Best Toyota Dealerships in Wisconsin, Ranked by CarEdge Data
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 November 13, 2026. CarEdge refreshes these rankings daily as new verified out-the-door quotes come in.
What is the best Toyota dealer in Wisconsin?
The best Toyota dealer in Wisconsin by verified out-the-door price data is Heiser Toyota (Milwaukee, WI): A grade, 100/100 across 15 quotes from the past year, with no quoted add-ons in its 15 quotes from the past year.
Close behind:
- Wilde Toyota (West Allis), A grade, 100/100 across 5 quotes from the past year, with $437 in dealer fees, under the WI median of $497.
- Kenosha Toyota (Kenosha), A grade, 99/100 across 30 quotes from the past year, with no quoted add-ons in its 30 quotes from the past year.
Best for:
- Lowest dealer fees: Marthaler Honda Toyota (Ashland), $299, against the WI median of $497.
- No quoted add-ons: Kenosha Toyota (Kenosha), none in its 30 quotes from the past year.
- Most quotes, past year: Kenosha Toyota (Kenosha), 30 quotes from the past year behind its A.
Among the A and B dealers ranked on this page.
Full ranking, dealer fees and quoted add-ons for every graded dealer are below.
Top 10 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 — Heiser Toyota
Grade: A · Score: 100/100 · Milwaukee, WI
Heiser Toyota is the top-graded Toyota dealer in Wisconsin by verified data — A grade, 100/100, based on 15 quotes from the past year.
- Dealer fees: $479 — below the WI median of $497
- Quoted add-ons: None in 15 quotes from the past year
- Quotes, past year: 15
See full review & verified quotes →
#2 — Wilde Toyota
Grade: A · Score: 100/100 · West Allis, WI
Wilde Toyota put quoted add-ons on just 20% of its quotes from the past year — light for an A-grade dealer.
- Dealer fees: $437 — below the WI median of $497
- Quoted add-ons: On 1 of 5 quotes from the past year (20%)
- Quotes, past year: 5
See full review & verified quotes →
#3 — Kenosha Toyota
Grade: A · Score: 99/100 · Kenosha, WI
Kenosha Toyota earns the A grade with 30 quotes from the past year — one of the deepest datasets on this list.
- Dealer fees: $389 — below the WI median of $497
- Quoted add-ons: None in 30 quotes from the past year
- Quotes, past year: 30
See full review & verified quotes →
#4 — Le Mieux Toyota
Grade: A · Score: 99/100 · Green Bay, WI
Not one of Le Mieux Toyota’s 6 quotes from the past year carried a quoted add-on — a clean record at the A grade.
- Dealer fees: Not shown in its quotes from the past year
- Quoted add-ons: None in 6 quotes from the past year
- Quotes, past year: 6
See full review & verified quotes →
#5 — Serra Toyota
Grade: A · Score: 97/100 · Milwaukee, WI
Serra Toyota keeps the F&I office out of it: no quoted add-ons in its 17 quotes from the past year.
- Dealer fees: $537 — above the WI median of $497
- Quoted add-ons: None in 17 quotes from the past year
- Quotes, past year: 17
See full review & verified quotes →
#6 — Marthaler Honda Toyota
Grade: A · Score: 96/100 · Ashland, WI
Marthaler Honda Toyota put no quoted add-ons on any of its 5 quotes from the past year — rare for an A-grade Toyota dealer.
- Dealer fees: $299 — below the WI median of $497
- Quoted add-ons: None in 5 quotes from the past year
- Quotes, past year: 5
See full review & verified quotes →
#7 — East Madison Toyota
Grade: A · Score: 94/100 · Madison, WI
East Madison Toyota put quoted add-ons on just 21% of its quotes from the past year — light for an A-grade dealer.
- Dealer fees: $399 — below the WI median of $497
- Quoted add-ons: On 3 of 14 quotes from the past year (21%)
- Quotes, past year: 14
See full review & verified quotes →
#8 — Zeigler Toyota Racine
Grade: A · Score: 92/100 · Mount Pleasant, WI
Zeigler Toyota Racine earns an A-grade on the CarEdge Dealer Transparency Index, based on 10 quotes from the past year.
- Dealer fees: $437 — below the WI median of $497
- Quoted add-ons: On 4 of 10 quotes from the past year (40%)
- Quotes, past year: 10
See full review & verified quotes →
#9 — Umansky Motor Cars
Grade: B · Score: 89/100 · Glendale, WI
Umansky Motor Cars earns a solid B on verified data — solid fundamentals.
- Dealer fees: $499 — above the WI median of $497
- Quoted add-ons: On 1 of 4 quotes from the past year (25%)
- Quotes, past year: 4
See full review & verified quotes →
#10 — Markquart Toyota
Grade: B · Score: 87/100 · Chippewa Falls, WI
Markquart Toyota keeps the F&I office out of it: no quoted add-ons in its 6 quotes from the past year.
- Dealer fees: $915 — above the WI median of $497
- Quoted add-ons: None in 6 quotes from the past year
- Quotes, past year: 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.
Only quotes from the past year count. We split them into four groups, newest first: the newest counts 50%, then 30%, 15% and 5%.
Each dealer’s transparency score (out of 100) is weighted across four dimensions:
- Fee Transparency (30%) — Are the dealer’s fees reasonable? We add up every dealer fee and compare the total with the state median.
- Add-on Behavior (30%) — How often does the dealer include quoted add-ons like paint protection or theft deterrent, the kind you can’t say no to? Add-ons the dealer marks as optional don’t count against them.
- Price Accuracy (30%) — Does the advertised price include every charge you have to pay? We check each quote against the vehicle page: dealer fees, add-ons, the advertised price and the discount.
- Data Quality (10%) — Does the quote list taxes, dealer fees, add-ons and government fees each on its own line? Each one is worth a quarter.
Grades: A (90–100), B (80–89), C (70–79), D (60–69), F (below 60). Read the methodology →
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 | Dealer Fees | Quoted Add-ons | Quotes, Past Year |
|---|---|---|---|---|---|---|---|
| 1 | Heiser Toyota | Milwaukee | A | 100 | $479 | None | 15 |
| 2 | Wilde Toyota | West Allis | A | 100 | $437 | 20% | 5 |
| 3 | Kenosha Toyota | Kenosha | A | 99 | $389 | None | 30 |
| 4 | Le Mieux Toyota | Green Bay | A | 99 | Not shown | None | 6 |
| 5 | Serra Toyota | Milwaukee | A | 97 | $537 | None | 17 |
| 6 | Marthaler Honda Toyota | Ashland | A | 96 | $299 | None | 5 |
| 7 | East Madison Toyota | Madison | A | 94 | $399 | 21% | 14 |
| 8 | Zeigler Toyota Racine | Mount Pleasant | A | 92 | $437 | 40% | 10 |
| 9 | Umansky Motor Cars | Glendale | B | 89 | $499 | 25% | 4 |
| 10 | Markquart Toyota | Chippewa Falls | B | 87 | $915 | None | 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 advertised price. Dealers with a gap between advertised price and final OTD aren’t being straight with you. Don’t negotiate off the advertised number.
- Compare three dealers minimum. Even within the same metro, dealer fees, quoted add-ons and advertised price 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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