Principle Toyota in Memphis, TN

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Principle Toyota is your Toyota expert in the Mid-South.  We specialize in selling New, Certified and pre-owned Toyota products.  We also service all types of vehicles.  We are also an authorized Toyota parts retailer.  Need accessories?  We have all types to dress up your new Toyota.


Established in 1989.

Principle Toyota formerly Performance Toyota has been selling Toyota vehicles in the Tennessee area for over 25 years.  Principle Toyota is a family owned and operated dealership whose mission is to treat you like family. We pride ourselves on our customer service and dedicated employees and this is why our sales and service teams are some of the most knowledgeable in the country. Principle Toyota currently is the recipient of the prestigious Toyota President's Award, which is given for outstanding operations and customer satisfaction. Our goal is to make every customer our friend and exceed your expectation everyday. We proudly serve the areas of Olive Branch, Southaven and beyond.

Principle Toyota

Dealer Info:

Phone(s):(901) 758-4040
Address:7370 Winchester Rd, Memphis, TN, 38125
  • Monday: 8:30 am - 8:00 pm
  • Tuesday: 8:30 am - 8:00 pm
  • Wednesday: 8:30 am - 8:00 pm
  • Thursday: 8:30 am - 8:00 pm
  • Friday: 8:30 am - 8:00 pm
  • Saturday: 8:30 am - 8:00 pm
  • Sunday: Closed

Reviews on Principle Toyota

Drew A. | 2015-03-12

I've been here twice for service. The waiting area is very comfortable. They provide free Keurig coffee, tea, and hot cocoa as well as bottled water and snacks. All for free. Free Wifi and popcorn too.

My service advisor both times was Bob Frederick. Very prompt and friendly.

If you need service, they do a great job here.

Tom B. | 2014-04-23

Great deal, great car, and great service. Buddy the finance guy is super nice and easy to deal with. Check em out, worth it!

Onny J. | 2013-11-06

Bought a used car here back in 2010. They showed me clean Carfax and told me the car is almost new, never got in accident. My fault to bought the car in hurry. Went to Carmax to get appraised, turn out the car been in accident, airbag deployed, paint not original and etc. Told carmax, that the carfax report is clean. Carmax told me they are using different website to check. Anyway, they also told me, right of the bat, they can tell the car been on accident. Carmax appraiser said, most buyer might not catch the paint not original, but dealership should know this car been on accident by a glance. Well, I know now. Please, DO NOT BUY from this dealership. I will never go back there ever again!!

Ashley H. | 2013-05-30

If you're in the market for a Toyota, look no further.  Performance Toyota and Brittney Dawson - That's the only names you need to remember when you're car shopping.

I'm a Camry girl. I needed to trade in my old Camry that I made the huge mistake of leasing.  Another dealership informed me that the best way out was to buy/trade it when the lease was up, but of course, that dealership wasted a lot of my time before informing us they couldn't pull it off. They weren't the only dealership to do that. Unlike those other dealerships that let me wait for hours before divulging that I couldn't trade it, Performance was honest with me upfront.  Yes, they laughed a little when I told them I leased it, and reminded me never to do that again.  (Not that I needed a reminder. Lesson learned!) I couldn't trade it because it was so upside down, so I had to suck it up and turn it in and buy another car.

We thoroughly enjoyed working with Brittney.  She was very sweet, pleasant and knowledgable about the cars she sells. In fact, she drives one herself.  I told her what I liked, and she took me to the exact car.  We test drove, got approved for financing, and took our new car home within a couple of hours.  At Performance, our experience was completely hassle free.

I have no doubt where I'll buy my next vehicle, and no doubt who my sales associate will be!  I will highly recommend them to everyone I know!

Juanito E. | 2013-03-24

Worst experience ever.

This place is run and operated by scum. My wife and I came prepared for the usual dealership game for deals, but the people here do not take kindly to people that come prepare and with knowledge. They were completely disrespectful, specially to my wife.
After their rude treatment to us we tried to talk to the manager. Expecting an apology I was surprised when the guy just started to throw numbers at us and try to get a deal without ever listening to my complains.
While i stormed out of the place, another couple was arguing with another representative after because they gave them their car at a worst condition than it was before.

There are other dealers in the Memphis area. Stay as far away as possible from this one.

Pat G. | 2012-11-06

I have always loved this dealership.  I have been doing business here since 2003 when I first moved to Memphis.  Since that time, I have purchased 3 cars, and have leased 1.  My daughter is on her 3rd purchase and my son has purchased 1 car.  Each time I have walked in the doors of this dealership, I am greeted as though I'm family and was always treated with the outmost respect.  It never mattered how long I stayed away, they always seemed to remember my name.  I made my last purchase just last week and I must say that I was somewhat disappointed when I didn't see my favorite salesman, Grayson Hall.  He was the best!  Now I hear that he's no longer there .......that should be a BIG lose for Performance.  As I looked around, I barely saw any familiar faces at all. I probably would have taken my business somewhere else if I had not seen Lamont Harlin.  Thank God!  This guy IS Mr. Performance Toyota.  If you have any problems with your customer service experience, be sure to look for him. Although he's a Finance person, he have always stepped outside of his comfort zone to assist a customer with whatever their needs were.....not just for me.  I've seen him do this many time before when I was there.  He did introduce me to Laura Gibson, who by the way, did an excellent job helping me to close my leasing contract and to purchase.  I was in and out of there faster than ever before.  Big plus for Laura.

My overall experience was still A-1 quality eventhough I didn't see my favorite people.  But I'm afraid that if Lamont is not there the next time, I may be taking my business some place else.  Change is good most of the time, but I think companies need to be careful making changes to valuable resources.  Especially if the resource is bringing in the revenue and loyal customers.