Texas Border Business
At 43, Natasha del Barrio has reached a career milestone few in her industry ever see— being named one of the Top 100 Leading Women in the North American Auto Industry by Automotive News. As CEO of Bert Ogden Auto Group, she leads a network of 25 dealerships across South Texas, representing some of the world’s leading automotive brands. But for Natasha, the recognition isn’t just personal; it’s a tribute to the people-first culture she’s helped 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.”
Natasha’s journey into the automotive world wasn’t planned. “It was happy, happy luck,” she recalls, referring to a summer job as a marketing assistant that opened the door to a lifelong career. Over 26 years later, she’s helping run one of the largest dealership groups in Texas and reshaping the narrative of leadership in a traditionally male-dominated industry. “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,” she noted.
This month’s feature story explores the depth of Natasha’s leadership philosophy, which is built on trust, humility, and authenticity. “Be your most authentic self, even when it feels uncomfortable, even when it puts you in a vulnerable position,” she advised.
Natasha believes that people follow leaders who are genuine— an idea she reinforces every day at Bert Ogden, from selecting her general managers to carving out time for family and reflection. “I start the day reading and praying and meditating— and we are all better off when I do,” she shared.
Natasha also drives innovation within the company by integrating artificial intelligence to streamline customer service. “We are toying around with AI to speed up communication time and efficacy,” she said. Her approach is to balance efficiency with a commitment to keeping personal connection at the heart of the customer experience. This balance of technology and humanity reflects Natasha’s broader vision— not just of where the auto industry is going, but of the kind of company she wants to lead.
In this issue, readers will find a powerful profile of a woman who leads with heart and strategy. Natasha del Barrio’s story is one of transformation, not just for herself but for everyone she impacts. “Five or 6,000 people are counting on us to make the right decisions,” she said. We invite you to read more about her tremendous accomplishment and how she continues to lead by example in South Texas and beyond.
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