Ford's Bev Goodman: Women in auto need to 'take risks' and 'stay true to their values'

Young women contemplating a career in the automotive industry should take risks while being true to their values, says Bev Goodman, CEO of Ford Motor Co. of Canada, who once worked in service and parts on her way to the top job.

“As I reflect back on my career and journey, it’s the importance of taking chances and putting yourself out there and trying new things that are scary,” Goodman said during a fireside chat at the second annual Empowering Auto conference Sept. 18 in Toronto. “Sometimes things are pushed on you that feel really scary. Sometimes you’ll fail, but you’ll learn from it. I took chances, I tried.”

Goodman was among the roster of speakers at the conference, which drew more than 550 people, including 250 students. The industry-wide event is designed to inspire, educate, support and encourage women and diversity in the automotive industry.

The lineup included author and MBA instructor Fotini Iconomopoulos, who offered tips on the art of negotiation, panel discussions with practical advice on how to get ahead in a male-dominated industry, and a candid conversation with Toronto daytime talk show host, Tracy Moore from CityTV’s Cityline, on the struggles she faced as a black woman breaking barriers in the television industry.

One of only two women at the helm of a car company in Canada, Goodman joined Ford in 1996 as an intern on the finance team. She worked her way up the ranks, serving in several departments including parts and service and sales and marketing before being appointed the top job in February 2021.

Lead with your values and take the time to reflect, she said during the fireside chat with Lauren Tedesco, senior vice-president of the Automotive Parts Manufacturers’ Association.

“Take the time to think of who you are and what defines, what you want and where you want to go… You’ll accomplish many things over your life, but at the end of each day, you must be able to look at yourself and be proud of what you accomplished.”

Another key factor to success, according to Goodman, is finding your inner strength and resilience in difficult, challenging times.

“The world is not going to be a happy place 100 per cent of the time. You’ll have challenges and how you manage these challenges and find that inner strength is critically important. It’s so important in challenging times of difficulty to find that inner strength because some days suck,” she said.

Goodman also urged her audience to treat people with kindness and compassion, advice she received from Alan Mulally, a former president and CEO of Ford Motor Co. “It’s nice to be important, but it’s more important to be nice.”

Empowering Auto 2024, which is hosted by Hyundai Auto Canada, will take place in Toronto next fall.