Ashley Hopkins
General manager — enterprise | ASA Automotive Systems | Londonderry, N.H. | Age: 35
What was your first job in the industry?
My first job in the automotive industry was multifaceted, involving both tradeshow management and data analysis. I assisted in organizing and managing trade shows while also processing large volumes of industry data related to various business operations.
What attracted you to the industry?
My passion for vehicles and the automotive industry, especially custom modifications, began with a simple but rewarding task: replacing a CV axle. The satisfaction I felt from that experience fueled my enthusiasm for automotive work. I took this passion to the next level by completing my “project” car, a 1979 C10 on bags.
My other passion is technology. By combining my love for both vehicles and tech, I've lead development and customer success teams to empower industry professionals to run their businesses at peak performance.
What is the biggest challenge you have faced in your career?
One of the biggest challenges of working in the automotive and tire industry is being a woman in a male-dominated space. I use this challenge as fuel, empowering me to confidently bring my unique value to the industry.
Who has had the biggest influence on your career?
My family has had the greatest influence on my career. They always taught me that with hard work, I could achieve anything. Whenever I reach a goal, I reflect on my journey and set new ones. This mindset guides everything I do.
What is your biggest accomplishment in the industry?
My biggest accomplishment in the industry is leading the development of new features and functionalities in software used within the automotive sector. By leveraging technology, I aim to empower large dealerships to enhance their operations, boost revenue and achieve growth, all while maintaining a customer-centric focus.
Tell us about your current job and responsibilities. How do you spend your workday?
Every day brings something new, but at its core, my role revolves around product innovation and supporting people. I drive advancements in the technology that powers dealerships, ensuring our solutions remain cutting-edge. Equally important is leading and supporting the teams who provide outstanding service to our clients. Regular communication with our customers is key to maintaining strong relationships and ensuring their needs are met.
What's been the biggest surprise of your current job?
Not much surprises me anymore! However, over the past few years, I’ve been really impressed by the rapid changes in our industry. It’s incredible to see how many companies are leveraging these dynamics for growth and innovation — it’s truly inspiring.
Tell us about your family.
My family is my rock, providing unwavering support through thick and thin. I truly feel blessed to have them. Each member brings unique qualities that strengthen our bond. I’m especially lucky to call my sisters and brothers my best friends.
If you could wake up tomorrow with one new skill, what would you choose?
If I could wake up tomorrow with a new skill, I would choose to be fluent in as many languages as possible. It would be amazing to connect with more people and immerse myself in different cultures through language.
In a single word, how would your friends describe you?
Genuine.
If you could switch careers tomorrow, what would you want to do, and why?
I’d probably become a doctor specializing in helping individuals facing cancer. It’s a field that requires immense compassion and dedication, and I feel I could make a meaningful impact by supporting patients and their families through such a challenging time.
What's the biggest issue facing the tire industry?
I don’t think there’s a single answer to this question — it really depends on which part of the tire industry you’re focusing on. However, there are a few major challenges that come to mind. One is raw material sourcing: tires rely heavily on non-renewable resources like natural and synthetic rubber and finding sustainable alternatives that don’t compromise performance or increase costs is a big challenge. Then there’s the issue of waste and recycling — figuring out better ways to recycle tires and create a circular economy is crucial. The rise of electric vehicles (EVs) is also putting new demands on tire manufacturers since EVs are heavier and have higher torque, meaning tires need to be more durable. And finally, environmental regulations are becoming stricter, which is pushing companies to reduce their carbon footprint, but staying compliant while keeping costs down is tough. Overall, the tire industry is trying to juggle innovation, cost and sustainability to meet the demands of both the market and environmental requirements.
When you were a kid, what did you want to be when you grew up?
As a child, I dreamed of becoming a teacher. Over time, that aspiration evolved, and today I fulfill that role in a different way — acting as a teacher, mentor and leader within our dynamic industry. I’m proud to guide both my team and ASA’s incredible clients, helping them grow and succeed.
How do you unwind after a stressful day?
I’m an aspiring nature photographer, which fuels my love for travel and exploration. After a stressful day, I often head to local trails, lakes or mountains to unwind, capturing the beauty of nature while finding peace and inspiration.
What goal did you set for yourself this year? Are you on track to reach it?
This year, I set a goal to deepen my connections within the industry, as I believe relationships — whether with people or brands — are the foundation of success. I’ve been actively engaging with new faces and making meaningful connections with others who share my passion. It’s been an incredibly rewarding journey, and I’m excited to continue building these relationships.
What do you expect to be doing 20 years from now?
The automotive industry is my passion, so I definitely see myself continuing to work within this field — driving innovation and making an impact. Whether it's through technology, leadership or mentoring, I expect to still be deeply involved in shaping the future of this industry.
