What Drives Her Award Winners Announced at the Chicago Auto Show

Chicago Auto Show organizers, in partnership with A Girls Guide to Cars, held the ninth annual What Drives Her program during the show’s Media Preview on Feb. 6. Industry leaders came together for the award ceremony to recognize women in four different categories: Industry Trailblazer, Best in Craft Media, Automotive Ally, and Best Retailer. The program gives industry leaders a stage to share trends, stories and personal anecdotes of the integral role that women hold in the auto industry, event officials stated in a press release.

“Each year, What Drives Her continues to grow and deepen its impact,” said Jennifer Morand, general manager of the Chicago Auto Show. “It’s about more than celebrating success; it’s about empowering women at every stage of their journey in an industry that thrives on fresh ideas and diverse perspectives.”

The 2026 Winners of What Drives Her

Industry Trailblazer Award: Chris Feuell, Chrysler brand chief executive officer and head of Alfa Romeo brand, Stellantis North America

Feuell is a senior executive with extensive global experience in automotive, supply chain automation and advanced building technologies industries. During her career, Feuell achieved progressive responsibilities in sales, marketing, strategic planning, product management and P&L leadership at Ford Motor Company, Johnson Controls and Honeywell, with a strong track record of delivering profitable growth through integrated products, software and services.

Industry Trailblazer finalists included: Tisha Johnson, head of design, Slate; and Tricia Morrow, global vehicle safety strategy manager, General Motors.

Best in Craft Media Award: Elana Scherr, senior features editor, Car and Driver

Scherr is an automotive journalist and editor with experience spanning motorsports fabrication, automotive PR and leading enthusiast publications, including Hot Rod and Roadkill. Currently, Scherr is the senior features editor and regular columnist at Car and Driver.

Best in Craft Media finalists included: Tanya Gazdik, automotive editor, MediaPost and board president, Journalism and Women Symposium (JAWS); and Lyn Woodward, lead editor, Kelley Blue Book.

Automotive Ally: Emily Miller, founder, Rebelle Rally

Emily Miller is the founder and director of the Rebelle Rally, the longest competitive off-road rally in the United States and the first women’s navigation endurance rally in America. She has coached more than 8,000 people to drive and navigate off-road and has long been committed to elevating and mentoring women in automotive and adventure sports.

Miller received numerous standout nominations, including one that noted that her impact extends far beyond her role as founder of the Rebelle Rally. Through her leadership and mentorship, she has empowered women across the automotive industry to shift career paths, pursue technical and leadership roles, confidently seek promotions and speak up in boardrooms and other decision-making spaces.

Automotive Ally finalists included: Mikhael Farah, director and head of product and technology communications, Rivian; and Greg Morrison and Kimatni Rawlins, founders and instructors, The Driving Force Internship.

Best Retailer: Alyssa Farkas, assistant general manager, Arnie Bauer Buick GMC Cadillac

Farkas received a standout nomination recognizing her significant impact at Arnie Bauer Buick GMC Cadillac since 2011. She advanced from BDC manager to sales manager before being promoted to assistant general manager in 2023. In 2025, Farkas led an initiative through the ComEd EV program that helped the dealership finish as the nation’s top GMC EV dealer.

Best Retailer finalists included: Kelly Kane, marketing and social media manager, Brilliance Subaru; and Jennifer Pascoe, service advisor, Jerry Haggerty Chevrolet.