Amelia Guevara is a visionary leader in the mobility and innovation industry. As Chief Innovation Officer of Turismo Gargo, she drives the evolution of brands such as MEX Rent A Car, MAS Rent A Car, MiCab and Autotransportes MEX, merging strategy, technology and narrative to transform the user experience. A lawyer by training and strategist at heart, Amelia has redefined the role of innovation in its sector, positioning itself as an influential voice in forums international. She was the first woman to represent her company at the International Car Rental Show in 2022, and in 2023 it marked a new milestone by establishing the first panel exclusively for women in the car rental industry in LATAM, opening space for female representation and leadership in a historically dominated environment by men. Her leadership philosophy is based on a clear conviction: great challenges are not only they face each other, they enjoy each other. Strong believer in team building exceptional—people with talent, vision, and the ability to transcend—and in Provide them with opportunities to stand out and leave their mark. More than an executive, Amelia is a born competitor. Her career in triathlon It is not a hobby, but an extension of her mindset: challenge limits, transform obstacles in learning and raise the standard in each goal that is proposed, whether in sport, in business or in life.