Washington State TIME Dealer of the Year
TIME Dealer of the Year Award has been called the most prestigious award a new car dealer can receive. The program was originated to call attention to new car dealers in America who exhibit exceptional performance in their dealerships and distinguished community service.
TIME AND ALLY FINANCIAL HONOR VANCOUVER DEALER
Dan Wilder Jr. Wins National Recognition for Community Service
and Industry Accomplishments at NADA Show
The nomination of Dan Wilder Jr., president of Wilder Toyota, for the 2026 TIME Dealer of the Year award was announced today by TIME.
Wilder is one of a select group of 47 dealer nominees from across the country who will be
honored at the 109th annual National Automobile Dealers Association (NADA) Show in Las Vegas, NV, on February 5, 2026.
The TIME Dealer of the Year award is one of the automobile industry’s most prestigious and
highly coveted honors. The award recognizes the nation’s most successful auto dealers who also
demonstrate a long-standing commitment to community service. Wilder was chosen to represent the Washington State Auto Dealers Association in the national competition – one of only 47 auto dealers nominated for the 57th annual award from more than 20,000 nationwide.
Wilder Jr. began detailing cars at age 15 in the family’s Port Angeles operation, then rotated through parts and service, sales, F&I, and management before graduating from the NADA Dealer Academy (1993). He became general manager/owner of Wilder Auto Center in 2021 and GM/owner of Wilder Toyota in 2013 and leads a team of 50.
“My career in the automotive industry began at age 15,” Wilder said. “I started washing and detailing cars… then worked in the parts and service departments, followed by a stint in sales, gradually working my way up to general manager before becoming the dealer principal. Unlike those who fast-tracked through dealership programs, I gained invaluable experience by working for years in every department.” He added, “My father taught me a crucial lesson: treat each person as an individual and avoid placing them in a ‘box.’ By doing so, people can be their authentic selves and either thrive or fail, based on their choices and commitment.”
Guided by lessons from his late father—treat people as individuals and let them thrive—Wilder has modernized facilities and processes to elevate both guest experience and employee pride.
Recent investments include completion of the Toyota Image Program with an enclosed service drive and new car wash, updated signage and LED lighting, and new hoists and tire equipment for technicians. “Our goal is to have the finest facility in the area—where our customers feel at home and our employees take pride in their workplace,” Wilder said.
In the last 18 months, he introduced an AI-based service scheduling platform that reduced average booking time from 12 minutes to under 4 minutes, improved CSI, and freed advisors to focus on guests; customers can even use the AI system to ask about local amenities or dealership history. “Initially, customers were skeptical, but it didn’t take long for them to become advocates of the new AI system… We now hold weekly meetings to continually enhance the AI experience.”
Wilder’s industry leadership spans local and state associations: President, Port Angeles New Car Dealers Association (2000–present); Vice President, Puget Sound Automobile Dealers Association (2012–2015), where he helped expand technician pipelines through Shoreline Community College and produced the Northwest Premier New Car Auto Show; and a decade with the Washington State Auto Dealers Association (WSADA), including district director, executive committee (2018–present) and president (2021–2022).
He played a role in the PSADA–WSADA merger, bringing the Seattle International Auto Show under WSADA, and supported legislative efforts to protect the dealer franchise model, which he believes is vital to service access, competition, local jobs and charitable giving—especially in rural markets. “I love being part of a team whether I’m leading it or just one of the members,” Wilder noted. “I am passionate about my community and the automotive industry. It’s the best industry in the world”.
A people-first employer, Wilder Toyota offers a dedicated relaxation lounge (couches, recliners, Netflix, reading nook, cribbage, ping-pong), an outdoor pergola space, Gym Night at the local Boys & Girls Club for employees and families, and incentives for tobacco cessation. Education is a cornerstone benefit: for years the store has funded a 100% scholarship program for employees’ children through the local college and added a no-cost online degree option for employees and families—investing hundreds of thousands of dollars to date and helping team members advance in their careers and community service.
“We’ve been offering a 100% scholarship program for our team members’ children,” Wilder said. “We also introduced a program that allows employees and their families to pursue an online degree at no cost. The impact has been momentous—one recipient became a hotel general manager, and our marketing manager earned his master’s with a 4.0 before retiring to volunteer for a local fire district.”
Community impact is highlighted by a 36-year partnership with the Olympic Medical Center Foundation Duck Derby. Wilder Toyota has donated 36 new Toyotas as the grand prize, helping raise more than $3 million (including $120,000 last year) in a community of fewer than 20,000 residents—now ranked third-largest duck derby in the nation and a leader per capita. Over 200 volunteers power the event annually, including long-time Wilder ambassadors Larry and Sylvia Strohm. “The Duck Derby is more than a fundraiser—it’s a celebration of the community’s civic pride and generosity, of which we’re proud to be a part,” Wilder said.
Wilder has led through adversity with transparency and care. Reflecting on the early pandemic, he shared, “I vividly remember sitting in the conference room, making the difficult decision to call my team and inform them of the necessary layoffs… I met with each team member individually. The lasting lesson was the importance of clear communication and reassuring our employees that in challenging times, we face them together.”
Customer care remains personal. “One of our salespeople recently assisted a widow who was struggling to purchase her next car without her husband,” Wilder said. “They had always dreamed of hiking the Olympic Mountains to see a particular peak, so our salesperson chartered a flight to fly over the mountain. It wasn’t just about a sale—it was about genuinely caring about people.”
Service to the community is embedded in the store’s ethos. “Our mission statement emphasizes, ‘We will be involved and engaged in our community through donations, personal service, and participation in community events,’” he said. “When we called for volunteers to help build a playground, numerous employees showed up—some with tool belts, others with snacks—turning an aspiration into a reality the community could enjoy for years.”
Asked about a defining career moment, Wilder pointed when my dad passed away during COVID I was forced to decide if I want to stay in the car business. It was a decision made easy because of the incredibly support from my Industry, family, employees and customers during that painful time. I love the car business because its about people and the opportunities that this industry gives to people. I like to think of our organization as the tree, and our employees as the branches. The seeds fall from the branches and sometimes they may grow and flourish elsewhere, but their roots of the new trees will always be trace back to where they started to grow.”
Dealers are nominated by the executives of state and metro dealer associations around the country. A panel of faculty members from the Tauber Institute for Global Operations at the University of Michigan will select one finalist from each of the four NADA regions and one national Dealer of the Year. Three finalists will receive $5,000 for their favorite charities and the winner will receive $10,000 to give to charity, donated by Ally.
In its 15th year as exclusive sponsor, Ally also will recognize dealer nominees and their community efforts by contributing $1,000 to each nominee’s 501(c)3 charity of choice. Nominees will be recognized on AllyDealerHeroes.com, which highlights the philanthropic contributions and achievements of TIME Dealer of the Year nominees. “The TIME Dealer of the Year award honors automotive dealers who set the standard for excellence and community impact,” said Jessica Sibley, CEO of TIME. “Each year, we spotlight those whose dedication uplifts and inspires their communities. At TIME, we are proud to continue celebrating these extraordinary contributions in partnership with Ally.”
Doug Timmerman, President of Dealer Financial Services, Ally, said, “The TIME Dealer of the Year award honors those exceptional dealers who not only excel in their business endeavors but also demonstrate a profound commitment to uplifting their communities,” Timmerman said.
“These nominees embody the spirit of leadership and service, making a lasting impact both in their dealerships and beyond.”
Wilder was nominated for the TIME Dealer of the Year award by the Washington State Auto Dealers Association. Dan and his wife, Jodi, have two children: Carson and Karli.