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When Hispanic Executive first spoke with Claudia Márquez in 2017, she had been making a name for herself within the automotive industry for twenty-two years and held the senior director of sales operations role at Infinity USA. Márquez continued her own career growth and expertise within operations the past eight years—including chief operating officer (COO) at Genesis North America for three years—before her promotion to COO at Hyundai Motor America in January 2025.
For the 2025 Leading Latinas series, Márquez spoke with Hispanic Executive about how she enables growth and innovation as an operations leader, the most important qualities for leaders in the luxury automotive industry, and how she’s paving the way for the next generation of Latinas to find success in a male-dominated industry.
What drew you to the automotive industry, particularly luxury automotive, and how have you seen the industry evolve throughout your career?
I was initially drawn to the automotive industry through a mix of opportunity, language skills and willingness to embrace new challenges. Growing up in Mexico, my goal was simple—I wanted to work for a German company since I had gone to a German-language school, even for my bachelor’s degree. My first job was at a German chemical company. A few years later, I heard BMW was setting up operations in Mexico and looking for people fluent in Spanish, English, and German. It felt like the perfect opportunity, so I went for it. That was twenty-nine years ago, and I’ve been in the automotive world ever since—no regrets!
Genesis experienced record-breaking growth under your leadership and remained competitive while continuing to innovate. As an operations leader, how do you enable record-breaking growth and encourage innovation?
Driving record-breaking growth at Genesis came down to a few key things; putting the customer first, expanding our retail presence, and constantly pushing for innovation. As the Genesis COO, I prioritized creating personalized experiences that reflected Genesis’s Korean heritage, ensuring our customers felt truly valued. Our team’s hard work in growing our standalone retail network, making the brand more accessible and boosting visibility, was instrumental in our success. We also focused on impactful marketing, like our sponsorship of the Genesis Invitational, to strengthen our presence in the luxury automotive world.
As a leader, I believe in empowering teams to think big, push boundaries, and constantly innovate—that mindset has been a huge part of Genesis’s success. Thanks to these efforts, the brand has seen incredible growth and set the foundation for long-term success.
What do you see as the most important qualities of a leader in the luxury automotive industry today?
To be a strong leader in the luxury automotive industry today, you need a mix of courage, resilience, customer focus, and above all, adaptability. It’s always been about standing by my decisions, even when they’re tough, and pushing through challenges—especially as a woman in a traditionally male-dominated field. The industry is constantly changing, so being open to learning and adapting is not just a key, it’s a necessity. These qualities have helped me lead with innovation and drive growth in every role. I believe they’re essential for anyone looking to make an impact in this space.
How would you describe your leadership style and how it’s evolved throughout your career, particularly within a male-dominated industry?
My career has been marked by thriving in traditionally male-dominated roles, seeing them not as barriers but as opportunities for growth. The automotive industry is undeniably tough, but it’s also rewarding for those who are dedicated. My leadership style has always been centered around the customer—ensuring their experience is top-notch. I’ve also made it a point to embrace the unique cultural heritage that defines our brand. Over time, I placed more emphasis on strengthening dealer relationships, recognizing their role in enhancing brand awareness and driving long-term success.
As a high-ranking Latina within the automotive industry, how do you see your role in paving the way for the next generation of Latina leaders?
As a Latina executive in the automotive industry, I know how important it is to pave the way for future Latina leaders. My journey proves that Latinas can succeed in this industry, even in spaces where we haven’t traditionally been represented. Being named one of Latin America’s 500 Most Influential People by Bloomberg Línea was a huge honor, but what matters to me is setting an example for others. I believe that success comes from showing up every day as your most authentic, hardworking self. Part of that success is giving back and supporting others. That’s why I’m committed to mentorship, and it’s a mindset I hope to pass on to the next generation.
What advice would you give to Latinas aspiring to lead in male-dominated industries like automotive?
My most significant advice to Latinas looking to lead in male-dominated industries like automotive is to embrace your unique perspective—it’s your strength. Diversity isn’t just a buzzword; it brings fresh ideas and new ways of thinking that can make a powerful impact. Like many industries, the automotive world needs different viewpoints to stay innovative and connect with a broader audience. Don’t be afraid to speak up, bring your experiences to the table, and own your space. The industry is better when it includes leaders from all backgrounds, and your influence can be profound.
