How Toyota of the Desert Is Building Community, One Relationship at a Time
For Anthony Caridi, success has never been measured solely by the number of vehicles sold. Instead, it is measured by the relationships built, the employees who love coming to work, and the countless number of lives touched throughout the Coachella Valley.
As General Manager of Toyota of the Desert, Anthony has spent more than a decade leading one of the region’s most successful dealerships. Yet ask him what he is most proud of, and his answer has little to do with sales.
“It’s all about culture,” he says.
That philosophy has helped transform Toyota of the Desert into much more than an automotive dealership—it has become a place where employees build careers, customers become lifelong friends, and giving back to the community is simply part of everyday life.
Anthony’s journey to Rancho Mirage began thousands of miles away in Westbury, Long Island, New York. As a talented athlete, he was drafted by the Cincinnati Reds out of high school before choosing instead to accept a Division I baseball scholarship to Towson State University in Maryland. It was here where he earned a degree in Business Administration.
After graduation, what was intended to be a two-week vacation to California unexpectedly changed the course of his life.
While visiting family in Newport Beach, Anthony spent a few days working alongside his uncle, who was the General Manager of a car dealership. He discovered an industry filled with competition, teamwork, and opportunity, an environment that perfectly matched the competitive spirit he had developed as an athlete. He never returned east.
Anthony quickly advanced through the automotive industry, earning promotions from salesperson to finance manager, sales manager, and eventually general manager. After several leadership positions throughout Southern California, he returned to the Coachella Valley and became General Manager of Toyota of the Desert in 2013.
Today, he proudly calls Rancho Mirage home.
“My wife and I have always loved the desert,” Anthony says. “Her family has had roots here for more than 45 years, and I’ve been fortunate to call Rancho Mirage home since 2010. I truly believe it’s one of the best communities in the United States.”
That appreciation for the community is reflected in the way Toyota of the Desert operates every single day.
Under Anthony’s leadership, the dealership has been the Coachella Valley’s number one automotive retailer for five consecutive years and has earned Toyota’s prestigious President’s Award for five straight years—an honor recognizing outstanding customer satisfaction and sales performance.
Anthony credits those accomplishments not to himself, but to the people around him.
With approximately 125 employees and an average staff tenure of nearly ten years, Toyota of the Desert has created something increasingly rare in today’s workplace: stability.
Many team members have spent decades with the organization, allowing customers to build genuine, long- term relationships with familiar faces they know and trust.
“We believe if you take care of your employees first, they’ll take incredible care of your customers,” Anthony explains.
That employee-first philosophy is reinforced through the values shared across every Ken Garff dealership. Together, they are known simply as R.I.G.H.T.
Respect. Integrity. Greatness. Humility. Teamwork.
These aren’t words displayed only on a wall.
Each month, employees throughout the organization participate in training focused on one of these values, continually reinforcing a culture centered on treating people the right way—whether they’re coworkers, customers, vendors, or community partners.
The result is an atmosphere where people genuinely enjoy coming to work.
That positive culture naturally extends far beyond the dealership’s showroom.
When the COVID-19 pandemic challenged communities across the country, Toyota of the Desert launched an Essential Worker of the Week program, recognizing healthcare professionals and other frontline workers with $1,000 awards nominated by members of the community.
As life gradually returned to normal, the program evolved into Server of the Week, celebrating restaurant servers across the Coachella Valley with the same weekly recognition.
Together, these initiatives have now distributed more than $300,000 directly back into the community.
The dealership’s commitment doesn’t stop there.
Toyota of the Desert actively supports organizations including Martha’s Village & Kitchen and the Boys & Girls Clubs of Coachella Valley, where Anthony proudly serves as a board member. Community service projects regularly bring employees together, who enthusiastically volunteer their time to help wherever they are needed.
For Anthony, these efforts aren’t separate from the dealership’s mission—they are the mission.
“We sell and service vehicles,” he says, “but we’re really part of the community. We want to make life better in the Coachella Valley.”
That simple philosophy captures what makes Toyota of the Desert unique.
Yes, customers will find dependable vehicles, knowledgeable staff, and award-winning service.
But perhaps more importantly, they’ll find a business that believes strong communities are built by caring for people first.
In Rancho Mirage and throughout the Coachella Valley, that’s a value that continues to drive Toyota of the Desert forward every day.
