Leading with Heart and Authenticity

By Dr. Kimberly Selber

In the fast-paced world of automotive dealerships, where profit margins and sales quotas often dominate, Bert Ogden Auto Group offers a refreshingly different model. As a young, large automotive company, Bert Ogden isn't just another dealership group. It's a family-owned business deeply rooted in its commitment to the community, employees, and customers. With 24 stores and over 1,200 employees, Bert Ogden stands out by refusing to let its growth overshadow its familial atmosphere.

At the heart of this approach today is Natasha Del Barrio, a dynamic CEO who embodies the values instilled by her predecessors, Robert C. Vackar and Janet Ogden Vackar. Described by those who know her as warm and welcoming, Natasha is committed to a leadership style that prioritizes authenticity, kindness, and respect. Her approach is holistic, recognizing the importance of each employee's role and making sure no one feels like a mere number. For Natasha, success isn't solely measured by profit but by the collective success and happiness of the entire Bert Ogden family.

Founded by Janet's father, Bert Ogden, the dealership is deeply embedded in the community. "Bob and Janet captured the heart of the community because they genuinely care," Natasha shares. "They've created a culture that's as much about community involvement as it is about selling cars." This legacy of community love and commitment guides the organization's long-term vision with Natasha at the helm, looking 30 to 35 years down the road to ensure stability and growth for future generations.

The Road to the C-Suite

Natasha’s career with the auto group began when she was just a high school junior working part-time as the assistant to the marketing director. She then earned her BBA in marketing and MBA from UTRGV Legacy Institute, UT Pan American. She went on to work for Citi Group and JP Morgan Chase as a Dealer Development Manager and Assistant Vice President, managing business portfolios for 140 automotive dealers across Texas. Returning to Bert Ogden in 2012 as the Corporate Strategist, she was promoted to Chief Executive Officer in 2017.

Embracing Authentic Leadership

For Natasha, being a leader means embracing her natural qualities. "Women often feel the need to overcompensate, to project a masculine style of leadership," she notes. However, she believes the true strength of her leadership lies in her authenticity. "Be your most authentic self," she advises, emphasizing qualities like empathy, nurturing, and care as the cornerstones of effective leadership. Her focus on authenticity is intertwined with her strong sense of faith, which she describes as her "God-given talent to help others."

Her leadership style also reflects her mentors' influence, particularly Bob and Janet Vackar. Known for their genuine care for the community and employees, Bob and Janet set the foundation for Bert Ogden's family-oriented culture. Bob's analytical approach as a CPA and Janet's warmth has shaped the organization's unique blend of professionalism and personal connection.

Natasha often asks herself, "What would Bob do?" as she navigates challenges, staying true to the principles they taught her.

Natasha believes that creating a supportive environment where team members can manage themselves is essential. Her open-mindedness and ethical approach allow for new ideas to flow, which fosters innovation and growth within the business. Her motto, "Do the right thing, every time, all the time," echoes throughout the company, reminding each employee of their moral responsibility to one another and to their clients.

Creating a Lasting Legacy

Natasha and her team aren't just focused on the present; they are thinking 30 to 35 years into the future. Weekly discussions are held about how to ensure the company's longevity and relevance for the next generation. This vision extends to succession planning and preparing future leaders, ensuring that the Bert Ogden legacy remains strong and true to its roots.

For Natasha, the most rewarding aspect of her role is seeing the entire Bert Ogden team come together, united in their shared mission. "Every employee has a moral responsibility with each other and with our clients," she states, underscoring the importance of integrity and trust within the organization.

When asked about her goals, Natasha emphasizes her desire to leave a meaningful impact. "Show up for other people, and everything will work out," she advises. Her dedication to helping team members overcome challenges, offering them advice, or simply listening exemplifies her approach to leadership. "Do you want me to listen, get involved, or give advice?" she often asks. The response, she says, is usually just to listen.

Her greatest legacy, though, is with her three beautiful children, Ethan, Connor, and Cora.

Natasha (center), Ethan, Cora, and Connor with Bob & Janet Vackar

Expanding Horizons with New Facilities

As part of Bert Ogden Auto Group's growth strategy, Natasha has spearheaded the development of several cutting-edge facilities, each designed with a unique flair and purpose. The new Chrysler, Dodge, Ram + Jeep dealership in Harlingen, a 40,000-square-foot, high-tech marvel, stands out with its efficient customer flow and impressive, large U.S. flag. The Bert Ogden Auto Group proudly displays the largest U.S. flags in the Rio Grande Valley at their facilities.

Then there's the Genesis dealership, a standalone space designed to provide Genesis customers with a premium experience, complete with floating glass walls and water features. This modern facility is a testament to Bert Ogden's commitment to offering customers a world-class experience.

The recent addition of a Mercedes-Benz dealership is particularly close to her heart, as it fills a gap in Bert Ogden's luxury lineup. Inspired by Art Deco architecture, this facility resembles a modern car museum and offers customers a one-of-a-kind experience in the Valley.

Finally, the new BMW dealership in Pharr draws inspiration from the architectural elegance of Manhattan boutiques. With three stories of glass, the design allows customers to see the service area, reflecting transparency and openness. When asked about future projects, Natasha could not comment specifically but promised the Rio Grande Valley would see new and unique dealerships coming to our market in the next few years.