The Canadian auto industry is often seen as a man’s territory but Susan Gubasta is one of the women providing that’s not the case. In addition to being CEO of a leading Toyota dealership, she co-founded an organization to encourage inclusiveness for women in auto through events and is the first female President of two organizations. Before getting to our interview, let’s talk about her trailblazing activities!
Interview with Susan Gubasta, A leader in Canada’s auto industry
Susan does more than excel in one area of automotive — She leads the way in several. Firstly, she is the President and CEO of Mississauga Toyota. She co-founded Women Driven, too, which we discuss in our interview below. She is also the first female President of the Canadian International Auto Show and the Motor Vehicle Retailers of Ontario (MVRO).
As a TD business banking customer, Susan has been able to grow her business and seek new opportunities with TD’s support. In this conversation, find out what she takes away from her experiences in the auto field, advice for women entering the sector, and more.
You were in fashion retail before the auto industry. Please tell us a bit about that time in your life.
I wasn’t sure if my future lay in fashion. My father was a great sales person and eventually convinced me to jump into retail on the car side. From one pond into the next.
The auto industry is often seen as male-dominated. Is that true or a myth?
True… The auto industry was male-dominated when I started back in the day. There were very few women in positions other than reception and accounting. You would see women come in on the sales side, but they did not stick for long.
We have come a long way, especially over the last 10 years. Seeing women thrive in all of the departments and roles has added dimension and depth to the business. It is a win for all.
How have your experiences shaped your leadership style and advocacy for women in the auto sector?
I have been treated very well, and I have been treated very poorly. The challenging times have made me stronger and I learned to use my voice.
What I saw is that women were not considered for a position just because they were female. This inspired me to teach people to consider the best candidate for the job vs. the best man for the job. We are all just people and deserve the same consideration regardless of sex or color.
Can you share a lesson you learned since entering the auto field?
You have to treat all people that work with you or for you equally. When you start to make exceptions or side deals, all bets are off. Any process or policy becomes meaningless.
What advice would you give new women grads interested in entering the auto field?
First, there are so many opportunities. Get your foot in the door and learn from the ground up. Do not think that any job is beneath you.
You don’t know what any industry is like until you are working in it day to day. The industry is diverse so the career tracks are endless.
How have you worked to influence change as the first President of both the MVRO and Canadian International Auto Show?
One key focus was to educate women on the opportunities in the automotive sector, from the retail side to the vendor and manufacturer side. Although I grew up with my father in automotive, I never saw myself in the business. Funny how that is. We all take transportation for granted, and it is not on most people’s radar for a career.
I co-founded an organization called Women Driven with the following Mission Statement: “Amplifying women to thrive within automotive careers while cultivating a community of inspiration, innovation, inclusiveness and equality.”
To bring women together to help one another and to educate women from other sectors about the opportunities in automotive.
How do you see the role of women in Canada’s automotive industry evolving over the next decade?
Women are woven throughout the industry today and continue to grow and inspire, showing all that they can do in any job.
We are already seeing change as more have entered the industry, but it is a slow increase. We do need continued focus on equality.
What would you say to women entering a man-dominated industry like automotive?
Have confidence in yourself. If you think you can, you will. If you think you can’t, you won’t.
Let your superiors know that you are interested in doing more and looking to advance in your career. Use your voice and ask for consideration. Don’t wait to be asked; it rarely happens.
Susan is achieving amazing things!
Thank you for taking the time to be here, Susan. Your efforts and accomplishments show other women that they, too, can succeed in the automotive area. You are creating a path that helps future generations by encouraging gender equality, and you are making a difference!
Susan leaves us with these inspiring words:
This industry is not easy. Having said that, no industry is. You have to come to work ready to put the time in. When you do this, you learn and grow. And the opportunities are endless. You are the one in control of your future.
— Susan Gubasta
Over to you! How can the automotive industry further support women in leadership roles? Have you worked or thought about working in the auto field? Why or why not? Susan and I would love to read your comments below.
Hi Christy, this: Let your superiors know that you are interested in doing more and looking to advance in your career. Use your voice and ask for consideration. Don’t wait to be asked; it rarely happens. – is so true. I wish I done this when I was younger. Opportunities came anyway but they took much longer.