Who We Are

We Are Driven.

We are more than a car dealership. We are a brand driven by the principles of kindness, honesty, and love. Our mission is to give back each and every day, not just situationally. We care about our customers, our community, and our employees. We make a difference in people's lives and provide a safe haven for women. We are who we are because of Kitty Van Bortel, who combined her kindheartedness, customer philosophy, and savvy business sense to build a successful company and strong brand that people have trusted for nearly three decades. 

We Are Committed.

At Van Bortel Subaru, we believe in making the world a better place and the Subaru Love Promise is our vision of respecting all people. This is our commitment to show love and respect to our customers and to make a difference in our community. 

Our Love Promise to the Rochester and Finger Lakes region can be seen in our proud support of meaningful causes through our partnerships with local organizations, charities, and nonprofits. We're grateful not only to be a part of our community, but to serve it as well. 

Susan B. Anthony House - Breast Cancer Coalition of Rochester - IAC Kids - Golisano Children's Hospital - Mercy Flight - Operation Freedom Ride - Saint's Place - The Coffee Connection - Girl Scouts of WNY - Boys and Girls Club of Rochester.

We Are Winners. 

Thanks to Kitty's leadership and every team member's committment to providing an exceptional customer experience at every interaction with Van Bortel Subaru, we've won customer love and some awards too. We're proud of the accomplishments and the recognition. 

Time Dealer of the Year 2016

Subaru Chairman's Roundtable (Top 20 retailers) every year since 1992

Subaru Stellar Care Performer every year since inception in 2010

Top 100 Leading Women in North America in Automotive Industry - Automotive News 2015

Best of Rochester - Best Local Car Dealership - City News 2015

Best Auto Dealer, Top Winner - 2018 Reader Rankings - Rochester Business Journal

Best Auto Dealer, Top Winner - 2019 Reader Rankings - Rochester Business Journal

We Are Hiring. 

If you share in our beliefs, please take a look at our open position on the Careers page and apply today!

Apply Now

Partners With Our Community

At Van Bortel Subaru, we strive to be much more than a business. We are partners with our community and as an employee, you will get a chance to give back as well. We partner with many local organizations, charities and events with the goal of supporting our local community and the less fortunate.

Making a Difference 

Susan B Anthony House

Breast Cancer Coalition of Rochester

Girl Scouts of Western NY

IAC Kids

Galisano Children's Hospital

Mercy Flight