Norm Reeves Toyota San Diego
How Norm Reeves Toyota San Diego Boosted Sales by Switching from SimplePart to RevolutionParts
When Jorge Gutierrez, Parts Manager at Norm Reeves Toyota San Diego, decided to partner with RevolutionParts in February 2024, he was determined to make the dealership a leader in online parts sales. Less than a year later, his team is already driving impressive monthly revenue—outpacing sales numbers with SimplePart in the same timeframe.
The Powerful Support That Set RevolutionParts Apart
Before RevolutionParts, Norm Reeves Toyota San Diego used SimplePart to sell parts online. SimplePart delivered solid results for a while, but the dealership faced challenges when Toyota shifted to an in-house eCommerce platform.
“Toyota wanted to take it in-house and cut ties with SimplePart, and their system just wasn’t ready to handle what we needed. It made us realize how important it was to find a solution that could really perform,” Jorge said.
With competition growing and customer expectations rising, Jorge knew they needed a partner who could help them stand out in their saturated San Diego market, where 12 dealerships operate within a 30-mile radius.
After considering his options, Jorge decided that RevolutionParts was the right fit for the dealership. Jorge particularly valued the personalized support, which stood out as a key factor in his decision.
“When we call RevolutionParts, we get a callback within 15 to 20 minutes. With SimplePart, we’d wait days for a response. Having quick, reliable support makes all the difference,” Jorge explained.
Now, the dealership is on track to exceed the peak revenue it achieved with SimplePart in a much shorter time frame.
Under a Year and Over the Top Revenue Results
Since partnering with RevolutionParts, Norm Reeves Toyota San Diego has seen remarkable results. In just 10 months, their online sales are nearly matching the peak revenue they achieved with SimplePart, which took over two years to build.
Since February, Norm Reeves’ parts department has driven almost a million dollars in profitable revenue, 4,500+ orders, with an average order value of $213. In the last 30 days alone, they’ve seen nearly $100k revenue through 432 orders.
Norm Reeves Toyota San Diego 30-Day Online Part Sales
1182
Orders
$176,686
Sales
$149
Average Order
Jorge’s Advice to Dealers Considering Parts eCommerce
Be Patient and Plan Thoroughly
“eCommerce doesn’t happen overnight. Give it time, and make sure you have all your backend processes dialed in. From IT to accounting, everyone needs to be on board for it to work smoothly,” – Jorge
Set Realistic Expectations with Leadership
“General Managers and CFOs want to know two things: how much it will cost and how much they’ll make. You need to come prepared with a clear plan, including cost analyses and key performance indicators. Show them the potential results but be honest about the timeline,” – Jorge
Embrace Change and Step Out of Your Comfort Zone
“In this business, it’s easy to stick with what you know, but you’ve got to be willing to shake things up. It keeps the team engaged and prevents complacency. If you’re not adapting, you’re falling behind,” – Jorge
Start Slow and Build Gradually
“Don’t try to do everything at once—it’s like drinking from a firehose. Ease into it, learn the system, and refine your processes over time. A step-by-step approach ensures you don’t get overwhelmed and allows your team to adjust effectively,” – Jorge
Develop a Playbook for Easy-to-Run Operations
“Having a clear guide for meeting with your parts team, accounting, IT, and even credit card providers can make a huge difference. It’s all about preparation and taking the time to get everything right from the start,” – Jorge
At the end of the day, RevolutionParts helps Norm Reeves Toyota San Diego keep a strong profit margin.
“We’re consistently earning cost plus 16% on all orders,” Jorge shared.
Work Smarter, Not Harder
According to Jorge, RevolutionParts simplifies every aspect of running an online parts business. From creating shipping labels to managing inventory, the platform’s one-stop-shop approach saves his team time and energy.
“I call it ‘clickety-click’ because it’s so easy to use. Everything is on one platform. I don’t need to jump between different systems anymore, I just clickety-click,” Jorge joked.
RevolutionParts’ comprehensive marketing services have empowered Jorge’s team to target the right audience, optimize ad spend, and stand out in a crowded market.
“Geofencing is a key tool for us. By targeting our ads outside of our five-mile radius, we can focus on the right customers while protecting the higher margins in our service drive. It’s important to have separate, custom pricing for online and in-store —and RevolutionParts makes it easy to do this,” Jorge explained.
Fraud Prevention has been another area where RevolutionParts has made a difference. RevolutionParts helps protect dealers like Norm Reeves from fraudulent online orders by making it easy to spot high risk orders. The platform measures various points of an order that has been placed and assigns them with a risk score, helping dealers sell parts and accessories online confidently.
“RevolutionParts helps us stay ahead of fraud with their behind-the-scenes tools and our own safeguards. Combining these strategies has made fraud less of an issue for us,” Jorge said.
Paving the Way for a Profitable Future in 2025 and Beyond
Jorge has big but realistic goals for 2025. He wants to grow online sales by 25% and expand into new states, making the dealership a leader in even more areas. To prepare for possible challenges, like changes in tariffs or supply issues, Jorge plans to stock up on popular parts and improve their marketing strategies. By using targeted ads and focusing on what works best, his team is ready to keep growing no matter what happens.
“The parts business is always changing, but with RevolutionParts, we’re ready for whatever comes next,” Jorge said.
Norm Reeves Toyota San Diego’s success with RevolutionParts shows how the right tools and support can make a big difference. In under a year, they’ve completely improved their online parts business. Their story proves that with smart planning and the right partner, any dealership can grow and thrive, even in a tough market.
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