Circle BMW Achieves Consecutive BMW Center of Excellence Awards and Regional Recognition

Circle BMW Achieves Notable Accolades

Circle BMW, a prominent dealership located in Eatontown, New Jersey, has made headlines by receiving the prestigious BMW Center of Excellence designation for two consecutive years. This recognition is awarded to only a select number of dealerships nationwide, positioning Circle BMW among the elite 10% of BMW dealers across the country. This achievement not only signals superior performance in various aspects of customer experience but also highlights the dealership's dedication to both clients and team members.

A Culture of Excellence

The awards symbolize more than just performance metrics; they reflect a foundational belief that has driven Circle BMW since its inception in 1980. Under the leadership of Tom DeFelice III, the dealership fosters a culture that values the well-being of its staff, believing that when employees are prioritized, clients receive extraordinary service. Tom DeFelice III stated, "This award reflects our team's unwavering dedication to providing an outstanding experience for every client who walks through our doors or uses our mobile service."

Circle BMW has made notable strides in operational excellence. The dealership has initiated a goal to improve by 1% every day, demonstrating a commitment to continuous improvement.

Exceptional Talent and Service

The dealership boasts an impressive team, with two of its client advisors ranked among the top 30 in the United States. This serves as a testament to the level of knowledge, dedication, and professionalism that the team delivers on a daily basis. Circle BMW's focus on client satisfaction is evident, as they continually seek to refine their service offerings, including a robust mobile service program that brings BMW-certified care directly to customers.

First-Ever Regional Red Belt Award

In addition to the Center of Excellence honors, Circle BMW also made history by being one of the first dealerships to receive BMW's newly established Regional Red Belt Award. This accolade is designed to recognize dealerships that exemplify the kaizen philosophy of continuous improvement, highlighting their commitment to not just current excellence but also future growth and development. Circle BMW embodies this philosophy, focusing on elevating their services and offerings consistently.

Deep Roots in the Community

Founded by Tom DeFelice Jr. over four decades ago, Circle BMW remains devoted to the local community and the Jersey Shore area. The dealership operates with a family-owned ethos that emphasizes personal interactions and community engagement. To date, Circle BMW has donated over $1 million to local charities, reflecting its ongoing commitment to social responsibility and community service.

The team at Circle BMW is diverse, speaking a combined total of ten languages, making them accessible and accommodating to a wide range of clients.

Commitment to Convenience

Circle BMW continues to innovate, maintaining a comprehensive fleet of courtesy vehicles for their clients and launching a mobile service program for added convenience. Excitingly, in the summer of 2026, the dealership plans to introduce a dedicated tow service, aiming to enhance the ownership experience for BMW enthusiasts in Monmouth County.

What the Future Holds

As Circle BMW marks its 46th year of operation, the dealership has set ambitious plans to build upon its already stellar reputation. The focus remains on providing top-tier service, nurturing community relationships, and striving for excellence in all areas. The acknowledgment from BMW is just the beginning, as Circle BMW prepares to further its legacy as one of the premier dealerships in the region, continuing to prioritize both customer and employee experiences alike.

For more information about Circle BMW and its services, visit www.circlebmw.com or call (732) 440-1200.