Celebrating 40 Years of driving the Tablelands forward

In Atherton, the name John Cole is synonymous with trust, community, and commitment. For nearly four decades, John has led one of the most recognised businesses in the region, serving the people of the Atherton Tablelands and Cassowary Coast for 40 and 27 years, respectively.

John Cole (left) and Adam Cole in front of the all new Toyota Tundra.

Under his leadership, the business has grown from just six employees to a thriving enterprise with over 100 local staff across three locations: the all-new Kennedy Highway premises, JCT Innisfail, and the Cole Motor Group’s All-Wheel Drive Centre (CMG AWDC) in Atherton.

Local business owner John Cole reflected, “When I started this journey nearly 40 years ago, I never imagined how much we would grow—not just in size, but in the relationships we’ve built with our community.”

Since his appointment as Dealer Principal in December 1984, John has worked tirelessly to foster the growth and success of the business. Under his leadership, the region has benefitted from high-quality and reliable mobility solutions through the trusted Toyota brand. In recent years, John has expanded the dealership’s offerings, introducing four additional automotive brands, along with mowers and small engines, to better serve the community’s diverse needs.

“Our priority has always been to provide the best service and solutions for our community—whether through Toyota or the additional brands we’ve introduced. It’s about meeting the ever-changing needs of the people we serve,” he said.

Now, after decades of dedicated service and countless awards, John is stepping into a more relaxed role. While he will remain involved in the business, leadership now transitions to his eldest son, Adam Cole, who has been with the company since 1997. Having gained experience across various departments—including Parts, Sales, and Finance—Adam has spent the last 15 years as General Manager. With hands-on expertise and a deep passion for the family business, he is honoured to step into the role of Dealer Principal, continuing the legacy his father built.

“It’s an honour to follow in my dad’s footsteps and take on this responsibility. I’m excited to continue building on the foundation he has laid and to keep driving our vision forward,” said Adam Cole, newly appointed Dealer Principal.

The family’s involvement doesn’t end with Adam. Trevor Cole, who has played a significant role in the company’s expansion under Cole Motor Group (CMG), now leads the recently acquired Atherton Nissan and Atherton Subaru at the CMG All-Wheel Drive Centre. Additionally, John’s daughter, Toni Rawson (Cole), steps into the General Manager role after eight years leading the group’s Marketing and Customer Experience division.

Together, alongside a team of long-serving senior employees, they represent the future of the John Cole legacy—continuing the values of hard work, community, and service that have defined the company for so many years.

“Having grown up in this business, I’ve always admired the strong connection we have with our customers and community. I’m proud to be part of the next generation leading this team,” Adam said.

Though John may take a back seat in day-to-day operations, the Cole family’s dedication remains unwavering. With Adam, Trevor, and Toni at the helm, the company is poised for continued growth and service to Atherton, Innisfail, and the surrounding regions. As John focuses on the aspects of the business he enjoys most, the Cole legacy will carry on for generations to come.

John shared, “While I may not be as involved in daily operations, I’ll always be here to support Adam, Trevor, Toni, and our team. I look forward to watching them take the business to new heights.”

2025 marks an incredible milestone – John Cole Toyota is celebrating 40 years of service in the Atherton Tablelands region. This momentous occasion is not just a celebration of the company’s achievements but a testament to the long-standing relationship between the business and the local community. The Cole family is excited to continue building upon this legacy as they look forward to many more years of service, growth, and community support.