Texas Border Business
By Roberto Hugo González
Bert Ogden Auto Group, a cornerstone of the Rio Grande Valley’s automotive industry, is setting a new standard in dealership innovation and customer service with the simultaneous opening of three state-of-the-art facilities in Harlingen, Texas. Led by Chief Executive Officer Natasha del Barrio, the company is redefining the car-buying experience with these modern dealerships located strategically on Expressway 83. This expansion marks a significant milestone for the company and a pivotal development for the economy of Harlingen and Cameron County.
In Natasha del Barrio’s words, “We are making history here in the Rio Grande Valley. The construction of three new dealerships—Chrysler Dodge RAM + Jeep, Genesis of Harlingen, and Mercedes-Benz of Harlingen—is an unprecedented project in this region, and we are incredibly proud of it.” These facilities, distinguished by their modern architecture and enhanced accessibility, are expected to become landmarks on Expressway 83, symbolizing the growth and modernization of Harlingen.
The rollout of these new dealerships is underway, with the Chrysler Dodge RAM + Jeep facility already open in early August. “We are thrilled to announce that our Exclusive Genesis dealership is slated for a late September debut, with Mercedes-Benz relocating from Lewis Lane by the Valley International Airport (VIA) following in late October,” del Barrio shared. Despite the project’s scale, she noted that the challenges have been minimal, with only minor supply delays—evidence of the meticulous planning and execution by Bert Ogden Auto Group.
Customer service has always been at the heart of Bert Ogden’s operations, and these new facilities are designed to elevate the experience to new heights. Del Barrio emphasized, “Our new dealerships are equipped with the latest technology, offering customers a first-class, highly efficient experience that enhances the excitement of purchasing a new vehicle. Our facilities’ sleek, modern design, combined with cutting-edge amenities, ensures that customers will find the process visually and practically satisfying.”
The strategic location of these new dealerships on Expressway 83 offers significant advantages. “The increased visibility and easy access are expected to draw more customers, further solidifying our presence in Harlingen,” del Barrio explained. She also highlighted the critical role of the City of Harlingen in the company’s growth, stating, “The City of Harlingen has been instrumental in our success, and these new facilities are a testament to our strong partnership.”
While these new dealerships represent a leap into the future, they are also deeply rooted in the history of Bert Ogden Auto Group. Del Barrio fondly recalled, “We proudly remember our beginnings with Mr. Ogden and his daughter, Janet Ogden Vackar. Every one of our stores showcases portraits of Mr. Ogden and Mr. and Mrs. Vackar, accompanied by newspaper articles and cherished memorabilia that highlight our history.” She added, “The large American flags outside each dealership beautifully display our deep respect for veterans and our country. Inside these new locations, you’ll also find murals capturing the scenic beauty of the Rio Grande Valley. One of my favorites is the tranquil beach landscape featured in our Chrysler Dodge RAM + Jeep location.”
The expansion of Bert Ogden’s facilities is more than just a business move; it catalyzes economic growth in Harlingen and the surrounding areas. Del Barrio expressed, “With more space to accommodate a larger inventory and enhanced service capabilities, we expect these new dealerships to attract a vast customer base, and this growth also translates into job creation.”
As anticipation builds for the grand openings of the Genesis and Mercedes-Benz dealerships, Bert Ogden is preparing to welcome the community with events that will showcase the new facilities and the exciting innovations they bring. Del Barrio hinted at a robust marketing campaign to capitalize on the dealerships’ increased visibility, stating, “We are leveraging social media, digital platforms, TV, and print to inform the public about our new locations. Everyone loves the look and feel of new, and we are excited to share that with our customers.”
To ensure an exceptional customer experience, Bert Ogden Auto Group is focused on maintaining a well-trained and highly skilled workforce. “The opening of these new facilities provides an opportunity to retain our existing staff while also bringing in new talent, which is vital for supporting our growth,” del Barrio explained. She emphasized that comprehensive training programs are in place to equip team members with the knowledge and skills needed to deliver top-tier service, reinforcing Bert Ogden’s reputation for excellence.
Bert Ogden Auto Group’s expansion in Harlingen represents a significant achievement in the Rio Grande Valley’s automotive landscape. Under the leadership of Natasha del Barrio and a dedicated team, the company is setting a new benchmark for dealership facilities while contributing to the economic and social fabric of the community. As these state-of-the-art dealerships open their doors, they announce a new era for both Bert Ogden and the city of Harlingen—one that promises growth, innovation, and a continued commitment to excellence.