I purchased a new Toyota at O'Brien in 2007.  I've had my car serviced there every time with the exception of getting an alarm system installed outside.  I've always found their service to be prompt, reasonably priced and friendly.  They have a generous drop off/pick up service while the have your car.  In addition they have done a small repair service not covered by warranty (battery drained) for free.  \n\nI think the price I paid for my car was fair but since they are the only dealer in town for many of the makes they sell (including Toyota), the prices are not going to be cut throat.