Bobbie Herron, a trailblazer in the automotive industry and a beloved figure known for her fearless leadership, magnetic personality, and unwavering commitment to mentorship and innovation, has tragically passed away. She was a resident of Dimondale, Michigan.
Bobbie was the Founder and President of The Bees Knees Agency, a consulting firm that revolutionized dealership operations through cutting-edge strategies in digital marketing, CRM, and team development. Her dynamic energy, bold vision, and unmatched expertise earned her respect and admiration across the automotive world.
With over 23 years of industry experience, Bobbie’s impact was far-reaching. She was a keynote speaker at major events such as Digital Dealer, DrivingSales, and Women in Automotive, where her insights shaped the future of the business. As an Executive Board Member of Women in Automotive, she became a powerful advocate for diversity, equity, and the advancement of women in a traditionally male-dominated industry.
Her work wasn’t just about numbers and systems—it was about people. Bobbie had a rare gift for lifting others up. Whether it was guiding a dealership team through cultural change or encouraging a young newcomer not to give up, she made everyone feel seen, heard, and believed in. Former colleagues recall her saying, “A baby shark is still a shark”—a line that stuck with many and inspired perseverance in the face of challenge.
Her colleague and friend, Travis Lumsden, shared, “Bobbie changed my life for the better with her selfless kindness. She wouldn’t let me quit when I wanted to. She always told you what you needed to hear—with love, truth, and purpose. The world lost a guiding light.”
Bobbie was also a frequent guest lecturer at Northwood University, mentoring students who would one day follow in her footsteps. Her leadership style—fierce yet nurturing, honest yet kind—made her not just a teacher of the trade, but a life coach to many.
In 2016, she was recognized as one of Automotive News’ 40 Under 40, a fitting tribute to a woman who not only broke ceilings but paved new roads for others to drive on.
Though her time on Earth was cut short, the legacy Bobbie leaves behind is immeasurable. From coast to coast—and even across international stages—her influence lives on in the people she touched, the careers she nurtured, and the businesses she transformed.
Bobbie Herron is survived by family, friends, colleagues, and an industry that will never forget the spark she was.
A celebration of life will be announced by the family in the coming days. In honor of Bobbie’s memory, friends and admirers are encouraged to carry forward her spirit of mentorship, resilience, and radical honesty.
The sky has lost a star, but the road she paved will keep countless wheels in motion. Rest in power, Bobbie.