How Women Leaders Are Steering Innovation & Electrifying Automotive Careers

Olabisi is a 20-year veteran of the automotive industry, with leadership experience across engineering, product strategy and manufacturing. She joined Hyundai in 2020, and in her current role she leads the strategic direction of Hyundai’s U.S. vehicle lineup, overseeing long-range planning, market research, business analytics, and advanced pricing. She also leads Hyundai’s U.S. mobility strategy, connected car technology, and future innovations.

In a thought-provoking interaction with Global Woman Leader Magazine, Olabisi shares her insights on the future of the automotive industry, evolving customer expectations, the trajectory of electric vehicles, and offers advice for women pursuing careers in the automotive sector.

What motivated you to pursue a career in the automotive industry?

What motivated me to pursue a career in the auto industry is how it brings together two sides of who I am – form and function. I have always loved the creative: design, color, proportion, and how things exist in a space. But, I have also deeply respected engineering: building something that performs reliably over time.

Cars are where those two worlds meet. They can be beautiful, aspirational, even glamorous – but they must also work, and work well. That balance spoke to me. From the plant floor at Ford to launching future-ready EVs at Hyundai, my career has been about honoring both the artistic and the practical – because that is where real innovation lives.

How do you envision the automotive industry evolving over the next five years and what changes do you anticipate in customer expectations?

The next five years will usher in an era shaped by customer demand for affordability, practicality, and personalization. People still want safety, quality, and smart etch – but they also expect meaningful benefits, and they want to tailor their vehicle experience. That is where software-defined vehicles come in. We’re moving cars with decoupled hardware and software – cloud connected, continuously updateable, and powered by intuitive AI that makes everyday life easier.

Beyond mobility, cars will become energy assets – connecting to the grid, enabling bi-directional charging, and unlocking energy opportunities.

The OEMs that thrive will build beyond the car itself – creating ecosystems of downloadable features, pay on demand performance boost upgrades, and V2G partnerships. We’re moving from selling transportation to delivering enduring impact.

In your view, what is the future trajectory of electric vehicles?

The future of electric vehicles is not a straight line; it is a transition that requires flexibility.  We have moved beyond the early adopter phase and are now speaking to the early majority, who want electrification, but also need practicality and range, That is why HEVs are becoming the new ICE – offering extended range and affordability while supporting the shift.

Over the next 5-10 years, the market will feature a mix: EVs, HEVs, and EREVs with fewer ICE vehicles. At Hyundai, we have anticipated the angst, investing in all powertrains to meet customers where they are, while building toward a fully electrified future that is accessible, scalable, and resilient.

What are the most significant factors that will drive EV adoption, and how is Hyundai planning for this?

The most significant factors driving EV adoption are charging access, affordability, and trust in the technology. That is why Hyundai is investing across all fronts. We co-founded IONNA to deploy 30K high speed chargers by decade’s end – making public charging faster and more convenient. We also launched Hyundai Home Marketplace to simplify home charging, offering a one stop shop for EV owners to use their EV battery as a mobile energy asset.

From product to infrastructure, we are planning holistically – removing friction from EV ownership and meeting customers where they are. As EV adoption moves beyond early adopters to the early majority, Hyundai is building the ecosystem that makes electrification practical, accessible, and sustainable.

What insights or advice would you offer to women seeking to establish or advance their careers in the automotive industry?

The best advice I can provide is to be built up, not puffed up. Real success comes from substance – doing the work, knowing your craft, and showing up consistently. When you operate from skill, preparation, and character, you don’t have to chase validation – respect finds you.

Success isn’t about looking impressive, it’s about being undeniable. That means mastering your discipline, anticipating challenges, and delivering results, and if they won’t let you in the room, build your own table. Influence isn’t just about position; it is about creating a community.

As leaders in the auto industry, we can work to support and let more women to know; it’s not only cars.  It’s tech, AI, design, and leadership. It’s where innovation lives. And we all belong there.