Texas Border Business
By Roberto Hugo González
Rupert Cantu began his journey with Bert Ogden Motors on June 15, 1978, marking the start of a significant chapter in his professional life. His career with the company spanned over three decades, culminating in his retirement in 2012. Cantu’s relationship with Bert Ogden began by chance while he was working for Paul G. Veale, Sr., the owner of a CPA firm. Veale’s firm handled Bert Ogden’s tax returns, and Cantu met Mr. Ogden through this connection.
Cantu recalls that the company was established in the early seventies, around 1970 or 1971. Initially, Ogden’s bookkeeper fell ill, and needing assistance, Ogden reached out to Cantu. Cantu was committed to his job at Veale’s firm at the time, but he agreed to help Ogden after hours. This arrangement laid the foundation for their long-term professional relationship.
Bert Ogden was a hands-on businessman known for his hardworking nature. He often worked in his dealership and his shop, welding and repairing. This dedication was evident to Cantu, who worked from six in the evening until late at night, eventually catching Ogden’s eye as a potential full-time employee. By the late seventies, Ogden offered Cantu a full-time position, which he accepted after some consideration. At that time, the company sold about 20 cars a month, a respectable figure for the period.
The dealership’s original location was near the Hidalgo County Courthouse, on 107 West (University Dr.). Bert Ogden Motors has always retained its name, symbolizing continuity and tradition. The dealership was strategically located, with the main store close to the courthouse and the used car lot across the street. This prime location contributed to the business’s growth and visibility.
A significant milestone in the company’s history was acquiring nine acres of land where the Volvo and Mazda dealerships currently sit. This move to 4221 South Highway 281 marked a turning point for the business, leading to an explosion of growth. With this expansion, the dealership continued to offer GMC, Pontiac, and Buick automobiles. The new location provided ample space and better facilities.
Cantu reflects on his decision to join Bert Ogden Motors as one of his best choices. Despite initial uncertainty, he found a comfortable and fulfilling career at the company. He fondly remembers Mr. Ogden’s annual trips to the Indianapolis 500, where Ogden would attend the race and simultaneously engage in business, buying used cars at auctions to sell back in the Valley. This anecdote exemplifies Ogden’s tireless work ethic and approach to business.
The company continued to expand in the years following Cantu’s full-time employment. BMW and Nissan dealerships joined the Mazda franchise. Additionally, Bert Ogden Motors acquired Randolph Chevrolet in Mission and expanded to Harlingen with Chrysler Dodge. This growth was a tribute to Mr. and Mrs. Ogden’s foundational efforts and the dedication of their employees, including Cantu.
Cantu speaks highly of both Mr. and Mrs. Ogden. He describes Mr. Ogden as a straightforward and honest individual whose word was always reliable. Mrs. Ogden, known as Dorothy to many but always “Mrs. Ogden” to Cantu out of respect, possessed a natural charisma that endeared her to everyone she met. Her kind mannerisms and genuine interest in people left a lasting impression on Cantu and his colleagues.
Throughout his tenure at Bert Ogden Motors, Cantu adopted many of Ogden’s management practices. He valued personal interaction with employees, making it a point to visit different departments each morning to greet staff and help, just like Mr. Ogden did. This approach fostered a close-knit, supportive work environment, mirroring Mr. Ogden’s inclusive and hands-on management style.
Cantu’s legacy at Bert Ogden Motors is one of dedication, hard work, and loyalty. He found a job and a place where he belonged and thrived. His story is intertwined with Bert Ogden Motors’ growth and success, reflecting the significant impact of the Ogdens and their committed team of employees.
2012 Rupert Cantu decided to retire after many years of dedicated service. His decision came after years of commuting between Mission, McAllen, and Harlingen, a routine that eventually became too challenging. At the time of this interview, Rupert is 87 years old and still actively engaged in CPA work. He explains that spending two years at home post-retirement made him realize the importance of staying busy. Witnessing some of his peers fall into depression after retirement, he chose to return to work by opening a small office.
Rupert was born in Edinburg, Texas, and has lived there. He humorously notes that he was born on Champion Street and, after getting married, moved only six to eight blocks away. The only time he traveled extensively was during his service in the U.S. Army, from 1960 to 1962, which took him to Korea—his time in Korea had a hot and humid climate, contrasted with the warm climate of the Valley, but also introduced him to extreme cold and snow for the first time. Despite being drafted and serving in post-war Korea, Rupert’s role as a radio relay operator kept him relatively safe and busy, focusing on setting up communication networks that included towers, antennas, and transmitters.
Upon returning from Korea in 1962, Rupert took advantage of the GI Bill to pursue higher education, which he otherwise could not afford. He married Consuelo in 1963, and together, they had three children: Orlando, Norma, and Rupert, Jr. Unfortunately, Consuelo passed away in 2019 due to complications from rheumatoid arthritis. Orlando, now 55, is a musician and part-time provider, while Norma is the HR Director for Bert Ogden Auto Group. Rupert, Jr. has pursued his career with L&F Distributors.
After spending two years at home post-retirement, Rupert realized he needed to stay active and decided to offer accounting and income tax services for about half the year. This keeps him engaged and prevents the stagnation he saw in other retirees.
Reflecting on his time with Bert Ogden Motors, Rupert recalls the tragic accident that took the lives of Mr. and Mrs. Ogden on March 15, 1992. This was a profound shock to everyone associated with the company. However, he speaks highly of Janet Ogden Vackar, who took over the reins and demonstrated the same charisma and concern for employees as her mother. Janet’s leadership and Robert C. Vackar’s expertise helped the company thrive despite its founders’ loss.
Cantu tells the story that Bob Vackar, who came from the oil business in Houston, underwent extensive training and eventually rose to General Manager, CEO, and Executive Manager. Rupert admires Bob for his pragmatic approach, similar to Mr. Ogden’s. Both men had a practical mindset and visionary thinking, allowing them to foresee and work towards future goals. Rupert often recalls Mr. Ogden’s saying, “The harder I work, the luckier I get,” emphasizing the importance of effort and proactive action.
He said that the company’s well-known “Dale gas” tagline is attributed to Janet, who likely picked it up from her father. And Mr. Ogden picked it up from the mechanics in the back shop. Rupert reminisces about Janet’s early days in the business, including her desire for a new car, which her father humorously addressed by giving her a repainted old golf cart named “Old Yeller.” This story reflects the family’s unique blend of humor and work ethic, contributing to the company’s enduring success.
Rupert expresses confidence in Bert Ogden Motors’s future, crediting Janet’s strength and Bob’s leadership for the company’s continued growth. Despite the tragic loss of the Ogdens, the business has remained strong, thanks to the dedication of its leaders and employees. Rupert’s story is a tribute to Bert Ogden Motors’s enduring legacy and the impact of hard work, leadership, and above loyalty.
Roberto Hugo González is the 2009 SBA Journalist of the Year Award winner and the recipient of the Paul Harris Award in both 2009 and 2012. He currently publishes Texas Border Business and Mega Doctor News. His past publications include McAllen City Magazine, Texas Border Digest, CBS Chronicle, Health Care Services Guide, Winter Texan Tour Guide, and MegaMetropolis.