What a year for TADA’s first female president
Susan Gubasta advocates for women considering a career in the automobile industry
It has been almost a year since Susan Gubasta took the reins as president of the Trillium Automobile Dealers Association (TADA), the first female president in the association’s 111-year history.
For Gubasta, the experience has been rewarding on many levels, both professionally and personally.
“Being the first female president of the TADA is an honour and a privilege,” says Gubasta, who is also president/CEO of Mississauga Toyota and sits on the board of the Canadian Automobile Dealers Association.
“The experience has given me a wider perspective on the retail automobile industry and allowed me to advance my special interest in automotive careers and education.”
A few years ago, Gubasta served as chair of the TADA’s education committee, where she had an opportunity to oversee the TADA’s education and careers initiatives.
“Our association is proactive in this area, developing online platforms, attending job fairs and partnering with high schools and post-secondary schools across Ontario. As a result of these initiatives, people are recognizing that the retail automobile industry is ripe with career opportunities in multiple professions, from fixed operations, finance and insurance to sales, human resources and marketing.”
One of the roles that Gubasta took on as president of the TADA is writing a weekly column in the Toronto Star’s Wheels about dealership and consumer issues.
“My column has been a revelation in terms of the wide readership and influence of the Wheels section,” she says. “Every week, I receive feedback from colleagues and readers on the topics that I write about.”
As the TADA’s president, Gubasta has been a strong advocate and a role model for students, especially women, who are considering a career in the automobile sector. She regularly speaks at automotive conferences and industry events.
“I speak to students and their parents
and try to educate them about the outdated perceptions of the retail automobile industry,” Gubasta says.
“Students and parents are often surprised to learn how our industry has changed and how many exciting career opportunities exist at dealerships.”
Gubasta recently met with Harvard grad students in Ottawa to discuss leadership in the auto sector along with the notfor-profit sector.
“What a great opportunity to interact with these bright minds!” she says.
Representing the TADA, Gubasta had an opportunity to meet the prime minister of Canada at the Equal Voice National EVE Awards on International Women’s Day. That event honoured Prime Minister Justin Trudeau and MPP Lisa MacLeod for their work in ad- vancing women in politics.
Gubasta travelled to Queen’s Park to meet different leaders in the Ontario government, representing small business needs, with the goal to make sure the retail automobile industry is at the table with a voice for matters that affect the industry.
In November, Gubasta travelled to China to attend the Chinese Automobile Dealers Association annual meeting.
“While in China, I met with policymakers, industry experts, manufacturers and auto dealer association representatives from Russia, the United States, France and the European Union.”
She is encouraged by the number of women who have entered the retail automobile industry in the past decade.
“When I began my career in 1993, women were unrepresented in our industry,” she says. “In the past decade, the ratio of women to men has increased sharply, and now women are working in a wide variety of roles at dealerships.”
To further help women who want to find a fulfilling career in the retail automobile industry, Gubasta recently joined the Women in Automotive Mentoring Program. Introduced by the TADA in the fall of 2018, the Automotive Mentoring Program was designed in response to inquiries from TADA mem- ber dealers who wanted to know why more women were not applying to work in the retail automobile industry.
Gubasta is a strong supporter of mentoring, based on firsthand experience. She was mentored by two individuals (her brother, Paul, and her father), both of whom were instrumental in supporting Gubasta as she learned about the business and developed her skills and knowledge.
When Gubasta attends seminars and talks with new hires at her Toyota dealership in Mississauga, she discusses the role of mentoring. She provides mentoring for many staff members who want to further their careers, a practice that has helped her become a more effective leader and communicator.
“Serving as president of the TADA has been an extraordinary honour,” says Gubasta. “Our industry is evolving, our dealer network is strong, and I hope that my efforts will inspire a new generation of men and women to find their calling and pursue a career in our industry.”