Today we’d like to introduce you to Karen Somoano Rodriguez. Them and their team share their story with us below:
Karen Somoano Rodriguez is the Director of Operations for the Doral Automotive Group (Doral Lincoln, Ford of Kendall, and Lincoln of Cutler Bay). Karen was born and raised in Miami, FL, and graduated from the University of Miami with a master’s in accounting and later became a CPA working at Ernst & Young. In 2009, when she graduated college, her parents purchased Doral Lincoln and in 2013 her father recruited her to join the company. She attended the NADA (Dealer Academy) and worked in all departments at the dealership from service, sales, accounting and wound up falling in love with internet sales and grew that department at Doral initially as the Internet Sales Director. In 2019 we purchased Ford of Kendall and in 2020 we opened the brand-new Lincoln of Cutler Bay, and then she transitioned to her role as Director of Operations over the three stores. Karen’s mother Liliana was a past Honoree with Miami Women Who Rock and has helped Karen and the company get involved in many organizations like American Cancer Society, Live Like Bella, the Cystic Fibrosis foundation, Driven to Give where Lincoln has donated to many charities and local schools, Lotus House and many more. Karen is the mother to two beautiful young girls now which inspire her daily. Karen also recently started an Instagram called Miami Car Mom, where she gives car-buying tips and vehicle walkarounds for women and moms. The car buying process is still something so many, especially women, find unenjoyable but Karen is looking to make this a thing of that past for those who work with her and watch her Instagram videos.
Would you say it’s been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
Being a woman in the car business is definitely not an easy task. I had to prove to many people in the industry that I was willing to work, learn from others, and eventually become a pro in internet sales. I had many occasions where people thought I worked for the manufacturer vs. the dealer because that side of the business does have many more women. In dealer school at NADA in a class of 25, there were a total of 5 women. I am hoping this continues to change for dealers. At our stores, we make it a point to hire women in all areas of the business. It is important for our women clients to feel comfortable at a dealership and I think hiring more women employees in customer-facing positions will help with this.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I started around all areas of the dealership when we had Doral Lincoln only, from there I became passionate for the Internet Sales and Sales departments. I became the manager for the department when one left because I realized how crucial that department was becoming for the future of our business, and I felt I could provide the greatest help there. From there I helped many customers purchase their vehicles remotely, partly on the phone, or just have them come into the dealership. My goal was to make people have the perfect and easiest experience for them. As I got more involved, I realized that many people especially women still felt that dealerships were out to get them, and I took on the challenge to change that perception one happy client at a time. Also, once I had kids, I thought I had to help moms and women be better educated and feel confident when buying their car wherever they chose (though of course I always hope it’s from me!). I created my MiamiCarMom Instagram page, and I feel that is one of the things I am most proud of in this business.
Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?
I realized that everyone you cross paths with, whether a coworker, competitor, etc. has something they can teach you. I make sure to listen and learn whether through observation, training, or a simple conversation
Contact Info:
- Website: www.doralautomotivegroup.com
- Instagram: @miamicarmom @dorallincoln @fordofkendall @lincolnofcutlerbay
