Ivette Dominguez Drawe builds legacy at Alpine Motors while championing women in automotive

From a summer internship at a BMW dealership to owning multiple Alpine Motors locations, Ivette Dominguez Drawe has built a career defined by grit, strategic vision, and a dedication to her employees and community. Her recent expansion into a standalone Chevrolet store marks another milestone in her 35-year journey. 

As a first-generation dealer and owner, Ivette Dominguez Drawe shares the decades-long journey of growing her business in Colorado on today’s episode of Women Driving the Industry. She emphasizes that success in the automotive sector hinges on a people-first culture, strategic pre-owned-vehicle initiatives, and cultivating opportunities for women.

According to Dominguez Drawe, business at Alpine Motors remains steady, with healthier inventory and a focus on affordability. She says customers are more payment-oriented, which promotes the dealership to lean into:

• Transparency in pricing and sales 
• A smart inventory mix
• Strong pre-owned vehicle strategies 

However, she did express concern regarding Colorado granting Scout Motors its first dealer license, stressing that the franchise system was built to protect customers and communities. Meanwhile, she mentioned that changes to the state EV incentives have substantially affected certain brands, which required the dealership to adjust its sales approach. 

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Early start in automotive

Dominguez Drawe entered the automotive industry during a college summer break at a BMW dealership in Southern California. By age 23, she had purchased her first home, laying the foundation for a decades-long career.

“I learned at an early age that working women, it wasn’t a bad thing. It was a good thing.”

Recognized as a pioneer in women’s automotive, she attributes her success to mentors and her parents, who instilled a strong work ethic. She has also worked to serve as a role model for her daughter and other young women, demonstrating how to balance career, family, and community involvement.

Expanding Alpine Motors

The recent acquisition of a standalone Chevrolet store marked Alpine Motors’ first Chevrolet location under Dominguez Drawe’s ownership. The dealership, with a 50-year legacy in the community, faced operational challenges, including updates to its phone system and website.

Despite these hurdles, she remains focused on building a strong foundation for growth while maintaining the dealership’s commitment to employees and customers.

Moreover, Dominguez Drawe notes that the dealership’s culture is intentional. She highlights that leadership positions, such as CFO, GM, and service director, are predominantly held by women, and the dealership celebrates employees through events such as:

• Welcome barbecues
• Valentine’s parties
• Holiday celebrations with 600 attendees

Respect for oneself, colleagues, customers, and the community forms the foundation of Dominguez Drawe’s leadership philosophy.

Advice for Women in Automotive

Nevertheless, Dominguez Drawe encourages women to claim their place at the table and pursue leadership opportunities. She notes that the industry benefits from strong communicators and diverse perspectives, and that women often excel at multitasking and at shaping positive workplace culture.

“[Women] belong in every room they enter,” she said, emphasizing personal investment and mentorship as keys to success.