September 24, 2025
A generous $20,000 gift from Toyota of Hattiesburg is fueling the future of local automotive technicians through the Max R. Pierce Automotive Scholarship at Pearl River Community College.
The scholarship was originally established in 2022 by Alton and Julie Pierce in memory of Alton’s father, Max, who was involved in the Hattiesburg automotive industry for nearly 50 years. This remarkable scholarship removes financial roadblocks for students by covering two full years of tuition in PRCC’s Automotive Mechanics Technology Program. This opens doors for aspiring technicians across surrounding counties to turn their passion into a profession.
“My dad’s favorite quote was ‘today’s community needs training’; the greatest need in America today is training,” said Alton Pierce, general manager of Toyota of Hattiesburg. “This scholarship helps to educate the future workforce. We’ll still need technicians in the future. Providing training will then help them put their mind to work and ultimately make it better for the whole community.”
Pierce hopes that the scholarship will encourage partnerships with local high school vo-tech centers to support students with a passion for automotive services. Awardees can continue their education at PRCC by working toward either a technical certificate or an Associate of Applied Science degree in Automotive Mechanics Technology.
“We are deeply grateful for the continued support of Toyota of Hattiesburg and Alton and Julie Pierce,” said Delana Harris, Executive Director of the Pearl River Community College Development Foundation. “Their $20,000 gift to the PRCC Foundation and the Max R. Pierce Automotive Scholarship is a true testament to the love and pride they have for our community and for skills training.
“This generous investment will transform the life of an automotive technology student by removing financial barriers and ensuring they have the tools and resources needed to succeed. Their commitment not only honors the legacy of Mr. Max Pierce but also strengthens the future of our workforce and our community.”
The Pierce family shares a long history with Pearl River Community College. Alton took classes at The River, while his wife Julie served as an English and Reading instructor at the Forrest County Campus. Their connection goes back even further, as Alton’s mother, Barbara Harwell Pierce, was a member of PRCC’s inaugural Cosmetology class.
Max Pierce founded Toyota of Hattiesburg in 1975. Ownership later passed to his son, Alton. With this scholarship, the Pierce family and Toyota of Hattiesburg are not only honoring the past, they are driving the future for the next generation of skilled technicians at The River.
HOW TO START A SCHOLARSHIP FUND
Anyone interested in starting a scholarship fund can start the process through an online form at prcc.edu/alumni/scholarship. The scholarship can be named and have specific criteria for the eligibility of students for the award. Fully funding a scholarship requires a minimum of $10,000 that can be delivered over time or in a lump sum.
Questions about the process can be directed to Executive Director of Development Foundation/Alumni Association Delana Harris at dharris@prcc.edu.
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Article by Laura O’Neill. Photography by Kaylee Fortenberry.
