Grene Baranco is a woman on a mission. She is busy building a new, 40,000-square foot Audi dealership in Forsyth County, Ga., and is singularly overseeing every detail of the store before it opens in July.
Her work comes at a fitting time. As we observe Women’s History Month, Baranco’s leadership and determination reflect the steady progress women continue to make in industries like automotive retail.
“This is an extraordinary moment,” Baranco says. “I feel a responsibility to show other women and girls what’s possible, that they belong, and can shape the future of this industry, just like anyone else. There is no better time than now to amplify that message.”
She also considers the store a nod to her parents, Juanita and Gregory Baranco, and wants to continue the legacy her father and mother created, as they made history by becoming one of the first Black families in the late 1970s to own a Pontiac dealership.
“My parents were pioneers and helped redefine what Black ownership could look like in an industry that had largely shut them out,” she notes. “I didn’t create this. I inherited an amazing opportunity. Now I want to help it grow. Not just for me, but for other women too.”
In addition to wanting to serve as a catalyst for more women to become owners or inspiring other women to explore opportunities in the industry in any capacity, Baranco says that her store is the most current iteration of “my reason for being in the automotive industry.”
Family Influence
Baranco grew up watching her parents lead not only with business acumen but with an unwavering commitment to excellence, integrity, and service.
“For decades, I saw my father walking the lot, talking to customers by name, knowing every employee’s story and every customer’s story,” she says. “My dad always stopped on the side of the road to help people with flat tires, or whatever they needed, especially if it was a brand that we sold. That kind of leadership sticks with you.”
She also acknowledges that while leadership is about service to business clientele, it is just as important to open doors and create a path for those who will come after her.
The Pull of Legacy
A proud graduate of Georgia State University with a bachelor’s degree in religious studies, Baranco didn’t immediately jump into the family business, even though she has always had some form of a job there. She worked as a chef and a caterer as a young adult. She even did a stint in culinary school, which she says mainly showed that she already knew how to cook.
“My grandmother was — and mother still is — a great cook. It would have been hard for me to impress them,” she laughs.
But the pull of legacy led her back to her family roots.
In 1997, she began working at the family-owned Pontiac/Buick/GMC store. In 2004, she joined Mercedes-Benz of Buckhead as the vice president of e-commerce and is helping to lead a business that is not just selling cars but is reimagining what modern automotive retail looks like.
Under her watch, the business expanded into digital operations, as the team grew to more than 200 employees, many of whom have been with the company for decades. “That kind of loyalty is rare,” she says. “It means we’re doing something right.”
The Long View
Baranco is playing the long game. While she tries to successfully navigate the evolving landscape of automotive retail, including new and exciting processes that take advantage of emerging technologies, she is also concerned about critical issues like threats to state dealer franchise laws that pose risks to the industry’s foundation and the community her family-owned business serves.
“I’ve grown up seeing the direct benefits for a community to have a locally owned franchise dealership,” she says. “We support our community because we are a part of and live in these same communities. Our children go to school and work here. Also, dealership are often among the largest employers in their states.”
Beyond the business, Baranco is the mother of two sons and is a woman of faith. She speaks often of gratitude, for the opportunities she’s had, the people she works with, and the community that’s supported her family-owned business for almost 50 years.
“Every day I walk through these doors, I think about the sacrifice it took to build this,” she says. “And I think about how I can build on it, not just for my family, but for the families we serve.”
As Women’s History Month celebrates the achievements of dynamic women, leaders like Grene Baranco show how the automotive retail business is full of opportunity and influence. Women are not just participating in the industry but are helping to shape its future.
