Florence Salazar Bruner, Founder and CEO, Firehouse Auto Sales, LLC

Florence Salazar Bruner is the owner and operator of a pre-owned auto dealership, Firehouse Auto Sales, LLC. Located in Haltom City, Texas, she also has a concierge service that assists customers through the car buying process. Florence shared that her expansion plans include delivery service for cars purchased at her dealership.

Walker’s Legacy caught up with Florence to learn more about her experience as a Latina woman in the auto industry.  Keep reading to hear her story!

Florence’s Passion

We asked Florence what she is most passionate about. Florence strayed away from the cliche answer, “family”, by recognizing herself for her hard work. The mother of 6 children ranging from 31 to 10, and first-generation entrepreneur replied:

“ I am passionate about showing my children that you can make a difference and impact in your community by becoming a business owner and employing others”

Florence found a way to elevate her life through entrepreneurship, and encourages others to do the same. Believe it or not, women of color are more likely to help others join them on their success journey and play a vital role in maintaining the economic status of their families and communities.

As the first entrepreneur in her entire family, Florence must have a reason to keep moving despite setbacks and obstacles. Why does she do it? Here’s her answer:

“I am living to leave a legacy. That means everything I do is with the intention to do good and provide excellent customer service.”


Many successful entrepreneurs were guided by a knowledgeable mentor in the beginning stages of their business journey.  Florence, however, had a unique situation where she could not find a female mentor in the male-dominated auto industry.  Florence is truly a self-made entrepreneur in a business that lacks representation of people who look like her. Despite not having a big sister in the field, Florence persevered.

While she didn’t have a traditional career mentor, Florence tells us that her husband was an excellent support system. She shared that without him, she would not have been able to achieve the work-life balance required to raise six children and building a business.

Vision for the Future

As women of color continue to make their mark in the world of business, we were curious to know what Florence predicts in the next five years for women of color entrepreneurs. Here is her response:

“We are the fastest growing minority group. I would say that the market really needs to pay attention. We are the consumers who are building the small businesses in our communities. I hope to see in the next 5 years more women sitting on predominantly male board of executives. We have a voice and we need to be heard.”

Thank you, Florence, for using your voice and sharing your story as well as your thoughts! We hope that her story inspires you to keep going and make a change in the world of business.

Danielle Thomas

Danielle is a current student at Towson University studying Business Administration with a Marketing concentration and a minor in Economics. With a strong passion for working towards the professional success of women, Danielle is a part of various student organizations such as Women in Business and MentHER. Danielle has also worked in multiple social media marketing roles throughout her academic career.

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Walker's Legacy is a growing global women in business collective founded to establish networks of empowerment and access for women of color in business.