Used Car News 3/7/11

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2/28/11

5:10 PM

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March 7, 201 1

www.usedcarnews.com

Dealer Sets Example for Other Women By Emily Caswell

Being the daughter of a car dealer meant Kitty Van Bortel always had cars to drive. But it was the desire for one special car that launched her on the path to becoming a top operator in her own right. Van Bortel found herself without a car in between her junior and senior years of college in 1975. So she applied for a job at a local dealership and a manager hired Van Bortel on the spot. The next day, however, the owner of the dealership called her to say there had been a terrible mistake and they wouldn’t be able to employ her. The reason? A woman had never sold cars at the dealership before. Already honing her sales skills, Van Bortel convinced the owner to let her meet her fellow employees and let them vote whether or not she could work there. She won the staff over and went

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on to be the top sales person that summer. She returned the next summer with a degree in psychology and the incentive of a brand new Mustang to drive. Within 10 years, Van Bortel had worked her way up to manager of a MercedesBMW dealership. “I kept trying to get myself in a better and better position,” said Van Bortel. Just when everything seemed to be going her way, Van Bortel was fired. So she struck out on her own in 1985, renting a home in a suburb of Rochester, N.Y., and selling used cars out of the front yard. “I have a lot of respect for the used-car business,” she said. “To me, it’s the backbone of the business.” With the success she found in selling used Subarus, Van Bortel made it her goal to start her own Subaru dealership. On top of that, the owner who had fired Van Bortel had previously given up his Subaru franchise. ”I wanted to prove to him that not only did he make a mistake in firing me, but in giving up the Subaru brand,” said Van Bortel. In 1992, she became a member of the Subaru Chairman’s Roundtable, a select organization of the top 20 dealers in the country in terms of sales and customer satisfaction. In 1999, Van Bortel Subaru became the largest Subaru dealership in the nation, receiving “Stellar Performer” certification for the last 10 years.

WISDOM: Kitty Van Bortel, ownerof the Van Bortel Auto Group in New York, accepts the ATHENA Award from the Women’s Council of the Rochester Business Alliance.

“I was really driven,” she said. Today, Van Bortel also operates a Ford dealership and a used-car lot with 70 percent of her business coming via word-of-mouth. The Van Bortel group also hosts an in-house auto auction that has grown immensely since it began 15 years ago. Along with her success in business, Van Bortel has given back to her community. She is a sponsor of numerous charities, including Camp Good Days & Special Times, Susan B. Anthony House,

AIDS Rochester, Quad A for Kids, Pluta Cancer Center and Gilda’s Club. She is also a frequent speaker. It’s these accomplishments and more that have led Van Bortel to receive a number of awards in her community. Most recently, Van Bortel was honored by the Women’s Council of the Rochester Business Alliance as the recipient of its 2011 ATHENA Award. “I’ve won a lot of awards, but I love the fact that the ATHENA Award is more about you as a person, what you do for the community,”

said Van Bortel. “Also a lot of it points towards helping young women. I really do think it was so rewarding because I work so hard to help women.” Van Bortel supports the Rochester Women’s Foundation and the National Association of Women Business Owners. In 2005, she was recognized by Rochester Business Journal as One of Rochester’s Most Influential Women, and in 2009 was the recipient of the Rochester Women’s Network’s W Award. (Another woman honored, page 3.)

IN THIS ISSUE • Thieves steal car, leave behind key to other vehicle. – Page 5

• New association helps dealers with training. – Page 9

• Veterans reflect on the history of remarketing. – Page 8

• Earnings improve for companies offering auto credit. – Page 16

DO MORE WITH AUTOTRADER.COM. Check out the back page and see how our dealers put more to work for them.


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