LYNN – DSR Motor Group, led by automotive industry veteran David Rosenberg, has officially acquired Atlantic Toyota on the Lynnway, marking a major expansion into the North Shore market.
The deal, finalized in late 2023, transfers ownership from longtime dealers Les Rosenberg (no relation) and John Biggio, who decided to retire after years of serving the local community.
“This was an exciting opportunity for us. I live on the North Shore. I grew up here, and this is my home market,” Rosenberg said. “We want to continue to serve the community while investing in improvements to enhance the customer experience.”
The dealership will retain the Atlantic Toyota name and nearly all its staff, ensuring a seamless transition for employees and customers. While minor facility upgrades are planned — such as improved showroom lighting and technology investments to speed up the car-buying and service process — Rosenberg emphasized that the dealership’s strong reputation will remain intact.
A pillar of DSR Motor Group’s philosophy is community engagement, and Rosenberg confirmed that Atlantic Toyota will actively contribute to local youth initiatives and veteran services.
“We really want to do things that make an impact on someone’s life right away,” Rosenberg said, noting that each of his dealerships is required to set aside funds for local charities and initiatives.
This commitment to local involvement aligns with his family’s business values, which date back decades to when his father, Ira Rosenberg, founded Ira Motor Group and built a legacy of customer service and community-driven business practices.
Toyota has played a central role in the Rosenberg family’s business since the 1970s, making this acquisition especially meaningful for him. Toyota remains one of the top-selling brands in New England, largely due to the high demand for hybrid models—a demand that Rosenberg says is being overlooked by state regulations.
Massachusetts has implemented an aggressive timeline for electric vehicle adoption, with a long-term goal of requiring all new vehicles sold to be electric by 2035. The state is also working to expand charging infrastructure and provide consumer rebates to encourage adoption. Despite these government incentives, Rosenberg warns that the lack of charging stations and varied consumer demand could push Massachusetts customers to purchase hybrid models from neighboring states like New Hampshire, where EV sales mandates do not apply.
“Consumers should be able to buy the vehicles they want, not be forced into an electric model they aren’t ready for,” Rosenberg said, emphasizing that Toyota’s hybrid technology provides a more practical transition toward sustainability.
Despite industry-wide challenges, Rosenberg is optimistic about Atlantic Toyota’s future under DSR Motor Group’s leadership.
“We want to build on what’s already here and continue providing great service. At the end of the day, it’s about creating customer advocates, engaged employees, and being part of the community,” he said.
With this acquisition, DSR Motor Group now operates 13 dealerships across New England, continuing its mission of fostering strong local ties while expanding its footprint.
