Over the years, women have proven their skills and abilities in the workplace. Whether it’s in a nice and comfy office or in rugged terrains, women can succeed in any job environment. However, it seems the automotive industry is a little bit slow in accepting women as part of the workforce. The good news is that this is expected to increase over the next few years especially as automotive businesses realize the importance of working with women and becoming an appealing business to women.

Time and again, the media has shown men dominating the automotive industry. Men always play roles of mechanics, car racers, automotive executives, etc.. Because of this, many still believe the automotive service industry is a man’s world. Truth be told, while a lot of people still have this mindset, women are swiftly changing the perception of the industry.

Women in the Automotive Industry

When one walks into an automotive store, a mechanic’s shop or even an executive’s office, it is still apparent that men dominate the automotive industry.

According to the Catalyst, there are only 16 women who belong to executive teams in Fortune Global 500’s top 20 motor vehicles and parts companies as of 2018. That’s only 8% of all those executives. In fact, more than 10 of these top companies do not have any women working as executives for their team. It was in 2014 when General Motors in the United States made a huge difference. They made Mary Barra the first female CEO of a major automaker.

In 2017, women continue to have a small share of the available jobs in the automotive industry:

• 21.8% of automobile dealers are women.

• Women represent only 9.6% of employees in automotive maintenance and repair.

Perhaps it’s not really about the availability of jobs for women in the automotive industry. It could also be that some women are not exactly comfortable with the thought of having to work a male-dominated job. This is pretty evident in the Sexism in the Auto Industry Survey by Michele Madansky Consulting and Automotive News Project XX Survey.

They asked over 800 women who worked in the automotive service industry what it was like to be a female in this kind of workplace. Here are some interesting findings:

• Only 11.62% felt like they are on equal footing with male colleagues.

• 11.96% felt excluded from important business events because they were female.

• Over 56% of respondents somewhat and strongly disagree that the automotive industry is no more sexist compared to other industries.

• 64.99% strongly and somewhat agree that they have been asked to do lower-level tasks that male colleagues are not usually asked to do.

• 65.13% have been subjected to unwanted sexual advances in the span of their career.

• 30.49% of those who received unwanted sexual advances did not report the incident because they were afraid it would negatively impact their career while 24.7% didn’t report because they believed it won’t make a difference.

• Among those who filed a complaint, only 5.83% were extremely satisfied with the company’s course of action.

The myth that the automotive service industry is a Man’s World

A lot of people buy into the sexist idea that automtovie service is exclusively a man’s world. The reasons why are based largely on out-dated myths. Some of these myths include:

1. Women have worse driving skills. How many times have we all heard people say “he drives like a girl” in such a condescending manner?

2. People still get shocked when they see women get dirty while working on car engines with her bare hands.

3. Automobiles and the automotive industry, in general, is a manly thing. It is considered unusual for a woman to have more knowledge about cars and engines compared to a man.

The Automotive Industry is Also a Woman’s World

People can believe what they want to believe about the automotive industry being a man’s world, but numbers don’t like. 52% of all the brand new cars sold in the United States are bought by women. 65% of automotive service work is requested and ordered by women. 47% of female automotive product and service buyers prefer transacting with female dealers. In addition, over 85% of all these car purchases are influenced by women. Yes, men still run to their mothers, wives, and girlfriends for car advice! It is evident that women are fast taking over what used to be a world dominated by men. ​

What Does This Mean for an Automotive Dealership Like Yours?

It is time to give a little more attention to women in this industry. Learn more about your target consumers and find out whether you need women on your team to maximize the potential of your business. Let’s face it, while a lot of men are wise and hardworking, there are just as many women who are equally brilliant.

9Clouds wrote, “Hiring women is not the right thing to do. Hiring women is the only thing to do for businesses and auto dealerships that want to succeed.” The world has changed significantly and we’ve seen how most individuals watch over every single issue and concern closely. Thanks to social media, anyone can have a voice. You don’t have to rally with huge signs in front of the city hall just to demand for change. Because most businesses need the “society’s approval” for them to succeed, going against what the public perceives is right is a major no-no.

As the same article shared, “diversity is a key factor that attracts the creative class.” With the millennial generation holding a large share for automotive sales, their opinion and preferences matter. These people are looking for gender-diverse companies – and that includes businesses that show respect for women.

Listen to Women: They Know, They Can Influence, They Buy

Forbes published an article called Transformers: Women And The Automotive Industry in 2010 and the testimonials given by their resource persons still ring true today. They shared a story of a woman who was shopping for a new car with her husband. She felt irritated at how the salesman only paid attention to her husband.

Jody DeVere, the president and CEO of an automotive website, shared the importance of listening to women. It’s not about giving away feminine gifts like manicures or cookies while car shopping. It’s more about just listening. "Women like to tell stories. We don't talk in bullet points. When I come in to get my car serviced, I want to tell you the whole history. But men tend to interrupt and cut to the chase, and that makes me feel bad, like they're not respecting me. Men need to learn how to listen. Not because it's polite, but because real listening will sell more cars.”

Marti Barletta, an expert in Marketing for Women, shared that little changes like learning how to listen can make a lot of difference in the business. When you're starting from zero, doing even a little bit to appeal to women in general can make a huge impact. That first 20% of your effort will get you 80% of your value. Most companies are not even in the beginning of the curve."

How to Make Your Automotive Business Appealing to Women

You probably already know by now the importance of women in the automotive industry – whether they’re in the executive office, the workforce, and most especially when they’re the customers. How can you apply this to your auto business? Here are some tips to keep in mind:

1. Men = Women

A lot of people are deeply concerned about equality these days. It’s about time you start considering equality in your business too. Give women the same opportunities as men in the workplace. When women come to buy products or services, treat them with the same level of importance you give to your male customers.

2. Give Women Key Roles in Your Organization

Reality is that women and men are different in so many ways. By giving women an important role in the business and by being open to their suggestions and strategies, you might just find ideas and solutions you never even thought about.

3. Respect Women

Surveys show that women continue to experience sexism in the automotive workplace. Establish rules within the office so sexism is reduced or eliminated completely. When women point out an issue, make sure you give them a fair and satisfying resolution

4. Consider Women as Your Target Consumers Too

Most advertisements and marketing collateral for automotive sales and services target males. Make women your target too! After all, women influence up to 85% of your overall sales. Do this without stereotyping and alienating the rest of your market.

5. Train Your Employees in the Front Lines

A frontliner represents your business and creates the first and most impression to your potential customers. These people should know best that women play a huge role in the decision-making process of most men when it comes to their automotive purchases. They should pay attention to the women!

6. Know the Difference Between Men and Women

Knowing that there’s a difference between men and women and understanding these differences are very important. The best thing is to meet everyone’s needs.

7. Be Patient and Listen

Generally speaking, a man goes to an auto service shop to ask for a tire replacement. He tells the person on the counter the tire he needs, gets the job done, pays for it, and leaves. A woman would probably tell you why the tire went flat and inquire about the tires available, their differences, and will ask your expert advice on what tire she should get. Just listen. If this woman gets great service, she’ll come back next time and will probably tell all her friends about you.

At InteliChek, we believe that creating customer trust within your dealership involves 5 core elements: Competitive Price Comparisons, Amenities, Menu Prices, OE Advantages, and most importantly, Customer Experience. By giving equal importance to both men and women in the automotive industry, you will achieve ultimate success in the business.

Be a highly competitive dealership. Increase your market knowledge, get accurate data, and know how you can offer better support and solutions to your customers. Speak to an expert at InteliChek today!