Rob Sickel Named the 2022 TIME Dealer of the Year for the North East

Posted on August 8, 2022 By

Rob Sickel, third-generation owner of Pine Belt Cars, Lakewood, was named 2022 Time Dealer of the Year for the North East. Only one person is named from each region of the United States. In 2009, Rob Sickel’s dad David also won the Dealer of the Year for the North East!

Jim Appleton, president of the N.J. Coalition of Automotive Retailers, nominated Sickel for this award, one of the automobile industry’s most prestigious honors, recognizing vehicle dealers for their exceptional industry accomplishments and their 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 the Monmouth Medical Center Southern Campus Foundation (MMCSC). When the COVID-19 vaccines became available but the vaccination rates among minority members of his community low, Sickel organized a Minority Vaccination Program with MMCSC that 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 devastating 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. Sickel said. “We were able to donate $300,000 directly to local families and spearheaded efforts to collect, organize, and ship out $5 million worth of donated goods to families in need.”

Sickel and Pine Belt dealerships also support a wide variety of organizations that serve the community’s health, educational, social, and recovery needs. Sickel is very proud of his company’s sponsorship of the Toms River Field of Dreams, a playground and sports complex designed for children and adults with disabilities.

“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). He should be proud of this incredible honor.”

For more information call 888-3-PineBelt or 732-363-6244 or visit

About Pine Belt Cars: Pine Belt Cars, 1088 Route 88, Lakewood, NJ 08701, is a family-owned and operated New Jersey car dealer representing Chevrolet, Chrysler, Dodge, Jeep, Ram Subaru, and Mazda brands. Pine Belt is very committed to philanthropically to supporting its local community, including local Little Leagues United Way of Ocean County, Lakewood Police Department, Jewish Federation, and the Monmouth-Ocean Development Council, among others.

Pine Belt Cars was founded in 1937 by Leon Sickel. After graduating Franklin & Marshall and serving in the U.S. Naval Reserve, his son David Sickel joined the family business and became the dealer in 1975. When David retired in 2019, his son Robert Sickel became the current president and CEO of Pine Belt Cars, a third-generation dealer. For more information visit

About The New Jersey Coalition of Automotive Retailers: The New Jersey Coalition of Automotive Retailers (NJ CAR) was founded in 1918 and is a non-profit organization serving more than 500 franchised new car and truck retailers throughout New Jersey. NJ CAR educates its members on a variety of business matters, practices, trends, and legislation and works to ensure they are aware of all State and federal regulatory compliance requirements.