Texas Border Business
By Roberto Hugo González
The Bert Ogden Auto Group has relocated its Chrysler, Dodge, RAM + Jeep (CDR+J) dealership in Harlingen, Texas, to a new state-of-the-art facility at 8626 W. Expressway 83 Frontage. The modern showroom replaces the dealership’s longtime downtown location, providing an upgraded customer experience while continuing to showcase Stellantis’ four cornerstone American brands and reinforcing the Group’s strong market presence in South Texas.
The CDR+J portfolio includes Chrysler, Dodge, Jeep, and RAM—brands with distinct market strengths. Chrysler, introduced in 1925 with the Model B-70, continues to serve as Stellantis’ flagship for innovation. Dodge, dating back to 1914, remains synonymous with performance-driven vehicles. Jeep, established in 1940 with the Willys Quad for the U.S. Army, has become a global leader in SUVs and off-road capability. RAM, formally launched as a separate brand in 2009, has built a reputation for durable trucks, with Stellantis confirming the return of its HEMI V8 engine in 2026.
Bert Ogden Auto Group CEO Natasha del Barrio said the new facility represents a significant investment in both the brands and the region. “This store has been long in the making. It is more than we ever conceived or dreamed that it would be. And we’re just so excited to, again, be operating in the city of Harlingen,” del Barrio stated during the opening ceremony.
General Manager Joseph Norman emphasized the momentum behind the Stellantis portfolio. “I am unbelievably excited to be working back with Chrysler, Dodge, Jeep, RAM again. The brand is awesome. It’s moving in the right direction. They are rebranding,” Norman said, underscoring the dealership’s alignment with Stellantis’ strategic repositioning of its U.S. brands.
Former General Manager Richard Lipsey, who oversaw the development of the new facility, pointed to market timing and community relationships as key factors. “There’s a wave that’s going forward right now with the brand. And the brand is starting to get some wind beneath its wings,” he said.
The Bert Ogden Auto Group, which holds more than 30 percent of the Rio Grande Valley automotive market, operates 25 dealerships representing a wide range of brands, from BMW and Toyota to Hyundai and Mazda. Its expansion underlines the region’s demand for both domestic and import brands, while Stellantis’ lineup continues to attract customers seeking trucks, SUVs, and performance models.
Chairman Robert Vackar noted that brand growth must be matched with stakeholder collaboration. “I look to each and every one of you for feedback, and I want your feedback more so now as we’re getting bigger than we ever have,” Vackar said, addressing chamber representatives and vendors in attendance.
The Harlingen and RGV Hispanic Chambers of Commerce credited the Auto Group with significant economic contributions, citing more than 1,000 jobs created in the region. “They have created over a thousand jobs here in the Rio Grande Valley. Can you imagine the economic impact that they have done?” an RGV Hispanic Chamber representative said.
The new dealership is consistent with Bert Ogden Auto Group’s strategy of high-visibility locations and community-focused operations. As with other Group dealerships, the Harlingen facility is marked by a large U.S. flag visible from the expressway and is expected to rank among the top-performing CDR+J stores in the region.
