The 2020 Subaru Love Promise Customer and Community Commitment Award

We've been nationally recognized for our dedication to our customers, our community, and the Subaru Love Promise.

We're honored to receive the 2020 Subaru Love Promise Customer and Community Commitment Award. This award nationally recognizes elite Subaru retailers who provide an exceptional customer experience at every interaction with Subaru. These retailers have also demonstrated an outstanding commitment to supporting passions and causes in their local communities in important areas such as the environment, community, health, education, and pets.

The 2020 Subaru Love Promise Customer and Community Commitment Award

What is the Subaru Love Promise?

Subaru and our retailers 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 work to make a positive impact in the world.

Subaru Loves Pets

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Subaru Loves the Earth

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Subaru Loves Learning

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Subaru Loves to Help

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Subaru Loves to Care

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Whether they live in our homes or in the wild, Subaru is committed to keeping all animals safe and healthy.

A partner since 2008, Subaru has donated over $28 million to the ASPCA and through Subaru Loves Pets has helped support the rescue, transport, adoption and well-being of over 230,000 animals across the country. 


Loving the environment means more than loving the great outdoors. It means working to preserve it.

Since 2018, Subaru has partnered with TerraCycle.  Participating Subaru retailers collect hard-to-recycle trash that was headed to local landfills. We collect approximately 2 tons of this hard-to-recycle trash monthly, which will be converted to furnishings and other usable items and donated locally.


It’s our goal to make the pursuit of knowledge available to as many minds as possible.

Since 2015 Subaru, in partnership with the American Association for the Advancement Science, donated over 277,600 award-winning science books.  In addition, through our partnerships with Staples and we supported teachers and students with donations of S400,000 in gift cards and school supplies. 


In a perfect world, hunger would be history and hope would be commonplace. We believe a perfect world is possible.

In 2020, Subaru and its retailers made a donation to Feeding America to provide 50 million meals to help feed people in need during the COVID-19 crisis,* making meals available at 199 local food banks across the country.
*$1 helps provide at least 10 meals secured by Feeding America on behalf of local member food banks. 


We should all have a chance to lead a healthy life. We’re aiming to give as many people that chance as we can.

Since 2016, Subaru and its retailers have partnered with the Leukemia & Lymphoma Society (LLS) to donate over 167,000 blankets and 21,500 arts & crafts kits and reached nearly 150,000 patients in more than 780 hospitals nationwide. 

How is Van Bortel Subaru of Victor dedicated locally to the Love Promise?

At Van Bortel Subaru, 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.

Lollypop Farm , Humane Society of Greater Rochester, Operation Freedom Ride
Victor Village Tree Board, ADK, Adirondack Mountain Club , Genesee Valley Chapter
The Norman Howard School, The National Susan B. Anthony Museum & House
IACKids: It's About Caring for Kids, House of Mercy, Coffee Connection / Project Empower
Wilmot Cancer Center, Breast Cancer Coalition of Rochester
 Subaru Love Promise Heart
The Subaru Love Promise - Community Commitment View Our Love Promise Pledge
The Subaru Love Promise - Community Commitment
The Subaru Love Promise - Customer Commitment

Love Promise Stories from Van Bortel Subaru of Victor

Subaru and Van Bortel Subaru of Victor believe in making a positive impact on the communities in which we live and work. We uphold that belief through our Love Promise Community Commitment. Every month, we select inspiring stories from customers and partners from around our area who strive to support our collective commitment and feature them here

Above "Above & Beyond" Customer Service!  –  Karen A

When the pandemic first began, I noticed on my calendar that I had an early morning oil change and tire rotation appointment at the Henrietta Van Bortel dealership. The showroom was closed but service was still open so I showed up at my scheduled time. The customer waiting area was not open which was disappointing; it is a welcoming place to wait for my car to be ready. I was shown to a salesman's table in the showroom, a safe distance from the other two customers also waiting for their cars. I took out my book and began reading. Not long after, I heard a familiar voice come into the room; it was none other than Kitty Van Bortel on her cell phone! I thought, "Here's my brush with greatness!" The other customers and I exchanged glances and smiles. I went back to reading and noticed the room was quieter - Kitty was off her phone. She approached us and greeted us, asking how we were doing and apologized that the refreshment area was shut down due to the virus. I jokingly said that I was disappointed; I told her I'd skipped breakfast knowing I could get a coffee and biscotti while my car was serviced. Well, didn't Kitty say that she knew where there was a stash of biscotti in the back...would any of us like any? I said it wasn't necessary but yes, I would since she was so nice to offer. When she returned with the biscotti she then asked did any of us want a coffee, also? I'm not shy so I took her up on her offer! She brought me a coffee and creamers and sugar!! She was so gracious and friendly. She could have just said good morning and continued with her business but she stopped to visit and see if we needed anything. It was the kindest and most unexpected attention to detail I've ever experienced at a business appointment. She really made my day! Thank you again, Ms. Van Bortel. You are a class act!!

Almost nailed it  –  Michelle H

I was on my way to a professional appointment that had been rescheduled 2 times already due to COVID and noticed a nail, the size of a small spike, in my tire. Worried I could get a flat, on my way to the appointment, I swung into Van Bortel in Henrietta which was on my way to the appointment, with less than 30 minutes to my appointment. In less than 20 minutes I was assured my car would be taken care of and I was in a rental and on my way. I got to my appointment on time too!

Found the perfect match!  –  Beth H

I was in need of a "new to me" vehicle that would be good in winter, fun to drive and fit my large "puppy" in the back. I'd been using my truck but I could no longer lift "said puppy" up when he needed assistance. I also wanted a manual transmission just 'cause! Amy at Van Bortel found me the perfect match. A 2017 Forester in a lovely blue! It was not clean when it arrived at their shop but it looked like a brand new car when I drove it home! Thank you Amy and Van Bortel! Sincerely, Beth Anne Harris.

Best Customer Service in Rochester  –  Stacy R

I switched to VanBortel after having a bad experience with a different dealer while, my car was still under full warranty. VanBortel has ALWAYS gone above and beyond with every service - whether it’s in the service center or purchasing a new vehicle. The service center is where they really impressed and won our loyalty. You pull in for your appointment, you’re greeted by name, they tell you what services will be completed and ask if you need others. They always have rentals available and ready - HASSLE FREE. They make it clear what’s covered under warranty, and what will be your responsibility and the only “surprises” are when they let you know something unexpected will be covered under warranty, or that they added a coupon on for you. We are extremely grateful for everyone in the service and sales center for making us feel valued. You are all amazing, and we are thankful to have you!!

The Subaru Love Promise - Boston's Story  –  Norm A

When I first heard the term “The Subaru Love Promise”, I was intrigued to find out more about it. It was natural for me to assume it was about Subaru’s commitment to quality, excellence, and outstanding service to the customer. So what’s new about that? In fact in my thirty some years of experience with Van Bortel Subaru, that’s exactly what my family has received, every time! It started the very first time my wife and I met Kitty Van Bortel, and her Sales Manager, Peter Rosser in Victor, NY. I knew instantly that Kitty was destined for success and greatness in a very competitive industry when she had changed the industry pricing methodology to a single, fair and competitive price for a car without the usual haggling to get to the bottom line, backed by Subaru’s quality and superior service. I could dwell on the many accolades and awards that Kitty has won over the years, including being named in The Top 100 Women Executives in the United States; the list goes on and on and will continue. The fact that Kitty and Peter still work together after so many years is demonstrative of their loyalty and integrity. But, I found out The Subaru Love Promise goes far beyond just the selling of cars! It is the vision to show love and respect to all people at every interaction with Subaru. Van Bortel Subaru has made a lifetime connection with our family, so much so, that we have owned 8 Subaru’s. It is Van Bortel’s dedication to excellence in every respect that makes them stand heads and shoulders above their competition. The honesty and integrity shown is beyond reproach. The primary category of The Subaru Love Promise which I think that Van Bortel Subaru personifies is “Subaru Loves to Care”. This category really hits home as our grandson, Boston, age 10, was born with cerebral palsy and cannot stand or walk in spite of 5 surgeries including one wherein he was in a full body cast from chest to toes for six weeks. Despite that, his passion is to play golf every day, and our family of four generations of golfers helped him around the course, but it became too arduous. After significant research we found a “paramobile” which enables him to stand up and do many activities. The cost of the paramobile is expensive, but well worth it, so we came up with the idea of a “fundraiser”. It is with this “Love to Care” that Kitty Van Bortel volunteered to become our major sponsor for our fundraiser. She reviewed and offered guidance, expertise, and love to support a physically challenged boy. Members of her staff, Peter, Ruth, Alex all participated in the development of our fundraiser. It was not unusual to have discussions even on weekends. Her entire staff was committed to the success of our fundraiser. In fact, due to the coronavirus and the stringent social distancing efforts, the announcements and introductions were held on an asphalt parking lot on a hot, sunny, 90 degree day. Kitty and her staff selflessly endured those conditions to make our fundraiser successful. The end result of this “Love to Care” by Kitty resulted in raising nearly $40K for the “Stand Up & Play Foundation” which has provided a paramobile and trailer for Boston, with any excess going to other physically challenged people. Most importantly, Subaru, Kitty, and her staff, have directly impacted and positively improved our grandson’s life. For that reason, we nominate Kitty Van Bortel for the role model of “The Subaru Love Promise”.

Brewing a Better Tomorrow.  –  Joy B

"Brewing a Better Tomorrow. One Cup, One Day, One Woman at a time." The Coffee Connection/Project Empower is honored to supply our excellent coffee to Van Bortel Subaru and all of the Van Bortel dealerships in the Rochester, New York area. There are many ways to empower women in recovery from addiction, trauma and incarceration and one way is to support the business that supports their program, providing them with employment training—and jobs! The Coffee Connection’s staff is made up of employees and interns, all of whom have a history from substance abuse. But that’s not all Kitty has done for us! She hosted us for a retreat at one of her dealerships and spent the day listening and encouraging our women. We have a beautiful logo that Kitty’s support translated into signage on our windows. Kitty produced a video for fundraising and continues to support us, taking a personal interest in women that are on their journey to self-sufficiency. As our women become the leaders that will carry our mission into the future, we know that Kitty will be our cheerleader and supporter.

Supporting people with food for the holidays.  –  Stephanie B

House of Mercy was delighted when we found out that employees of Van Bortel were eager to donate their holiday turkeys and hams to The House. This meant we could support more people in the community with fresh meat and food for the holidays. Catherine Mcauley, the founder of Sisters of Mercy says "No matter how small the gift, God gives the increase." We are eternally grateful to our friends at Van Bortel for giving so selflessly.

Thank you Kitty Van Bortel for all that you do!  –  Neil B

In 2012, It's About Caring for Kids, Inc "IACKids" was created to help local Rochester families experiencing financial challenges due to their child's severe medical condition. In our first year, we had the privilege to sit down with Kitty Van Bortel to discuss our mission and the impact it would have on not only kids, but on parents in our community. We created IACKids to allow working moms and dads the ability to take unpaid medical leave from their jobs so that they could not only be by their sick child's side, but so that they could also give their other children the attention they required. IACKids pays for household and medical expenses during the unpaid leave so that parents do not have to focus on their bills but rather focus on their ill child. When Kitty learned about the work we were doing for local kids and especially their moms, she jumped in with open arms to support our mission. Since 2012, Van Bortel Subaru has been our largest donor and has allowed IACKids to take on many more new families that we would've had to reject without the company's help. She even helped us in the purchase of five new leased vehicles for five of our families in 2017 that had vehicles with over 100,000 miles on them. We wanted, as did Kitty, to have the families of these sick children to have reliable transportation to their many doctor and hospital visits. In 2019, IACKids named Kitty Van Bortel our Humanitarian of the Year for her incredible contributions to the families served by IACKids and we are so thankful for all that she does for our entire community. It truly takes a village to help those in need and Kitty / Van Bortel Subaru has stepped up for us year after year. We are so thankful and have the utmost admiration for this amazing philanthropist and her incredible caring heart.

Thank you Van Bortel for All the Love!  –  Meredith U

The Breast Cancer Coalition is thankful for once again being selected as the local charity to receive funds from Van Bortel Subaru’s annual “Share the Love” event. Kitty Van Bortel’s leadership and extraordinary philanthropy in the Rochester community, specifically her investment - both personally and through fundraising efforts – in the Coalition is a partnership we truly value. Recognized as the only non-profit organization positioned to help in the aftermath of a diagnosis, Van Bortel’s ongoing support enables the Coalition to continue being the full-scope, community-based resource, known in the region for the "what now?" following a diagnosis. Kitty is a beloved presence among us. Having twice served as Honorary Chair of our annual Breast Cancer Gala, the ARTrageous Affair, she has been the Presenting Sponsor of that event, as well as our Pink Ribbon Run & Walk, for the past two years. In a multitude of ways, Kitty and Van Bortel Subaru continue to support the Coalition’s programs and services, which are provided at no cost to those diagnosed with breast or gynecologic cancer in our region. She is a shining example of a local business person who “shares the love” while keeping it local, and we are truly appreciative for all she does for those we serve.

Subaru supports local rescue!  –  Carly H

The owners of Operation Freedom Ride traveled to Georgia this past March to rescue 30 dogs from a 700 dog/puppy mill hoarding case. These dogs needed extensive vet care after years and years of total neglect. Subaru went above and beyond and donated $500 to help with the care of these dogs who so deserved a new chance at life. We are so grateful for this opportunity to partner with Van Bortel Subaru of Victor and can't wait to see this partnership grow over the years. Thank you so much for your support!

Thank you from The Norman Howard School  –  Rosemary H

Subaru loves learning - and so do our NHS students! Our school was abuzz with excitement upon receiving a robust delivery of brand new, STEM-focused books. We're so thankful to Kitty Van Bortel for selecting our school and getting the books ready for reading in our Betsy McIsaac Learning Library. Van Bortel Subaru, your gift helps our students and our school feel supported and cared for by our community.

24-Hour “Murph-a-thon” Fundraiser  –  Shaun G

Over Memorial Day weekend of 2018, I decided to do a 24-hour Crossfit Hero fundraiser in order to raise money for the Special Operations Warrior Foundation. SOWF is a charity that provides educational funding and financial support to children and families of fallen Special Operations Service Members. It’s an annual tradition for all Crossfit Gyms across the country to do “Murph” over the Memorial Day Weekend. “Murph” was named after Navy Seal Mike Murphy who died in Afghanistan during Operation Red Wings in 2005. Having served 9 years in the military as a Special Forces NCO, this community is incredibly important to me. I reached out to a friend who works at Van Bortel Subaru to see if anyone would be interested in sponsoring me in this meaningful marathon. Needless to say, I was blown away by the support and encouragement from Kitty and her entire staff. Kitty and her team’s donations allowed us to surpass our fundraising goal! I can’t thank everyone at Van Bortel Subaru enough for their generosity and support. Thank you again to Kitty and Van Bortel Subaru for sharing the love, supporting this cause, and helping families that have made the ultimate sacrifice for our country.

Village of Victor Arbor Day  –  Gene P

Planting a tree is placing hope in the future. The planting of trees bring people together and provides a neighborhood with a new identity and renewed civic pride. In addition, the environmental benefits are significant. Trees clean the air, provide oxygen, combat climate change and cool our streets and homes. The Village of Victor sincerely appreciates the generosity of Kitty VanBortel and VanBortel Subaru for supporting our 2018 Arbor Day event. The 28 trees of 17 varieties that you purchased were planted along one of the village's streets and a park within the village limits. In addition to you, a group of 55 volunteers responded to the request from the Village of Victor Tree Board to assist with the planting of these trees. Victor High School students, Victor Boy Scout Troop #61, Victor Hiking Trails, Victor residents young and old, and Victor politicians all took part in the morning of work. Refreshments and snacks followed the planting completion which were also funded by you. Your participation and this significant gift will provide benefits to the community and our environment for generations to come. The gift will immediately allow the Victor Village to expand their efforts in addressing the on-going needs of our urban forest. This gesture reinforces the benefits realized when local businesses work in concert with the local community. We hope this relationship continues into the future. On behalf of the Village of Victor we thank you for your generosity and commitment to our community and the environment. Gene Pratt - Village of Victor Tree Board Chair Gary Hadden - Mayor of the Village of Victor

Kitty Shares the Love  –  Cindy D

When Kitty Van Bortel was named the 2016 Time Dealer of the Year, those who know her were excited and proud, but not at all surprised. Chosen from 50 new vehicle dealers around the country, Kitty was recognized for the success of her dealership and for her outstanding contributions to the Rochester community by supporting a number of non-profit organizations in our area. To honor her efforts, Ally Financial presented $11,000 to the Breast Cancer Coalition at Kitty’s request.Since her own diagnosis of breast cancer in 2006, Kitty and Van Bortel Subaru have been invested - both personally and through fundraising efforts – in the Coalition. She is a beloved presence among us. Having twice served as Honorary Chair of our annual Breast Cancer Gala, the ARTrageous Affair, Kitty has been the Presenting Sponsor of that event, as well as our Pink Ribbon Run & Walk, for the past two years. And she has once again selected the Coalition as the local charity to receive funds from Subaru’s annual “Share the Love” event, now in its 10th year.In a multitude of ways, Kitty and Van Bortel Subaru continue to support the Coalition’s programs and services, which are provided at no cost to those diagnosed with breast or gynecologic cancer in our region. She is a shining example of a local business person who “shares the love” while keeping it local, and we are truly grateful for all she does for those we serve.

Proud Subaru Family  –  Cindy D

My husband is driving his third Outback. The vehicle serves him well on his winter mountain climbing trips and on our driving vacations. He has always been impressed with the sales and service teams at Van Bortel Subaru, so when it was time for me to purchase a new vehicle last summer, I happily purchased my Crosstrek there. It is the perfect vehicle for my work and pleasure travels, and I am also very pleased with the exceptional service at Van Bortel Subaru. I am thrilled to join the Subaru family and as a breast cancer survivor, I am proud to support Van Bortel Subaru and Kitty Van Bortel for all of her amazing philanthropic endeavors in our community, especially her steadfast support of the Breast Cancer Coalition of Rochester!

Breast Cancer Awareness  –  Mary V

In the Spring of 2006, I was diagnosed with breast cancer. After my treatment, I became driven to help other women who had experienced the same fear and isolation I felt. As a local business woman, I had a voice. My intention has been to use this voice to bring love to the victims who have breast cancer and awareness to those who do not. I became involved with the Breast Cancer Coalition of Rochester soon after my diagnosis. The BCCR is a local grassroots organization in my area "dedicated to eradicating breast cancer through action and advocacy". Van Bortel Subaru has partnered with the Breast Cancer Coalition through the Share the Love Event each year since its inception. As the presenting sponsor of their yearly Gala we have given away cars and sponsor their Pink Ribbon Walk and Run each Mother’s Day. The staff has had so much fun participating in these events over the years. Our contributions pale in comparison to the joy we have received from our association with the Breast Cancer Coalition of Rochester. The hundreds and hundreds of survivors who come have come to our dealership to share their stories. The women in treatment who we have been able to assist with their automotive issues during such a stressful time. I have never met women more determined, more focused, and more dedicated in their quest to help other women with this dreaded disease. I am humbled, each and every day, to be very small part of such an extraordinary group of warriors. Kitty Van Bortel

Van Bortel Subaru loves learning!  –  Ruth P

At the start of the 2017 school year, Kitty Van Bortel donated 5 cases of hard and soft cover books to the Victor High School Library and Media Center. Van Bortel Subaru's customers got involved as well and wrote personal inscriptions in many of the books. Joining Kitty at the book presentation is Victor High School Principal Yvonne O'Shea, Library Media Specialist Danyelle Westbrook,and several students. 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 work to make a positive impact in the world. We are proud to participate in the Love Promise Community Commitment. We're grateful, not only to be a part of our community, but to serve and support the causes and passions that are closest to our hearts, right here in our neighborhood.

Van Bortel Subaru Loves to Care!  –  Ruth P

Kitty Van Bortel donated blankets to the Leukemia and Lymphoma Society at the Wilmot Cancer Center this July. The blankets will be given as gifts to patients at the Wilmot Cancer Center to use while undergoing treatment, where they feel the cold more. Kitty is joined by Hazel Pugh a Volunteer Coordinator to her left, AnnaLynne Williams a survivor, Shari Woldenberg a Leukemia and Lymphoma Society volunteer and survivor, Dr. Jane Liesveld and Dr. Zent. The blanket donation from Kitty Van Bortel and her dealership staff is part of their Subaru Love Promise pledge to do right by the communities in which we all live and work. It’s their promise to continue making a positive impact in the world and our neighborhoods.

Thank you Van Bortel Subaru!  –  Nancy H

The Leukemia & Lymphoma Society (LLS) sends their thanks to Van Bortel Subaru for participating in the Subaru Loves to Care promotion by donating blankets, craft kits, and messages of hope to cancer patients. The delivery of these gifts to patients at the Wilmot Cancer Institute at URMC were presented by Kitty Van Bortel of Van Bortel Subaru, and LLS ambassadors and former patients AnnaLynn Williams and Shari Woldenberg. They were received by Wilmot representatives Dr. Jane Liesveld, Dr. Clive Zent, and Hazel Pugh. AnnaLynn stated, "as a patient and survivor, its so inspiring to know that everyone at Subaru and Van Bortel support us and think of us. These blankets will provide much needed worth and comfort as patients go through treatment, and more importantly are a reminder that their community supports them." Thank you Van Bortel Subaru for caring about your community and helping the Leukemia & Lymphoma Society continue to fund life-saving research. You and your customers are bringing us one step closer to a cure! To find out how you can help LLS or for information on blood cancer, please contact us at 800-784-2368 or visit

Sally our Subaru  –  Michele B

When I started looking for a safe reliable car for my teenage daughter, I knew a used Subaru was the right choice. I came to Van Bortel because I knew Kitty would treat me well. I bought a 2000 Forester for Meghan. Well it was reliable and I knew Meghan behind the wheel was in good hands. When Meghan went off to college, and my son Drew started to drive Sally was passed down to Drew. Well since then Sally has gone on to new owners. But when it was time for Drew to lease a car, back to Van Bortel we came for an Impreza. Kitty and her team fit Drew into a nice new Impreza and within his budget. Thank you for being here for my family and keeping us safe. We have fond memories of Sally she was a great car. I have a 2015 Subaru Legacy which is a company car and I wouldn't go anywhere but Van Bortel for service. Your service team is top notch. Thanks for all you do. And thanks for supporting BCCR. (Breast Cancer Coalition of Rochester) Michele Bessette (A survivor)