Texas Border Business
By Roberto Hugo González
Fiesta Chevrolet has earned the title of Dealer of the Year for 2022 and 2023, awarded by the Chevrolet Division of General Motors. Bert Ogden Auto Group, a cornerstone of the Rio Grande Valley’s automotive landscape, proudly celebrates this prestigious recognition for their Fiesta Chevrolet dealership. Among nearly 3,000 Chevrolet dealerships nationwide, only 60 were honored, with Fiesta Chevrolet standing out as the sole recipient in the Rio Grande Valley. For Mr. Robert C. Vackar and Mrs. Janet Ogden Vackar, this accolade proves their commitment to excellence in customer service, quality, and overall performance.
Bert Ogden CEO Natasha del Barrio took center stage during the celebration to express her admiration and gratitude, saying, “How are you guys doing today? That is that phenomenal enthusiasm that makes you guys Dealer of the Year. This is no small feat. I know it feels like we come in and celebrate this every year, but it’s rare. It’s not redundant. This is a big deal.” Natasha celebrated not just the Vackars’ leadership but the entire team’s contribution to achieving this recognition year after year.
“Dale Gas,” the group’s motivational slogan meaning “Step on the Gas” or “Go for it,” resonates profoundly throughout the Bert Ogden Motors network. Originating from founder Bert Ogden and embraced by his daughter, Janet Ogden Vackar, the phrase symbolizes the spirited energy and resilience that fuels the team’s relentless pursuit of excellence. From sales to service, “Dale Gas” is more than a motto—a way of life reflecting its service philosophy. This drive and determination are echoed across all levels of the dealership.
Billy Kelley, General Manager of Fiesta Chevrolet, who has been an essential part of this journey, expressed his deep appreciation for his team’s dedication: “Thank you all for coming out and celebrating this moment with us.
We’ve won several years in a row, and it’s difficult in a medium-sized market to battle some big, big-city dealers. But we have a dealer couple willing to invest no matter what it takes.” Kelley underlined the group’s unique intensity, adding, “When you work here, and you feel the energy, and you feel the vibe on a Saturday when it’s a hundred people in the showroom, and everybody’s on top of their game, it’s the best of the best; it’s the best feeling.”
The event also highlighted Fiesta Chevrolet’s robust ties with community institutions, such as the University of Texas Rio Grande Valley (UTRGV). Fiesta Chevrolet has built partnerships emphasizing its commitment to cultural and educational initiatives. Dr. Guy Bailey, President of UTRGV, attended alongside the Folklorico Dancers, who showcased the region’s rich heritage and Bert Ogden Auto Group’s commitment to supporting its community.
Craig Vickers, GM Zone Manager, emphasized the integral teamwork and collaboration that contributed to this achievement. “It’s a team sport. It’s not just a sales department that got this done. It’s the front, the back, everything in the middle, and it takes an army to get this done,” Vickers said, highlighting the dealership’s ability to operate seamlessly across all departments. He lauded the skilled technicians, parts staff, and sales team who consistently ensure an outstanding experience for every customer. Vickers’ message was clear: Fiesta Chevrolet’s success is built on strong teamwork; every team member contributes to the dealership’s reputation.
Don Wagner, GM’s South-Central Regional Director, touched on the inspiration behind the phrase “Viva la Vida” (Live Life), which Fiesta Chevrolet used in the event’s invitation. Wagner drew a parallel to artist Frida Kahlo, whose resilience in adversity was exemplified in her art and life. “You have dealt with so many challenges,” Wagner said. “When you start thinking about going through COVID, some of the supply chain issues, all of the different challenges…you guys deal with many immigration issues and headlines. You could not accomplish this without a terrific, unbelievable team effort.” He praised the team’s ability to keep moving forward despite numerous obstacles, crediting their perseverance as the key to success.
The phrase “Viva la Vida” resonated throughout Wagner’s speech, encapsulating the tenacity that has kept Fiesta Chevrolet at the forefront of their industry. Reflecting on the achievements of the Vackars and their team, Wagner continued, “This is not a small place by any means, but 1.3 million people here compared with 10 million is a big difference. It is really a testament to this team that you can be a Dealer of the Year in a market that’s, you know, sometimes one-quarter of the size of some of these other markets. So, you should all wear a chip on your shoulder and feel great about that because it takes all of you.”
As the celebration continued, Bob Vackar, Chairman of Bert Ogden Motors, acknowledged the presence of lender partners, corporate staff, and dealership employees across the organization, further emphasizing Bert Ogden Motors’ family-like culture. He recognized employees, many of whom have been on the team for over four decades, emphasizing that they are “part of what makes this happen.” This level of employee loyalty and longevity is rare in any industry and speaks volumes about the company’s supportive work environment and commitment to valuing each individual’s contribution.
Bob also expressed his gratitude for the partnerships supporting the dealership’s success. He praised Dr. Bailey and Mayor Ramiro Garza for strengthening community ties, saying, “The city of Edinburg is always there. You’ve been a phenomenal partner, and we’re glad to be partnered with Edinburg, Texas.”
The event highlighted a significant achievement, as well as the enduring relationships and community bonds that have propelled Fiesta Chevrolet to new heights. The legacy of excellence, commitment, and community support established by Robert C. and Janet Ogden Vackar and their dedicated team sets a benchmark in the automotive industry. As Fiesta Chevrolet celebrates five Dealer of the Year awards, four of which are consecutive, they look toward the future with the untiring spirit of “Dale Gas” and “Viva la Vida” guiding them forward.
