ELIZABETH CO X
Elizabeth Cox works as “director of business development and marketing,” and serves as “people champion” at North Park Lexus of San Antonio, she says. She’s been working there since 2001. “I guess it’s like trying the best flavor of ice cream in Baskin Robbins first, so there’s no reason to try anything else”, she said. “It’s Pralines & Cream, by the way, so I’ll save you the time and calories.”
Q. What is your role in the automotive industry? A.
Currently, I serve in a capacity of general business operations with my actual function. I do whatever needs to be done on a daily basis. I oversee the marketing strategy plans for digital and grass-roots initiatives, community sponsorships and charitable support, public relations, human resources recruiting initiatives and talent acquisition as well as a new charge, which is training and development for our store.
I suppose what I do could be summarized into Director of Business Development, Director of Marketing and our store’s People Champion.
It’s hard to pinpoint my impact with a title. The People role for the store is a new role that we are working on just this year to help our staff with guest experience empowerment, internal culture creation, identification of our shared values, leadership development and deep-dive training for staff. I obtained my Executive and Leadership Coaching graduate certification in 2021 and am graduating with my master’s degree in Dispute Resolution from Southern Methodist University this year, so I am able to bring much of my new learning to our store. It is really exciting, and
I am blessed to be given the opportunity share this information with our team.
Q.: Why did you choose the auto industry? A.:
I did not grow up thinking “I want to work in the automotive industry.” It’s ironic, because I grew up hating going to car dealerships. I had to go much more than I ever wanted to, and it always took forever while we were there. FOREVER. I really grew to dread it when we would drive by and actually pull in. I guess if they had gummy bears like we do at Lexus, it would have been a whole different experience for me!
Q.: How did you get your first job in the industry? A.:
Actually, I was offered a position at a competitor. However, if I was going to dive into the automotive industry, I could only see myself at Lexus. So, I let Lexus know that I preferred to join their team, and they brought me on the next day.
It was certainly a pivotal moment for me in my life, and I went after what I really wanted. I am sure there was some divine intervention woven in there, too.
Q.: What’s your overall view so far of working in the auto industry? A.:
I really don’t think of what I do as being in “the automotive industry.” I see myself in the relationship business. I am able to meet new people and foster existing relationships with guests, charitable partners and friends every day.
For me, it’s all about our community and how we can serve San Antonio with our expertise: Helping people with the right vehicle, the right financial arrangements for their lifestyles and budget, and helping our guests stay safe and protected on the road. I feel good about offering that service to people.
Q.: What is the most-memorable moment you can recall from your time working in the auto industry? A.:
There are a lot of memorable moments, but there are two that stand out. The first memorable moment is having a client that I helped get out of a PT Cruiser and into a Silver L/certified Lexus ES back in 2002. They came into the store 17 years later and asked for me. I don’t think I have ever purchased something from someone and then wanted to seek them out 17 years later. It just blew me away.
The next moment that comes to mind is really just a relationship that has grown. I helped a newly married couple that had just graduated from their professional degrees get into an L/certified RX. It was dark blue. I saw this couple through the years as they had one, then two, then three, now four children – helping them with vehicles to fit their family along the way. I developed a strong friendship with this couple, and our families actually went snow skiing together with all our kids. They are still good friends to this day, and I cherish our friendship.
Q.: Who has had the most influence on you as you developed your career in the automotive industry, and why? A.:
Our guests and our Lexus team. They are both the focal point of everything I do here. I strive every day to help give back to our community and support the causes that are important to our clients and our Lexus team.i try to provide a dealership environment that is inviting and comfortable for our guests, and a place in which our team can thrive. I am constantly challenged to raise the bar for the experiences our guests receive. I am encouraged by and motivated by our Lexus family (guests and staff) with whatever hat I am wearing that day.
I am also very thankful for the leadership at our store to help support and empower the ability for me to be a mom, wife, supportive community member and fellow leader at Lexus. The flexibility with my schedule when needed and the support in furthering my education could not be accomplished without the support of our leadership with Jose Contreras, Lee Willis, Billy Vaughn and Clarence Kahlig.
Q.: Have you experienced any particular challenges as a woman working in a generally male-dominated industry? A.:
Full transparency: I have found it challenging to be a mom, a wife, and be involved in my kid’s school and sports activities, volunteer on various nonprofit boards of trustees, and find time for myself in between all of that. Do-able, but challenging. I think it is challenging to work full-time – period. I don’t attribute it to whether it is a male-dominated industry or not, because women have an opportunity to be highly successful in this industry.
Out of our top three sales consultants last month, two of them were women. Out of our top four service advisors, two of them are women. These women are rock stars! Let’s face it -- women have many responsibilities and opportunities in life, and we are blessed with the ability to have these options. I am happy with the choices I have made to find balance in work, family, and personal investment.