When it comes to game-changing women forging a new path for the generations to come, Sigal Cordeiro is at the top of our list. As the Vice President of Urban Mobility and Maven Car Sharing at General Motors, Cordeiro is redefining what the future of personal mobility looks like while smashing the glass ceiling for women in the automotive industry.
We’re so inspired by Cordeiro’s story and know you will be too! Read on to learn more about the groundbreaking work she’s doing with Maven, her advice for women who want to break into their field, and some lessons she’s learned along the way. Grab a pen, these are tips you’ll want to write down!
You’re the vice president of Urban Mobility and Maven at General Motors. Can you explain your role and what it entails? What does your day-to-day life look like on the job?
At General Motors our vision is to create a world with zero crashes, zero emissions, and zero congestion. One way of helping to achieve our vision is Maven, GM’s car-sharing business. Maven is helping to redefine car ownership by making cars available to people who are looking for on-demand transportation, all through seamless technology. Leading Maven, I oversee all business operations, including guiding the strategy, reviewing future plans and providing insights to ensure our members have a great experience.
Your mission is "to define the future of personal mobility through an on-demand car-sharing marketplace"—Can you elaborate on what that means and how you are bringing this mission to life?
The sharing economy is an important societal shift taking place that is impacting a lot of industries, including automotive. Consumers are increasingly valuing access to assets over ownership, and with this comes an openness to sharing things. Just look at Airbnb and Rent the Runway, for example. Years ago, who would have thought people would be okay with sharing homes and clothes? The openness to share is changing the way people look at transportation too. Maven supports this movement by making cars available on-demand.
It’s important that we consider how people want to access mobility now and in the future. Maven members can look for the date and time they need a car, make a reservation, lock and unlock the car, and start it, all through a simple app. Today, consumers have a lot more options to get around, if they decide that owning a car is not right for them.
“I hope as a society we can get to a place where there is nothing stopping women from achieving success in any industry.”
You work in a traditionally male-dominated industry—What drew you to work in the automotive space? What advice would you give to other women who want to break into the industry? Why?
I started my career in marketing and I knew I wanted to work with products that people care about; products that create an emotional connection. Cars do that for many people. It’s a highly involved and emotional purchase. For many, owning a car is a symbol of accomplishment, it brings joy and a sense of achievement. Cars also transport you to some of the most special moments in your life. I love working with products and services that have this kind of impact on people’s lives.
While the automotive industry has traditionally been male-dominated, this is changing. Just look at General Motors, where we have a female CEO and CFO inspiring women across all industries to believe in themselves and aim for the top. I definitely encourage women to consider the automotive industry—or any industry of interest—without hesitation.
With success comes opportunity, but that also means you have your hands full—What keeps you inspired and motivated to keep going even on your most challenging days?
Mobility is a critical consumer need. It’s what allows people to get to their jobs, get back home to their loved ones and enjoy amazing experiences during trips. Working on a business that enables mobility for so many people makes my job truly rewarding. And being a part of the future of mobility and what it will look like makes it even more interesting.
You have really carved out a blueprint for other women behind you who want to get into the automotive industry—What message do you have for these women? Have you had any mentors along the way? What did you learn from them?
I hope my career can serve as inspiration for other women who are considering going into traditionally male-dominated industries. I hope as a society we can get to a place where there is nothing stopping women from achieving success in any industry. There have been several female role models in my professional life and one common thing they have taught me is that I should always be proud of who I am and the perspectives that I bring to the table. Anything is possible if you believe in yourself and work hard to achieve your objective.
What is the most fulfilling part of your job? Why?
At Maven, we are helping people access transportation so that they can get to where they need to when they need to—whether it be to make money, visit a friend, or go on a trip. I love being a part of something that is rooted in purpose and helping improves our members’ lives. It’s also fulfilling to be the leader of Maven, as my team is filled with extremely talented people who are passionate about changing the future of mobility.
You've achieved phenomenal success but that didn't come without hard work and determination—What are some of the biggest lessons you’ve learned along the way and what have they taught you?
BE POSITIVE: Having a positive attitude helps you navigate the challenges that you will invariably face. Plus, nobody likes to work with someone who is always negative—choose to be positive!
BE OPEN TO TOUGH ASSIGNMENTS: The more challenging the better. That’s how we learn and grow.
WORK AS ONE TEAM: You can’t possibly do everything on your own. Collaborate. Delegate. Your team will make you much stronger.
SPEAK UP: Don’t be afraid to share your opinions. Diversity of thought is critical for the success of every business so share your point of view.
“The key is to not fear change but to embrace it.”
If you could go back to the beginning of your career with the knowledge you have now, what's one thing you would tell yourself and why?
Be confident in yourself. There were times early in my career when I doubted myself and my ability to succeed. There was no basis for it and seeing what I’ve been able to accomplish to date, it is even clearer that I should have never questioned my ability to grow and contribute.
When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success
The first step is to be accepting that you will encounter bumps along the way and to be okay with it. The only constant is change—those bumps keep your career interesting and will make you grow. The ability to face challenges with courage, learn and pivot when needed, are critical skills that everyone must develop, particularly in these ever-changing times. For me, the key is to not fear change but to embrace it.
What are you most excited about/looking forward to in 2020?
We have a few new mobility product and service ideas being explored for Maven, so I can’t wait to keep improving the lives of our members as we continue to evolve our car-sharing business.
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