Subaru of Kennesaw: Sharing the Love with Town Center Community

When Subaru of Kennesaw opened its doors in 2008, the brand represented only 1.4% of car sales in the U.S. With very lucky timing, Subaru changed their marketing strategy to a “Love” campaign in the same year and has steadily expanded it since then. “Love. It’s what makes Subaru a Subaru” resonated with buyers, and the success of the campaign elevated Subaru sales, its market share and the growth of Subaru of Kennesaw. But this story of success for an Atlanta family of car dealerships began with humble beginnings, long before the doors opened in Kennesaw.

In 1951, the Troncalli family put its first car on the road in the metro area from a used car lot in Decatur. A family business through and through, Troncalli Automotive Group takes pride in being the place “Where Customers Send Their Friends,” and always relied more on customer recommendations than marketing efforts to build business.

Fast forward over 70 years and six dealership locations later, the family business is growing strong in the Town Center Community.

“When we opened here, we knew we wanted to be more than just a car dealership,” said Jennifer Cope, communications director at Troncalli Automotive Group. “We wanted to be a part of the fabric of this community. That’s what keeps us going.”

Located on Barrett Parkway, Subaru of Kennesaw’s success quickly translated into growth. A few years after opening, the dealership acquired additional property to support its expanding operations. Now, the team is preparing to break ground on a 40,000-square-foot service center, with plans for a showroom expansion to follow.

“Opening the doors at Subaru of Kennesaw felt very well rooted from the beginning,” said Cope.

According to Cope, Subaru of Kennesaw’s success can be attributed to its family-oriented values. Owner Ryan Troncalli, whose leadership is driven by an emphasis on trust, consistency and care, is part of the third generation of the family business and has been an active executive with Troncalli Automotive Group since 1991.

But company loyalty doesn’t end there. Louis Kaissieh, the general manager of Subaru of Kennesaw, has been an employee for the group for 41 years, and five original employees from 2008 are still part of the team. The dealership’s longevity and stability reflect its deep commitment to its employees.

Cope was elated to see her cousin open his first new franchise and carry the family’s legacy forward when he was awarded the Subaru point in Kennesaw, which is grounded in the same community-focused spirit shared by the Town Center CID.

Community involvement is central to the dealership’s identity, especially through its annual “Share the Love” campaign. From late November to January 1, customers can direct $250 from their purchase to a charity of their choice. Subaru of Kennesaw has proudly chosen to support local organizations like Camp Twin Lakes and Beyond Limits Therapeutic Riding, which provide services to children with special needs. Since its first donation of $5,700 in 2013, Subaru of Kennesaw has raised over $480,000, with a contribution of $61,000 in 2025 alone between the two charities.

“Ryan knew from the beginning that he wanted to designate charities that work with children with special needs, but specifically with organizations that provided unique treatment and services, and don’t get as much funding,” said Cope.

Beyond the campaign, Subaru of Kennesaw is deeply engaged with the local community, working closely with the Town Center Community to support key initiatives. In addition to being a sponsor at events like the Noonday Shanty 5K, the dealership contributes an average of $100,000 annually to local causes, school sponsorships and community events.

“Cobb County has been a great place to run a business. We have found consistently that Kennesaw embraces growth, making it a positive place to expand, and that has been a blessing,” said Cope. “The more that we grow, the more we’re able to give back to our community, and that means a lot to us.”