Serra Toyota of Birmingham

Alabama Dealership Rewards Student’s Perfect Attendance
by Kristen Orsborn
Sept/Oct 2018
Serra Toyota of Birmingham
Eye on the Prize
Logan Massey (center) celebrates with past winners of the Serra Toyota of Birmingham perfect attendance new car giveaway.
A year of perfect attendance is tough for any high school senior. But a free car is an effective incentive.

Just ask Logan Massey.

The 18-year-old Clay-Chalkville High School student recently won a brand-new 2018 Corolla SE from Serra Toyota of Birmingham. Each year, the dealership awards a student with perfect attendance with a new vehicle.

“This event doesn’t start with us at Serra,” says John McDonald, general manager of Serra Toyota of Birmingham. “It starts with some really great kids from our community. Each and every one of them work hard with their nose to the grindstone day in and day out.”

The giveaway is held in memory of Christina Heichelbech. The exemplary student earned a full tuition scholarship to study at Auburn University in 2012. Tragically, Heichelbech was killed in a tornado outbreak during her junior year of high school. Serra Toyota hopes that by honoring a student who shares Heichelbach’s passion for academics, they’re also preserving her legacy.

Seventy-eight seniors qualified and attended the giveaway, from which 15 were chosen at random to pull keys. Massey picked the winning set of keys, which successfully opened and started the grand prize Corolla.

“Serra Toyota provided me and my peers with the opportunity of a lifetime,” says Massey. “Winning this car was awesome and it makes it even better that they did it in memory of Christina. This memory will stay with me for the rest of my life and so will my new Corolla.”

Serra Toyota covers the vehicle’s cost, along with taxes, registration and all maintenance up to 25,000 miles.

“I wish we had a car to give to all of them,” says McDonald. “I’ve been a part of lots of events like these over the years, but this one is special.”  
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