Tom DeFelice has been selling cars for decades, But its the commitment to excellence he’s built at Circle BMW that’s his proudest achievement

by Jessica Jones-Gorman • Photos By Amessé Photography

Tom DeFelice grew up around cars, learning the ins and outs of classic Chevys and all of their counterparts in his family’s Freehold car dealership. But when he stepped behind the wheel of a BMW for the first time, his strong appreciation for the luxury auto market was instantly kindled.

“I got my driver’s license and worked for Circle Chevrolet during my summers off from school, doing odd jobs in different departments and swapping cars with another Chevy dealership that sold BMWs,” DeFelice said. “While I waited for my swap to be complete, I would ogle all of these beautiful cars and sit in them, dreaming about what it would be like to drive such a luxurious automobile.”

DeFelice was, at least in part, raised in the showroom of that Circle Chevrolet, a dealership his grandfather opened on the Freehold Circle in 1946. The dealership relocated to Red Bank in 1952, right around the same time his father and uncle joined the business after they served in WWII. “When I was a small boy, my father would take me to work with him on rainy Saturdays just to keep me busy,” DeFelice said. “And in 1974, after I graduated from college and the business settled in Shrewsbury where it currently remains, I started working there as a salesman full time.” He became a sales manager a few years later, then general sales manager and finally general manager of the dealership before pursuing and introducing the BMW franchise to Circle Chevrolet in 1981. He had three employees when he first started, as well as one service bay, 12 parts bins in the parts department, and one space on the showroom floor, which he rented from Circle Chevrolet for 20 years. Today, Circle BMW, of which DeFelice is president, consists of a 50,000-square-foot building on nine acres of land.

“I earned all of that, along with a head full of gray hair,” DeFelice laughed. “I was 29 when I started and was the youngest BMW dealer in the country. Now, out of all the independent BMW dealers in the United States, I’m one of the veterans.” Circle BMW was located at the family’s Chevy dealership until 2006 when DeFelice’s growing sales allowed for an independent move—a growth he attributes to the public’s growing love of luxury cars, and the brand’s increasing affordability.

“I got my driver’s license and worked for Circle Chevrolet, swapping cars with another dealership that sold BMWs. I would ogle all of these beautiful cars, dreaming about what it would be like to drive such a luxurious automobile.”

“When I first purchased the franchise, there was a niche market for BMW—an enthusiast market, nothing like it is today. But in the first year we tripled the sales of the previous dealer. It wasn’t really saying much; I think he had sold 26 or 27 cars and we sold almost 80, but the sales just kept growing. The following year we sold 125. Today we sell 1,500.”

After 40 years in the car trade, DeFelice has witnessed some major changes.

“I’ve seen a huge transformation in the industry,” the car specialist said. “Things were much simpler when I started selling in 1974. Air conditioning was a luxury and fuel injection and radial tires were basically a rarity. But now computers—in the vehicle itself and in all of our departments—are such a major part of this business. And technology just makes things better and better every year.”

A big portion of DeFelice’s success is attributed to his personal approach to sales and service.

“I’m fully committed to this business,” he said. “Not only are my assets invested here, my heart and soul is too. There aren’t too many guys like me doing this anymore. I’m an owner/operator who is here all of the time, my wife can attest to that. And not too many dealers have that. Most are conglomerates with 10 or 15 locations while others are public companies. And I think my personal commitment to this business trickles down. Just about everyone who works here recognizes my commitment and acts in accordance.”

Customer satisfaction means everything too, DeFelice said, so both he and his staff are available to customers 24-7, even on Sundays. When a vehicle needs service, customers are treated to a full repair ritual: greeted by valets underneath a covered drive-thru, then an automated key reader logs customer information into the system and triages any problems right there on site. Eighty current model loaner BMWs are available for customers to drive while their car is diagnosed, but DeFelice says most vehicles are repaired same day if possible, then returned to the owner washed, dried, and ready to go.

“We’re very concerned about the way our service is carried out, so our service managers make every effort to be in constant contact with the car owner.”

And that type of commitment carries over to DeFelice’s presence in the community. A lifelong resident of Monmouth County, the business owner supports several local charities and has been the recipient of many local awards. “Over the years, we’ve focused on several charities that are near and dear to our hearts,” DeFelice said, naming Catholic Charities of Monmouth County, the Christian Brothers Alumni Association, and Prevention First as some of the associations he has assisted. The Count Basie Theater, Holiday Express, Junior League of Monmouth County, the Monmouth Council Boy Scouts of America, and the Monmouth University Scholarship Program are additional local organizations DeFelice continually supports. “Our family has always felt a strong commitment to give back to the community which has supported us for so many years,” he concluded. “The BMW brand is all about excellence. And that type of excellence extends way beyond the sale of a car.”

Circle Motorsport Inc.
500 Rt. 36 East, Eatontown / 732.440.1224 / circlebmw.com