#United States #Open Road #Tenafly #Keeler Motor #BMW of Tenafly

Keeler Motor Car Company Expands Its Reach

In a strategic move to broaden its footprint in the luxury automotive market, Keeler Motor Car Company, in collaboration with Open Road Capital, has recently acquired BMW of Tenafly from the Penske Automotive Group. The acquisition, finalized in the second quarter of 2026, positions Keeler Motor Car Company to tap into the robust luxury vehicle market in New Jersey.

Acquisition Details

BMW of Tenafly, located at 301 County Road in Tenafly, New Jersey, has served the automotive needs of BMW clients throughout Bergen County and the surrounding Northern New Jersey regions. This dealership will continue its operations under the BMW of Tenafly name at its existing location, ensuring a smooth transition for its loyal customer base.

This addition brings Keeler Motor Car Company’s dealership count to 10, spread across New York, Connecticut, and New Jersey. However, Keeler has not disclosed the financial terms of this latest transaction. The New Jersey market has been on Keeler's radar for some time, as the acquisition aligns well with its existing operations in nearby states.

Strategic Market Expansion

Tim Batchelor, Co-Founder and Managing Director at Open Road Capital, expressed enthusiasm regarding this acquisition, saying, "We have had our eye on the New Jersey market for a while, and BMW of Tenafly was the right fit at the right time. It’s a well-run store with a loyal customer base, and we’re excited to build on that foundation."

The strategic decision to enter this market is expected to bolster Keeler’s presence in the luxury automobile sector. The Bergen County region is known for its affluent consumer base, making it a prime location for high-end vehicle sales. Batchelor’s insight underscores Open Road's commitment to nurturing and expanding the existing dealership’s operations while maintaining a stable workforce throughout the transition.

Customer Experience Focus

Jesse Hord, CEO of Keeler Motor Car Company, reiterated their commitment to customer service. He stated, "Our focus now is making sure every customer who walks through that door gets the kind of experience that keeps them coming back. We aim to keep the majority of the Tenafly team in place to ensure a seamless transition."

This customer-first approach is crucial in retaining the loyalty that BMW of Tenafly has cultivated. By maintaining the existing staff, the aim is to provide continuity of service that existing customers have come to expect while integrating the fresh strategies of Keeler Motor Car Company and Open Road Capital.

Previous Acquisitions

This acquisition follows a series of strategic purchases by Keeler and Open Road. Earlier in 2026, they acquired Lexus of Westport, Toyota of Westport, and Audi Hawthorne from New Country Motor Car Group, showcasing a continued ambition to strengthen its portfolio in the automotive retail sector across the northeastern United States.

About the Companies

Keeler Motor Car Company has established itself as a prominent player in the automotive market, representing a diverse range of reputable brands including Audi, BMW, Genesis, Honda, Mercedes-Benz, MINI, and Toyota. With this new acquisition, they reinforce their commitment to providing a premium vehicle experience to New Jersey customers. More information can be found at keeler.com.

Open Road Capital, based in Fairfax, Virginia, specializes in investments within the automotive retail sector. Their strategy emphasizes partnering with experienced dealership operators to facilitate growth through acquisitions while ensuring they retain operational oversight. For further details, visit openroadcapital.com or contact Jeff Edge at [email protected].

With the integration of BMW of Tenafly into their growing portfolio, Keeler Motor Car Company is well-positioned to make a significant impact in the New Jersey luxury market and continue their trajectory of strategic expansion in the automotive industry.