In Episode 12 of The What It Takes Podcast, we sit down with Rob Farmer, a global auto industry veteran with over 24 years of experience at Nissan Motor Company and General Motors. As Senior Director & Chief Market Intelligence Officer for the Americas at Nissan, Rob led a team of 50+ across four global locations, driving insights straight to the CEO’s desk.

We dive deep into his career journey—from working in Shanghai, navigating the complexities of global automotive markets, to pioneering AI-driven analytics that cut development timelines, optimized brand tracking, and opened new business growth opportunities. Rob shares how he built a career that makes an impact on a global scale, the lessons he learned, and how he empowers teams to succeed in a fast-evolving industry.

🎙 What you’ll learn in this episode:

How Rob leveraged AI and advanced analytics to transform decision-making at Nissan

The strategies behind entering new markets and categories successfully

Lessons on leadership, upskilling, and building high-performing global teams

Insider perspectives on navigating the auto industry on a global scale

Whether you’re an aspiring executive, an automotive enthusiast, or someone curious about how insights and data drive big decisions, this episode is packed with actionable lessons and inspiration.

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