Grene Baranco

Vice President of Ecommerce at Mercedes-Benz of Buckhead

WEALTH Track 1
1:30 pm
2:30 pm

Women in Franchising

This Business is Not for Men Anymore!

For over 25 years Grené Baranco has enjoyed a highly successful career as an automotive executive and industry leader.

Prior to her current role as VP of Ecommerce for Mercedes-Benz of Buckhead in Atlanta, she served as the new and pre-owned manager for the store, where she cultivated a team that continues to lead the market in sales, gross and net profit.

Baranco began her auto career in 1985 at her family's Pontiac dealership as a receptionist before moving into showroom sales and later creating and implementing one of the first online retail automotive departments in the U.S. (1997).

She also created and managed the internet department at Infiniti of Beverly Hills and Mercedes-Benz of Buckhead and served as general manager for smart center Buckhead. As General Manager for smart center Buckhead, one of 74 smart car dealerships selected to bring the cars to market in the U.S., she built and managed the dealership from the ground up. Ms. Baranco was in the initial cohort that ran their dealership solely on pre-sales/reservations, a one-price strategy and digital marketing.

She was able to successfully steer her dealership through the Covid -19 shutdown by implementing a digital sales process that she had previously sketched out while thinking about the future of retail automotive.

Ms. Baranco has recently built an 100% online independent dealership called G Lux Automotive ( set to open October 2022.

Grené is most passionate about taking care of her family’s dealerships, being a role model for women to confidently pursue a career in the automotive industry, expanding diversity, equity and inclusion and advancing the retail automotive industry with cutting edge technology and innovation.

Ms. Baranco serves on the NADA Regulatory Affairs committee, and the boards of Meals on Wheels Atlanta, East Atlanta YMCA, Georgia State University Department of Religious Studies, The Arts Xchange, and Common Cause, GA. She is an alumna of Georgia State University and is a graduate of the National Automobile Dealers Association (NADA) Dealer Academy in McClean, Virginia.

Other Speakers