Empowering Women in Automotive: Driving Change and Success

Over the past several months, as I’ve been able, I’ve made it a point to attend several women’s automotive organization conferences – I wanted to see what all of the buzz is about and what need is being filled that we might be missing for our members. 

Those who know me know that I have a “healthy” obsession with everything automotive (except E-tech, that’s another article), but overall, the automotive industry is still predominantly male, and they almost all have big presences. Of the women in the industry, many are very intelligent but lack the confidence to put themselves out there, others aren’t afraid to get out there but need technical mentorship. We’ve earned a seat at the table, but are still quiet – either by choice, design or force.

Though women are still under-represented in the industry, the tide has been changing since Mary Barra became GM’s CEO in 2014.

Women might be under-represented in numbers, but they are making a serious impact as AI engineers, designers, developers, marketing icons, mechanical engineers, production, research & development, and yes, even C-suite executives. As you’ll see below, there are TWO KEY REASONS why EVERY DEALER should care.

After thirty plus years, I was surprised to discover the vast differences between the most effective means to coach, encourage, mentor and sponsor men and women in the same industry. My misconception was: same industry, same approach – I could not have been more wrong!

The differences in personal motivation require drastically different approaches to accomplish similar outcomes… and the outcomes are making headlines in AutoWeek, Used Car News and Forbes.

Networking, as well, is approached from a completely different angle by men and women – having spoken to several gentlemen advocates attending (yes, guys are welcome). For years, networking happened in one of two ways among the “Old Boys Club” – on the golf course or direct advocacy by a mutual connection. In this new inclusive landscape, networking is literally constant. While every event featured a speed dating type networking session involving a formal exchange of information, casual networking was heavily promoted. More, and more meaningful, connections were forged over coffee, at lunch and between breakouts. This networking seemed to be more successful because it developed organically and was based on shared attributes or interests.

Why is all this important and how can you use this information in your own backyard?
Forward thinking automotive businesses are intentionally being more diverse in their hiring practices to better reflect the demographics of your buyers. When buyers are more comfortable with their sales/ service staff – the dealership wins: more consummated sales, higher consumer satisfaction ratings, higher aftermarket sales, return service customers and consumers more likely to complete surveys reflecting on your traffic.

But wait… there’s another misconception that should probably be tackled for this to make sense. For your consideration, in 2024:

Women Influenced 85% of ALL Vehicle Purchases in the US*

Women actually PURCHASED 62% of Vehicles in the US*

We would love to connect you with our contacts in any of the below industry organizations, based on your needs. There are also technical colleges throughout the US specializing in placing good automotive students with great local dealerships for experience.

Don’t forget to reach out to your local "Car Broads"… those women who have been in the industry long enough to earn their place and have no problem raising their voice… we can point you to some of the best up and coming body-women, engine techs, suspension witches and sale makers. These young ladies coming behind us are full of guts and potential!

Organizations such as “Women in Automotive”, “Women Driven by Auto” and “Automotive Women’s Alliance” are key components in meeting these needs. These organizations offer advocacy, confidence building, mentorship, networking and sponsorship. WIA representatives may have a presence at the Convention – so be sure to keep an eye out for the ladies in the room!