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Yvette Roybal - Owner / Dealer Principal

In love for a long time…

Yvette becoming the owner of this store was a HUGE homecoming. She spent many years in different capacities at the store. The store was formally in the Auto Park, and she was on the team that packed up the store in boxes and moved it to its current location on Cerrillos Road in Santa Fe, NM.

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The Octane Story

After nearly a decade in the store, I always felt like it was "my store." I loved the product and the location.

Some companies are launched on creating a bigger or better this or that. A twist on something that is already "in-market."

On the other hand, there are visionaries who develop an entirely different footing. In 2019, a dream was realized. Once a young Latin female named Yvette Roybal sat in the office as a F&I Manager. She was then promoted and transferred to another brand. Now returned with the ink still wet, but this time her title was Dealer Principal.

Yvette laughed, "I remember the first time at a car dealership golf tournament saying I want to own a store one day!"

Recently out of F&I school manager, the people's reaction was more notable than my terrible golf game. It was something I never said in public again for many years. I knew the odds were stacked against me; no need in listing the obvious. But I also knew that I was 24 and had a long runway to walk.

After a lot of hard work and a lot of saving, I opened a few other side businesses while keeping my then General Manager role. Then the call came, I was elected to the Dealer Advisory Board with Nissan and that was it, the final missing piece. I finally felt ready.

One small problem… I was in love. I was still in love with my store. I felt like a piece of my heart never left the brand I had spent the most time with, General Motors.

I was at NADA, and then it hit me. I remembered the Minority Dealer Program a friend of mine had used. I started the process to be vetted and become an approved candidate. Still scared, my daughter was born and had a health condition. While in California at Mattel Children's Hospital, I was talking to my coach about what the rest of my career was to look like. 

She asked a simple but life changing question. "How will you teach your daughter to follow her dreams???" While the world was still shaking underneath me, I knew the answer. Follow my own!

So, while my visionary skills did not land me on the moon. I have added more "color" to the world. I am proof life rewards persistence!

At Octane, I stand by our mission. We are impacting lives though trust and loyalty every day. We welcome diversity in a safe and inspiring environment that moves lives forward and lifts people up beyond imagination.

And while I'm careful not to make the golf tournament mistake ever again, if you're still wondering what's coming next... I still have a lot of runway left in front of me!

A Big Thanks to the General Motors Minority Dealer Program!

The minority dealer program is amazing!

From my very first up, I knew the desire of my heart was to be a dealer one day and the minority dealer development program made my dream come true. The process is very detailed, direct and covers all aspects of the business. It prepares and guides you on a path to your own store. 

I have been in the auto industry for many years and executive manager of other brands. I've always had ties to General Motors and knew they were the best fit for me. For a manufacture to allocate the resources and facilitate a program consistently for all these years speaks volumes. General Motors portfolio of minority dealers is head and shoulders above the rest and for me the choice was clear. Now I'm living my dream.

Visit Us Online or In-Person to Get Started on Your Path to a New Vehicle

While providing you with new cars, used cars, auto service, and auto parts is our focus, at Octane Buick GMC of Santa Fe, we strive for much more. We want to give those in Santa Fe, plus others we serve in Los Alamos, Las Vegas, and surrounding areas, an enjoyable and positive experience every time you come to visit us whether it's to buy, sell, or service your Buick or GMC model. See what a difference top-notch customer service can make on your vehicle-shopping journey. Stop by and visit us in Santa Fe, NM. We're conveniently located for the entire Los Alamos and Las Vegas area and we look forward to helping you revolutionize your entire car-shopping experience. Let our teams of automotive experts answer all your questions and work with you towards getting the vehicle and the finance plan of your dreams.


  1. Octane Buick GMC of Santa Fe

    2721 CERRILLOS ROAD
    SANTA FE, NM 87507

    • Sales: 505-303-1960
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Get in Touch

  • Contact our Sales Department at: 505-303-1960
  • Monday8:30 am - 7:00 pm
  • Tuesday8:30 am - 7:00 pm
  • Wednesday8:30 am - 7:00 pm
  • Thursday8:30 am - 7:00 pm
  • Friday8:30 am - 7:00 pm
  • Saturday8:30 am - 6:00 pm
  • SundayClosed