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1955 N Stevens St, Rhinelander, WI, 54501

The Rhinelander Toyota Difference

A different kind of car dealer … a different car buying experience.

Open Today! Sales: 8am-8pm
Call us at: Call Service Phone Number715-365-8100


Rhinelander Toyota

is proud to serve Antigo, Crandon, Eagle River, Minocqua, Merrill, Wausau, and the surrounding communities for over 15 years. We are proud to be a part of the Rydell Group, and continue to serve our guests with non-commissioned sales staff, the absolute best pricing you’ll find around, and of course, a smile. Rhinelander Toyota is a Best Price dealership in Northern Wisconsin. This no haggle, no hassle pricing ensures every guest gets the same low price, always. Our success is based on how satisfied you are with your purchase; not how much you spend. Rhinelander Auto Group is proud to support our local community, and communities beyond by providing excellent customer service, full sales support, and exemplary vehicle maintenance. Our vision statement truly supports what our organization is all about, “to be so effective that we are able to be helpful to others”. Come experience the Rhinelander Toyota difference.


Car-dealer success stories are plentiful, and they come in many forms. There are up-through-the-ranks guys such as Dan Towne, who was an entry-level salesman at Rhinelander Auto Center in the early 2000s, but over the course of 15 years, worked his way to the top.

Dan is a proud Rhinelander native. Dan credits his start in the car business to his father-in-law who worked at a local dealership and encouraged him to apply. The camaraderie of sales was appealing to Dan and the opportunities were endless. So endless, in fact, he worked his way to General Sales Manager by 2009.

By 2013, Dan and his family moved to Colorado where he furthered his career by assisting with the purchase of our sister store, Durango Motor Company, and building it from the ground up over the course of 3 years. Once the new store was established, Dan returned a final time to Rhinelander in 2016 overseeing Rhinelander Auto Center’s day-to-day operations as General Manager for two and a half years, before becoming owner in December 2018. Through the changes and after his extended time away, our values, and philosophy remain the same. He remains committed not only to Rhinelander Auto Center, but to the community as well.

Dan is thrilled to be settled back in Rhinelander with his wife, Marie, and his three children, Marshal, Lexi, and Ellie. Outside of work, Dan likes to spend time with his family doing outdoor recreational activities like boating, fishing, and hunting.

Dealership Info

Phone Numbers:Sales Hours:
  • Mon - Fri8:00 AM - 8:00 PM
  • Sat8:00 AM - 5:00 PM
  • SunClosed
Service Hours:
  • Mon - Fri7:00 AM - 6:00 PM
  • Sat8:00 AM - 2:00 PM
  • SunClosed
Parts Hours:
  • Mon - Fri7:00 AM - 6:00 PM
  • Sat8:00 AM - 2:00 PM
  • SunClosed

Letter from Dan Towne

I’m Dan Towne, owner of Rhinelander Toyota. In my 15+ years in this business, I’ve heard one thing over and over again from guests, “The most unpleasant part of buying a new vehicle is negotiating!”

At Rhinelander Toyota, we want to relieve that unpleasantness and let you enjoy the purchase of your next vehicle. With that said, we do things differently here.

First difference? Our sales consultants are paid based on how satisfied you are with your purchase, unlike other dealerships, where they’re paid a percentage of the profit of your sales transaction. So, the other guys? Their goal is to keep that sales price as high as possible. Not here. Our sales consultants have one mission: to make your car buying experience a great one (and their paycheck depends on it!) The ultimate goal? For you to drive off the lot completely satisfied and happy!

Even better? Our “Best Price” is upfront and in writing. Every vehicle on our lot has our Best Price clearly hanging in the window. No haggle, no hassle- everyone gets the same great deal. Whether you’re 18 or 80, whether your credit score is great or has seen greater days, come to Rhinelander Toyota today and experience the difference. We look forward to meeting you and showing you just how enjoyable the car buying experience can be.


Dan Towne



Rhinelander Toyota is located at: 1955 N Stevens St • Rhinelander, WI 54501


Contact Us

Rhinelander Toyota 45.65761919481935, -89.38315727317521.