About Us
Family Owned, Family Operated
Serving Wisconsin Since 1908
The history of Smart Motors is filled with twists and turns, but the driving principles through every obstacle have been the core values handed down to me from my grandfather O.D. Smart. Commitment to Quality, Customer Satisfaction, and Continuous Improvement are our core values and continue to be the guiding light for myself and our entire team at Smart Motors Toyota.
As time rolls on our commitment to the Madison Area is stronger than ever. For those of you whom we've had the honor to serve over the years through our Sales, Service, Parts and Body Shop, I want to say "thank you" for the trust you have placed in us. And if you've never done business with us, I invite you to experience why generations of families have chosen Smart Motors Toyota.
J.R. Smart
President/CEO
A Brief History of Smart Motors
In 1908, O.D Smart sold his first car, an Apperson Jackrabbit out of his father's livery & grain business in Waukesha, WI while attending Carroll College. He continued to successfully sell cars until, in 1912, O.D. moved Smart Motors to Madison (617 University Avenue), before being involved in a horrific car accident for which he was not expected to survive. Against all odds he pulled through and completed his Mechanical Engineering degree at UW-Madison. Two short years later, the dealership was relocated to 601 University Avenue. In 1929, the Great Depression hit the nation hard, and every car dealership in Madison declared bankruptcy except one... Smart Motors.
Founder: O.D. Smart
601 University Avenue Madison, WI
Smart Motors moves to Madison - 1912
By 1933 O.D and his team had sold over 9,000 cars and trucks, averaging a car a day in a time where it was unusual to have even two vehicles in a dealer's inventory. In 1939, he expanded the business to include a paint and body department. After the US entered World War II, no automobiles were manufactured for civilians as a way to save metal for the war effort. Doctors with special permits were the only individuals allow to purchase a new vehicle. To make ends meet, O.D. worked nights at the Gisholt Machining Co., and supplemented his income as a Justice of the Peace, performing wedding ceremonies in his home at all hours of the night. Finally, when the war ended in 1945 and automobile production resumed, O.D. sold the first "post-war" vehicle in Madison - the Universal Peace Jeep, by Willys.
Smart Motors West Madison
1953 was a special year as it ushered in a new era for the business and the Smart family as O.D.'s son, F.J. Smart joined the family business and took over the day to day operations. Several years later, in 1957, O.D. retired after an amazing 49 years in the car business.
The early 60's proved to be great learning years for F.J.. In 1960 the dealership experienced a severe flood totaling out 15 vehicles, and then, in 1964, the City of Madison, looking to expand downtown and make way for what is now Campus Drive, made a "fair offer" for the property using Eminent Domain. Believing everything happens for a reason, and always looking for ways to enhance the business, in 1966, F.J. relocated the dealership to Odana Extension (now Odana Road), where we remain today. The move drastically increased the dealership's size and service capacity and we welcomed Toyota and Volvo to the franchise line-up. O.D., founder of Smart Motors, passed way in 1966 as well.
Odana Road - Madison, WI
100th Anniversary
100 Years of Smart Motors
2008 marked our 100th Anniversary, the opening of a new facility, and the kick-off of our Centennial Celebration! We started with an employee appreciation party for our staff and their family, followed by an evening entertaining dignitaries from Toyota, local business owners and contractors who made the new facility come to life, and culminating with a week-long public grand opening celebration. We even hosted five community events throughout the area as a "thank you" for supporting our business for the past 100 years. It was a very special time in our company's history - certainly a once in a lifetime milestone, but we certainly are not done.
Volume and Recognized
As one of Wisconsin's largest Toyota dealers, as well as having received the prestigious President's Cabinet Award from Toyota Motor sales - an award bestowed to only the top 1% of Toyota dealers nationwide for superior customer service and sales volume, we are confident you will enjoy your experience with us. As our sales and service business expanded, so has our body shop operations, and between 2010 and 2013 we purchased Ball Body Shop, (May 2010) totally renovated the facility and opened a NOVUS Auto Glass repair and replacement franchise, extending the scope of the services to our customers and families throughout southern Wisconsin. And in 2016, we celebrated 50 incredible years as a Toyota dealer.
Ball Body Shop