Best Toyota Dealerships in Wisconsin, Ranked by CarEdge Data
Key Takeaways
- Top 9 Toyota dealers in Wisconsin, ranked using verified out-the-door quotes — not Google star ratings.
- Marthaler Toyota Of Ashland (Ashland) is the highest-graded Toyota dealer in Wisconsin.
- Le Mieux Toyota (Green Bay) earns the lowest grade among ranked dealers — verified data shows below-average transparency across 6 quotes.
- Get an OTD quote in writing before you visit any dealer. CarEdge tracks real prices, not advertised ones.
This is the CarEdge Dealer Transparency Index ranking for Toyota dealers across Wisconsin. We grade dealers using verified out-the-door quotes — real PDFs, emails, and signed deals — not Google star ratings.
We graded every Toyota dealer in Wisconsin with enough verified out-the-door quotes to score with confidence. If you’re shopping a specific metro, jump to the city-by-city rankings below for a tighter local shortlist.
Last updated October 1, 2026. CarEdge refreshes these rankings daily as new verified out-the-door quotes come in.
The Best Toyota Dealers in Wisconsin
The best Toyota dealer in Wisconsin by verified out-the-door price data is Marthaler Toyota Of Ashland (Ashland, WI): A grade, 100/100 across 4 verified quotes, with no dealer add-ons in any verified quote.
Close behind:
- Kenosha Toyota (Kenosha), A grade, 99/100 across 24 verified quotes, with no dealer add-ons in any verified quote.
- Heiser Toyota (Milwaukee), A grade, 98/100 across 12 verified quotes, with no dealer add-ons in any verified quote.
Full ranking, fees and add-on data for every graded dealer are below.
Top 9 Toyota Dealers in Wisconsin
Ranked by CarEdge transparency score, highest to lowest. Each dealer profile links to the full review with verified out-the-door quotes.
#1 — Marthaler Toyota Of Ashland
Grade: A · Score: 100/100 · Ashland, WI
Marthaler Toyota Of Ashland is the top-graded Toyota dealer in Wisconsin by verified data — A grade, 100/100, based on 4 verified OTD quotes.
- Doc fee: $299 — well below the WI average of $404
- Add-ons: None detected in verified quotes
- Listing accuracy: 7.7% below the advertised listing
- Verified quotes: 4
See full review & verified quotes →
#2 — Kenosha Toyota
Grade: A · Score: 99/100 · Kenosha, WI
Kenosha Toyota holds the A grade across 24 verified OTD quotes — a substantial sample size.
- Doc fee: $389 — below the WI average of $404
- Add-ons: None detected in verified quotes
- Listing accuracy: 0.7% below the advertised listing
- Verified quotes: 24
See full review & verified quotes →
#3 — Heiser Toyota
Grade: A · Score: 98/100 · Milwaukee, WI
Heiser Toyota adds zero dealer add-ons in any verified quote — rare for an A-grade Toyota dealer.
- Doc fee: $481 — above the WI average of $404
- Add-ons: None detected in verified quotes
- Listing accuracy: Quoted price matches the advertised listing
- Verified quotes: 12
See full review & verified quotes →
#4 — East Madison Toyota
Grade: A · Score: 98/100 · Madison, WI
Add-ons showed on only 11% of East Madison Toyota’s verified quotes — restrained by segment standards.
- Doc fee: $399 — below the WI average of $404
- Add-ons: 11% of quotes, avg $33
- Listing accuracy: 1.2% above the advertised listing
- Verified quotes: 9
See full review & verified quotes →
#5 — Toyota Of Brookfield
Grade: A · Score: 98/100 · Brookfield, WI
Toyota Of Brookfield quoted prices 3.4% below the advertised listing — the kind of discount that rewards getting the OTD in writing.
- Doc fee: $479 — above the WI average of $404
- Add-ons: None detected in verified quotes
- Listing accuracy: 3.4% below the advertised listing
- Verified quotes: 4
See full review & verified quotes →
#6 — Serra Toyota
Grade: A · Score: 97/100 · Milwaukee, WI
Serra Toyota keeps the F&I office out of it: no add-ons in any verified quote.
- Doc fee: $534 — well above the WI average of $404
- Add-ons: None detected in verified quotes
- Listing accuracy: 1.0% below the advertised listing
- Verified quotes: 14
See full review & verified quotes →
#7 — Markquart Toyota
Grade: A · Score: 95/100 · Chippewa Falls, WI
Verified quotes from Markquart Toyota came in 2.4% under the advertised listing.
- Doc fee: $370 — below the WI average of $404
- Add-ons: None detected in verified quotes
- Listing accuracy: 2.4% below the advertised listing
- Verified quotes: 6
See full review & verified quotes →
#8 — Zeigler Toyota Racine
Grade: A · Score: 93/100 · Mount Pleasant, WI
Zeigler Toyota Racine quotes prices within 0.0% of the advertised listing — one of the cleanest pricing patterns on this list.
- Doc fee: $399 — below the WI average of $404
- Add-ons: 31% of quotes, avg $154
- Listing accuracy: Quoted price matches the advertised listing
- Verified quotes: 13
See full review & verified quotes →
#9 — Le Mieux Toyota
Grade: D · Score: 60/100 · Green Bay, WI
Le Mieux Toyota grades a D at 60/100 across 6 verified quotes — the lowest on this list. Get a written OTD and compare before you commit.
- Doc fee: Not available
- Add-ons: None detected in verified quotes
- Listing accuracy: Quoted price matches the advertised listing
- Verified quotes: 6
See full review & verified quotes →
About the CarEdge Dealer Transparency Index
Most dealer rankings come from Google star ratings and Yelp reviews — easy to game, impossible to verify. The CarEdge Dealer Transparency Index is different. We score every dealer using verified out-the-door quotes: real PDFs, emails, and screenshots from actual transactions.
Each dealer’s transparency score (out of 100) is weighted across four dimensions:
- Fee Transparency (30%) — Is the doc fee reasonable compared to the state average?
- Add-on Behavior (30%) — How often does the dealer bundle add-ons, and at what cost?
- Price Accuracy (30%) — Does the listing price match the actual OTD price?
- Data Quality (10%) — More verified quotes mean higher confidence in the grade.
Grades: A (90–100), B (80–89), C (70–79), D (60–69), F (below 60).
Toyota Dealers by Metro in Wisconsin
Shopping a specific city? These metro-level rankings drill into Toyota dealers near each major Wisconsin market:
Wisconsin Toyota Dealer Rankings at a Glance
| # | Dealer | City | Grade | Score | Doc Fee | Add-Ons | Quotes |
|---|---|---|---|---|---|---|---|
| 1 | Marthaler Toyota Of Ashland | Ashland | A | 100 | $299 | $0 | 4 |
| 2 | Kenosha Toyota | Kenosha | A | 99 | $389 | $0 | 24 |
| 3 | Heiser Toyota | Milwaukee | A | 98 | $481 | $0 | 12 |
| 4 | East Madison Toyota | Madison | A | 98 | $399 | $33 | 9 |
| 5 | Toyota Of Brookfield | Brookfield | A | 98 | $479 | $0 | 4 |
| 6 | Serra Toyota | Milwaukee | A | 97 | $534 | $0 | 14 |
| 7 | Markquart Toyota | Chippewa Falls | A | 95 | $370 | $0 | 6 |
| 8 | Zeigler Toyota Racine | Mount Pleasant | A | 93 | $399 | $154 | 13 |
| 9 | Le Mieux Toyota | Green Bay | D | 60 | — | $0 | 6 |
How to Use This Data When You Shop
- Get an OTD quote in writing before you visit. Any dealer can send a worksheet by email — if they won’t, that’s a red flag.
- Ask for a quote with zero add-ons. Everything in the F&I office is optional. Say “please remove all dealer add-ons” and see what the price does.
- Anchor to the OTD, not the listing. Dealers with a gap between advertised price and final OTD aren’t being straight with you. Don’t negotiate off the listing number.
- Compare three dealers minimum. Even within the same metro, doc fees, add-on policies, and listing accuracy vary widely. Use this ranking as your shortlist.
Rankings are generated from the CarEdge Dealer Transparency Index, a public methodology that scores dealers on verified out-the-door quotes — not Google star ratings or paid placements. CarEdge refreshes the rankings daily as new verified quotes come in.
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