Circle BMW Receives 40-Year Dealer Award from BMW of North America

December 14th, 2020 by


Pictured left to right: Thomas Shanley, Vice President, Eastern Region, BMW of North America, Circle BMW Founder and President, Thomas J. DeFelice, Jr., and Circle BMW Vice President & General Counsel, Thomas J. DeFelice, III.


EATONTOWN, N.J. (December 14, 2020) – Circle BMW, one of the region’s leading BMW dealerships, received a 40-year dealer award from BMW of North America. Thomas J. DeFelice, Jr., Circle BMW founder and president, along with his son, Thomas J. DeFelice III, Esq. Circle BMW vice president and general counsel, accepted the award presented by BMW of North America Vice President, Eastern Region, Thomas Shanley.

Circle BMW opened in Shrewsbury, New Jersey in 1980. DeFelice, Jr. bought the area BMW franchise and started his business that same year with one salesperson and one technician. In the first 12 months they sold almost 100 vehicles, quadrupling annual sales from the previous franchise owner.

“The BMW brand in America was still relatively young in 1980, which makes Circle BMW one of the oldest BMW dealerships in the country,” explains Shanley. “We appreciate our long partnership with Tom and the team at Circle BMW and congratulate them on this impressive milestone and achievement,” adds Shanley.

DeFelice, Jr. was also joined by his wife of 42 years, Valarie, Circle BMW’s management team and several representatives of BMW of North America. “There is rarely a dull moment when you operate an automobile dealership but to represent a global brand such as BMW, The Ultimate Driving Machine®, it has truly been great ride,” said DeFelice, Jr.

In 2006, Circle BMW moved to Eatontown, its current location, into a 55,000 square foot facility on State Route 36. Only a few miles from the beach, Circle BMW is known as, “The BMW Store at the Jersey Shore.”

In August of 2020, Circle BMW underwent a massive Future Retail renovation project to upgrade and refresh the interior and exterior of the building. The building enhancements have improved both the efficiency of operations and customer experience.

Circle BMW employs approximately 90 people, many of whom have worked for the company for 10, 20 and even 30 plus years. As a member of the Monmouth County community, Circle BMW is proud to contribute to the local economy and “give back” through donations to area non-profit organizations.

About Circle BMW

Circle BMW, owned and operated by Tom DeFelice since 1980, and recently rejoined by his son Thomas J. DeFelice, III, is dedicated to excellence in all phases of the BMW ownership experience: sales, service, parts, accessories, lifestyle products and lifetime customer support. Serving customers in Central New Jersey, Circle BMW is one of the tri-state area’s leading luxury automotive dealerships and a four-time recipient of the prestigious BMW Center of Excellence Award for achieving outstanding levels of performance and customer service. In addition to new vehicles, Circle BMW offers Certified Pre-Owned vehicles that meet demanding standards for resale. Our award-winning Service Department is among the top in the nation and is proud to employ the largest staff of BMW Master Technicians in New Jersey. Circle BMW is one of the largest BMW authorized stocking dealers of original equipment parts and accessories in the region. Learn more at and connect with us on,, and

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Media Contact:
Pamela Marshall
Circle BMW

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