For more than a century, the automotive industry has been defined by engineering breakthroughs and innovation, yet the contributions of women shaping those transformations have often gone underrecognized. Today, as vehicles become more advanced and digitally integrated, women are increasingly driving the strategic, technological and customer-facing decisions shaping the industry’s future.
This International Women’s Day, as conversations focus on representation and leadership across sectors, Ford of Canada is proud to spotlight Maria Xenos, Connected Services Marketing Manager, whose work sits at the centre of that transformation.
Maria didn’t always know that she wanted to work in automotive, but she was drawn to opportunities that offered continuous learning opportunities and dynamic environments. After graduating from Concordia, she joined Ford in 2015 and quickly embraced its culture of mobility and growth, moving across product and retail marketing roles.
Having grown up in the restaurant business (another historically male-dominated environment), Maria understands the subtle dynamics women often navigate in these industries. She notes that when people learn she works in automotive, the instinct can be to speak to her “like one of the guys,” as though expertise requires shedding a feminine perspective — something her leadership firmly disproves.
Today, she leads connected services for Canada, overseeing go-to-market strategy and dealer training for technologies including BlueCruise hands-free highway driving, as well as Ford’s Connectivity and Security Packages. At a time when vehicles are increasingly software-driven, Maria’s role bridges advanced technology with the everyday ownership experience. As a busy mom, her work ensures that Canadians like her feel supported, confident and seamlessly connected through their vehicles, long after they leave the dealership.
“International Women’s Day is an important reminder of how far we’ve come, but also of how important visibility and representation still are for women in STEM. In my role as Connected Services Marketing Manager at Ford of Canada, I help bring advanced technologies like connected services and in-vehicle experiences to Canadians in ways that enhance their everyday lives – whether that’s features like in-vehicle Wi-Fi that can power multiple devices or ‘gaming on the go’ through Ford’s Arcade Sports Collection to help make long family road trips more enjoyable.
As a woman and now as a mom, I also make a point to advocate for those who may not always have a voice in the room and to represent the perspectives of younger women in the organization who are still building confidence in their careers. I was fortunate to have strong female role models when I started my career, and I hope to help create the same sense of possibility for the next generation of women entering the industry.”
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This entry was posted on March 10, 2026 at 2:49 pm and is filed under Commentary with tags Ford. You can follow any responses to this entry through the RSS 2.0 feed.
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Maria Xenos: Powering Ford of Canada’s Next Chapter in Automotive Innovation
For more than a century, the automotive industry has been defined by engineering breakthroughs and innovation, yet the contributions of women shaping those transformations have often gone underrecognized. Today, as vehicles become more advanced and digitally integrated, women are increasingly driving the strategic, technological and customer-facing decisions shaping the industry’s future.
This International Women’s Day, as conversations focus on representation and leadership across sectors, Ford of Canada is proud to spotlight Maria Xenos, Connected Services Marketing Manager, whose work sits at the centre of that transformation.
Maria didn’t always know that she wanted to work in automotive, but she was drawn to opportunities that offered continuous learning opportunities and dynamic environments. After graduating from Concordia, she joined Ford in 2015 and quickly embraced its culture of mobility and growth, moving across product and retail marketing roles.
Having grown up in the restaurant business (another historically male-dominated environment), Maria understands the subtle dynamics women often navigate in these industries. She notes that when people learn she works in automotive, the instinct can be to speak to her “like one of the guys,” as though expertise requires shedding a feminine perspective — something her leadership firmly disproves.
Today, she leads connected services for Canada, overseeing go-to-market strategy and dealer training for technologies including BlueCruise hands-free highway driving, as well as Ford’s Connectivity and Security Packages. At a time when vehicles are increasingly software-driven, Maria’s role bridges advanced technology with the everyday ownership experience. As a busy mom, her work ensures that Canadians like her feel supported, confident and seamlessly connected through their vehicles, long after they leave the dealership.
“International Women’s Day is an important reminder of how far we’ve come, but also of how important visibility and representation still are for women in STEM. In my role as Connected Services Marketing Manager at Ford of Canada, I help bring advanced technologies like connected services and in-vehicle experiences to Canadians in ways that enhance their everyday lives – whether that’s features like in-vehicle Wi-Fi that can power multiple devices or ‘gaming on the go’ through Ford’s Arcade Sports Collection to help make long family road trips more enjoyable.
As a woman and now as a mom, I also make a point to advocate for those who may not always have a voice in the room and to represent the perspectives of younger women in the organization who are still building confidence in their careers. I was fortunate to have strong female role models when I started my career, and I hope to help create the same sense of possibility for the next generation of women entering the industry.”
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This entry was posted on March 10, 2026 at 2:49 pm and is filed under Commentary with tags Ford. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.