My freedom inspired me

Interview with Julie Ojeda from Genuine Auto Sales & Service.

How did your journey in the automotive industry begin, and what inspired you to start your own business in this field? 

 It started back in 2018 when I went to Texas to help my cousin run his Mitsubishi dealership and repair shop. He had just separated from his business partner of 15 years and fired all his business office staff. He was too busy to teach me the ins and outs, so I had to learn it all on my own. He had three other dealerships/repair shops across West Texas.

I asked him how he got started, which was surprisingly simple. He said he started off by buying and selling one car, then he bought two more, sold them, and so on. We shared the same background; we grew up together on the same property in trailer homes. Both our parents were poor, but they were hard workers. They did what they had to do to support us. I knew if he could do it, I could too. I sold my brand-new Acura, saved my money for two years, and when the opportunity presented itself, I jumped.

A lot of people go into business to become financially free. That was never my goal; it’s a perk, but it wasn’t my inspiration. My freedom inspired me. Politics, time restrictions, and having to ask permission to take a day off drove me insane. I was unhappy, and I knew I needed to make a change. I stopped complaining, prayed to God, and He led me here today. 

What sets Genuine Auto Sales & Service apart from the competition in the local market? 

 For one, I’m not in competition with my neighbor. Maybe that sets me apart. My hope is to gain knowledge from those who came before me. I understand that competition is a part of business, and I respect others’ journeys. There’s room at the table for everyone. I believe I will receive what I give.

What are your biggest challenges in running an automotive business, and how do you overcome them?

Being a woman working in a male-dominated industry is the biggest challenge. There’s a lot I don’t know, and unfortunately, some people try to take advantage of that. But it only happens once. Once I recognize it, it won’t happen again. I need challenges, though; otherwise, I wouldn’t learn. I have no mentor; I’m learning as I go. I overcome obstacles by making mistakes and learning from them. Nothing comes easy.

How are changing technologies, such as vehicle electrification, impacting your business?

Fortunately, we haven’t faced these challenges yet. I know it’s coming, so I stay up to date with California laws and new developments in electric vehicles. 

What values guide you and your team in your daily work with customers? 

 Our customers! I highly value our customers and instill that in my employees. Without customers, we have no business and no economy. First and foremost, our customers come first. Thankfully, I have a great team that believes in the same values. They do their part to put the customer first.

Do you think women in the automotive industry face specific challenges? If so, how do you handle them?

Yes, and I speak from personal experience. I get people (usually men) who tell me how their car should be fixed and how many hours I should charge them because they think they know more about cars than I do. I’ve even had sales reps sell me equipment that wasn’t what they claimed it to be. My ignorance sold me. Looking back, it was likely because I was a woman who lacked knowledge. I can almost guarantee you that if I were a man, it would have been different. I’ve even been told to my face by a man, “It’s because you’re a woman.” I have a very strong mother, and I worked in healthcare for 18 years, so I have a strong backbone. I handle it by showing grace. It might be easier to tell someone to take a hike, but what purpose does that serve? Again, it will only happen once.

 What services does Genuine Auto Sales & Service offer that attract long-term customers and build their loyalty? 

First and foremost, our customer service! Building relationships is so important to me. I want each customer to come to our shop without worrying about being taken advantage of. Will we make everyone happy? No, and that’s okay. As long as I know we’ve done our best and exhausted all other options, I’m fine with that. It’s the effort that matters.

Taking your vehicle to get fixed is one of the most stressful things in the world. Coming to our shop won’t be, in the long run. Families need a long-term mechanic—it’s a necessity. With time on our side, it will build loyalty.

What are your future plans for the company? Are you planning to expand or introduce new services?

Eventually, I’d like to hire someone to take over my position in the office and hire more mechanics. I’d continue to work on the business but not in the business. Yes, we plan to advertise and sell vehicles. We recently obtained our used car dealer license. We’re a self-funded company (no loans or grants), so we’re starting slow.

We have a few vehicles for sale. Once we sell those, we’ll buy more and expand from there. We are, however, already able to sell used cars to anyone looking. If you know anyone, send them our way!

How does Genuine Auto Sales & Service engage with the local community?

I find social media a huge avenue to engage with our community. I take real-life situations and incorporate them into our marketing. There are so many people, especially women, who don’t know the first thing about getting their car fixed—I was one of them! I wish I knew then what I know now.

Educating customers on how to care for, manage, and maintain their vehicles is so important. We’re having a workshop for women next month. Our mechanic is going to show them how to change a tire and check their fluids. From there, I’ll get feedback from the attendees that will help us improve our future workshops.

Being in business for this short time has taught me to engage with the community. I want to see where the needs are, so we can give back. I attend just about every event I’m invited to, and it’s humbling. There’s a whole community out there in need. I make it a priority to set aside funds to donate to our community monthly. I don’t like to talk about it, but since it relates to the question, I’ll share it. 

What advice would you give to young women aspiring to start a career in the automotive industry? 

My inspiration was to be free. As simple as that sounds, it comes with complexity. For me, finding my inspiration and aspirations came from life experiences. The things we go through and the things we’re exposed to shape us.

Some people know what they want out of life early on and achieve it—that alone is inspirational. Others have to experience life before they find it. Whether they find it by achieving their dreams or through life experiences, my advice would be: “Don’t give up, be consistent, educate yourself, and don’t take no for an answer.