Groundbreaking pioneer who graced television screens across southern New England has died

A trailblazer in business across the Fall River area and beyond has died.

65-year-old Denise Bruno of Assonet passed away this week after being diagnosed just 6 weeks ago with an aggressive form of cancer.

Many will remember Bruno for her many commercial appearances informing viewers about her car dealership, but she was much more than that.

According to an obituary, Bruno “made history as the first female Toyota dealer in New England, the seventh female Toyota dealer in the nation, and the first female Hyundai dealer on the East Coast—remarkable achievements in what remains a male-dominated industry.”

“Denise proudly followed in the footsteps of her father, the legendary Jack Barboza, a local titan of the automotive industry. When he retired, he chose Denise—his eldest and only daughter—to lead Route 44 Toyota and Route 44 Hyundai (formerly Fall River Hyundai). He recognized her brilliance, strength, and charisma, and knew she possessed the rare ability to inspire and motivate others. Under her leadership, the dealerships flourished, but it was her warmth, care, and generosity that left the deepest impression. Denise often said that her greatest accomplishment in business was helping her employees achieve their dreams for themselves and their families.”

“Denise’s lifelong beauty was far more than skin deep. She touched countless lives with her generosity, compassion, and magnetic spirit. Always the first to give back to those in need, she embodied strength and selflessness in all aspects of her life.”

A public celebration of Denise’s extraordinary life will be held on Monday, November 17, at St. Bernard’s Church in Assonet, with a Mass of Christian Burial at 11:00 a.m., followed by burial at Assonet Burial Grounds. A wake will be held the evening prior, Sunday, November 16, at the O’Keefe-Wade Funeral Home in Taunton, Massachusetts. Viewing hours are from 1:00 to 5:00 p.m.

In lieu of flowers, the family requests donations be made to The Burt Wood School of Performing Arts in memory of Denise Bruno. The school was a passion of hers. Checks can be made out in memory of Denise Bruno “The Burt Wood School” and mailed to 133 Center St., Middleborough, MA 02346 or donors can also Venmo @TheAlleyTheatre

Route 44 Toyota & Hyundai will be closed on Monday to attend her services.