Kitty Van Bortel
Ruth Perrin
SALES
Peter Rosser
Roger Garrett
Theresa All
Karl Lindemuth
Ben Wakefield
Jeremy Vitale
BUSINESS / FINANCE
Kevin Hunt
Don Overfield
TECHNICAL SERVICE
Mark Williams
Jeff Ellis
Marnie Race
Gary Rood
Frank Warner
Bob Crisafulli
Steve Sevensma
Steve Mueller
Carly Ann DeConinick
Melissa Hermann
Bob Black
Tom Bryce
Todd Coggeshall
Brian Siebert
Paul Schmitt
Tim Smith
ACCOUNTING / ADMIN
Rhonda Antinarella
Suzanne McFarland
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Kitty Van Bortel
When you meet Kitty Van Bortel—as so many customers of her two dealerships do every day—you know that she’s the powerhouse behind the enormous, consistent success of Van Bortel Subaru and Van Bortel Ford. Kitty owns the top selling Subaru dealership in the nation, as well as one of the most successful Ford dealerships in a multi-state area. Her automotive group is now one of the fastest growing, privately held companies in the greater Rochester, NY area.
With an investment of only $500, Kitty founded her first used car dealership in her front yard in 1985, lining up the cars in front of her small house in Victor, NY. She applied the experience she had gained as sales manager for John Holtz’s Mercedes Benz/BMW dealership to her own enterprise, moving to a three-acre lot in 1990 and quickly gaining momentum until it was time to choose a brand and move to new car sales. It was only natural that she became attracted to Subaru because of the cars’ sturdy construction, excellent design and focus on safety, reliability and comfort. She built a 6,000-square-foot facility in Victor to house Van Bortel Subaru, and opened the doors in 1991.
Kitty approached new car sales with a unique philosophy: She instinctively became the kind-hearted dealer. “I trust people, and I always have,” she said in a recent keynote speech to the Greater Rochester Chapter of the National Association of Woman Business Owners. “And when you trust people, people will trust you. That’s why we give our customers a fair price, and all the information they need to make a sound decision, and then we allow them to take the time to make that decision. No tricks, no games.”
Customers of Van Bortel Subaru and Van Bortel Ford are offered a no-dicker price for each car, with full disclosure of the vehicle’s base price, the cost of the options chosen by the customer, the manufacturer’s suggested retail price, and the price offered by Van Bortel—including a clear statement of the dealership’s profit on the sale. By removing the negotiation process from the purchase, Kitty Van Bortel takes the fear out of buying the car: The customer knows without a doubt that he or she has paid a fair price for the vehicle.
In just one year after opening Van Bortel Subaru, Kitty was inducted into the Subaru Chairman’s Roundtable—a select organization of the top 20 dealers in the nation who display excellence in sales and customer satisfaction. She has remained a member every year since 1992, and today Van Bortel Subaru maintains a 77% or more market share in Subaru sales in the Rochester area, an achievement that dates back to 1997. In 1999, Van Bortel Subaru became the largest Subaru dealership in the nation, receiving Subaru Stellar Performer certification every year since 2001.
With this exemplary record of success, it was only natural for Ford Motor Company to select Kitty to become a Ford dealer in 2001. She opened Van Bortel Ford just a short drive down the road from the Subaru dealership in Victor, NY, and by 2002 the new dealership became Blue Oval Certified, an indication of Van Bortel Ford’s immediate and consistent success. Van Bortel Ford quickly rose to become the highest volume selling Ford dealer in the market—beating 10 other Rochester area Ford dealers. In 2003, Van Bortel Ford received Ford’s annual Top 20 Sales Achievement Award in the Pittsburgh region, which includes dealerships from several states.
Kitty is more than a smart, successful business owner—she is also a well-recognized role model for businesswomen in the greater Rochester area and throughout the nation. Working Woman magazine selected Van Bortel Subaru as a Top 500 Woman-Owned Business for four years running. Kitty has been honored as a Wells College Alumni of the Year, and she received the Alfred University College of Business Galanis Award for Excellence in Family Business in 2003.
Kitty’s commitment to the community she calls home is evident in the many non-profit organizations she and her automotive group support. Twice each year, the Van Bortel dealerships conduct Girl Scout Car Care and Maintenance Workshops to teach young women to take care of their own vehicles, and a Car Buying Seminar for pediatric interns at the University of Rochester. The Van Bortel dealerships sponsor Camp Good Days and Special Times, the Susan B. Anthony House, Rochester Women’s Foundation, the local chapter of the National Liver Foundation, AIDS of Rochester, and Quad A for Kids. In 2004, Van Bortel was a major sponsor of the American Heart Association’s annual Heart Ball, and of Camp Good Days and Special Times’ Vehicle Raffle.
What’s next for Kitty and the Van Bortel dealerships? In 2004, Kitty purchased 15 acres of land on Route 96 in Victor to build a new Ford dealership, with plans to expand and improve the current facilities. By growing two businesses to region-wide leadership while never compromising her principles—and always giving the customer a fair deal and a satisfying car buying and maintenance experience—Kitty Van Bortel turned a $500 investment into one of the most successful and respected enterprises in the area, emerging as a leader in business, in commitment to the community, and in treating every customer the way she herself would want to be treated, every day.
Ruth Perrin
Assistant to the President
"I work for Kitty because she is the one of the most kind, honest and fair people I have ever met."
As Kitty's assistant, Ruth is the go-to person when you need to get in touch with Kitty or check her schedule. Ruth spent six years as a Sales Consultant and Manager in the communications industry before turning to the automobile industry. Her automobile industry experience includes time as a salesperson, finance manager and sales manager before taking on the role of Assistant to the President. Customer service is Kitty's number one priority, so that's Ruth's first priority as well—and she means it when she says, "Don't hesitate to call me when you need me!"
When she's not serving Van Bortel customers, Ruth enjoys snowmobiling with the family, cross-country skiing, biking and reading. In 1998, Ruth was voted Employee of the Year.
SALES
Peter Rosser
New Car Sales Manager
"Because of Kitty's philosophy about selling cars, we get to match people with the cars that are best for them. We make the same money no matter what you buy—so we can put you in the car that's right for you."
Pete Rosser arrived at Van Bortel Subaru in 1995 with considerable retail sales experience. His long career at this dealership began while Kitty Van Bortel was still selling cars herself every day—so he learned his skills directly from her, and internalized her fair-deal philosophy. Pete lives in Victor with his wife and three children (including twins), and he plays golf and many other sports. Peter was voted Employee of the Year in 2002.
Roger Garrett
Used Car Sales Manager
"It's a continuous learning experience here. You really learn the meaning of customer satisfaction, because it's Kitty's #1 priority. She works hard to instill this in her employees."
A native of Waterloo, NY, Roger joined Van Bortel Subaru in 1992. He has supervised the used car side of the business for seven years, a complex job that includes appraisal of trade-ins, getting used cars ready for retail sale, and working with wholesalers. His discerning eye certainly comes from the years he spent breeding and training thoroughbred racehorses in northern New York State, before he made the move to Victor. Roger was voted Employee of the Year in 1993.
Theresa All
Salesperson
"Everything you hear about us is true! Every deal is upfront and honest. It makes it so easy to be yourself here. I can build a rapport, become friends with my customers."
Theresa arrived at Van Bortel Subaru in 1998 to apply for a receptionist position, but Kitty observed her bubbly personality, reviewed her resume—including retail management experience—and hired her on the spot for sales. The youngest of 17 children, Terry grew up in East Rochester and now lives in Penfield with her three children. Being with her kids is the highlight of her day, but when she gets a free moment, she also enjoys reading.
Karl Lindemuth
Salesperson
"It's very family oriented and very fair here. Van Bortel Subaru is far more ethical than anything I've ever experienced anywhere else. Being part of something great is very appealing."
Karl joined the Van Bortel staff in 2003 shortly after he moved to Rochester from Washington, DC. His experience with auto sales stems from the years he spent in New York City, where he was a business manager with Saab—but he and his family have owned over a dozen Subarus, so he leapt at the chance to work for Van Bortel. Karl and his partner have recently moved to Victor, and enjoy traveling to visit friends and family.
Ben Wakefield
Salesperson
Ben found Van Bortel Subaru as a customer prior to becoming an employee. The best part is that everything about the great customer experience is true! Ben graduated from Cazenovia College with a Bachelor's of Science in Psychology. While attending Cazenovia, he worked at B.J's Wholesale Club during his breaks. Ben enjoys cooking, spending time with his friends and trying new restaurants in the area.
Jeremy Vitale
Salesperson
"I wanted to sell at Van Bortel Subaru because there's no gimmicks and going back and forth games for customers."
Jeremy joined the dealership in 2007 with 8 years of automotive selling experience. He enjoys his free time with his young daughter.
BUSINESS / FINANCE
Kevin Hunt
Business Manager
"I like having the opportunity to work with my friends and family here in Victor."
With thirteen years of auto dealership experience before arriving at Van Bortel Subaru, Kevin Hunt knows the ins and outs of securing financing and insurance for customers. He came to Van Bortel in 2003 after five years as a national account manager for Corsair Display Systems in Canandaigua. Kevin lives in Victor—his home town and lifelong residence—with his two sons, and spends time in the Adirondacks and the Finger Lakes, where he enjoys boating, snowmobiling and many other outdoor pursuits.
Don Overfield
Business Manager
"I couldn't pass up the opportunity to help my neighbors in the community that I have lived in since 1969!"
Don brought 14 years of Business Manager experience when he joined us in 2005. Prior to that, he was a Regional Service Manager for a medical equipment company for 12 years. Don enjoys puttering around his home in Farmington where he resides with his wife. Other interests include attending sporting events, woodworking and spending time with his grandchildren.
TECHNICAL SERVICE
Mark Williams
Service Manager
"I like the Subaru product—that's why I've stayed with it all these years. Even more, though, I'm here because of Kitty. She really takes care of her employees as well as her customers."
When Van Bortel Subaru opened its doors in 1991, Mark Williams stood at the ready as its service manager—and he continues in this capacity today, supervising a team of 20 technicians. His Subaru experience extends back to 1984 at two other dealerships, but he never takes this knowledge for granted: Every year, he attends training sessions on new models and maintains his technician certification. A Victor native, Mark is married and lives in Pittsford, and he embraces all seasons—skiing and snowshoeing in winter, and mountain biking in spring, summer and fall. Mark was voted Employee of the Year in 1994.
Jeff Ellis
Parts Manager
"I like the Van Bortel philosophy, and the way Kitty does business."
Jeff Ellis was an assistant parts manager at another dealership when he made the move to Van Bortel Subaru in 1995 to manage the parts department. Jeff is responsible for ordering parts, maintaining inventory, customer service and wholesale sales. He lives in Canandaigua with his wife and two daughters, and squeezes in time to play guitar and piano in addition to activities with his family. In 2001, Jeff was voted Employee of the Year
Marnie Race
Service Advisor
"I decided to work at Van Bortel Subaru after talking with all my friends who own Subaru’s and loved the way they were treated here. The people are great!"
In 2003, Marnie joined us with 13 years of Social Work experience as a Rehabilitation Coordinator and an Admissions Coordinator. Prior to that, she attended St. Bonaventure University where she earned a B.A. degree in Psychology. When she’s not at the dealership, Marnie canoes, hikes and runs her own dog obedience school. In 2006, Marnie was voted Employee of the Year.
Gary Rood
Service Advisor
"I chose Van Bortel Subaru because of their high level of Customer Satisfaction. Now I can treat customers the way they deserve to be treated."
Gary came to Van Bortel Subaru in 2003 with 14 years of Service Advisor experience in the automotive industry and is ASE Certified. He also served 4 years in the Navy. An avid outdoorsman, Gary hunts, fishes, and golfs when he’s not enjoying time with his family.
Frank Warner
Service Advisor and Technician
"I enjoy working here because of the level of Customer Service that the employees are encouraged to provide."
In 2001, Frank joined Van Bortel Subaru as a technician. Since then, he has taken on the additional responsibilities of Service Advisor in 2005. Frank has been working on cars since he’s been 14 years old, the opportunity provided in his Dad’s automotive shop. Even though he and his wife are busy with their 7 children, Frank still has time to DJ on the weekends and bowl.
Bob Crisafulli
Service Advisor
Bob brought 16 years of Automotive Service experience as a Service Advisor and Service Manager with him when he joined Van Bortel Subaru. In his free time he enjoys playing the bass guitar,and he and his wife keep very busy with their 3 young children. The Crisafulli’s reside in Fairport.
Steve Sevensma
Service Advisor
"Van Bortel Subaru’s and Kitty’s reputations are what brought me to the dealership as a Service Advisor."
Steve joined the Service Team in 2007 with over 21 years of Service and Parts experience. He is married with a young daughter at home and is an avid outdoorsperson.
Steve Mueller
Service Advisor
"I was recommended by the Assistant Service Manager at Van Bortel Ford to work at Subaru because of their reputation for customer satisfaction."
Steve was a store manager with BF Goodyear for 18 years and brings that valuable experience to the Van Bortel Subaru Service Department as a Service Advisor. He is a family man with 2 young children and considers himself a history buff who enjoys reading in his free time.
Carly Ann DeConinick
Service Appointment Coordinator
In 2008, Carly took over the position of Service Appointment Coordinator. She brought 10 years of collision industry experience with her. She spends all her free time with her three young children and enjoys the outdoors, camping and boating.
Melissa Hermann
Receptionist / Cashier
Melissa is one of the cheerful voices you may get when you call Van Bortel Subaru or come in to pick up your vehicle from Service. She joined the Service Department in 2003 with over 6 years of customer service experience and enjoys spending her free time with family and friends. She lives in Bloomfield with her husband where they do a lot of hiking with their dog.
Our Senior Master Technicians
To become Senior Master Technicians, our specialists must work as Subaru technicians for five years, complete all available certification classes, and pass eight ASE tests. The result: Van Bortel Subaru customers' vehicles are serviced by the best, most experienced and most comprehensively trained technicians in the industry.
Bob Black
Shop Foreman
"I like working with a good quality, well-made product, and with the people at this dealership."
With nearly twenty years of auto service experience to his credit, Bob Black is a Senior Master Technician with a degree in automotive technology from SUNY Morrisville. He came to Van Bortel in 1996, and now supervises a team of Subaru technicians, applying his general knowledge as well as his special expertise in electrical and engine performance. Bob lives in Canandaigua with his wife and son, and travels to Florida, Virginia and other points south on his vacations.
Tom Bryce
Shop Foreman
"This is my home away from home. It's the people that make it great, Kitty is the greatest boss in the world."
With more than 30 years experience in vehicle maintenance and repair, Tom Bryce became Shop Foreman in early 2005 as he began his 13th year with Van Bortel Subaru. He is a Senior Master Technician who taught himself to repair cars during his many years with an independent repair shop. Tom is a Henrietta resident, and he enjoys golf, motorcycling and travel in his leisure time. Tom was voted Employee of the Year in 2004.
Todd Coggeshall
Todd has serviced Subarus for more than 30 years. He joined Van Vortel Subaru in 1998.
Brian Siebert
Brian joined Van Bortel in 2000, and quickly achieved Senior Master Technician ranking.
Paul Schmitt
Paul has been with Van Bortel Subaru since 1993 and was voted Employee of the Year for 2005.
Tim Smith
Senior Master Certified Technician
"I chose to work for Kitty because of the great product and the people,"
Tim started working at Van Bortel Subaru in 2002 with 10 years of technical experience behind him.
ACCOUNTING / ADMINISTRATIVE
Rhonda Antinarella
Chief Financial Officer
"This isn't a high-pressure environment like other dealerships. We have a real family atmosphere here."
In 2001, Rhonda started at Van Bortel Subaru as controller after several years as office manager at another dealership. She took on the added responsibility of Chief Financial Officer in 2005, which added final review of all financial records and transactions to her already impressive list of job tasks: human resources, computer administration, and overall supervision of the financial side of the business. When not buried in spreadsheets, Rhonda enjoys boating, reading, going to movies with her husband, and chasing after her eight-year-old daughter.
Suzanne McFarland
Office Manager
"I like the fact that this business is run by a woman. Everyone is very nice here—it's a nice place to work."
With years of experience as a bookkeeper at another dealership, Suzanne McFarland made the move to Van Bortel Subaru in 2002 and took over the responsibilities of accounts receivable and payable, account analysis, check processing, dealer trade transactions, and more. Suzanne is married and the mother of two grown children and three stepchildren, and she is enjoying a new house and gardening in summer.
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