Beyond the Showroom: How NYC's Auto Dealers Drive a Citywide Effort to Clothe the Cold

NEW YORK, NY – February 18, 2026 – As a biting winter wind swept through Manhattan today, a delivery of a different kind was bringing warmth to the city. Thousands of winter coats, collected by over 120 local auto dealerships, arrived at the New York Cares distribution facility, marking a critical moment in the annual fight against the cold for New York’s most vulnerable residents.

The delivery is the culmination of a powerful, long-standing partnership between the Greater New York Automobile Dealers Association (GNYADA) and the non-profit New York Cares. The event, part of GNYADA's Annual Winter Coat Drive and New York Cares' 37th Annual Coat Drive, brought together leaders from both organizations to highlight a community effort that extends far beyond the car showroom.

"Today is about community, compassion, and action," said Mark Schienberg, President of GNYADA, standing amidst bags filled with donated jackets. "Our dealers don't just serve customers, they show up for their communities. Every coat delivered today represents warmth, dignity, and real support for someone facing winter without enough resources."

These coats will now be sorted and distributed by New York Cares to individuals and families through a vast network of public schools, homeless shelters, and community centers across all five boroughs, turning a simple donation into a vital shield against the elements.

A Lifeline in a City of Need

The annual coat drive is not just a gesture of goodwill; it is a direct response to a deepening crisis. New York City is currently grappling with historic levels of homelessness, with city data showing nearly 130,000 people in the shelter system. The need is staggering, with over 1.5 million New Yorkers living below the poverty line and one in eight public school students having experienced homelessness in the past year.

Non-profits on the front lines report a relentless and growing demand. New York Cares has noted a "record number of coat requests" from its partner agencies in recent years, a consequence of widespread economic hardship. Despite collecting tens of thousands of coats annually—73,111 in 2023 and 70,547 in 2022—the demand consistently outpaces the supply. For the thousands of families, recent asylum seekers, and individuals sleeping in shelters or on the streets, a warm coat is not a luxury but a critical piece of survival gear.

"Winter can be especially harsh for families already facing economic challenges," noted Sapreet Saluja, Executive Director of New York Cares. "Thanks to GNYADA's generosity, caring becomes action—helping thousands of New Yorkers stay warm, safe, and reminded that their community is standing with them."

The Logistics of Large-Scale Compassion

Orchestrating the collection of thousands of coats from across a sprawling metropolitan area is a significant operational feat. The partnership's success hinges on GNYADA's ability to mobilize its extensive network of 445 franchised dealerships. For several weeks during the coldest months, over 120 of these dealerships transform their showrooms into public drop-off sites.

GNYADA provides participating members with a full support kit, including official signage, collection boxes, and digital marketing materials to encourage donations from the public. This turns highly visible retail locations into convenient community collection hubs. Dealers are instructed to count and bag the donations before scheduling pickups, which GNYADA coordinates for delivery to New York Cares.

Beyond collecting gently used coats, the association encourages financial contributions. Programs like "Turn Cars into Coats" allow dealerships to pledge a donation for every vehicle sold, while others make direct contributions to a fund used to purchase brand-new coats, with a special focus on providing for children in need.

This multi-pronged strategy has proven remarkably effective, leveraging the physical footprint and community connections of local businesses to create one of the largest and most successful collection networks for the citywide drive.

An Enduring Partnership Forged in Winter

This year's drive is the latest chapter in a long history of community engagement. New York Cares launched its first coat drive in 1989 and has since distributed over 2.7 million coats. GNYADA's involvement has become a cornerstone of that effort. What began in 2012 has evolved into a massive, organized campaign that demonstrates the power of corporate social responsibility.

Over the years, GNYADA dealers have collectively donated more than 200,000 coats and raised over $400,000 to purchase new ones. The association's contribution has grown exponentially, from an initial collection of 3,000 coats in 2014 to now accounting for a significant percentage of all coats collected annually. Their network is uniquely positioned to extend the drive's reach beyond the five boroughs into Long Island and Westchester, where member dealerships also serve as collection points.

This sustained commitment from an association representing an industry that generates over $70 billion in economic activity underscores a deep-seated belief in reinvesting in the community. It serves as a powerful model for how a major business sector can leverage its resources and network to address pressing social needs.

While the delivery event marks a key milestone, the work at the New York Cares facility on West 31st Street is far from over. Inside, volunteers will continue the arduous task of sorting the coats by size and type, preparing them for the final leg of their journey into the hands of those who need them most. Each coat folded and boxed is a testament to a citywide effort, proving that in the heart of a New York winter, the warmth of the community is a powerful force.