A Family-Friendly Car Sales Experience | Toyota of Rockwall - - Archived

A 15-Year Loving Community Within Our Community

MAIN LM Toyota

Steve Gamel
| Photos by Dallas McNeal

Jasmine Jackson-Conley was barely 18 when her
parents, Steve and Barbara Jackson, packed up the family and moved from
Folsom, California, to small but fast-growing Rockwall, Texas. The year was
2008, and the Jacksons already had over 30 years of experience in the car
business. Mom and dad met while working at a dealership in Oregon. Together
they ascended the ranks, built their community-minded reputation, and set the
standard for every other dealer in town — becoming the dynamic ownership team
they are today.  

At the heart of it is your everyday American
family, and everyone is encouraged to play their unique role. In fact, it was
Jasmine in 2008 who suggested that their new Toyota of Rockwall location be
the first automotive dealership in the world to earn Gold LEED certification
by the U.S. Green Building Council for excellence in environmental

“I was a month shy of 18 and remember
persuading my dad as they designed everything, ‘This is a no-brainer for us.’
And he agreed,” Jasmine said of being more sustainable. “It’s unique in the
car industry to be a family-owned business — especially Black-owned. It makes
our story that much more incredible. We are Rockwallians; we’ve built our
lives here, go to church and school here, and we care deeply about this
community of people. We want to offer the best car-buying experience in DFW,
striving for an elevated difference in everything that we

The More
Things Change, the More They Stay the Same

Toyota of Rockwall is the place to be for an
amazing selection of new Toyotas and pre-owned vehicles. Servicing all makes
and models, their service and parts department is second to none. Any
dealership can sell and service cars, but what makes Toyota of Rockwall stand
out is that they are family in every sense of the word. Steve Jackson is the
dealer and is amid his 49th year of serving families. Barbara is in her 42nd
year and is typically found out and about as the dealership’s “face in the
community.” Both swear they are inching closer and closer to retirement, but
they’re still as hands-on as ever.

Behind the scenes however, they’ve already
been making changes in leadership. Jasmine has taken on an increased
ownership role, after years of working in various departments. Meanwhile, her
husband, Christian Conley, is entering his sixth year with the dealership and
is their new service director.

“It’s nice to not only work with family but
also be surrounded by people who have been here so long that they are
basically part of the family,” Christian Conley said. “We’ve had lots of
changes, but it’s always good change. The bottom line is that we want our
customers to feel important and always see a friendly face when they walk
through those doors. I couldn’t be more thankful to our family for allowing
me to help lead this organization and care for our clients.”

Terry Pierson has been in the automotive
industry for over 18 years, the last 13 with Toyota of Rockwall — making him
an honorary family member. Pierson was recently elevated to the general
manager role and promises to be here for years to come.

“He’s in line with our vision, and he leads
with integrity,” Jasmine said. “When you meet with Terry, you always feel

Toyota of Rockwall takes pride in how they
treat customers. Steadfast, daily dedication to customer service hasn’t gone
unnoticed with awards such as the DealerRater Consumer Satisfaction Award
(2017, 2019, 2020, 2021, and 2022) and Living Magazine’s “Best Of” Dealership
awards seven years in a row. Toyota of Rockwall is also a recipient of the
2019 Toyota President’s Award in recognition of all facets of the

Saving the

Whether you
are looking for a place to buy or lease a new Toyota, find great value on a
used car, or get service and parts for any vehicle, finding the right
dealership to take care of your automotive needs can feel like a daunting
task. The truth is that finding a place that earns your trust and business is
about more than just price. It is about the experience and service you
receive. Toyota of Rockwall checks all the boxes while remaining steadfast in
its commitment to serving its community and saving this

“The way we
approach everything is 100% different than anywhere else,” Jasmine said. “We
came from a tiny store in California with a locally oriented mindset to one
that’s 79,000 square feet with a global mission. In many ways, it set the
tone for the entire Jackson Automotive Group. The way we see it, why just be
a leader in the car industry when we can be leaders in the Kingdom. We live
in this mindset, and we strive to be good stewards of our people and our planet.
After 15 years, we are established here and want nothing more than to further
enrich our relationships in Rockwall.” 



  • Native landscaping
    uses less water and resources

  • Recycled aluminum
    wall panels 

  • Site lighting that
    doesn’t pollute the night sky or encroach on neighboring

  • Parking

  • Floors, walls, and
    ceiling tiles made from post-consumer waste

  • Lighting occupancy

  • More windows to
    reduce electrical use, increase natural light

Leadership in Energy and Environmental Design is the new benchmark for new
construction improvement by the United States Green Building Council. It is
the most recognized certification for high-performance environmentally
friendly facilities that are productive workplaces, healthier for employees,
has reduced maintenance costs, and minimize their environmental impact.
Toyota of Rockwall is proud to be a leader in green facilities for Toyota
dealers east of Dallas-Fort Worth.


1250 East I

Rockwall, Texas 75087



The Spotlight HERE on LivingMagazine.net

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