International Women’s Day series: Diana Safira

In recognition of International Women’s Day, we’re featuring colleagues across Inchcape’s global operations and shining a spotlight on their experiences.

First in the series is Diana Safira, Managing Director and Chair of the Board at Inchcape Latvia. With two decades of experience across industries, Diana brings a wealth of knowledge to her role at Inchcape. In her interview, Diana shares how Inchcape is accelerating action and seeing firsthand how Inchcape’s approach to Inclusion & Diversity is delivering a competitive and strategic advantage for the business.

Can you tell us about your journey in the automotive sector so far? Did you face any stereotypes, and how did you overcome them?

This is my sixth year at Inchcape. I started as Head of Finance and later transitioned to the role of Country Manager. However, I had already built a solid background before joining the company. Naturally, throughout my journey, I have encountered stereotypes and biases.

At the start of my career, I often heard comments like, “You’re too young,” “You’re too new,” or “Are you sure you can manage this with a small child?” The only way forward was to prove myself.

The theme for International Women’s Day 2025 is #AccelerateAction. What does mean to you?

For me, AccelerateAction means that we should not accept the status quo and that we are determined to stay one step ahead of our competitors.

At Inchcape Latvia, our leadership team is well-balanced, and I’ve seen firsthand the benefits diversity brings. However, when I attend automotive conferences, the picture is still quite different—around 90% of participants are male.

That’s why I believe Inchcape has made the right move in promoting and developing women in leadership. This is not only about equality; it’s a strategic advantage that truly sets us apart from competitors.

Was there a particular mentor or role model who influenced your career path?

I wouldn’t say there was a single mentor or role model, but I have always been fortunate to have managers who believed in me. They challenged me by pushing me beyond what I thought I was capable of at that moment in my career.

I was always open to new opportunities, which helped me continue growing and moving forward.

Wellbeing is a priority for everyone in the modern workplace. Can you share personal advice and strategies on balancing work, personal priorities, while maintaining well-being?

For me, balance is all about planning. My sports sessions, personal care routines, and other personal commitments are scheduled months in advance.

But most importantly, I have the support of my family. The most important part is having your family’s support. Mine understands and respects my career choices, and they don’t expect me to fulfil traditional roles, like preparing a home-cooked dinner every evening.

At the same time, I believe that if you feel like a squirrel in a wheel, constantly running without direction, something isn’t right. I love my job, I enjoy challenges—especially when I find the right solutions—and I value the time I spend with my team.

In today’s world, where we all work so much, achieving perfect balance can be difficult. However, if you genuinely enjoy what you do, then you’re already on the right path.

What advice would you give to women just starting their careers, especially those aspiring to leadership roles?

Be open to new experiences. Be brave. Don’t be afraid of challenges, new situations, learning opportunities, or even mistakes.

Take initiative—accept additional responsibilities when they come your way, as they provide valuable learning opportunities. Observe your colleagues and leaders closely; you will gain far more from watching them in action than from reading management books.

Success doesn’t come easily or without effort. But I truly believe that if you love what you do, it will bring you satisfaction.

A huge thank you to Diana for sharing her story and insights on what International Women’s Day and Accelerating Action means to her. Stay tuned for more insights from our Inchcape colleagues in upcoming blog posts.