Texas Border Business
By Roberto Hugo González
At just 43, Natasha del Barrio serves as CEO of the Bert Ogden Auto Group, one of South Texas’s largest automotive dealership networks. Based in McAllen, Texas, the company represents a wide range of major automotive brands, totaling 25 dealerships. It provides services from sales and financing to maintenance, anchored in a mission of community involvement and customer care.
This year, Natasha was named one of the Top 100 Leading Women in the North American Auto Industry by Automotive News—a recognition reserved for women making groundbreaking contributions in a rapidly evolving field. The 2025 honorees are described as “visionaries, problem-solvers, and promoters for change”— leaders who are not just succeeding in the automotive space but are also reshaping it. Natasha stands proudly among them.
In her profile for the award, Natasha emphasized the importance of collaboration and mentorship, stating: “No one succeeds alone.” She also remains a vocal advocate for greater representation of women in the auto industry, pushing for increased awareness of opportunities in a field still often perceived as male dominated.
Natasha’s entry into the industry was, by her account, unforeseen. “It was happy, happy luck,” she said, recalling a summer job as a marketing assistant suggested by a family member. “I applied and earned that position—and here we are, 26 years later.”
While proud of the company’s scale and achievements, Natasha finds her greatest fulfillment in the culture she has helped keep and shape. “What gives me the greatest joy is when our team members tell me this place does feel like family,” she said. “Or when they say they love their job, or there’s no other place they’d rather work.”
That internal feedback is supported by continued interest from job seekers, which Natasha sees as a sign of the organization’s people-first culture. She credits much of this to her leadership philosophy, which is built on trust and humility. “You’ve got to trust people to do the job you’ve asked them to do,” she explained. “I selected [our general managers] because they are the best at what they do.”
Even with years of experience, Natasha is open about the ongoing demands of leadership, particularly time management. “I don’t have the most intimate relationship with my email, as 1,200 team members at Bert Ogden would tell you,” she joked. She also admits that some responsibilities are hard to delegate. “There are a few things I struggle to give up because I feel they’re so important— they’ve got to have my personal touch.”
To avoid burnout, she maintains a clear boundary between her work and family life. “When it’s time to break away and be a mother and be with my kids, I am better than anyone you’ve ever met about breaking away,” she said. Her three children: Ethan (13), Connor (11), and Cora (9)— are a daily source of motivation. “Cora is nine going on 29— just ask my credit card every time I get close to a Sephora,” she joked.
Weekends are reserved for family and nature. “There’s such a grounding to being in nature and breathing in the fresh air,” she said. Sundays, in particular, are for recharging.
Del Barrio is also steering the company into new territory by exploring artificial intelligence to improve customer communication. “We are toying around with AI to speed up communication time and efficacy,” she explained. “We’ve got such a huge influx of inquiries that we just can’t get to them all.” AI, she noted, will help prioritize responses while reserving human interaction for more complex needs.
As a woman in a traditionally male-dominated field, del Barrio feels a responsibility to share the realities of her path. “It seems very male-focused,” she said. “That’s the point where I think it’s very important for women who’ve chosen this industry to talk about it— the good and the bad, the opportunity and the struggle.”
Her approach to leadership is deeply tied to authenticity. “Be your most authentic self, even when it feels uncomfortable, even when it puts you in a vulnerable position,” she said. “People will follow you better when you’re completely authentic.”
She begins each day with reflection. “Every single morning, I start the day in my prayer chair with my hot cup of coffee,” she said. “I start the day reading and praying and meditating— and we are all better off when I do.”
For Natasha, leadership is not just about profit margins or growth curves— it’s about impacting lives. “Five or 6,000 people are counting on us to make the right decisions,” she said. That sense of responsibility— to employees, customers, and family— is what drives her. “I truly love these dealerships. It’s home. These people are family.”
When asked what makes her most proud, she doesn’t hesitate: “When I see my children acting in kindness and compassion toward others or toward people who are hurting.”
Natasha’s recognition as one of the industry’s Top 100 Leading Women isn’t just a professional milestone— it’s a reflection of a career built on values and driven by purpose.
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