In a retail landscape driven by immediate profits, Damian Lillard Toyota in McMinnville, Oregon, has charted an unconventional course — one that’s transformed a struggling dealership into the nation’s top Toyota store for customer retention. Led by dealer principal Brian Sanders, the store has become a benchmark for loyalty-first business strategy — and it’s done so by rewriting the traditional rules of auto retail.
A Radical Shift in Priorities
When Sanders took over the dealership in 2020 through Toyota’s Dealer Development Program, he brought with him a vision that flew in the face of standard industry practice. Instead of focusing on maximizing revenue from each transaction, Sanders emphasized maximizing long-term relationships — a philosophy rooted in Toyota’s own loyalty metrics.
Retention Over Margins
“We don’t need to maximize every deal — we maximize every customer,” Sanders said. That guiding principle affects every decision made at the store, from pricing to staffing to the in-store experience. Sanders compares it to long-term investing — sacrificing immediate returns to build enduring value.
A Business Model Built for Loyalty
What makes Damian Lillard Toyota truly unique is the total alignment of its operations with this long-term view. From its website to its employee pay structure, every element is carefully designed to build trust and make customers feel valued.
Website and First Impressions
Instead of overwhelming visitors with pop-ups and chatbot prompts, the dealership’s website presents a clean, user-friendly experience. There’s no pressure — just intuitive navigation and a glimpse of the store’s unique culture. As Sanders puts it, “Retention begins the first time they ever hear of you.”
Campus That Feels Like Home
The dealership doesn’t just sell cars — it builds community. The campus features an outdoor basketball court, NBA-themed games, and memorabilia from Damian Lillard, who is a partner in the business. Customers are treated to free “Letter O” doughnuts and cold brew coffee, making every visit feel more like an experience than an errand.
Trade-Ins Only
The dealership exclusively sells used vehicles it receives on trade, eschewing auction purchases entirely. This ensures that every pre-owned car comes from a known, local source. It’s a model that limits volume but increases quality — and customer satisfaction.
Employees as Partners
Most employees are salaried, work a 40-hour week, and come from outside the auto industry. New hires receive Damian Lillard Adidas sneakers and team-branded jackets. Managers are compensated based on the dealership’s total net performance, not individual departments — encouraging cross-departmental cooperation rather than competition.
From Underdog to Outlier
The results speak volumes. In 2019, the store sold just 351 new Toyotas. By 2023, it was delivering more than 1,500 annually — far exceeding the national average of 1,400 per store. More impressively, its sales efficiency — a measure of productivity and goal attainment — skyrocketed to 220 percent.
Redefining Success Metrics
Despite lagging behind industry norms in revenue per repair order and vehicle gross profit, Sanders has no regrets. “The only measurement that matters is the percentage of customers who come back,” he said. By that metric, Damian Lillard Toyota leads the nation.
Shaping a New Culture for Dealers
Toyota’s national leadership has taken notice. The brand recently shifted from traditional customer satisfaction scores to measuring dealer retention, a move that aligns with Sanders’ approach. “We’re really walking the talk,” said Toyota division head Dave Christ. “It’s about aligning incentives and culture with long-term customer care.”
Staying Ahead by Staying Different
While most dealers still chase short-term gains — even at the expense of customer trust — Sanders remains focused on his north star: loyalty. And though he admits most dealers wouldn’t adopt his model, that doesn’t diminish the results.
“I had this vision of what the dealership could be, and we’re living it now,” Sanders said. “This isn’t just a dealership — it’s a movement. And our customers are the reason it works.”
