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Rob Sickel Named 2022 TIME Dealer of the Year Finalist

Apr 01, 2022

Recognized For Community Service & Industry Accomplishments

Rob Sickel, a third-generation Dealer Principal and owner of four Pine Belt stores in Lakewood, NJ, was named one of only four national finalists for the 2022 TIME Dealer of the Year award, one of the industry’s most prestigious honors, recognizing new vehicle dealers for their exceptional industry accomplishments, as well as their commitment to community service.

Sickel, who was nominated as New Jersey’s representative at the national competition in September 2021, was recognized at the National Automobile Dealers Association (NADA) Show recently held in Las Vegas.

“I was humbled and honored to be recognized by my New Jersey colleagues and being named a finalist for the TIME Dealer of the Year is another career highlight,” said Sickel. “This honor is a testament to all of the men and women who have made Pine Belt so successful and share my commitment to community service.”

Among other community contributions, Sickel has served on the board of trustees, and the medical policy and community action committees of Monmouth Medical Center and Monmouth Medical Center, Southern Campus Foundation (MMCSC). When the COVID-19 vaccines became available but vaccination rates among minority members of his community were low, Sickel organized a Minority Vaccination Program with MMCSC. The program focused on vaccine education and access for those who did not have online technology. His team also met with leaders of various local churches and community organizations, which resulted in a substantial rise of vaccination rates among the local minority community.

In 2012, following the widespread devastation of Superstorm Sandy, Sickel helped launch the Restore the Shore campaign through his ERGO clothing company, selling T-shirts with all proceeds going to storm victims. His efforts led to more than $300,000 being donated directly to local families, in addition to spearheading efforts to collect, organize, and distribute $5 million worth of donated goods to families in need.

Rob, and the Pine Belt dealerships, support a wide variety of organizations that serve the community’s health, educational, social, and recovery needs.

“Rob is the latest example of the exceptional neighborhood new car dealers that call New Jersey home,” said Jim Appleton, President of the New Jersey Coalition of Automotive Retailers (NJ CAR). “I am not surprised that Rob was one of only four finalists out of more than 16,000 dealers nationwide and he should be proud of this incredible honor.”