On a trip to California in the late 60s, Jack Safro was introduced to the RT40 Toyota Corona, a car then unheard of in his native Wisconsin. But everyone in California seemed to know it, and a dealer told him the quality was so good customers weren’t even bringing them in for the 1000-mile service. Before long, Safro had his own Toyota dealership back in Milwaukee.
According to this article in the Milwaukee Journal Sentinel, his franchise sold just 42 Coronas their first year, but it was enough to make Safro Toyota the midwest’s largest Toyota dealer. Continue reading