Leading with Purpose: Jim Colon and the More Than Cars Mindset

When you walk into Marysville Toyota, you’re not just stepping into a dealership—you’re stepping into a space where cars take a backseat to people. Jim Colon, co-owner of Marysville Toyota and the 2024 Businessman of the Year honoree by the Greater Marysville Tulalip Chamber of Commerce, is redefining what it means to run a dealership.

Since opening Marysville Toyota in July 2018 with his business partner Perry Watson, Colon has grown the team from 50 to 91 associates and turned the dealership into a hub of trust and innovation. How? By adopting a negotiation-free pricing model and a culture rooted in transparency and inclusion. And while the industry often focuses on numbers, Jim and his team focus on people—customers, employees, and the community.

Colon doesn’t just show up for his team. Through partnerships with organizations like Girls on the Run, Pink the Rink, and the Marysville Food Bank, he’s helping to address housing and food insecurity right in the neighborhood he serves.

We caught up with Jim to talk about the award, his dealership model, and his vision for the future.

ASOTU: First off, congratulations! How did it feel to be named Businessman of the Year?

Jim Colon: Honestly, it wasn’t something I was campaigning for or expecting. They’ve got a committee that looks around the community, and I guess they landed on me. One of the committee members told me afterward, “We’ve seen what your store is doing, and I’ve bought two cars from you myself!” That kind of feedback, man, it means the world.

ASOTU: Your dealership’s negotiation-free pricing model stands out. What led you to adopt it?

Colon: Look, customers don’t like the old-school negotiating process. It’s not transparent, it takes forever, and it creates a bad experience. We have the tools now to price cars fairly upfront, so that’s what we do. No hidden fees, no games. It’s faster, it’s better, and customers trust us for it.

ASOTU: Marysville Toyota also has a reputation as an inclusive workplace. Was that intentional?

Colon: 100%. The auto industry is super male-dominated, and honestly, it’s because the environment at most dealerships is just too aggressive for women. Our business model changed that. We’ve got one of the highest percentages of women working here, and they’ve told us it’s because our culture is positive and collaborative. It’s not cutthroat, and that just makes it better for everyone.

ASOTU: You’re also deeply involved in the community. What drives your decisions when it comes to giving back?

Colon: When we opened the dealership, we asked, “What does this community need?” Housing and food insecurity were big issues, so we partnered with groups addressing those. I just can’t stand the thought of someone in a country like ours not having enough to eat. That really gets to me.

ASOTU: What’s next for you and Marysville Toyota?

Colon: We want to keep growing while staying true to what got us here. Our customers love what we’re doing—just look at our Google reviews; people write books about their experiences with us! Toyota is the number-one retail brand in the U.S., and we want to keep earning that trust by delivering great service, taking care of our community, and creating a dealership people are proud to work at.

It’s clear that Jim Colon isn’t just running a dealership; he’s building a legacy. For Marysville Toyota, “loving people more than cars” isn’t just a motto—it’s how they do business every day.

More with Jim!