About Us

FRF Toyota is taking its first steps towards becoming a more conscious and eco-friendly business.

A few months ago, we had an issue at our Carmarthen dealership where some event balloons were let go into the air rather than being disposed of correctly. We were grateful for the people of Carmarthen who made us aware of this issue and have since made it a main business focus to decrease our impact on our environment.

FRF Toyota are sponsorsing WCMX athlete Lily Rice, a star of the Toyota 'Start Your Impossible' campaign.

FRF Toyota have agreed a one-year sponsorship deal with prominent local WCMX athlete Lily Rice. Lily, who originates from Tenby in Pembrokeshire, is an Extreme Sport Para Athlete who rides Wheel Chair Moto X (WCMX); a cross between BMX and Skateboarding. At just 13 years old, Lily became the first female in Europe to land a wheelchair backflip - no small feat! Click here to see the footage.

Known for its ability to handle all kinds of tough terrain – including the North Pole, South Pole and the Dakar Rally – Hilux has been the go-to vehicle if you’re in the market for a powerful workhorse.

Its indestructible reputation has been built over seven generations of constant development and testing in the harshest of topographies. From navigating treacherous icy ridges to entering an active volcano – the boundaries of impossibility keep on being pushed. 

To understand the full legend though, we first need to delve back to where it all began…

We had a great time at the Pembrokeshire County Show last week.

Thank you to all our existing customers that stopped by to say hello - it was great catching up with you again!

It was a lovely couple of days at the show and luckily the sun came out eventually! We have a wide range of models on display in a variety of colours for visitors to look around. From the show-stopping C-HR to the brand new AYGO, to the gorgeous GT86 we have in our used car stock - there was something for everyone on display!

As the leading manufacturer in Hybrid vehicles, we like to think we know a thing or two about how it all works!

But how well do you know Hybrid?

We've created a handy explainer video to show you what it's like to drive a Toyota Hybrid featuring the lovely C-HR!

If you'd like some more information about how our Toyota Hybrids work then please get in touch!