In today’s episode of Women Driving the Industry, Grené Baranco, executive vice president of Mercedes-Benz of Buckhead, shares her remarkable journey through the automotive sector. From growing up in a family deeply rooted in the industry to pioneering digital retailing and shaping the future of Audi Forsyth County, she brings a fresh, forward-thinking approach to the dealership experience.
Baranco’s path began in Louisiana before her father acquired a dealership in East Point, Georgia, in 1978. The entire family played an integral role in building the business, from designing the company logo to creating and participating in commercials. She started working as a cashier and receptionist, experiences that provided invaluable insights into dealership operations before she moved into sales. Learning from both her parents—her mother managed an Acura store while her father ran a Pontiac dealership—Baranco was immersed in the industry from an early age. By 1996, she was at the forefront of digital retailing, investigating online sales strategies and launching the first internet department for the family’s dealerships, despite initial resistance from staff.
As Baranco prepares to lead Audi Forsyth County, she envisions a modern, customer-centric dealership. Her approach is built around a centralized Business Development Center (BDC), ensuring seamless communication and eliminating common frustrations like missed calls. In a departure from traditional dealership structures, she plans to replace conventional salespeople with sales managers overseeing a team of product specialists, finance experts, and technology advisors. This strategy is designed to streamline the car-buying process, focusing on transparency and trust rather than aggressive sales tactics. In addition, she wants to encourage more customers to try leasing as a way to help them stay ahead of the rapidly evolving automotive technology.
Beyond dealership operations, Baranco is a passionate advocate for women in the automotive industry. Recognizing the sector’s struggle with recruiting and retaining female talent, she stresses the importance of mentorship and proactive hiring strategies. She encourages aspiring women leaders, particularly women of color, to seek mentors and build networks through platforms like LinkedIn. By fostering an inclusive and supportive environment, she believes the industry can better reflect the diverse customer base it serves.
Looking ahead, Baranco remains committed to redefining the dealership experience. She emphasizes the need to make car buying enjoyable again, removing the stress and uncertainty many consumers—especially women—associate with the process. By prioritizing fair pricing, employee well-being, and community engagement, she aims to build a dealership model that not only serves customers more effectively but also revitalizes the industry from within.
"We're going to streamline this process so beautifully so that it is really all about the joy of buying a car. It's become such a stressful event, and you're buying a car! It should be exciting." – Grené Baranco
