What happens when a 100-year-old luxury brand decides to think like a startup? In this episode, Jan Griffiths sits down with Joaquin Nuño-Whelan, President of Lincoln, live from Newlab at Michigan Central. This is not a conversation about cars. This is about leadership, culture, and what it really takes to transform a legacy brand from the inside out. Joaquin shares how he’s doing exactly that. Building a team-first culture rooted in trust. Reframing Lincoln’s identity around “quiet luxury” and Gravitas. And leading in a way that rejects the old command-and-control model in favor of authenticity, clarity, and ownership. But this conversation goes beyond the brand. Joaquin opens up about something deeper, his commitment to developing people. From empowering his teams inside Lincoln to investing his time in education and nonprofit work, he is actively shaping the next generation of talent entering the industry. That belief becomes real when you hear from Diego Vargas, a student at Detroit Cristo Rey. His voice brings a grounded, honest perspective on opportunity, growth, and what young people need from today’s leaders. It’s a powerful reminder that the future of this industry will be defined by the leaders we develop now. This episode hits at the core of AutoCulture 2.0: leadership, trust, and the courage to do things differently. Themes Discussed in this Episode Why momentum is the most underrated leadership force inside legacy organizationsThe connection between leadership DNA and brand identityWhat “quiet luxury” really means and why it matters nowHow to lead authentically inside a command-and-control cultureThe power of trusting teams to unlock ownership and performanceWhy legacy OEMs must think like startups to stay relevantThe role of education and early talent in shaping the future workforceBridging industry leadership with student opportunity through programs like FIRST 🎥 Watch the full episode on YouTube: https://www.youtube.com/@jangriffithsautomotiveleaders This episode is sponsored by Lockton, click here to learn more Featured Guest: Joaquin Nuño-Whelan, President, Lincoln Joaquin is the president of Lincoln, effective May 1, 2025, where he leads the brand’s global operations and drives its continued evolution as a world-class luxury brand, advancing its global product portfolio and delivering differentiated, connected customer experiences worldwide; he reports to Lisa Materazzo, Ford’s CMO, with dual reporting to Andrew Frick, president of Ford Blue and Model e and interim head of Ford Pro, and brings more than 25 years of global experience in vehicle and technology development with a strong focus on luxury and premium vehicles, having joined Ford in 2024 as Vehicle Program Director for full-size utilities after serving as senior vehicle line director for new programs at Rivian and holding multiple leadership roles over a 20-plus-year career at General Motors, and he holds a bachelor’s degree in mechanical engineering from the University of Detroit Mercy and a Master of Science degree from Rensselaer Polytechnic Institute. Featured Guest: Diego Vargas, Student, Detroit Cristo ReyDiego represents the next generation of automotive talent. As a student at Detroit Cristo Rey, he brings a fresh, grounded perspective on opportunity, education, and what young people need from today’s leaders and organizations. About Your Host – Jan GriffithsJan Griffiths is the champion for culture change and the host of the Automotive Leaders Podcast. A former automotive executive with a rebellious spirit, Jan is known for challenging outdated norms and inspiring leaders to ditch command and control. She brings honesty, energy, and courage to every conversation, proving that authentic, human-centered leadership is the future of the automotive industry. Episode Highlights[02:30] Who are you as a leader?: Joaquin defines his leadership through one word: momentum, built by trusting people, removing friction, and creating ownership so teams can move with purpose and pride. [03:55] Leading inside a legacy OEM: Jan challenges the reality of driving change inside a legacy system, and Joaquin explains how aligning leadership, culture, and timing created the conditions for transformation at Ford and Lincoln. [06:45] The inflection point: Why Lincoln, why now: Joaquin shares how Lincoln sits at a rare moment of strength, where industry shifts, brand heritage, and leadership freedom collide to create a bold opportunity. [08:05] Thinking like a 100-year-old startup: Lincoln’s mission becomes clear: operate with startup energy inside a legacy structure, moving fast while honoring a century of brand equity. [09:45] Rediscovering Lincoln’s DNA: A visit to the Lincoln Motor Heritage Museum sparks a deeper understanding of the brand’s roots, reshaping how the team thinks about its future. [11:20] What “quiet luxury” really means: Joaquin reframes quiet luxury as gravitas, a confident, grounded presence that doesn’t need to shout but commands attention through authenticity. [13:00] Evolving the brand with emotion and edge: Lincoln isn’t staying still; the strategy is to layer emotional connection and subtle fierceness onto its foundation of elegance and restraint. [15:10] Leadership DNA meets brand DNA: Joaquin connects his personal leadership style to the Lincoln brand, grounded, intentional, and built on listening before acting. [17:00] Rejecting the loud, disruptive leader stereotype: Instead of flipping tables, Joaquin leads by learning first, then acting decisively, reinforcing a culture of respect and trust. [19:00] The shift to authentic leadership: A candid discussion on moving away from command-and-control toward leading from the heart, where vulnerability and clarity drive better outcomes. [21:30] Letting go of the leadership “mold”: Joaquin reflects on the moment he stopped trying to fit expectations and started leading with conviction, unlocking freedom and mental clarity. [24:00] Confidence, vulnerability, and risk: Authentic leadership requires all three, and Joaquin shares how embracing them creates stronger teams and better decisions. [27:00] Advice for the next generation: From students to future leaders, the message is clear: believe in something, go after it, and don’t wait for permission to lead. [30:30] Final reflections on leadership and legacy: As the conversation closes, the focus returns to impact, building teams, shaping culture, and creating something that lasts beyond the individual. Top Quotes[02:35] Joaquin Nuño-Whelan: “ What I try to do as a leader is create positive momentum and you'll see it in the way I work with the team, in the way I report things out, in the way I drive the culture of the team.” [10:48] Joaquin Nuño-Whelan: “When a Lincoln pulls up, it should have this sense of Gravitas So, what that means for us as a brand is we're doubling down on all of that goodness from the past, but we're going to add some more emotion, more emotional connection, more a little bit of underlying fierceness that is 'when you need it, it's there' kind of thing.” [14:30] Joaquin Nuño-Whelan: “Believe in something and go after it. When I stopped worrying about what everyone thought so much, and I think everyone kind of goes through that journey as they're getting older. And then, it is a risk because you have to be vulnerable, you have to speak from the heart, but it's actually the most liberating feeling.” About Detroit Cristo Rey Detroit Cristo Rey is a coed Catholic high school for those of all faiths. Our students receive a high-quality, college preparatory education and professional work experience – all at an affordable cost. Grounded in faith, morals and service, our curriculum provides students with the building blocks to make a difference in their families, the community and the world. If this episode resonated, share it with a fellow automotive leader and subscribe to The Automotive Leaders Podcast, where we’re shaping the future of authentic leadership in the automotive industry. This podcast episode is also available on YouTube. Check out our YouTube channel at Jangriffithsautomotiveleaders Send us your feedback or questions — email Jan at a href="mailto:Jan@Gravitasdetroit.com" rel="noopener...