Smart Motors

Welcome to Smart Motors Toyota ~ Scion.

We provide you a fast and convenient way to research and find a vehicle that is right for you via our website. Whether you are looking for a new or used Toyota car, truck, or SUV you will find it here. We have helped many customers from Madison, Monroe, Janesville, Verona, Middleton, Oregon, Waunakee, Cottage Grove, Stoughton, Sun Prairie and Evansville find the Toyota of their dreams!

We know that prospective customers are extremely well educated when researching their next vehicle. Smart Toyota has made it easy to get all the available vehicle information so you can spend less time researching and more time enjoying your purchase. Check out our new specials and used specials for additional savings on your next vehicle.

As a premier Wisconsin Toyota dealer, we have a huge selection of new and used vehicles from which to choose. Smart Toyota online and offline customers enjoy special vehicle offers every day. We offer Toyota service & parts, an online inventory, and outstanding financing options, making Smart Toyota the preferred dealer for Madison, Monroe, Janesville, Verona, Middleton, Oregon, Waunakee, Cottage Grove, Stoughton, Sun Prairie and Evansville Toyota buyers. Ready to set up a test drive? Visit our Madison Toyota dealership in Madison, WI today!


Recommendations (762)


Allan Jones recommends Michael Finkel


Mike Finkel will help put you in the vehicle YOU want, not the one he wants to put you in. Mike will work with you and FOR you to the best of his ability. Mike is friendly, intelligent and knowledgeable about his product. Deal with him in confidence, and make sure he lets you ring the gong when you take delivery.
Jul 18, 2017

Jim recommends Michael Finkel

Administrator - UW

Michael was wonderful to work with. His knowledge, follow-up, and low pressure approach are a big part of why we made our purchase at Smart Motors. Our whole Smart Motors experience was great and would highly recommend working with Michael and Smart.
Jul 16, 2017

Mark koester recommends Michael Finkel


Michael did a great job. He met all of our needs and took care of us from beginning to the end. He was very cordial and friendly. I would recommend using him for all of our future transportation needs as well as anbody else's. I thank him and smart Toyota for a very pleasant and easy vehicle purchase process. Thanks again.
Jul 13, 2017

Virginia Yamada recommends Michael Finkel


Michael Finkel listened to what I wanted and set out to help me attain my goal, a new car. Gave me good advice about my old car, "you would probably do well selling it on your own" and proceeded to make me an offer I couldn't refuse. Appreciated his professionalism, anticipating what I might need,, and his perseverance in tracking me down when he had incorrect phone numbers and was unable to reach me . I have sold my old car and now have a 2017 RAV4 Limited. Thank you Michael!
Jul 12, 2017

Tom Stolzenburg recommends Michael Finkel

Client Service Manager

Buying a new car is a stressful experience. A lot of money is at stake and you don't always know if you can trust your sales person. But you can trust Mike. He's a straight shooter. The information he provided us was always clear and concise. And when he didn't know, he didn't make up an answer. If you are looking for integrity and a fair deal, Mike is the person you want.
Jul 9, 2017

Anonymous recommends Michael Finkel

Mike was great to work with and not the pushy salesman type.
Jul 8, 2017

Margaret Schmit recommends Michael Finkel

Chiropractic office coordinator

Michael went above and beyond the role of salesman. We walked in told him what I was looking for since we had purchased 5 Toyota's in the past we knew what we wanted. He didn't try to sell us anything other then what we asked for which was great. We then told him a price and he said he will try getting it for us which he came back with a lower price then we gave him. I'm a diabetic and while waiting for financial people to get to us I mentioned I need to eat I'm feeling unwell from not eating. He gave us money to go out to eat. I highly recommend Michael as a salesman you should find to work with he is kind and just a wonderful human. If we ever need a new car he is the man we are going to for sure.
Jul 8, 2017

Janet Standish recommends Michael Finkel

Mr. Finkel was very helpful with any questions we had, acted in a very friendly, professional manner, gave us the space we needed to discuss things, also let us test drive the car and helped us with any questions we had while driving. My husband and I would be more than happy to recommend Mr. Finkel to any of our friends or family.
Jun 19, 2017

J Kent Streiff recommends Gary Frederick

Grain Farm Owner

My wife and I met Gary through an internet inquiry I wrote regarding the Toyota Highlander. Gary was prompt, concise and informative with his reply. Better yet, and after meeting him in person, we were very impressed with his low pressure, high knowledge product quotient. We decided immediately after our first store visit that; "we wanted to work with this guy". Gary will tell you what he can do, and what he can't do, with no run around. We liked that! A truly great car sales representative. We purchased a 2017 Highlander from him / Smart Motors.
May 6, 2017

Bo S. recommends Michael Finkel

Michael was very approachable, knowledgeable and helpful. It's refreshing to work with someone who is looking out for your best interest. He created a relaxing environment and we were very comfortable working with Michael. I would highly recommend him.
May 1, 2017

Anonymous recommends Michael Finkel

Michael was a wonderful salesperson! He listened to me, was low pressure & truly wanted to see me happy in my new car!! I would recommend him!!!
May 1, 2017

Mike Krueger recommends Michael Finkel

Mike did a great job finding the correct Tundra for me with the correct accessories! He did not pressure me at all to get the sale, but rather worked with me until I was ready to buy.
Apr 26, 2017

Rich Novotney recommends Michael Finkel

Senior Clinical Data Manager

Michael is the number one reason I bought a car that day. I came into Smart Motors very well prepared; I had done my research on cars and on the value of my trade in. It was my intention to go to other dealers to test drive other models. However, the Prius is a great car, highly recommended. Michael recognized the fact that I done my work, and there was no kind of wishy-washy business. He was very up front, and showed great empathy in regards to what I was looking for. In other words, he treated me with respect. Second to that, his knowledge of the vehicle was superior. Smart Motors is big and has a lot of moving parts; he helped navigate and expedite everything that day. I definitely recommend him. Thanks. --Rich Novotney
Apr 22, 2017

Rick recommends Clint Phillips

Clint did an excellent job working with me on the purchase of RAV4's for my company's fleet. He had in-depth knowledge about the vehicles and was able to answer any questions I had. The purchase process was fast and easy. I look forward to working with Clint again in the future.
Apr 22, 2017

Jared recommends Michael Finkel

Software Developer

Mike was friendly and informative, and the whole process was smooth and low pressure.
Apr 12, 2017

Toni Sienko recommends Al Franklin

This is my second RAV4 I have bought from Al! As with my first one this experience was great. Al is very friendly and helpful! He was so informative and funny, making the car buying experience enjoyable!
I highly recommend Al when buying a Toyota!
Thanks Al!
Apr 10, 2017

Kit Hoover recommends Al Franklin

Release Specialist, GIT, Mattel Inc.

It was the day after my car accident. Still shaking and without transportation, I was desperate for a vehicle. Al could have taken advantage. Instead, he knew what I needed after just a few minutes on the phone. He arrived at my house with the exact vehicle I wanted at the best price on the market. We drove back to Smart and finished the paper work there, stress free. The only nervous part of the transaction was hitting the big gong to celebrate a new car! I highly recommend Al to anyone who asks (and many who don't). The next time I need a car, I'll go straight to Al. And every time after that.
Mar 14, 2017

Geoff Dille recommends Tom Gilmore

Tom Gilmore was knowledgeable and helpful. I was returning a leased vehicle and purchasing a new vehicle at the same time and Tom helped make that process go smoothly.
Mar 7, 2017

Julie and Dave Dresen recommends Michael Finkel

A friend recommended working with Mike and we were very happy we did. We are very with the purchase of our new vehicle. Mike explained everything clearly and was very professional. We would work with him again.
Mar 6, 2017

Rob Asen recommends Al Franklin

Professor, UW-Madison

I recommend Al Franklin wholeheartedly. He's knowledgable about the vehicles; he bends over backwards to meet your needs and schedule; he works hard to find you the right car at the right price. Most important, Al is a terrific guy! He's friendly, honest, and caring. I've bought two Toyotas from Al--most recently a 2017 Rav4 hybrid, and as long as I'm driving Toyotas, I'm buying them from Al. He is the best!
Mar 3, 2017

Norbert Degenhardt recommends Rodney Potter

Rodney was great to deal with, I new what I wanted, I talked to him on the phone and made the deal, he said pick the car up on Monday and it was ready he kept his word on my trade in, we signed the papers and out the door went with are new Highlander.
Mar 3, 2017

Joni Wagner recommends Rodney Potter

Rodney was very helpful and informative I would buy another automoble from him.
Mar 3, 2017

Lyanne Chin recommends Rodney Potter

Graduate Research Assistant

Rodney did an excellent job! I was at Smart Motors 2 years ago for my first car and now am back again to lease another. He was very patient and explained things in great detail, so that I understand what I am getting. Definitely will look for him again when my current lease expires! Thank you!
Mar 2, 2017

Thomas Fager recommends Rodney Potter


I found the exact Toyota Highlander Hybrid I was searching for on line and contacted Smart Motors in Madison from my home in Florida. Rodney was the salesman and helped me with the purchase from start to finish. I have never purchased a car sight on seen before so I was worried about it. Rodney made it happen in a good way. They handled the loan and Florida taxes, plates and registration for me. I got my plates in the mail today. Thanks Rodney!!

Feb 28, 2017

Brittany Norton recommends Michael Finkel

Michael did a great job helping me find my car! I was anxious because the whole car buying process can be overwhelming, he made it so smooth and answered any questions I had about pricing, features etc. He was a pleasure to work with and I will definitely be recommending him to others!

Our Team