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Tony Pierce

Snowy Mountain Motors
Lewistown, Montana

“As a locally owned and operated dealership, we have forged a strong bond with residents of Lewistown and the surrounding area. I find it rewarding to support so many people, whether it’s helping out our employees, servicing customers or assisting in community projects.”

A 1998 graduate of the University of Montana Western in Dillon with a degree in business communications, Pierce began his automotive career at the dealership owned by his father, Dave Pierce. 


“My dad had me washing new Toyotas at 10 years old,” he said. Over the years, he wasn’t sure if he wanted to enter the family business but after college, he started selling cars until he decided on a career path. He eventually moved into management for one of his father’s stores but he always wanted to strike out on his own. That’s when his father told him about a dealership for sale in Lewistown, which Pierce purchased in 2007. 


“Without the support of my father, who helped back me in my venture, I would not be where I am today,” he said. “I had the opportunity to learn and grow under his guidance, as well as train with many other talented ‘car guys’ he had working for him over the years.” 


Since 2016, Pierce has been a voice for fellow car dealers on the board of directors of the Montana Automobile Dealers Association, where he currently serves the executive board. He is proud of the work the group was able to accomplish on behalf of the retail automotive industry in his state. 


“We have managed to build relationships in the political arena that have resulted in new laws being passed during legislative sessions that give our dealers more power as franchise owners,” he said. “We now have some of the toughest franchise laws in the country. This accomplishment is the result of a decade of hard work, which began before my tenure, and I am happy to be part of it.” 


On a local level, Pierce supports community events and nonprofits, particularly youth organizations. “Today’s youths need to have opportunities and getting involved can make a big difference for just one child,” he said. 


To that end, he is a sponsor of the Boys & Girls Club of Lewistown’s Farm to Table program, which provides hands-on exploration into the world of agriculture, a major economic and cultural force in his region. 


Pierce was nominated for the TIME Dealer of the Year award by Bruce Knudsen, executive vice president of the Montana Automobile Dealers Association. He has two children.