The Dealer Playbook

Ep. 658 - Lessons in Influence from One of Canada's Most Respected Leaders, with Agnes Di Leonardi

• Michael Cirillo

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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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MC:

This episode is brought to you by FlexDealer Auto industry. Welcome to this episode of the Dealer Playbook Podcast. I'm sitting down with Agnes DeLeonardi. She has an extensive legal background and she's an automotive executive. I'm so excited for us to dig into her experience working in this industry and, of course, hopefully, the encouragement you will feel to find your space in this industry, because it welcomes everybody with open arms. Agnes, thanks so much for joining me on the podcast.

Agnes:

Thanks, michael. I'm really, really delighted to be here and very excited when Rose reached out to me and asked me to sort of tell my personal story within the automotive industry. I've been in the automotive industry for 30 years and you know women still remain very underrepresented. So I hope by sharing my story I can encourage other women and other underrepresented groups to join the industry, because it is a fascinating industry. You know, one out of seven jobs in Canada are automotive related and there's so many opportunities. So I call my story driving the road less traveled, and so I just wanted to share some of that with you today.

MC:

Tell me about this. What led you to finding that those words to describe your journey?

Agnes:

Because when I started in the automotive industry 30 years ago there really weren't a lot of women and so a lot of times I was alone and in a sense it was the road less traveled, because I picked a career path that was male dominated, so there weren't a lot of women there as my mentors. So I call it the road less traveled. But I've had an amazing experience. I actually ended up in the auto industry really by chance. I'm a first-generation Canadian. My parents came to Canada from Italy in the 1950s. My dad had a grade three education, so really his purpose in life was to have his children educated. So I'm an identical twin, my sister and I. We were the first females in our family to be university educated. So we both got a business degree from Shulich and then a law degree and my vision for myself was to be a social justice lawyer and the only law school I applied to was Windsor Law you know automotive city there. But I really loved the corporate commercial courses and I ended up actually becoming a business lawyer on Bay Street. And the law firm that I worked with, general Motors, was one of their large clients and they were looking for an articling student to go in-house for three months because they were doing a Volvo heavy-duty joint venture and so I volunteered to do that and that was sort of my foray into automotive. I loved it. I went back to the firm, got hired back and was a corporate commercial lawyer and then one of the lawyers from General Motors became the general counsel at Ford of Canada. This was in the early 90s. At that time Ford was buying other brands they were buying Jaguar, land Rover, aston Martin, volvo, mazda so they were looking for a corporate commercial lawyer and that's how I got involved. So Norm Stewart recruited me and sort of my journey in the industry has been from there. So I worked at Ford of Canada for 13 years, both on the automotive side of the business and then also on the captive finance side of the business.

Agnes:

The thing there's so much to learn and I think, being an in-house lawyer you deal with all the different departments, so you really get to know the business and understand the business and I'm a continuous learner. So I just like soaked it all up and I, every opportunity, every assignment I put up my hand and, you know, got known within the company, within the industry, also because Norm Stewart encouraged me to get involved with the Canadian Vehicle Manufacturers Association, which is the industry lobbying association, so then got to understand, you know, the issues, the broader issues impacting the industry. At that time the banks wanted to get into leasing and we worked with the dealer networks to keep the banks out of leasing because we wanted that business for the captive finance. So over the years I continued to be involved with the Industry Lobbying Association and then in the, I guess after the financial crisis, when Ford started divesting itself of the brands, I had the opportunity to become the first general counsel for Mazda Canada Another great opportunity again because Ford was, you know, an American-based, north American company, mazda Japanese-based, so there's a different culture.

Agnes:

So, you know, there based. So there's different culture. So there's always so much to learn. So I was with Mazda again for 10 years working on different issues. A lot of dealer network really got to work with the dealers as part of the helping the dealer advisory council that Mazda had. And then from Mazda I ended up at Simtech Dealer Services, which is a leading finance and insurance provider to the automotive industry. So again, they're different side of the business, different regulatory complexity, and so it's just been fascinating.

MC:

I'm enamored right now, Agnes, because and it starts for me at listening to your story and trying to identify where do you think this fight in you came from? I think most people, most people say oh, you know that industry is dominated by this or that or it's going to be a difficult go, but there's clearly a fire in you or a tenacity. Do you think that came from? You know maybe your parents immigrating and starting anew in a new country, or where do you think that comes from?

Agnes:

I think so. I think that resilience and like there was nowhere to go but up. You know, my dad had a grade three education. I'm first generation Canadian. There wasn't a path for me. I sort of had to create it myself. And as a continuous learner, I always looked for opportunities where I could learn and grow and I didn't mind being, oftentimes, the only woman in the boardroom, the only woman as part of the executive team. When I went to Mazda, I was the only woman on the executive team and then when I left, there were four women on the executive team. So it was great.

Agnes:

And the thing is, in order for women to have a voice, you need at least three on the executive team or at the board of director level so that they have a voice together. 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 know there's more diversity. That diversity, you know, sparks innovation and obviously, you know, better business results. So there is a business case to make, you know, for this industry and for dealers to make sure that their dealerships are more inclusive and have more women. I was just looking at some research that the Canadian Automobile Dealers Association, cada, did in 2024. Only 23% of active employees in new car dealerships are women and that number hasn't changed since 2023. So we're not moving the dial very well. And also on the manufacturing side, again, there's only about 23% of women that are on the manufacturing side.

Agnes:

So there's lots of opportunity there and that's why this topic is really passionate to me, because I've had such an amazing career and I really want to bring you know other women along, and I think you know representation matters. So when I started in the early 90s, who I saw? Maureen Kempson-Dark. She was the first female CEO of a Canadian automotive company. And then Bobby Gaunt came to Ford of Canada as the first female CEO. So those were my role models and they also became my mentors because of the work I did through the industry association. You find that even though car companies are fierce competitors when it comes to lobbying for the common good, they work together, even like today. You know we're looking at working on the issues with the tariffs, electrification, you know how do we better harness technology? So the industry is stronger when it comes together and so that's why I like to encourage more women to get involved.

MC:

And I love this because I agree with you. I think you know the automotive industry is unique in that it can welcome all from so many different facets of life, who can make a career here. If you had to pinpoint one or two mindsets or behaviors or character traits that would help young women who are looking potentially at coming into this industry to say, hey, this is the way you need to be thinking about it in order to really cut through the clutter. What would that encouragement look like from you? Hey, does your marketing agency suck? Listen, before we hop back into this episode, I know you know me as the host of the dealer playbook, but did you also know that I'm the CEO of FlexDealer, an agency that's helping dealers capture better quality leads from local SEO and hyper-targeted ads that convert? So if you want to sell more cars and finally have a partner that's in it with you that doesn't suck visit flexdealercom. Let's hop back into this episode.

Agnes:

I think it's just to have a mindset like a curiosity mindset, because there are so many opportunities within the industry and there's so many different departments you can work on on the finance side, sales and marketing, product, obviously, legal public relations.

Agnes:

So I think you just keep an open mind and be willing to what I always say take on stretch assignments. Take on stretch assignments, even though in my career I always stayed on the legal side because I thought that's where I could make the most impact, because I think I'm a pretty good lawyer and also the industry lobbying work was really important to me. But I think it's important that for women who maybe have a business background, you know to keep an open mind. And we talk about glass ceilings, women having to break glass ceilings, but it's also about breaking through or chipping away through the concrete walls, because you do want to have a lateral experience. So you want to learn as much as you can, make sure you're in the field, like making sure the dealers know you as well as don't just stay within the corporate head office. So I think just that mix.

MC:

Yeah, there's multiple paths. I think what's interesting is and this is my own experience is, I think, about women in auto in particular. They tend to sit, and not by their own choosing by any stretch, but in kind of standard roles either an account executive or the receptionist at a store or somebody that answers the phones, and I think that's a disservice right out of the gates because it's just a very traditional mold on certain job types. And what I love about your story is and did I hear this right your sister's also a lawyer.

Agnes:

Yes, she's, yeah, identical twins, yep. Identical twins hear this right your sister's also a lawyer. Yes, she's, yeah, identical twins. Yep, identical twins. It was funny when we were on bay street. A lot of times we were on opposite sides of the same deal so we confused the heck out of a lot of people, but it was a lot of fun what were sunday dinners like, when you guys were on the opposite side of a table?

Agnes:

oh well, we well. There's confidentiality, so we couldn't talk about much, but it was. It was a lot of fun time and boy.

MC:

There were days where I could just give him an earful and then family dinner was almost as if nothing, nothing had happened. We were able to shut it off. I can't imagine just how proud your parents are of what you've been able to accomplish. I think that's every parent's hope is that their children have it, you know, hopefully just a little bit better than they did. And I certainly see that in my parents. You know my no no, no.

MC:

My grandfather, who fought in World War Two and you know, sold the land and did everything he could to get a little bit of land in Italy and sold that and tried to make a life in Canada and just to give, you know, my parents generation a little bit better. And my parents, the sacrifices they'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 I listen to you. It pulls on heartstrings a little bit for me, because I just think it's so tremendous. And we've only just met and yet here I am looking up to you and just so excited to know you.

Agnes:

Yeah, my parents obviously very proud. You know two daughters. Yeah, my parents obviously very proud. You know two daughters. You know my dad. You know my dad was unfortunately he passed away, but you know he was a feminist. When we talk about, you know women needing, you know male allies to advance, my dad was my first ally.

Agnes:

He really encouraged us to you know, to break the mold and to just the sky was the limit. And you know I, you know I become one of the most senior women within the automotive industry in 2018. Unfortunately, after my dad passed, I was honored with an Order of Canada, and Order of Canada, as you know, is the highest civilian honor given by Hold on just one, where I'm sitting with an Order of Canada recipient.

MC:

Hold on, I'm. This is like knighthood, and is it not in Canada? And so, first of all, we can't just 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 the fourth wall. Did you know? She is a recipient of the Order of Canada, which is the highest civilian order that you can receive in this country. I'm Rosa saying I knew it, and she's giving me a hard time. I'm floored right now. Agnes, I am Well. First of all, I feel like we need to start over. We're not going to start over, but tell me about that, because that I'm just completely mind blown right now. I've never, first of all, I've never met anybody that's received such a high honor to have such a dignitary on the show. How did that all come about? How does one receive the Order of Canada?

Agnes:

Well, the nomination is anonymous, and so they just phone you when you've been selected. There's an advisory council that works with the governor general, and so they make selections and then they I remember I got the call in May of 2018. And so you know, they tell you that you've, you know you've been, they'd like to like to award you with an order of Canada. And they always ask you will you accept?

Agnes:

And, of course, and I accepted and I accepted that honor on behalf of my dad, the. The motto of the order of Canada is they desire a better country, and isn't that what our parents?

MC:

came here, for Wow, what a full circle honor.

Agnes:

So, when I received, when I went to the ceremony, yeah, when I received that it was like this 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 sister and I have. Well, we've done two things. We've published. My dad was a hobby chef, so we've published a family cookbook with all recipes. That's awesome.

Agnes:

My mom and dad like they would have their own garden, and so we self-published a cookbook and I also wrote my dad's life story and the final chapter I went to write in the little town that he was born in, alvito Frosinone, and that was very emotional because my uncle, my dad's 94-year-old brother he was the only surviving sibling, so I had the opportunity to sit with him and talk to him about my dad, and I regret not. My dad always shared stories with us when he was growing up, but as a child you don't listen.

MC:

It's just rambling.

Agnes:

But now I wish I had recorded all those wonderful stories he shared with us and I was able to capture those in the book that I've written and it'll be published shortly.

MC:

No kidding. And where do you plan on making the book available?

Agnes:

I'm going to self-publish it and it'll just be online. Yes, available. I'm going to self-publish it and it'll just be on amazon yes, isn't that fast.

MC:

Well, I for one will be buying that book I, and we'll add a link to it in our show notes as well. I'm just going to say this, and you strike me as quite a humble individual, but I have to say this that and I'm not sure whether or not it's dawned on you or not, but your existence in this world creates the most compelling reason why people would want to come and work in this industry. What you have accomplished, agnes, what you have achieved, and your mindset around it, is the most compelling case for why more women should come and work in this industry. Compelling case for why more women should come and work in this industry. And I don't know like I feel the power of it right now, and it's not something that could be replicated if we had just done this online. Like I am, I'm just so honored to have you on the show.

Agnes:

Well, I really believe in leader. As teacher, I think our legacy is to bring others along. It's and that's what true leadership is about. So that's why it's really important to me to encourage other women to join the industry, because it is an amazing industry and I think that's one of the reasons I've also become an advisor to a not-for-profit called Empowering Auto.

Agnes:

Empowering Auto was started three years ago by three young women at Hyundai again, who had a passion. They wanted to see more women in the automotive industry, and so it's now become a formal not-for-profit and they have annual conferences and the purpose of it is to recruit and retain and empower women. But we need sponsorship, we need mentors, we need allies, right? So, because one thing I've learned is that we really do need to bring everybody along, to encourage everybody to be successful. And I think you know we have to have an abundance mindset because you know, sometimes you know if we give, you know, if we give this role to this woman, we take it away from someone else. No, like there there, my view is that there's always lots to go around. So we need to, we sort of need to live with a, with an abundance mindset versus a scarcity mindset oh, I love that so much.

MC:

Um, I want to talk to you for days and days. I'm I would love to have you back on the show at some point. I'm Rose. I'm shocked. She's one surprise after another, but I don't know how we're going to be meeting you. Agnes, how can those listening or watching connect with you?

Agnes:

You can reach out to me on LinkedIn. I'm a great networker, always love to meet new people, so encourage people to connect with me on LinkedIn, always available for a coffee, chat, virtual or meet in person. So this is something that I am really passionate about and I think you know it makes business at the end of the day. Why do? Why should you know the industry do this? Why should dealers do this? Because it's going to impact your bottom line.

Agnes:

Women make up their 52% of the population. They influence over 85% vehicle purchases, so they need to be part about bringing more women and other underrepresented groups within the industry. And there's some good materials that have been produced by M and so look at your recruiting practices. Where are you looking? Maybe you should be looking more broadly to make sure that you get the best talent pool that includes women. Also, look at the way. Create career paths within your companies and your dealerships for all departments. Like you said, most women in dealerships are like the receptionist, so encourage career paths within the service center, the service department, so it becomes a more inclusive dealership.

Agnes:

And also, you know, just training top of mind. You know people have to be self-aware, like we have there's. You know there's conscious bias, unconscious bias. I know when I was young, I always wanted to hire people like myself. But you know you need to, but you know you need to be diverse, right? Because a diverse workforce again leads to innovation, leads to more success, leads to profitability, a better bottom line. So I think those are some of the things that you know dealerships can do and also, you know, on the day, we really want to mirror our customer base. So that's what businesses and that's what good businesses do, is that they make sure that they're representative of the population, and right now, we need more women and other underrepresented groups within the industry.

MC:

I love it. Thank you for sharing your experience and your light. I know I feel incredibly encouraged and I can only imagine how our audience feels right now, so I want to thank you for joining me on the dealer playbook.

Agnes:

My pleasure. Thank you for having me.

MC:

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 the DPB community on social media. Check back next week for a new dealer playbook episode. Thanks so much for joining.

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Michael Cirillo

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