Page 32 - BusinessWest April 27, 2026

Felicia Barr
Service Director,
Bertera Auto Group: Age 38
Felicia Barr says her journey through the ranks in the auto-
motive service world has been a satisfying one, but she also
hopes it’s inspirational.
“I teach my children that if you work hard, care about something,
and show up, everything is possible,” she said. “When I look at my
career, it was hard work, showing up on time every day, asking
questions … it works.”
But it’s not only her own three children she aims to inspire.
Barr is also heavily involved with local vocational schools through
mentorships and co-ops, aiming to draw more young people into
what has been a rewarding field.
“I’ve had one student since he was 16; now he’s going to be
20. I’ve had him here for a few years. I can watch them grow into
young adults — that’s probably the most rewarding thing I do in
my job. Those years can be kind of a rough time, not knowing
what they want to do in life. But this is a place they can come
and find themselves.”
Barr certainly found herself; from her entry role as a
greeter in the service department of one of Bertera’s
dealership, she became a service advisor, then manager
of the Service department at Metro Chrysler Dodge
Jeep Ram in Chicopee. There, the revamped the entire
department, doubling its size and offering more service
options to area car owners.
She has also used her leadership role to connect
Bertera with local nonprofits, especially those benefiting
families and children. She has worked extensively with
children’s charity Unbroken Wings to benefit the Children’s
Miracle Network (CMN), helping organize fundraisers like the
Thunder in the Valley music festival and Cruising for a Cause,
as well as themed car shows at the Metro dealership, all to
benefit kids.
“You can see where the money is actually going, and that’s
what I love,” Barr said of Baystate Children’s Hospital, the
region’s only CMN hospital. “My children have had to go
to the hospital; my niece was in the NICU for two months.
And you see the cameras that allow you to see your children
when you’re not there? Well, the money we raised helped
to purchase those. So to actually see that come to fruition is
incredible.
“When I was a kid, I had an immune deficiency, and I was in
and out of hospitals. I remember the nurses who cared for
me; they meant a lot,” she added. “I want to help people in
need — and children can’t speak for themselves.”
—Joseph Bednar
Congratulations,
Felicia!
You’re a driving force in the automotive
industry, and your influence extends beyond
the workplace through your unwavering
commitment to serving our community. Your
passion and leadership continue to inspire us!
Allow us to
demonstrate our
commitment to
excellence!
www.metrojeep.com
Photo Credit: Bob Zemba, Simple Truth Imaging
A10 2026
Business W est