Reflecting on 9/11: How New York's Car Dealerships United in Tragedy
On September 11, 2026, the Greater New York Automobile Dealers Association (GNYADA) commemorated the profound impact of the 9/11 attacks on the automotive community and the city of New York as a whole. This year marks the 25th anniversary of a tragedy that not only reshaped the landscape of America but also ignited a spirit of unity within the local automobile industry.
When disaster struck in 2001, immediate efforts for recovery and support were mobilized by those in the automotive sector. At that time, Mark Schienberg, president of GNYADA, was overseas attending the Frankfurt Auto Show. Despite being thousands of miles away and dealing with unprecedented challenges such as closed airspace and disrupted communication due to the attacks, Schienberg and his colleagues John LaSorsa and Michael Caruso promptly recognized the necessity for action.
They started deliberating about ways in which New York's car dealers could play a role in helping the city heal and rebuild. Utilizing limited communication, Schienberg reached out to Mark Herrmann, GNYADA's representative to the National Automobile Dealers Association (NADA), to catalyze a broader national response. This dialogue led to the establishment of the NADA Survivors Relief Fund, an initiative that united car dealers from across the United States, resulting in an impressive outpouring of support that provided crucial assistance to families affected by the tragedy.
In the weeks following the attacks, the fund garnered contributions amounting to hundreds of thousands of dollars, indicating the solidarity that lay within the automotive community. Back in New York, GNYADA swiftly initiated local efforts that included the establishment of the Greater New York Auto Dealers Disaster Relief Fund, which received an initial infusion of $250,000 from the association itself. GNYADA urged dealerships, manufacturers, and suppliers to step forward and contribute.
The cooperation among car dealerships went beyond monetary donations. Local dealers made a significant impact by donating 18 vans to the American Red Cross for rescue and relief efforts. This outpouring of generosity was mirrored across the automotive industry, where automakers and dealerships provided not just vehicles but generators, ATVs, and critical equipment necessary for operations at Ground Zero and in surrounding areas.
Giving back to those who served the community was also paramount. GNYADA allocated funds to restore a fire truck from a volunteer firehouse in the Bronx, which suffered damages while responding to the crisis. This restored fire truck found its new home at the 2002 New York International Auto Show, commemorated during a ceremony attended by notable figures such as former Mayor Rudy Giuliani and Fire Commissioner Thomas Von Essen.
Mark Schienberg highlights the deep-rooted empathy and solidarity exhibited by car dealers: “Twenty-five years later, we honor the lives lost, families transformed, and the bravery shown by first responders. Yet, we also remember how the automobile industry came together - dealers provided vehicles, equipment, offered their time at Ground Zero, and supported families who lost everything.”
GNYADA and the New York Auto Show sustain their commitment to recognizing and honoring first responders. A unique initiative called First Responders Appreciation Day has emerged from this legacy, which offers complimentary and discounted admission to firefighters, police officers, and EMS personnel along with their families, demonstrating that this bond of community extends well beyond the confines of business.
Established in 1910, GNYADA currently advocates for over 400 franchised automobile dealerships throughout the New York metropolitan area. The association plays a crucial role in addressing legislative, regulatory, and industry challenges while organizing the New York International Automobile Show, America's oldest auto show. Through their Center for Automotive Education and Training (CAET), located in Queens, GNYADA strives to equip the regional automotive workforce with necessary education and training.
When disaster struck in 2001, immediate efforts for recovery and support were mobilized by those in the automotive sector. At that time, Mark Schienberg, president of GNYADA, was overseas attending the Frankfurt Auto Show. Despite being thousands of miles away and dealing with unprecedented challenges such as closed airspace and disrupted communication due to the attacks, Schienberg and his colleagues John LaSorsa and Michael Caruso promptly recognized the necessity for action.
They started deliberating about ways in which New York's car dealers could play a role in helping the city heal and rebuild. Utilizing limited communication, Schienberg reached out to Mark Herrmann, GNYADA's representative to the National Automobile Dealers Association (NADA), to catalyze a broader national response. This dialogue led to the establishment of the NADA Survivors Relief Fund, an initiative that united car dealers from across the United States, resulting in an impressive outpouring of support that provided crucial assistance to families affected by the tragedy.
In the weeks following the attacks, the fund garnered contributions amounting to hundreds of thousands of dollars, indicating the solidarity that lay within the automotive community. Back in New York, GNYADA swiftly initiated local efforts that included the establishment of the Greater New York Auto Dealers Disaster Relief Fund, which received an initial infusion of $250,000 from the association itself. GNYADA urged dealerships, manufacturers, and suppliers to step forward and contribute.
The cooperation among car dealerships went beyond monetary donations. Local dealers made a significant impact by donating 18 vans to the American Red Cross for rescue and relief efforts. This outpouring of generosity was mirrored across the automotive industry, where automakers and dealerships provided not just vehicles but generators, ATVs, and critical equipment necessary for operations at Ground Zero and in surrounding areas.
Giving back to those who served the community was also paramount. GNYADA allocated funds to restore a fire truck from a volunteer firehouse in the Bronx, which suffered damages while responding to the crisis. This restored fire truck found its new home at the 2002 New York International Auto Show, commemorated during a ceremony attended by notable figures such as former Mayor Rudy Giuliani and Fire Commissioner Thomas Von Essen.
Mark Schienberg highlights the deep-rooted empathy and solidarity exhibited by car dealers: “Twenty-five years later, we honor the lives lost, families transformed, and the bravery shown by first responders. Yet, we also remember how the automobile industry came together - dealers provided vehicles, equipment, offered their time at Ground Zero, and supported families who lost everything.”
GNYADA and the New York Auto Show sustain their commitment to recognizing and honoring first responders. A unique initiative called First Responders Appreciation Day has emerged from this legacy, which offers complimentary and discounted admission to firefighters, police officers, and EMS personnel along with their families, demonstrating that this bond of community extends well beyond the confines of business.
Established in 1910, GNYADA currently advocates for over 400 franchised automobile dealerships throughout the New York metropolitan area. The association plays a crucial role in addressing legislative, regulatory, and industry challenges while organizing the New York International Automobile Show, America's oldest auto show. Through their Center for Automotive Education and Training (CAET), located in Queens, GNYADA strives to equip the regional automotive workforce with necessary education and training.
Topics General Business）
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