My guest in this episode is Agnes Di Leonardi — an automotive executive, a lawyer, and one of the few recipients of the prestigious Order of Canada for her contributions to the industry. With over 30 years of experience across companies like Ford, Mazda, and Sym Tech Dealer Services, Agnes brings a wealth of knowledge about leadership, inclusion, and the evolution of the auto business.
In this episode, we talk about why representation matters, how resilience and curiosity fuel career growth, and what practical steps dealers can take to create more inclusive and successful organizations.
If you’re serious about growing your business, future-proofing your leadership team, and building an organization that mirrors and serves today’s customer base — this conversation is a must-listen.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
MC (00:00):
This episode is brought to you by FlexDealer Auto industry.
Welcome to this episode of theDealer Playbook Podcast.
I'm sitting down with AgnesDeLeonardi.
(00:21):
She has an extensive legalbackground and she's an
automotive executive.
I'm so excited for us to diginto her experience working in
this industry and, of course,hopefully, the encouragement you
will feel to find your space inthis industry, because it
welcomes everybody with openarms.
Agnes, thanks so much forjoining me on the podcast.
Agnes (00:42):
Thanks, michael.
I'm really, really delighted tobe here and very excited when
Rose reached out to me and askedme to sort of tell my personal
story within the automotiveindustry.
I've been in the automotiveindustry for 30 years and you
know women still remain veryunderrepresented.
So I hope by sharing my story Ican encourage other women and
(01:03):
other underrepresented groups tojoin the industry, because it
is a fascinating industry.
You know, one out of seven jobsin Canada are automotive
related and there's so manyopportunities.
So I call my story driving theroad less traveled, and so I
just wanted to share some ofthat with you today.
MC (01:20):
Tell me about this.
What led you to finding thatthose words to describe your
journey?
Agnes (01:26):
Because when I started in the automotive industry 30
years ago there really weren't alot of women and so a lot of
times I was alone and in a senseit was the road less traveled,
because I picked a career paththat was male dominated, so
there weren't a lot of womenthere as my mentors.
(01:47):
So I call it the road lesstraveled.
But I've had an amazingexperience.
I actually ended up in the autoindustry really by chance.
I'm a first-generation Canadian.
My parents came to Canada fromItaly in the 1950s.
My dad had a grade threeeducation, so really his purpose
in life was to have hischildren educated.
So I'm an identical twin, mysister and I.
(02:07):
We were the first females inour family to be university
educated.
So we both got a businessdegree from Shulich and then a
law degree and my vision formyself was to be a social
justice lawyer and the only lawschool I applied to was Windsor
Law you know automotive citythere.
But I really loved thecorporate commercial courses and
(02:28):
I ended up actually becoming abusiness lawyer on Bay Street.
And the law firm that I workedwith, general Motors, was one of
their large clients and theywere looking for an articling
student to go in-house for threemonths because they were doing
a Volvo heavy-duty joint ventureand so I volunteered to do that
and that was sort of my forayinto automotive.
I loved it.
(02:48):
I went back to the firm, gothired back and was a corporate
commercial lawyer and then oneof the lawyers from General
Motors became the generalcounsel at Ford of Canada.
This was in the early 90s.
At that time Ford was buyingother brands they were buying
Jaguar, land Rover, aston Martin, volvo, mazda so they were
(03:10):
looking for a corporatecommercial lawyer and that's how
I got involved.
So Norm Stewart recruited meand sort of my journey in the
industry has been from there.
So I worked at Ford of Canadafor 13 years, both on the
automotive side of the businessand then also on the captive
finance side of the business.
(03:31):
The thing there's so much tolearn and I think, being an
in-house lawyer you deal withall the different departments,
so you really get to know thebusiness and understand the
business and I'm a continuouslearner.
So I just like soaked it all upand I, every opportunity, every
assignment I put up my hand and, you know, got known within the
(03:51):
company, within the industry,also because Norm Stewart
encouraged me to get involvedwith the Canadian Vehicle
Manufacturers Association, whichis the industry lobbying
association, so then got tounderstand, you know, the issues
, the broader issues impactingthe industry.
At that time the banks wantedto get into leasing and we
(04:12):
worked with the dealer networksto keep the banks out of leasing
because we wanted that businessfor the captive finance.
So over the years I continuedto be involved with the Industry
Lobbying Association and thenin the, I guess after the
financial crisis, when Fordstarted divesting itself of the
brands, I had the opportunity tobecome the first general
(04:33):
counsel for Mazda Canada Anothergreat opportunity again because
Ford was, you know, anAmerican-based, north American
company, mazda Japanese-based,so there's a different culture.
So, you know, there based.
So there's different culture.
So there's always so much tolearn.
So I was with Mazda again for10 years working on different
issues.
A lot of dealer network reallygot to work with the dealers as
(04:57):
part of the helping the dealeradvisory council that Mazda had.
And then from Mazda I ended upat Simtech Dealer Services,
which is a leading finance andinsurance provider to the
automotive industry.
So again, they're differentside of the business, different
regulatory complexity, and soit's just been fascinating.
MC (05:18):
I'm enamored right now, Agnes, because and it starts for
me at listening to your storyand trying to identify where do
you think this fight in you camefrom?
I think most people, mostpeople say oh, you know that
industry is dominated by this orthat or it's going to be a
(05:41):
difficult go, but there'sclearly a fire in you or a
tenacity.
Do you think that came from?
You know maybe your parentsimmigrating and starting anew in
a new country, or where do youthink that comes from?
Agnes (05:54):
I think so.
I think that resilience andlike there was nowhere to go but
up.
You know, my dad had a gradethree education.
I'm first generation Canadian.
There wasn't a path for me.
I sort of had to create itmyself.
And as a continuous learner, Ialways looked for opportunities
where I could learn and grow andI didn't mind being, oftentimes
(06:16):
, the only woman in theboardroom, the only woman as
part of the executive team.
When I went to Mazda, I was theonly woman on the executive
team and then when I left, therewere four women on the
executive team.
So it was great.
And the thing is, in order forwomen to have a voice, you need
at least three on the executiveteam or at the board of director
(06:36):
level so that they have a voicetogether.
And there's, you know,statistics that show that
companies that do have, you know, more women on their boards and
on their senior team, you knowthere's more diversity.
That diversity, you know,sparks innovation and obviously,
you know, better businessresults.
So there is a business case tomake, you know, for this
(06:58):
industry and for dealers to makesure that their dealerships are
more inclusive and have morewomen.
I was just looking at someresearch that the Canadian
Automobile Dealers Association,cada, did in 2024.
Only 23% of active employees innew car dealerships are women
(07:19):
and that number hasn't changedsince 2023.
So we're not moving the dialvery well.
And also on the manufacturingside, again, there's only about
23% of women that are on themanufacturing side.
So there's lots of opportunitythere and that's why this topic
(07:41):
is really passionate to me,because I've had such an amazing
career and I really want tobring you know other women along
, and I think you knowrepresentation matters.
So when I started in the early90s, who I saw?
Maureen Kempson-Dark.
She was the first female CEO ofa Canadian automotive company.
(08:01):
And then Bobby Gaunt came toFord of Canada as the first
female CEO.
So those were my role modelsand they also became my mentors
because of the work I didthrough the industry association
.
You find that even though carcompanies are fierce competitors
when it comes to lobbying forthe common good, they work
(08:22):
together, even like today.
You know we're looking atworking on the issues with the
tariffs, electrification, youknow how do we better harness
technology?
So the industry is strongerwhen it comes together and so
that's why I like to encouragemore women to get involved.
MC (08:41):
And I love this because I agree with you.
I think you know the automotiveindustry is unique in that it
can welcome all from so manydifferent facets of life, who
can make a career here.
If you had to pinpoint one ortwo mindsets or behaviors or
character traits that would helpyoung women who are looking
(09:05):
potentially at coming into thisindustry to say, hey, this is
the way you need to be thinkingabout it in order to really cut
through the clutter.
What would that encouragementlook like from you?
Hey, does your marketing agencysuck?
Listen, before we hop back intothis episode, I know you know
me as the host of the dealerplaybook, but did you also know
(09:26):
that I'm the CEO of FlexDealer,an agency that's helping dealers
capture better quality leadsfrom local SEO and
hyper-targeted ads that convert?
So if you want to sell morecars and finally have a partner
that's in it with you thatdoesn't suck visit flexdealercom
.
Let's hop back into thisepisode.
Agnes (09:46):
I think it's just to have a mindset like a curiosity
mindset, because there are somany opportunities within the
industry and there's so manydifferent departments you can
work on on the finance side,sales and marketing, product,
obviously, legal publicrelations.
(10:08):
So I think you just keep an openmind and be willing to what I
always say take on stretchassignments.
Take on stretch assignments,even though in my career I
always stayed on the legal sidebecause I thought that's where I
could make the most impact,because I think I'm a pretty
good lawyer and also theindustry lobbying work was
really important to me.
But I think it's important thatfor women who maybe have a
(10:32):
business background, you know tokeep an open mind.
And we talk about glassceilings, women having to break
glass ceilings, but it's alsoabout breaking through or
chipping away through theconcrete walls, because you do
want to have a lateralexperience.
So you want to learn as much asyou can, make sure you're in
the field, like making sure thedealers know you as well as
(10:54):
don't just stay within thecorporate head office.
So I think just that mix.
MC (10:59):
Yeah, there's multiple paths .
I think what's interesting isand this is my own experience is
, I think, about women in autoin particular.
They tend to sit, and not bytheir own choosing by any
stretch, but in kind of standardroles either an account
executive or the receptionist ata store or somebody that
(11:20):
answers the phones, and I thinkthat's a disservice right out of
the gates because it's just avery traditional mold on certain
job types.
And what I love about yourstory is and did I hear this
right your sister's also alawyer.
Agnes (11:36):
Yes, she's, yeah, identical twins, yep.
Identical twins hear this rightyour sister's also a lawyer.
Yes, she's, yeah, identicaltwins.
Yep, identical twins.
It was funny when we were onbay street.
A lot of times we were onopposite sides of the same deal
so we confused the heck out of alot of people, but it was a lot
of fun what were sunday dinnerslike, when you guys were on the
opposite side of a table?
oh well, we well.
(11:57):
There's confidentiality, so wecouldn't talk about much, but it
was.
It was a lot of fun time andboy.
MC (12:02):
There were days where I could just give him an earful
and then family dinner wasalmost as if nothing, nothing
had happened.
(12:22):
We were able to shut it off.
I can't imagine just how proudyour parents are of what you've
been able to accomplish.
I think that's every parent'shope is that their children have
it, you know, hopefully just alittle bit better than they did.
And I certainly see that in myparents.
You know my no no, no.
My grandfather, who fought inWorld War Two and you know, sold
(12:45):
the land and did everything hecould to get a little bit of
land in Italy and sold that andtried to make a life in Canada
and just to give, you know, myparents generation a little bit
better.
And my parents, the sacrificesthey've made to you know, make
it a little bit better for us,and so on and so forth.
And so I think that's as Ilisten to you.
(13:05):
It pulls on heartstrings alittle bit for me, because I
just think it's so tremendous.
And we've only just met and yethere I am looking up to you and
just so excited to know you.
Agnes (13:15):
Yeah, my parents obviously very proud.
You know two daughters.
Yeah, my parents obviously veryproud.
You know two daughters.
You know my dad.
You know my dad wasunfortunately he passed away,
but you know he was a feminist.
When we talk about, you knowwomen needing, you know male
allies to advance, my dad was myfirst ally.
He really encouraged us to youknow, to break the mold and to
just the sky was the limit.
(13:35):
And you know I, you know Ibecome one of the most senior
women within the automotiveindustry in 2018.
Unfortunately, after my dadpassed, I was honored with an
Order of Canada, and Order ofCanada, as you know, is the
highest civilian honor given byHold on just one, where I'm
sitting with an Order of Canadarecipient.
MC (14:02):
Hold on, I'm.
This is like knighthood, and isit not in Canada?
And so, first of all, we can'tjust gloss over this Now I'm now
, I'm blushing and I'm nervous,I'm at a loss for words, and now
this is where I break thefourth wall.
Did you know?
She is a recipient of the Orderof Canada, which is the highest
(14:26):
civilian order that you canreceive in this country.
I'm Rosa saying I knew it, andshe's giving me a hard time.
I'm floored right now.
Agnes, I am Well.
First of all, I feel like weneed to start over.
We're not going to start over,but tell me about that, because
that I'm just completely mindblown right now.
(14:47):
I've never, first of all, I'venever met anybody that's
received such a high honor tohave such a dignitary on the
show.
How did that all come about?
How does one receive the Orderof Canada?
Agnes (14:58):
Well, the nomination is anonymous, and so they just
phone you when you've beenselected.
There's an advisory councilthat works with the governor
general, and so they makeselections and then they I
remember I got the call in Mayof 2018.
And so you know, they tell youthat you've, you know you've
been, they'd like to like toaward you with an order of
(15:21):
Canada.
And they always ask you willyou accept?
And, of course, and I acceptedand I accepted that honor on
behalf of my dad, the.
The motto of the order ofCanada is they desire a better
country, and isn't that what ourparents?
MC (15:36):
came here, for Wow, what a full circle honor.
Agnes (15:39):
So, when I received, when I went to the ceremony, yeah,
when I received that it was likethis is for you Dad, like this
is like the sacrifice paid off,and yeah, so I what I've done to
honor him is I've, my sisterand I have.
Well, we've done two things.
We've published.
My dad was a hobby chef, sowe've published a family
(16:00):
cookbook with all recipes.
That's awesome.
My mom and dad like they wouldhave their own garden, and so we
self-published a cookbook and Ialso wrote my dad's life story
and the final chapter I went towrite in the little town that he
was born in, alvito Frosinone,and that was very emotional
because my uncle, my dad's94-year-old brother he was the
(16:24):
only surviving sibling, so I hadthe opportunity to sit with him
and talk to him about my dad,and I regret not.
My dad always shared storieswith us when he was growing up,
but as a child you don't listen.
MC (16:39):
It's just rambling.
Agnes (16:40):
But now I wish I had recorded all those wonderful
stories he shared with us and Iwas able to capture those in the
book that I've written andit'll be published shortly.
MC (16:50):
No kidding.
And where do you plan on makingthe book available?
Agnes (16:53):
I'm going to self-publish it and it'll just be online.
Yes, available.
I'm going to self-publish itand it'll just be on amazon yes,
isn't that fast.
MC (16:58):
Well, I for one will be buying that book I, and we'll
add a link to it in our shownotes as well.
I'm just going to say this, andyou strike me as quite a humble
individual, but I have to saythis that and I'm not sure
whether or not it's dawned onyou or not, but your existence
in this world creates the mostcompelling reason why people
(17:23):
would want to come and work inthis industry.
What you have accomplished,agnes, what you have achieved,
and your mindset around it, isthe most compelling case for why
more women should come and workin this industry.
Compelling case for why morewomen should come and work in
this industry.
And I don't know like I feelthe power of it right now, and
(17:44):
it's not something that could bereplicated if we had just done
this online.
Like I am, I'm just so honoredto have you on the show.
Agnes (17:49):
Well, I really believe in leader.
As teacher, I think our legacyis to bring others along.
It's and that's what trueleadership is about.
So that's why it's reallyimportant to me to encourage
other women to join the industry, because it is an amazing
industry and I think that's oneof the reasons I've also become
(18:10):
an advisor to a not-for-profitcalled Empowering Auto.
Empowering Auto was startedthree years ago by three young
women at Hyundai again, who hada passion.
They wanted to see more womenin the automotive industry, and
so it's now become a formalnot-for-profit and they have
annual conferences and thepurpose of it is to recruit and
(18:32):
retain and empower women.
But we need sponsorship, weneed mentors, we need allies,
right?
So, because one thing I'velearned is that we really do
need to bring everybody along,to encourage everybody to be
successful.
And I think you know we have tohave an abundance mindset
because you know, sometimes youknow if we give, you know, if we
(18:53):
give this role to this woman,we take it away from someone
else.
No, like there there, my viewis that there's always lots to
go around.
So we need to, we sort of needto live with a, with an
abundance mindset versus ascarcity mindset oh, I love that
so much.
MC (19:09):
Um, I want to talk to you for days and days.
I'm I would love to have youback on the show at some point.
I'm Rose.
I'm shocked.
She's one surprise afteranother, but I don't know how
we're going to be meeting you.
Agnes, how can those listeningor watching connect with you?
Agnes (19:27):
You can reach out to me on LinkedIn.
I'm a great networker, alwayslove to meet new people, so
encourage people to connect withme on LinkedIn, always
available for a coffee, chat,virtual or meet in person.
So this is something that I amreally passionate about and I
think you know it makes businessat the end of the day.
Why do?
(19:47):
Why should you know theindustry do this?
Why should dealers do this?
Because it's going to impactyour bottom line.
Women make up their 52% of thepopulation.
They influence over 85% vehiclepurchases, so they need to be
part about bringing more womenand other underrepresented
groups within the industry.
And there's some good materialsthat have been produced by M
(20:27):
and so look at your recruitingpractices.
Where are you looking?
Maybe you should be lookingmore broadly to make sure that
you get the best talent poolthat includes women.
Also, look at the way.
Create career paths within yourcompanies and your dealerships
for all departments.
Like you said, most women indealerships are like the
(20:48):
receptionist, so encouragecareer paths within the service
center, the service department,so it becomes a more inclusive
dealership.
And also, you know, justtraining top of mind.
You know people have to beself-aware, like we have there's
.
You know there's conscious bias, unconscious bias.
I know when I was young, Ialways wanted to hire people
(21:12):
like myself.
But you know you need to, butyou know you need to be diverse,
right?
Because a diverse workforceagain leads to innovation, leads
to more success, leads toprofitability, a better bottom
line.
So I think those are some ofthe things that you know
dealerships can do and also, youknow, on the day, we really
want to mirror our customer base.
(21:33):
So that's what businesses andthat's what good businesses do,
is that they make sure thatthey're representative of the
population, and right now, weneed more women and other
underrepresented groups withinthe industry.
MC (21:47):
I love it.
Thank you for sharing yourexperience and your light.
I know I feel incrediblyencouraged and I can only
imagine how our audience feelsright now, so I want to thank
you for joining me on the dealerplaybook.
Agnes (21:59):
My pleasure.
Thank you for having me.
MC (22:01):
Hey, thanks for listening to the dealer playbook podcast.
If you enjoyed tuning in,please subscribe, share and hit
that like button.
You can also join us and theDPB community on social media.
Check back next week for a newdealer playbook episode.
Thanks so much for joining.
This episode is brought to you by FlexDealer Auto industry.
Welcome to this episode of theDealer Playbook Podcast.
I'm sitting down with AgnesDeLeonardi.
(00:21):
She has an extensive legalbackground and she's an
automotive executive.
I'm so excited for us to diginto her experience working in
this industry and, of course,hopefully, the encouragement you
will feel to find your space inthis industry, because it
welcomes everybody with openarms.
Agnes, thanks so much forjoining me on the podcast.
Agnes (00:42):
Thanks, michael.
I'm really, really delighted tobe here and very excited when
Rose reached out to me and askedme to sort of tell my personal
story within the automotiveindustry.
I've been in the automotiveindustry for 30 years and you
know women still remain veryunderrepresented.
So I hope by sharing my story Ican encourage other women and
(01:03):
other underrepresented groups tojoin the industry, because it
is a fascinating industry.
You know, one out of seven jobsin Canada are automotive
related and there's so manyopportunities.
So I call my story driving theroad less traveled, and so I
just wanted to share some ofthat with you today.
MC (01:20):
Tell me about this.
What led you to finding thatthose words to describe your
journey?
Agnes (01:26):
Because when I started in the automotive industry 30
years ago there really weren't alot of women and so a lot of
times I was alone and in a senseit was the road less traveled,
because I picked a career paththat was male dominated, so
there weren't a lot of womenthere as my mentors.
(01:47):
So I call it the road lesstraveled.
But I've had an amazingexperience.
I actually ended up in the autoindustry really by chance.
I'm a first-generation Canadian.
My parents came to Canada fromItaly in the 1950s.
My dad had a grade threeeducation, so really his purpose
in life was to have hischildren educated.
So I'm an identical twin, mysister and I.
(02:07):
We were the first females inour family to be university
educated.
So we both got a businessdegree from Shulich and then a
law degree and my vision formyself was to be a social
justice lawyer and the only lawschool I applied to was Windsor
Law you know automotive citythere.
But I really loved thecorporate commercial courses and
(02:28):
I ended up actually becoming abusiness lawyer on Bay Street.
And the law firm that I workedwith, general Motors, was one of
their large clients and theywere looking for an articling
student to go in-house for threemonths because they were doing
a Volvo heavy-duty joint ventureand so I volunteered to do that
and that was sort of my forayinto automotive.
I loved it.
(02:48):
I went back to the firm, gothired back and was a corporate
commercial lawyer and then oneof the lawyers from General
Motors became the generalcounsel at Ford of Canada.
This was in the early 90s.
At that time Ford was buyingother brands they were buying
Jaguar, land Rover, aston Martin, volvo, mazda so they were
(03:10):
looking for a corporatecommercial lawyer and that's how
I got involved.
So Norm Stewart recruited meand sort of my journey in the
industry has been from there.
So I worked at Ford of Canadafor 13 years, both on the
automotive side of the businessand then also on the captive
finance side of the business.
(03:31):
The thing there's so much tolearn and I think, being an
in-house lawyer you deal withall the different departments,
so you really get to know thebusiness and understand the
business and I'm a continuouslearner.
So I just like soaked it all upand I, every opportunity, every
assignment I put up my hand and, you know, got known within the
(03:51):
company, within the industry,also because Norm Stewart
encouraged me to get involvedwith the Canadian Vehicle
Manufacturers Association, whichis the industry lobbying
association, so then got tounderstand, you know, the issues
, the broader issues impactingthe industry.
At that time the banks wantedto get into leasing and we
(04:12):
worked with the dealer networksto keep the banks out of leasing
because we wanted that businessfor the captive finance.
So over the years I continuedto be involved with the Industry
Lobbying Association and thenin the, I guess after the
financial crisis, when Fordstarted divesting itself of the
brands, I had the opportunity tobecome the first general
(04:33):
counsel for Mazda Canada Anothergreat opportunity again because
Ford was, you know, anAmerican-based, north American
company, mazda Japanese-based,so there's a different culture.
So, you know, there based.
So there's different culture.
So there's always so much tolearn.
So I was with Mazda again for10 years working on different
issues.
A lot of dealer network reallygot to work with the dealers as
(04:57):
part of the helping the dealeradvisory council that Mazda had.
And then from Mazda I ended upat Simtech Dealer Services,
which is a leading finance andinsurance provider to the
automotive industry.
So again, they're differentside of the business, different
regulatory complexity, and soit's just been fascinating.
MC (05:18):
I'm enamored right now, Agnes, because and it starts for
me at listening to your storyand trying to identify where do
you think this fight in you camefrom?
I think most people, mostpeople say oh, you know that
industry is dominated by this orthat or it's going to be a
(05:41):
difficult go, but there'sclearly a fire in you or a
tenacity.
Do you think that came from?
You know maybe your parentsimmigrating and starting anew in
a new country, or where do youthink that comes from?
Agnes (05:54):
I think so.
I think that resilience andlike there was nowhere to go but
up.
You know, my dad had a gradethree education.
I'm first generation Canadian.
There wasn't a path for me.
I sort of had to create itmyself.
And as a continuous learner, Ialways looked for opportunities
where I could learn and grow andI didn't mind being, oftentimes
(06:16):
, the only woman in theboardroom, the only woman as
part of the executive team.
When I went to Mazda, I was theonly woman on the executive
team and then when I left, therewere four women on the
executive team.
So it was great.
And the thing is, in order forwomen to have a voice, you need
at least three on the executiveteam or at the board of director
(06:36):
level so that they have a voicetogether.
And there's, you know,statistics that show that
companies that do have, you know, more women on their boards and
on their senior team, you knowthere's more diversity.
That diversity, you know,sparks innovation and obviously,
you know, better businessresults.
So there is a business case tomake, you know, for this
(06:58):
industry and for dealers to makesure that their dealerships are
more inclusive and have morewomen.
I was just looking at someresearch that the Canadian
Automobile Dealers Association,cada, did in 2024.
Only 23% of active employees innew car dealerships are women
(07:19):
and that number hasn't changedsince 2023.
So we're not moving the dialvery well.
And also on the manufacturingside, again, there's only about
23% of women that are on themanufacturing side.
So there's lots of opportunitythere and that's why this topic
(07:41):
is really passionate to me,because I've had such an amazing
career and I really want tobring you know other women along
, and I think you knowrepresentation matters.
So when I started in the early90s, who I saw?
Maureen Kempson-Dark.
She was the first female CEO ofa Canadian automotive company.
(08:01):
And then Bobby Gaunt came toFord of Canada as the first
female CEO.
So those were my role modelsand they also became my mentors
because of the work I didthrough the industry association
.
You find that even though carcompanies are fierce competitors
when it comes to lobbying forthe common good, they work
(08:22):
together, even like today.
You know we're looking atworking on the issues with the
tariffs, electrification, youknow how do we better harness
technology?
So the industry is strongerwhen it comes together and so
that's why I like to encouragemore women to get involved.
MC (08:41):
And I love this because I agree with you.
I think you know the automotiveindustry is unique in that it
can welcome all from so manydifferent facets of life, who
can make a career here.
If you had to pinpoint one ortwo mindsets or behaviors or
character traits that would helpyoung women who are looking
(09:05):
potentially at coming into thisindustry to say, hey, this is
the way you need to be thinkingabout it in order to really cut
through the clutter.
What would that encouragementlook like from you?
Hey, does your marketing agencysuck?
Listen, before we hop back intothis episode, I know you know
me as the host of the dealerplaybook, but did you also know
(09:26):
that I'm the CEO of FlexDealer,an agency that's helping dealers
capture better quality leadsfrom local SEO and
hyper-targeted ads that convert?
So if you want to sell morecars and finally have a partner
that's in it with you thatdoesn't suck visit flexdealercom
.
Let's hop back into thisepisode.
Agnes (09:46):
I think it's just to have a mindset like a curiosity
mindset, because there are somany opportunities within the
industry and there's so manydifferent departments you can
work on on the finance side,sales and marketing, product,
obviously, legal publicrelations.
(10:08):
So I think you just keep an openmind and be willing to what I
always say take on stretchassignments.
Take on stretch assignments,even though in my career I
always stayed on the legal sidebecause I thought that's where I
could make the most impact,because I think I'm a pretty
good lawyer and also theindustry lobbying work was
really important to me.
But I think it's important thatfor women who maybe have a
(10:32):
business background, you know tokeep an open mind.
And we talk about glassceilings, women having to break
glass ceilings, but it's alsoabout breaking through or
chipping away through theconcrete walls, because you do
want to have a lateralexperience.
So you want to learn as much asyou can, make sure you're in
the field, like making sure thedealers know you as well as
(10:54):
don't just stay within thecorporate head office.
So I think just that mix.
MC (10:59):
Yeah, there's multiple paths .
I think what's interesting isand this is my own experience is
, I think, about women in autoin particular.
They tend to sit, and not bytheir own choosing by any
stretch, but in kind of standardroles either an account
executive or the receptionist ata store or somebody that
(11:20):
answers the phones, and I thinkthat's a disservice right out of
the gates because it's just avery traditional mold on certain
job types.
And what I love about yourstory is and did I hear this
right your sister's also alawyer.
Agnes (11:36):
Yes, she's, yeah, identical twins, yep.
Identical twins hear this rightyour sister's also a lawyer.
Yes, she's, yeah, identicaltwins.
Yep, identical twins.
It was funny when we were onbay street.
A lot of times we were onopposite sides of the same deal
so we confused the heck out of alot of people, but it was a lot
of fun what were sunday dinnerslike, when you guys were on the
opposite side of a table?
oh well, we well.
(11:57):
There's confidentiality, so wecouldn't talk about much, but it
was.
It was a lot of fun time andboy.
MC (12:02):
There were days where I could just give him an earful
and then family dinner wasalmost as if nothing, nothing
had happened.
(12:22):
We were able to shut it off.
I can't imagine just how proudyour parents are of what you've
been able to accomplish.
I think that's every parent'shope is that their children have
it, you know, hopefully just alittle bit better than they did.
And I certainly see that in myparents.
You know my no no, no.
My grandfather, who fought inWorld War Two and you know, sold
(12:45):
the land and did everything hecould to get a little bit of
land in Italy and sold that andtried to make a life in Canada
and just to give, you know, myparents generation a little bit
better.
And my parents, the sacrificesthey've made to you know, make
it a little bit better for us,and so on and so forth.
And so I think that's as Ilisten to you.
(13:05):
It pulls on heartstrings alittle bit for me, because I
just think it's so tremendous.
And we've only just met and yethere I am looking up to you and
just so excited to know you.
Agnes (13:15):
Yeah, my parents obviously very proud.
You know two daughters.
Yeah, my parents obviously veryproud.
You know two daughters.
You know my dad.
You know my dad wasunfortunately he passed away,
but you know he was a feminist.
When we talk about, you knowwomen needing, you know male
allies to advance, my dad was myfirst ally.
He really encouraged us to youknow, to break the mold and to
just the sky was the limit.
(13:35):
And you know I, you know Ibecome one of the most senior
women within the automotiveindustry in 2018.
Unfortunately, after my dadpassed, I was honored with an
Order of Canada, and Order ofCanada, as you know, is the
highest civilian honor given byHold on just one, where I'm
sitting with an Order of Canadarecipient.
MC (14:02):
Hold on, I'm.
This is like knighthood, and isit not in Canada?
And so, first of all, we can'tjust gloss over this Now I'm now
, I'm blushing and I'm nervous,I'm at a loss for words, and now
this is where I break thefourth wall.
Did you know?
She is a recipient of the Orderof Canada, which is the highest
(14:26):
civilian order that you canreceive in this country.
I'm Rosa saying I knew it, andshe's giving me a hard time.
I'm floored right now.
Agnes, I am Well.
First of all, I feel like weneed to start over.
We're not going to start over,but tell me about that, because
that I'm just completely mindblown right now.
(14:47):
I've never, first of all, I'venever met anybody that's
received such a high honor tohave such a dignitary on the
show.
How did that all come about?
How does one receive the Orderof Canada?
Agnes (14:58):
Well, the nomination is anonymous, and so they just
phone you when you've beenselected.
There's an advisory councilthat works with the governor
general, and so they makeselections and then they I
remember I got the call in Mayof 2018.
And so you know, they tell youthat you've, you know you've
been, they'd like to like toaward you with an order of
(15:21):
Canada.
And they always ask you willyou accept?
And, of course, and I acceptedand I accepted that honor on
behalf of my dad, the.
The motto of the order ofCanada is they desire a better
country, and isn't that what ourparents?
MC (15:36):
came here, for Wow, what a full circle honor.
Agnes (15:39):
So, when I received, when I went to the ceremony, yeah,
when I received that it was likethis is for you Dad, like this
is like the sacrifice paid off,and yeah, so I what I've done to
honor him is I've, my sisterand I have.
Well, we've done two things.
We've published.
My dad was a hobby chef, sowe've published a family
(16:00):
cookbook with all recipes.
That's awesome.
My mom and dad like they wouldhave their own garden, and so we
self-published a cookbook and Ialso wrote my dad's life story
and the final chapter I went towrite in the little town that he
was born in, alvito Frosinone,and that was very emotional
because my uncle, my dad's94-year-old brother he was the
(16:24):
only surviving sibling, so I hadthe opportunity to sit with him
and talk to him about my dad,and I regret not.
My dad always shared storieswith us when he was growing up,
but as a child you don't listen.
MC (16:39):
It's just rambling.
Agnes (16:40):
But now I wish I had recorded all those wonderful
stories he shared with us and Iwas able to capture those in the
book that I've written andit'll be published shortly.
MC (16:50):
No kidding.
And where do you plan on makingthe book available?
Agnes (16:53):
I'm going to self-publish it and it'll just be online.
Yes, available.
I'm going to self-publish itand it'll just be on amazon yes,
isn't that fast.
MC (16:58):
Well, I for one will be buying that book I, and we'll
add a link to it in our shownotes as well.
I'm just going to say this, andyou strike me as quite a humble
individual, but I have to saythis that and I'm not sure
whether or not it's dawned onyou or not, but your existence
in this world creates the mostcompelling reason why people
(17:23):
would want to come and work inthis industry.
What you have accomplished,agnes, what you have achieved,
and your mindset around it, isthe most compelling case for why
more women should come and workin this industry.
Compelling case for why morewomen should come and work in
this industry.
And I don't know like I feelthe power of it right now, and
(17:44):
it's not something that could bereplicated if we had just done
this online.
Like I am, I'm just so honoredto have you on the show.
Agnes (17:49):
Well, I really believe in leader.
As teacher, I think our legacyis to bring others along.
It's and that's what trueleadership is about.
So that's why it's reallyimportant to me to encourage
other women to join the industry, because it is an amazing
industry and I think that's oneof the reasons I've also become
(18:10):
an advisor to a not-for-profitcalled Empowering Auto.
Empowering Auto was startedthree years ago by three young
women at Hyundai again, who hada passion.
They wanted to see more womenin the automotive industry, and
so it's now become a formalnot-for-profit and they have
annual conferences and thepurpose of it is to recruit and
(18:32):
retain and empower women.
But we need sponsorship, weneed mentors, we need allies,
right?
So, because one thing I'velearned is that we really do
need to bring everybody along,to encourage everybody to be
successful.
And I think you know we have tohave an abundance mindset
because you know, sometimes youknow if we give, you know, if we
(18:53):
give this role to this woman,we take it away from someone
else.
No, like there there, my viewis that there's always lots to
go around.
So we need to, we sort of needto live with a, with an
abundance mindset versus ascarcity mindset oh, I love that
so much.
MC (19:09):
Um, I want to talk to you for days and days.
I'm I would love to have youback on the show at some point.
I'm Rose.
I'm shocked.
She's one surprise afteranother, but I don't know how
we're going to be meeting you.
Agnes, how can those listeningor watching connect with you?
Agnes (19:27):
You can reach out to me on LinkedIn.
I'm a great networker, alwayslove to meet new people, so
encourage people to connect withme on LinkedIn, always
available for a coffee, chat,virtual or meet in person.
So this is something that I amreally passionate about and I
think you know it makes businessat the end of the day.
Why do?
(19:47):
Why should you know theindustry do this?
Why should dealers do this?
Because it's going to impactyour bottom line.
Women make up their 52% of thepopulation.
They influence over 85% vehiclepurchases, so they need to be
part about bringing more womenand other underrepresented
groups within the industry.
And there's some good materialsthat have been produced by M
(20:27):
and so look at your recruitingpractices.
Where are you looking?
Maybe you should be lookingmore broadly to make sure that
you get the best talent poolthat includes women.
Also, look at the way.
Create career paths within yourcompanies and your dealerships
for all departments.
Like you said, most women indealerships are like the
(20:48):
receptionist, so encouragecareer paths within the service
center, the service department,so it becomes a more inclusive
dealership.
And also, you know, justtraining top of mind.
You know people have to beself-aware, like we have there's
.
You know there's conscious bias, unconscious bias.
I know when I was young, Ialways wanted to hire people
(21:12):
like myself.
But you know you need to, butyou know you need to be diverse,
right?
Because a diverse workforceagain leads to innovation, leads
to more success, leads toprofitability, a better bottom
line.
So I think those are some ofthe things that you know
dealerships can do and also, youknow, on the day, we really
want to mirror our customer base.
(21:33):
So that's what businesses andthat's what good businesses do,
is that they make sure thatthey're representative of the
population, and right now, weneed more women and other
underrepresented groups withinthe industry.
MC (21:47):
I love it.
Thank you for sharing yourexperience and your light.
I know I feel incrediblyencouraged and I can only
imagine how our audience feelsright now, so I want to thank
you for joining me on the dealerplaybook.
Agnes (21:59):
My pleasure.
Thank you for having me.
MC (22:01):
Hey, thanks for listening to the dealer playbook podcast.
If you enjoyed tuning in,please subscribe, share and hit
that like button.
You can also join us and theDPB community on social media.
Check back next week for a newdealer playbook episode.
Thanks so much for joining.
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