Female Disruptors: Suzannah Sarkahian of Audi Wynnewood On The Three Things You Need To Shake Up Your Industry

As a part of our series about women who are shaking things up in their industry, we had the pleasure of interviewing Suzannah Sarkahian.

Suzannah is the General Manager for Audi Wynnewood, Audi Service Conshohocken and Conshohocken Warehouse cars. She has been in the Automotive business for 15 years. Suzannah started out in sales and finally after 13 years she has become a General Manager, a role she is proud of and has worked hard to earn.

Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?

Selling cars was the furthest thing from my mind when I suddenly needed a job. My oldest brother had been in the car business for 30 years and suggested that I try selling cars. Since I was self-employed most of my adult life, the car industry did intrigue me. It also scared me, but I liked the idea that I could generate as much income as I could by working really hard. It was a challenge to completely change career paths in my 40’s but the prospect was exciting.

Can you tell our readers what it is about the work you’re doing that’s disruptive?

Being disruptive unfortunately for females in a male-dominated field is what one often needs to be heard, seen or listened to. This is not always the case, but it is a fair amount of the time. We tend to hear “if it’s not broke, don’t fix it” or “stop trying to reinvent the wheel.” This woman leader is not afraid to look for broken things and sometimes that wheel gets a flat. Never have I not stood up for what’s right and took a stand alone if I had to. My employees know that I will always do the right thing by them even if it causes me stress. Playing office politics is not in my wheelhouse.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

The most surprising thing to me was the amount of research people did before buying a car. It really took me by surprise. Always leased another car when I was in for service. It floored me that people spent months researching for their next car. I cannot imagine having that much time on my hands to do that. Dealerships have loved me because I came in and bought on the spot and in the spur of the moment.

We all need a little help along the journey. Who have been some of your mentors? Can you share a story about how they made an impact?

Actually, I have mostly men that mentored me. Most likely because they couldn’t get rid of me! Wanting to do well was very important to me. Once I wanted to move up in my career it was mostly Rob Nourie and Bruce Hendrixson. They both were once my General Manager and are now two of my fellow GM’s. I still call them for advice nearly every day. Mike Brairton, who used to work for Audi Corporate, was the one who gave me this position. He came to our dealer group as our new Corporate GM.

In today’s parlance, being disruptive is usually a positive adjective. But is disrupting always good? When do we say the converse, that a system or structure has ‘withstood the test of time’? Can you articulate to our readers when disrupting an industry is positive, and when disrupting an industry is ‘not so positive’? Can you share some examples of what you mean?

Disrupting as a positive for me is not giving up when an idea has merit. When change is needed. When a woman can walk on the showroom floor like she owns it and she belongs there. I surround myself with smart, driven women. To be a disruptor in a negative light to me would mean putting the store or the hard-working people that work for me second to my agenda.

Can you share 3 of the best words of advice you’ve gotten along your journey? Please give a story or example for each.

“Building a client base through loyalty, honesty, and integrity”: One of my mentors, a seasoned professional in the luxury car industry, emphasized the significance of building strong client relationships based on loyalty, honesty, and integrity. This advice reminded me that trust is the foundation of any successful business. A specific example that showcased the power of this approach was when a long-time client was torn between two luxury car dealerships for their purchase. While the competition offered incentives, I chose to be honest about the unique benefits of our dealership and the long-term value of the relationship we had established. Ultimately, the client appreciated the transparency and chose to remain loyal to our dealership, highlighting the impact of building trust and long-term relationships with clients.

We are sure you aren’t done. How are you going to shake things up next?

As one of the few female leaders in the automotive industry, my mission is to continue shaking things up by empowering women to not only join the industry but to excel and lead in their respective roles. I am committed to fostering a more inclusive and diverse automotive landscape by implementing several key strategies:

• Promoting Inclusive Leadership: I will lead by example, demonstrating inclusive and collaborative leadership practices that value diverse perspectives and create an environment where everyone’s contributions are respected and celebrated.
• Professional Development Opportunities: I will work with my dealership and the broader industry to create professional development opportunities specifically tailored to women’s needs. This may include workshops, training, and leadership development programs that equip women with the skills and knowledge to thrive in the automotive industry.

By shaking things up and empowering females in the automotive industry, I aim to create a more equitable and diverse industry that benefits from the full range of talents and perspectives. Together, we can drive change, break barriers, and pave the way for a new generation of female leaders who excel in shaping the future of the automotive sector.

In your opinion, what are the biggest challenges faced by ‘women disruptors’ that aren’t typically faced by their male counterparts?

If you show compassion for an employee/co-worker, it can be interpreted as being a mama bear instead of it displaying good leadership skills. Being a disruptor can be anything that is not the norm. Unfortunately, not agreeing to everything or showing your staff that you have their back isn’t always welcome.

Do you have a book/podcast/talk that’s had a deep impact on your thinking? Can you share a story with us?

Watching the movie “RBG” about the life and legacy of Ruth Bader Ginsburg was a transformative experience that deeply resonated with me as a woman in a leadership role. The film delves into Justice Ginsburg’s incredible journey as a trailblazing jurist, her relentless pursuit of gender equality, and her unwavering commitment to justice. As I witnessed her story unfold on the screen, I found myself drawing strength and inspiration from her exceptional leadership, resilience, and unyielding determination.

You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

Stop looking for the differences in people. Hire a diverse staff and let them figure out how to be a great team. Guide them and mentor them but make them learn how to work together.

I also would like to stop apologizing. Stop apologizing for everything. Men do not do it — we should not either. If you are the smartest person in the room, it is ok. Stop trying to hide it.

Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

Ricky Bobby’s iconic quote from Talladega Nights: The Ballad of Ricky Bobby, ‘If you’re not first, you’re last,’ encapsulates the relentless pursuit of excellence. It serves as a reminder that success requires unwavering dedication, pushing ourselves to be the best versions of who we are. While it emphasizes the importance of striving for victory, it also encourages resilience and the courage to learn from setbacks. Embracing this mindset fuels our ambition and reminds us that settling for mediocrity is never an option, propelling us toward achieving our highest aspirations in life.

How can our readers follow you online?

Website: https://www.audiwynnewood.com/

Facebook: https://www.facebook.com/AudiWynnewood/

Instagram: https://www.instagram.com/audiwynnewood/

This was very inspiring. Thank you so much for joining us!