HARLINGEN — Bert Ogden Chrysler Dodge Jeep Ram on the west side of the city is picking up stakes in preparation for a move – across I-2/Expressway 83 to the north side.
The $14 million project will continue selling the same brands with a new facility featuring showrooms, offices and sales and service departments installed in a 55,093-square-foot facility.
“It’s just expanding the facility and giving the facility a fresh, re-invigorated look, a modernization with more emphasis on electrification, more space and a new focus on the Jeep lineup as well,” Natasha del Barrio, CEO of Bert Ogden Auto Group, said Monday.
The project should be completed by late winter of 2024.
Del Barrio said the existing dealership staff will be moved to the new facility.
“There will likely be some additional hiring as that branch continues to grow, and we’re expanding that facility,” said del Barrio, who assumed her position with Bert Ogden Auto Group in 2017.
Del Barrio stressed that a major consideration for the new dealership is the commitment of Bert Ogden to electric vehicles, which she sees as a growth market in auto sales.
“Plus, it’s a lot easier for us to move forward into the electrification front with a new facility rather than retrofitting a facility,” she said.
The $14 million investment in the new dealership comes as many private commercial projects have been put on hold due to high interest rates being charged by lenders.
Del Barrio said the success Bert Ogden has had in the Harlingen market means the new dealership makes sense financially.
“We’re very committed to the Harlingen community,” del Barrio said. “It’s been a fantastic community for us. The brand is a great brand for us, and we’re definitely committed to the model.”
