive in one of the country’s most competitive markets.
According to Pringle, the dealership is on track for strong growth in 2025 despite ongoing market disruptions. He reports that total sales are expected to reach $560–570 million, marking a 10–11% increase from last year, with new car sales up 14%.
Currently, the dealership manages a team of 275 employees and handles roughly 115,000–120,000 repair orders annually.
Pringle described inventory as a key challenge, noting the dealership often operates with zero-day supply on popular models like the Tacoma, compared with a 10.5-day supply across the LA region. “Toyota keeps the daily supply really low, and we’re selling every vehicle we can get our hands on,” he said.
Further, Pringle said the repeal of federal EV tax credits is unlikely to significantly affect Toyota’s volume. While Tesla faces declining market share amid growing competition from Rivian, Lucid, Polestar, and other automakers, Toyota’s hybrid strategy remains stable. On the used car side, tight supply has made leasing of new vehicles an increasingly attractive option for affordability.
“We try to set all of our customers up for success."
Leasing continues to be a critical retention tool for Claremont Toyota. Pringle reported penetration rates of around 27–29%, with specific models leasing at a rate of 40%. He emphasized that leasing fosters long-term customer loyalty and supports the service department’s business, arguing that manufacturers should better leverage leasing to maintain their market share, particularly for higher-cost vehicles.
Digital retailing is reshaping the customer experience, Pringle said. Buyers are now researching vehicles online and using dealerships mainly to confirm selections and complete transactions. While third-party platforms like Carvana and Amazon are expanding their presence, Pringle emphasized the importance of franchise dealerships in maintaining customer service and long-term loyalty. Younger buyers, he noted, often prefer minimal human interaction during the purchase process, relying heavily on online tools.
Pringle also highlighted the continuing impact of government actions, tariffs, and regulatory changes on business operations. He emphasized the importance of keeping vehicles affordable and ensuring a smooth buying and servicing experience for both customers and employees.
