Since opening its doors in 1975 on U.S. Highway 49 with a team of just six employees and an inventory of 21 new Toyota vehicles, Toyota of Hattiesburg has grown into a cornerstone of the Pine Belt and South Mississippi communities. This year, the dealership proudly celebrates 50 years of excellence, growth and community commitment — a half-century of driving success and building lasting relationships.
What began as a modest, family-run operation has evolved into one of Mississippi’s most respected and successful automotive dealerships. In its early days, Toyota of Hattiesburg built its reputation on a simple yet powerful formula: treating customers like family, providing dependable products and delivering service that exceeded expectations. Those guiding values remain just as strong today.
In 1976, Toyota of Hattiesburg relocated to West Pine Street, where it experienced steady expansion fueled by growing customer demand and the increasing popularity of Toyota vehicles. A major renovation in 1994 modernized the facility and reflected the dealership’s ongoing investment in quality and customer experience. Two decades later, in 2014, Toyota of Hattiesburg reached another milestone, opening its current state-of-the-art facility on Highway 98. The move allowed for expanded inventory, enhanced amenities and a more streamlined service experience designed to meet the needs of a new generation of customers. The original West Pine location found new life as Hattiesburg Cars, a premier pre-owned vehicle center that continues to serve the region.
Today, Toyota of Hattiesburg offers more than 400 new and pre-owned vehicles and stands as one of South Mississippi’s most trusted names in automotive sales and service. The dealership’s success is guided by its mission: “to deliver exceptional automotive experiences through integrity, excellence and innovation.”
Its core principles — customer commitment, integrity, excellence, innovation, teamwork, accountability, sustainability, community engagement, respect and continuous improvement — shape every aspect of the operation. These values are evident not only in sales and service but also in the culture of teamwork and professionalism that defines the dealership’s staff.
Throughout its history, Toyota of Hattiesburg has earned numerous distinctions, including the Toyota President’s Award, a recognition that honors dealerships demonstrating outstanding performance in sales, service and customer satisfaction. These achievements reflect the dealership’s sustained excellence as well as the loyalty and trust of generations of Mississippi drivers.
Owner and CEO Alton Pierce continues the proud legacy his father began five decades ago. Under his leadership, Toyota of Hattiesburg has embraced new technology and changed customer expectations, incorporating hybrid and electric models, online shopping tools and environmentally conscious practices into its operations. With the third generation of the Pierce family now preparing to step into leadership, the dealership’s future remains firmly rooted in its tradition of community, service and family values.
“This milestone is a celebration of our team, our loyal customers and our community,” Pierce said. “We’ve grown, evolved and embraced innovation, but one thing has never changed — our dedication to the people of the Pine Belt and the number they’ve come to know so well: 544-9630.”
Beyond its business success, Toyota of Hattiesburg is known for its enduring commitment to the community. Over the years, the dealership has supported local schools, youth sports, charitable organizations and civic initiatives throughout the Pine Belt. Whether helping local families, sponsoring educational programs or contributing to community events, the dealership takes pride in being actively engaged in the community.
That same community spirit was on full display during the dealership’s 50th anniversary celebration, held Oct. 16, 2025, at the Highway 98 location. The event brought together customers, employees and industry partners for a day of reflection and gratitude. Attendees included MADA President Marty Milstead, representatives from Toyota Motor North America and dozens of local business leaders and community members.
The celebration opened with a blessing and reflection from Mitchell Williams, multi-area director of the Southeast Mississippi Fellowship of Christian Athletes and football chaplain for the University of Southern Mississippi football team. His words of faith set a meaningful tone for the day. Following his invocation, Mary Bryant, Toyota of Hattiesburg’s event coordinator, welcomed guests and expressed appreciation for everyone who contributed to and helped bring the event together.
Alton Pierce and Marty Milstead each offered remarks honoring the milestone and reflecting on the dealership’s significant contributions to Mississippi’s automotive industry. The event concluded with two musical performances — one by the acclaimed a cappella ensemble The Voices from Pearl Ridge Community College, and another by saxophonist Devin Lucas, a former member of The Voices, whose solo performance added a memorable close to the celebration.
Through five decades of growth and change, Toyota of Hattiesburg has remained steadfast in its commitment to its customers, employees and community. The dealership’s journey stands as a testament to what can be achieved when integrity, hard work and honest values drive every decision.
MADA extends heartfelt congratulations to Toyota of Hattiesburg for 50 years of automotive excellence, leadership and service. Here’s to the next 50 years of success in the Pine Belt and beyond!
