A STORIED DEALERSHIP PARTNERS WITH A HERITAGE BRAND TO SET A NEW STANDARD IN THE LUXURY CAR BUSINESS
BY ERIK SCHONING PHOTOS BY ALEX BARRETO
While cruising down any highway in New Jersey, it doesn’t take long to spot a Ray Catena vehicle. Catena’s network of two dozen sales and service locations is New Jersey’s premier lineup of luxury car dealerships, from Audi to Porsche. Since its opening on Route 9 in Marlboro in the fall of 2018, Ray Catena Jaguar Land Rover has established itself as one of the network’s crown jewels. Under the guidance of centre manager Dan Cottrell, the 60-plus-year legacy of Ray and Elsie Catena and their dealerships is moving into its next chapter.
“One thing Ray always says is, ‘You worry about your family and your business, and we’ll worry about your car,’” Cottrell said. “In other words, it’s one less worry for you. And that’s the reason we’ve had success here in this dealership because of the service part of the business and how customers are treated. It’s very important, and that’s the way it’s been right from the start.”
Cottrell joined the Ray Catena family in 1989, working at the Mercedes-Benz dealership in Edison. In 2019, he was tapped to take over the newest addition to the Ray Catena network. Cottrell knew the quality of the vehicles would speak for itself; he saw his role as facilitating a space that clients would enjoy visiting. Even now, it’s not unusual for a client to drop in to have a cup of coffee and tour the showroom, even if they have no specific business at the time.
Of course, the name on the sign goes a long way. Even among a crowded luxury vehicle market, Land Rover reigns supreme as king of the luxury SUVs. The brand intentionally keeps a relatively small portfolio, yet there remains a wide range on offer, from the iconic full-size Range Rover to the smaller, performance-driven Range Rover Sport. Rounding out the trifecta of the dealership’s most popular vehicles is the Land Rover Defender, the rugged, woodsy cousin of the Range Rover. All three models are what Cottrell calls “A-to-Z vehicles,” meaning that no matter what’s on a client’s checklist – be it safety tech, handling, power, or utility Land Rover has it covered. These are rare all-in-one vehicles that deliver everything without an inch of compromise.
For Cottrell and his team, one of their primary goals is to introduce potential customers to the Land Rover lifestyle.
“The appeal is that this is not a mass-produced automobile,” Cottrell said. “They drive great, they feel good, and people love to own them. There’s a mystique behind these vehicles. It doesn’t matter what kind of car you’ve had in the past: once you own one, that’s all you really want to drive going forward.”
In the last six years, Cottrell and his team have worked hard to meet and exceed the standard that comes with the Ray Catena name. One thing Cottrell has learned from his mentor is the importance of cooperation in steering a dealership: for a business to run smoothly, all its parts need to be in sync. Unlike many dealerships, where sales floors are disconnected from service desks, Cottrell has worked hard to ensure that all divisions of the dealership are in communication at all times. That’s doubly important when your clients are committing to your brand; you want them to feel that you are committed to them in return. Every part of the experience has to function smoothly, from the first step through the door to a conversation with a service advisor or sales associate.
“Everybody gets along and works hard together, and that breeds success,” Cottrell said. “We have people who have been with Ray Catena for 30 or 40 years. We have young people who are just starting out in the business and want to build a career here. We ensure everyone is on the same page and working toward the same goal.”
This client-centric approach is a staple of all Ray Catena dealerships; it’s one of the founder’s most enduring legacies across the entire network. (Catena was one of the first to offer loaner cars to his customers back in the early days of his business.) Still very much involved in the dealerships, Catena and wife Elsie also continue to spearhead efforts to give back at their Jaguar Land Rover location. For Marlboro Day or Freehold Day, the dealership and its neighbors along the Route 9 corridor will send vehicles for the car shows. The goal is to be as deeply involved in the community as possible, whether through fundraisers for police and fire departments, little league sponsorships, or food pantry drives.
No matter the cause, Cottrell and the Catenas are making it clear that they are in it for the long haul. With one of the highest repeat client rates in the dealership network, it’s clear that the sentiment is shared by the wider Marlboro community.
“It’s building relationships that’s the biggest thing we do,” Cottrell said. “You want to make a customer feel like they’re your only customer. Sometimes we offer pickup and delivery for service and the client says, ‘I don’t want you to pick it up. I want to drive it in. I like walking around the dealership.’ That’s a nice feeling when you hear that. That means something’s working.”
Ray Catena Jaguar Land Rover