In the ever-accelerating world of the Quebec automotive industry, Geneviève Éthier is blazing her own trail with determination and passion. As the Director of Communications and Information Technology at Innoviste, she doesn’t just manage projects: she advocates for a stronger and better trained industry.
A passion born in childhood
Geneviève‘s keen interest in cars dates back to her childhood. She acquired a taste for manual work and resourcefulness from her father, a welder by trade. Add to that a fascination for motor sports and close ties to the mechanical and bodywork world, and you have an expert whose attachment to the industry is as professional as it is personal.
A path shaped by commitment
Her career began nearly ten years ago at CSMO-Auto – which became Innoviste* in 2024 – where she held the position of information officer. Her mission was to guide young people towards vocational training and promote automotive professions. With a degree in communications and public relations from Université Laval, she has risen through the ranks to now lead the communications team of a growing organization.
A constant focus on solutions
At the place where realities on the ground and government requirements intersect, “… focusing on solutions is the essence of my daily life,” she tells us. She must juggle priorities, anticipate obstacles and oversee a disciplined approach to Innoviste’s communications. Her biggest challenge is moving from an operational role to a more strategic one while focusing on team management and long-term vision.
Karting, a family affair
When she is not coordinating projects, Geneviève is driving… a go-kart. For the past two years, she has been competing alongside her husband. Their six-year-old son, who recently started racing karts, is carrying on this family passion for racing and speed.
A call for unity and formation
“We are competing for skilled labour with other industries, not within our own field,” she says. She advocates for increased investment in the training of managers and workers, emphasizing Innoviste’s neutral role, listening to shops and real-world industry needs.
Geneviève Éthier embodies a new generation of leaders in the automotive industry: passionate, strategic and staunchly focused on people.
Picture cerdit : Innoviste : NathB photographe – tous droits réservés – www.nathb.ca
