Many people have a hard time deciding what kind of work they want to do for a living, but Mark Strong never had that problem. “It was really simple for me,” he says. “In junior high and high school, I was always working on cars and go-carts and motorcycles and lawnmowers.” Mark was blessed with natural aptitude, as well as a father (a career navy man) who taught him well. Mark also took an auto mechanics class in high school and constantly tried to improve his skills. He liked to fix things, which was good. “It’s more than being good at it. You have to like it,” he says. “If you don’t like it, it’s not going to be long-lived.”
Mark’s father gave him his first mechanic’s toolbox for high school graduation. Then, Mark traveled from his home in Los Lunas, New Mexico (where his father was assigned to Kirkland Air Force Base) to Phoenix to attend Universal Technical Institute (UTI). He’d heard that it was one of the best schools in the country for learning auto mechanics. “Sign me up,” he’d said.
Mark graduated from UTI in 1987 as an Automotive Service Excellence (ASE) mechanic. He then worked as a mechanic for a Toyota dealership in Chicago, but soon grew weary of cold weather. His brother lived in the Houston area, so Mark decided to give it a try. He has been here ever since.
Mark worked for more than 30 years at Toyota dealerships, primarily at Fred Haas Toyota, where he worked his way up to team leader. In the early 1990s, he was one of the first mechanics to become a Master Diagnostic Technician through Toyota’s certification program. Along the way, Mark learned to understand and respect Toyota engineering. He also found there were things about the service industry he wanted to improve.
Mark often wondered what it would be like to own his own business. He had the knowhow to repair Toyotas, but he knew there were other aspects to running a successful business. Still, in 2017, he took the plunge. He founded ToyoMasters, vowing to use his extensive experience with Toyota/Lexus repairs and maintenance to help make his customers’ service experience better.
Mark knew, of course, everybody wants good value for their money. He also recognized that people want to have a personal relationship with the mechanics who work on their trusted vehicles. Mark was sure he could address both of those things. Furthermore, he could combine value and skill with honesty and integrity.
There was only one problem: Mark knew most auto mechanics promised honesty and integrity, whether they lived up to those ideals or not. “People hear that all the time,” he says. “We can’t say those things and sound just like everybody else.” So, ToyoMasters would do business guided by the Golden Rule. “You treat other people the way you like to be treated. People will see it. They recognize it,” he says. “We do a good job at a good price.”
In 2021, Cliff Cross, a fully certified Toyota Master and ASE-certified Master Technician with more than 25 years of experience at Toyota dealerships, joined ToyoMasters as shop foreman. Cliff’s extensive knowledge, deep thinking, and ability to solve complex problems quickly made him indispensable. “He has the heart of a teacher,” Mark says, noting the other technicians have learned much from him.
In 2023, Matt Roseberry came on board as service manager to oversee all aspects of shop operations, bringing decades of experience in engaging customers and strengthening team cohesion. His detail-oriented mindset, calm demeanor, and helpful attitude have made him popular with customers, Mark says, as well as with the team and the various ToyoMasters vendors. Matt also promotes taking care of veterans, proudly offering them a ten percent discount.
A quick glance at Google reviews shows customers appreciate ToyoMasters’ dedication to quality and customer service, giving ToyoMasters a perfect average of five stars. “I’ve never been treated so well at a mechanic’s shop,” says one recent Google review. “I appreciate the attentiveness to the customers and high-quality service. Six out of five stars!” Other reviews mention the quality of service, personal attention, and reasonable prices. Some specifically mention Matt’s helpfulness. “What a great team!” one review states. “Job was done in a timely manner and a fair price. Customer waiting area was comfortable and clean,” says another.
“Everybody wants low cost of ownership,” Mark says, predicting that if car owners take care of the manufacturer’s recommended maintenance, their Toyotas will serve them well for many years. “I bet half our customers have more than 200,000 miles on their cars,” Matt says. He estimates that 20 percent of customers have vehicles with more than 300,000 miles. “If you do your part, the car is going to do its part,” Mark says. ToyoMasters is available to help car owners keep their half of the bargain.
While some customers insist on using original equipment manufacturer (OEM) parts, others choose to use after-market parts. It’s the customer’s decision, but the team always recommends fluids (such as oil and transmission fluid) that Toyota dealers use. Although ToyoMasters cannot do warranty work on new vehicles, its technicians can do virtually all other repairs and maintenance available at dealerships—but at a lower price. ToyoMasters even reports repairs and maintenance to Carfax, so a complete service record will be available if customers choose to sell their vehicles.
Mark knows a business can’t be all things to everyone, so ToyoMasters does not work on domestic or European cars. Mark also knows specialization is the key to serving customers well and providing top value. The team’s skilled technicians are trained in Asian automotive engineering; therefore, ToyoMasters, while best known for specializing in Toyota and Lexus repairs, is proficient in servicing other Asian cars, such as Honda/Acura, Kia, Hyundai, Nissan/Infinity, Mazda and Suzuki, including hybrids. “We are hybrid certified,” Mark says, noting many customers have found hybrid vehicles to be reliable and economical.
Mark knows car repairs are often needed at inopportune times, so whether a customer owns a Toyota or another Asian import, ToyoMasters can work with them. Technicians can help customers prioritize service items, differentiating between crucial repairs and those that can be postponed. They can even help customers make difficult decisions about whether to repair or retire their vehicles. “It’s a key role and responsibility we have,” Mark says.
ToyoMasters provides a complimentary 19-point inspection on each vehicle that comes in for service, but technicians will not recommend unnecessary repairs. “If we see something that’s not right, we are going to let you know,” Mark says, “but we will not sell you something you don’t need. We really focus on that. It’s not just something we say; it’s something we do.”
The personal touch this business provides must be infectious. Customers often get to know each other while waiting for their cars in ToyoMasters’ comfortable waiting area, Mark says. They talk and laugh, saying things like, “I remember you from last time” and “How’s the baby?” In fact, Mark says, ToyoMasters customers have become almost like a family, a fact that pleases him.
11631 FM830
Willis, TX 77318
936-701-5236
toyomastersautorepair.com
