40 Year Anniversary Sale

Circle BMW is celebrating 40 years in business. A family owned and operated business for 40 years is a major milestone and one that we are all so very proud of!


To mark this occasion, Circle BMW is giving $500 off the purchase or lease of a new in-stock or Certified Pre-Owned BMW now through November 30, 2020*.


 To redeem this offer, you must text “40YEARS” to 96300 and reply “YES”


The History of Circle BMW

For many long-time Monmouth and Ocean County residents, the DeFelice name is synonymous with the car business. In 1946, Thomas C. DeFelice (TC) established Circle Chevrolet, named after its location on the [former] traffic circle in Freehold, N.J. Mr. DeFelice along with his two sons Tom and Ed moved the dealership to Red Bank in 1953, currently home to the Atlantic Club, and then to Shrewsbury in 1972, where it is located today. Three generations later, Circle Chevy is still owned and operated by the DeFelice brothers.

Thomas J. DeFelice, Jr., grandson of TC, worked for his family’s Chevy store during his teen age years and after he graduated from college. In 1970, upon his high school graduation, Tom drove his friend’s brand new BMW 2002 and it was love at first sight!

Ten years later, a local BMW franchise was up for sale and Tom bought it. He opened Circle BMW in 1980 in rented space from Circle Chevy with one salesperson and one technician. In the first 12 months, they sold almost 100 vehicles, quadrupling annual sales from the previous franchise owner.

As Circle BMW grew, the dealership needed more space. Tom embarked on the process of locating a new home for his dealership and decided on a 9-acre parcel of land in Eatontown, N.J. on Highway 36. In 2006, Circle BMW opened a new 55,000 square foot state-of-the art facility.

As the number of publicly owned and auto conglomerate groups increase, Circle BMW remains privately owned and operated by Tom and now his son, Thomas, III. Circle BMW customers have always received personalized service and attention to detail that is not found at many of the large auto groups. In fact, since 2004, nearly 20,000 customers have purchased their BMW’s from Circle BMW with nine out of 10 return to buy a second vehicle and many have become customer for life.

Today, Circle BMW employs approximately 95 people, many of whom have worked for the company for 10, 20 and even 30 plus years. As a member of the business community, Circle BMW is proud to contribute to the local economy and “give back” through donations to area non-profit organizations.

With a focus on customer experience, Circle BMW is currently in the midst of a major renovation project. When complete, the dealership will not only be bright and beautiful, but customers will enjoy the latest technology, warm hospitality and the superior service they have come to expect at Circle BMW.


  • 1980 – Tom DeFelice buys BMW franchise from the Muller brothers of Matawan. Circle BMW opens in Shrewsbury, N.J.
  • 1999 – Circle BMW recognized by BMW as President’s Club recipient
  • 2006 – Circle BMW moves to new facility in Eatontown, N.J.
  • 2009 – Circle BMW is NJ BIZ Business of the Year finalist
  • 2012 – Tom DeFelice, Jr. is Ernst & Young Entrepreneur of the Year finalist
  • 2014 – Circle BMW recognized by BMW as 2014 Center of Excellence
  • 2015 – Circle BMW recognized by BMW as 2015 Center of Excellence
  • 2018 – Thomas J. DeFelice III, Esq. is NJ BIZ General Counsel of the Year finalist
  • 2020 – Circle BMW completes major renovation as part of the BMW “Future Retail” project.


Disclaimer: One coupon valid per vehicle sale. Must text “40Years” to 96300 upon entering the dealership to receive savings. Can only be used on in stock vehicles. Valid until 11/30/2020. Valid only at Circle BMW. Contact dealer for details.