Transformative Leadership: This CEO’s Innovative Approach in Revolutionizing Canada’s Automotive Sector

Written by Sarah Walker

The career of Susan Gubasta is both remarkable and inspiring. Initially forging a path in the world of fashion retail, she’s carved out a dominant niche as a leader within Canada’s automotive sector.

“My father has been entrenched in the car industry for over half a century,” she reveals. “Initially, I gravitated towards fashion and never envisioned joining the automotive field, believing it was limited to sales or mechanics.”

Susan soon discovered the breadth of opportunities in the automotive industry.

Today, she stands as the president and CEO of Mississauga Toyota and has influenced the industry significantly. Notably, she is the first woman to preside over the Trillium Automobile Dealers Association (now known as MVRO) and the Canadian International AutoShow. Additionally, she is a co-founder of Women Driven, which promotes and supports women in automotive careers.

“The automotive industry offers immense opportunities, which many people remain oblivious to. I’m dedicated to challenging the outdated notion that women don’t have a place in this sector,” Susan asserts.

Resilience Rooted in Family History

A first-generation Canadian from Etobicoke, Ontario, Susan has deep familial ties to the local automotive scene.

“Post World War II, my parents fled from Germany and Austria to Canada with nothing. My mother survived a concentration camp, while my father, arriving in Québec and traveling to Toronto by train, eventually entered the automotive world as an apprentice mechanic after meeting my mother, a hairdresser,” Susan shares.

By the 1990s, her father had acquired several dealerships, and Susan, alongside her siblings, began assisting in various roles within the family business.

After abandoning a career in retail due to the introduction of Sunday shopping, Susan joined her family’s dealership full-time, later advancing to take charge of their Ford outlet. Her career took an unexpected turn when she took over the Toyota dealership following her brother Paul’s tragic death.

Breaking Barriers and Fostering Innovation

Susan is often found engaging warmly with her dealership’s clientele or challenging industry stereotypes at professional gatherings.

“Why should job performance be influenced by gender?” she queries. “This industry is wrongly perceived as male-dominated. There’s a multitude of roles ranging from sales, management, HR to high-level executive positions requiring advanced education,” she explains.

With rapid technological advancements, the sector is transforming, creating new possibilities for those skilled in computer science and coding.

“Modern technicians use sophisticated software to diagnose vehicle issues, a significant shift from traditional mechanical work,” notes Susan.

Her enthusiasm led to the inception of Women Driven, aimed at reshaping industry perceptions and creating opportunities for women.

Overcoming Obstacles and Embracing Positivity

Despite her success, Susan’s journey has not been devoid of challenges.

“There have been discouraging moments, instances of disrespect despite my position. Nevertheless, I’ve learned to navigate adversity with resilience, maintaining focus on supportive allies rather than detractors,” she advises.

“Change is ongoing across all industries. Facing challenges head-on, challenging norms, and exceeding personal limits is vital for growth and success,” Susan concludes.