Ella Letiangina

The Next Competitive Edge: How Ella Letiagina Is Rethinking Dealer Empowerment

The path from criminal barrister to automotive executive isn't a common one but for the woman leading KGM Australia's network development strategy, it's precisely that unconventional journey that has shaped her leadership style. After trading the courtroom for the showroom floor as a Volkswagen sales representative, she's built a career defined by adaptability, courage, and an unwavering commitment to building stronger dealer networks.

Now, as KGM Australia transitions from SsangYong to a refreshed brand identity with an ambitious pipeline, she's at the helm of one of the industry's most critical transformations - proving that the next competitive advantage isn't just about product, but about enabling dealers through data, capability, and exceptional customer experience.

In this candid conversation, Ella shares insights on earning respect in a male-dominated industry, the power of sponsorship over slogans, and why she believes the best leaders are those who've learned to turn setbacks into strength.

Explain your job to us

I lead Network Development strategy and operations for KGM Australia, accountable for dealer network performance, capability and standards as the brand evolves. This includes network planning, partner performance governance, and execution of the KGM rebrand across the retail footprint.With the transition from SsangYong to KGM, my focus is on aligning the network to deliver profitable growth – ensuring readiness for new product launches, uplifting EV capability, and delivering a consistently strong customer experience.The next competitive advantage is enabling dealers through data, capability and customer experience, not just product.Right now it’s an especially exciting time for the business, with a refreshed pipeline across ICE, hybrid and EV requiring disciplined execution, dealer readiness and strong in-market leadership.

What was your first job?

My career actually began outside automotive. I trained and worked as a criminal barrister, which was my dream role while I was at school. After about five years, I realised it wasn’t the best long-term fit for me - so I took a leap and moved into automotive retail as a Sales Representative at a Volkswagen dealership. I’ve never looked back.

What do you love about your job?

I’ve always loved the product - the engineering, technology, design, and innovation behind new vehicles. Starting in sales, I became just as passionate about customers: understanding what matters to them, earning trust, and delivering an experience that genuinely exceeds expectations.Over time, my career moved into network development, and today my greatest motivation is the dealer community, their entrepreneurship, resilience, and the way they invest in their people and their local communities. I have deep respect for Dealer Principals and their teams; they build real businesses with real responsibility, and being part of that is incredibly rewarding.

What challenges do you face in your job - and in a male-dominated industry?

Automotive is fast-paced and full of strong personalities, which I enjoy because it rewards clarity and decisiveness. When I first moved to Australia, I had to build credibility in a new market with a different background and accent.I’ve learned to lead with preparation and consistency: align stakeholders early, be clear on decisions and trade-offs, and follow through. The industry can be tougher for women at times, so I’m intentional about sponsorship and creating visible pathways, because talent follows signals, not slogans.A mentor once told me, “Respect isn’t given - it’s earned,” and I’ve found that consistency is how you earn it.

What are the most important traits you look for when hiring?

Adaptability, curiosity, and accountability. Our industry is changing quickly - electrification, digital retailing, shifting customer expectations - so I look for people who stay open-minded, learn fast, and don’t freeze when things change.I also value resilience and a positive mindset. Skills can be taught; attitude and ownership are harder to train.

What do you consider before promoting someone?

I look for someone who is performing strongly in their current role and showing clear signs they’re ready for the next step - not “perfect”, but close enough that the role will stretch them and accelerate development.I also consider whether they want the next step, whether they have the support around them to succeed, and whether there’s a pathway beyond the promotion so they can see a future and stay engaged.

How does an employee make an impression on you? What stands out?

Ownership and energy. People stand out when they take responsibility, bring solutions (not just problems), and are genuinely curious about improving.I’m also drawn to people who invest in their own growth - learning, seeking feedback, and staying humble enough to keep evolving.

How do you handle failure and setbacks?

I treat them as data - a lesson, not a label. I’ll take a moment to reflect, own my part, and then move quickly into: What did we learn? What do we change?I’ve found that people who have faced setbacks often become stronger leaders, because they build perspective, resilience, and a practical ability to navigate risk.

Has there been a pivotal moment in your career?

Relocating from Russia to Australia. I moved as an established senior leader, and suddenly I had no network, no brand, and no “history” in the market. It was humbling - and it forced growth.That chapter made me more courageous, more adaptable, and more intentional about relationships. I’m proud of what I’ve built since then - and I still feel like I’m just getting started.

How do you help develop others within the business?

I try to create confidence through support and stretch. Many people are held back by fear - fear of failure, judgement, or not being “ready.” I coach people to take the next step, back them publicly, and give them space to grow.One of the best feelings as a leader is seeing someone who started in your team move on to bigger roles and new horizons.

How do you attract and retain female talent?

First, by making it visible that women can thrive here - through hiring, development, and genuine sponsorship (not just encouragement). Second, by building a workplace where women feel safe to speak, contribute, and lead.Flexibility matters too - not only for mothers, but for everyone. When we normalise flexible ways of working, we keep more great talent in the industry. And finally: meaningful development pathways. People stay where they can grow.

How do you manage work/life balance?

My roles involve frequent travel, so I try to keep my basics consistent: walking, Pilates, hydration, and choosing healthier options on the road.I also protect quality personal time. I make sure I have “phone down” time - especially with my son - and I do a proper digital reset when I can, even if it’s just a day.

Best piece of advice you’ve ever been given

“Don’t dim your light.”It reminds me to lead with authenticity - and to encourage others to do the same.

Advice for a woman building her career in automotive

Back yourself early - before you feel 100% ready. Seek mentors, build your network intentionally, and don’t underestimate the power of doing excellent work consistently.You will meet headwinds, but the industry can be incredibly exciting and rewarding. Keep your chin up, keep your standards high, and don’t lose your grace.

What can the industry do to make itself more appealing to women?

Keep building visible pathways: recruitment, development, sponsorship, and leadership opportunities. Expand flexibility and normalise it for all roles.Create inclusive workplaces where women are heard in the room, not just present in the room. And keep highlighting modern automotive careers beyond stereotypes: electrification, technology, customer experience, data, innovation, and leadership. Communities like Women in Automotive are a brilliant part of that shift.