CEO of Mississauga Toyota and Co-Founder of Women Driven, Susan Gubasta.
Susan Gubasta’s journey from fashion retail to automotive leadership is a testament to resilience and determination. Born and raised in Etobicoke, Ontario, Susan’s path into the automotive world was initially unexpected. Growing up in a family deeply rooted in the industry — her father, a long-time dealer, and her upbringing surrounded by the business — Susan found herself drawn into the family legacy despite early aspirations in fashion.
“I never thought I’d enter the automotive world,” she reflects, recalling her beginnings in retail. “But life has a way of surprising you.”
Today, Susan serves as the president and CEO of Mississauga Toyota, a role she assumed after navigating various positions within her family’s dealership business. Her journey wasn’t without its challenges; Susan remembers being the only woman in many professional settings early on, facing skepticism and stereotypes about women in the automotive industry.
“My family’s history in automotive laid the foundation,” Susan explains. “But it was my own determination that led me to challenge these perceptions.”
Susan’s leadership extends beyond her dealership’s boardrooms. She made history as the first female president of both the Trillium Automobile Dealers Association (now MVRO) and the Canadian International AutoShow. Additionally, she co-founded Women Driven, an initiative aimed at supporting and educating women interested in automotive careers.
“Women belong in this industry just as much as anyone else,” Susan asserts passionately. “There’s a misconception about what roles are available — it’s not just about selling or repairing cars anymore.”
Her advocacy for diversity and inclusion stems from personal and professional experiences. Susan’s family history, marked by resilience after World War II, instilled in her a profound appreciation for overcoming adversity.
“My parents came to Canada with nothing,” Susan shares. “Their resilience and hard work shaped my belief that challenges are opportunities in disguise.”
In 2004, tragedy struck when Susan’s brother, Paul, passed away, prompting her pivotal decision to step into leadership at the family’s Toyota dealership.
“It was a turning point,” she recalls. “I felt a responsibility to carry on his legacy and make a difference.”
Susan’s tenure at Mississauga Toyota has been defined by innovation and community engagement. She emphasizes the evolving nature of the automotive sector, where technological advancements are reshaping traditional roles.
“Today’s technicians are more like computer scientists,” Susan explains. “The industry is dynamic, offering opportunities in areas like technology, marketing, and executive strategy.”
Through Women Driven, Susan continues to challenge stereotypes and foster a supportive community for women pursuing careers in automotive. The initiative’s events and programs aim to attract and retain diverse talent in an industry undergoing rapid transformation.
“Change is happening,” Susan asserts optimistically. “We’re seeing more women take on leadership roles and contribute to the industry’s innovation.”
Despite her achievements, Susan acknowledges the obstacles she’s faced as a woman in a traditionally male-dominated field.
“There have been moments of doubt and disrespect,” she admits. “But I’ve learned to navigate through adversity with grace and persistence.”
Her advice to aspiring professionals, particularly women, is rooted in resilience and self-confidence.
“Focus on those who support and empower you,” Susan advises. “Challenge stereotypes, exceed expectations, and never let setbacks define your journey.”
Looking ahead, Susan remains committed to driving positive change in the automotive industry, advocating for inclusivity and embracing the limitless opportunities the sector offers.
“As we evolve, so does the perception of who belongs here,” she concludes. “It’s an exciting time to be part of this transformation.”
In Susan Gubasta’s journey, the road ahead is paved with promise and potential, a testament to the power of determination and the impact of embracing change.
