From Concept to Driveway: The Branding Journey of Women in the Automotive Industry

In an industry traditionally dominated by men, the presence and impact of women in the automotive industry are finally being recognized. From design concept to production, women entrepreneurs are leading the way in creating efficient and memorable brands, challenging gender stereotypes, and reshaping the industry.

These business leaders’ stories go beyond selling cars; they’re about promoting inclusivity, breaking barriers, and leaving a lasting impact on automotive history.

Let’s look at the branding journeys of women in the automotive industry, exploring the obstacles they encounter, the solutions they devise, and the strategies that drive their success.

Breaking Stereotypes and Forging Paths

The automotive industry has historically been male-dominated, with women often placed in supporting roles.

However, women have been involved with automotive design since the early 20th century, with designers Helen Rother and Helen Dryden working on the General Motors, Studebaker, and Rambler teams.

Today, a new group of female entrepreneurs is changing this perspective. More women are not just entering the field but taking the lead with their automotive brands and distinctive visions.

Mary Barra

A primary example is Mary Barra, the CEO of General Motors. Barra has been instrumental in fostering innovation and sustainability within the company.

Over the last decade, her leadership has transformed the company and strengthened GM’s brand reputation. GM has successfully tackled internal crises through her tenure as CEO, championed diversity and cultural changes, and has earned record profits.

Barra is among the most influential business leaders globally and is often touted as an inclusive leader and strategist.

Mandy Dean

Mandy Dean is another prominent example of the difference women can make in this industry. Dean is the Director of Commercial Vehicles for Ford of Britain and oversees the transition to electric vehicles.

Dean has developed Ford Pro, a one-stop shop for businesses and organizations to purchase and maintain their car.

Ford Pro is designed for drivers of diesel and electric cars. Dean reports early research shows that combining all these services under one program “can save customers up to 20% of their total cost of ownership.”

Jessica Berry

Another example of a woman who worked her way up through the industry is Jessica Berry, the Vice President of Toyota and Hyundai-Kia, Adient.

Berry began her auto career as a quality engineer and says her advancement through the company is due to her “diverse experience” working multiple roles in the industry.

In particular, Barry’s proudest achievement is “bringing women up through the organization, getting women into the industry, because I do think we have a lot of value and a different perspective.”

Jennifer Haroon

Jennifer Haroon, COO of Nauto, took a different approach when entering this field. She entered the auto industry from Google and jumped at the chance to work on self-driving cars.

Haroon notes that female colleagues tell her, “It makes a difference to them that I’m not the only female leader on the team.”

Haroon is redefining her company’s brand and reshaping the industry by challenging traditional ideas about leadership and creativity.

Leaders like Haroon understand the need to follow best practices when onboarding new employees, helping them adjust to the industry and company culture, clarifying roles and expectations, and managing information overload.

Entrepreneurs can help women enter the auto industry and begin successful careers by providing clear training processes and peer mentors as guides throughout onboarding.

Overcoming Challenges and Navigating Obstacles

Despite these many accomplishments, women in the automotive industry still encounter significant challenges. From making connections and breaking into established networks to securing funding, the road to success is challenging.

However, these businesswomen have proven themselves resilient and resourceful, finding creative strategies to overcome these obstacles.

One notable obstacle remains the underrepresentation and need for more support for women in this field. To counteract this issue, many women business leaders have created networks. Others have founded mentorship programs geared toward empowering women in the auto industry.

For example, the Women in Automotive (WIA) organization supports women in the automotive world on all fronts. In addition to its mentorship program, the WIA hosts conferences, funds community and regional events, and provides educational resources for women in the industry.

It also offers automotive career advice and resources on how to find employment, understanding the benefits and challenges of the field, and the variety of options available to women in the industry.

Additionally, the organization offers scholarships to Northwood University and Keiser University for individuals interested in educational growth and professional development.

On the competitive side, Women in Motorsports North America (WIMNA) offers various mentorship, education, and advocacy programs for women in the auto industry, mainly racing, from racetrack and race car owners to race car drivers.

WIMNA offers a weekly free “Ask a Mentor” program featuring a successful woman in the industry. Recent sessions have featured Lisa Boggs, the director of Motorsport Bridgestone Americas, and Megan Meyer, a drag racer and Branding and Social Media Strategist.

The organization also hosts the Women With Drive Summit annually, a conference for women in the auto industry that regularly sells out. These organizations are critical for supporting women entering or advancing their careers in this field.

These organizations are just a few women-founded and women-led initiatives that provide opportunities and support networks for women who want to work in the industry. There are various jobs in the auto industry for women, including:

Vehicle inspector;
Auto designer;
Diesel technician;
Heavy equipment maintenance specialist;
Quality testing engineer;
Car rental agent;
Auto instructor;
Car detailer;
Dealership owner or manager

Unfortunately, some women-led automotive brands and businesses often encounter skepticism and uncertainty from consumers and investors.

However, these entrepreneurs have built credibility and trust over time by prioritizing quality and innovation and profoundly understanding their target audience.

Innovative Solutions and Forward-Thinking Strategies

Innovation is at the heart of every successful auto brand, and women-led auto businesses are no different.

These entrepreneurs constantly strive for excellence by pushing the boundaries of what is possible and creating products and experiences that resonate with consumers.

Athena Staton, the founder of SheCar, an online car dealership, created her company based on a desire to help anyone feel comfortable and genuinely enjoy their car-buying experience.

Staton grew up in the automotive business, as her father owned a dealership in Florida.

SheCar ensures that customers have the exact vehicle information as dealerships do without the pressure from salespeople so they can make an informed purchasing decision.

Staton has also branched off from SheCar with SheCARE, Inc.., a non-profit that provides vehicles to women who are survivors of abuse and domestic violence.

Another women-led company is Girl Gang Garage, founded by Bogi Lateiner, who started the company in 2016 after creating a popular all-female “Chevy Montage” build.

Girl Gang Garage now works with over 200 women yearly in professional development opportunities and several project builds.

The company offers women education and experience in car design and repair. Girl Gang Garage has become a network for women in the automotive industry to grow a stronger connective network and pave the way for future generations of female automotive leaders.

Shaping Industry Trends and Consumer Perceptions

It’s not just women’s branding journeys in the auto industry that are important; it’s also about shaping industry trends and consumer perceptions.

Women are paving the way for a more diverse and inclusive industry by breaking barriers and challenging stereotypes.

For example, for over seven years, Allyson Witherspoon, Nissan’s global CMO, has led the company’s marketing campaigns.

She notes the importance of staying ahead of the curve and anticipating consumer wants and needs, especially when it comes to car software.

Witherspoon is leading Nissan’s brand movement towards customer personalization. She says, “Today, it’s essential for companies to meet consumers where they are, fostering a two-way conversation rather than delivering a one-sided sales pitch.”

Under Witherspoon’s guidance, the Nissan brand invests in creating communications tailored to its customers’ preferences.

Similarly, entrepreneurs, such as Sandra Phillips of movmi, a shared mobility agency, advocate sustainability initiatives within the automotive industry.

Rather than pushing for more vehicles on the road, Phillips argues for creating innovative solutions to reduce dependence on private car ownership.

Movmi promotes renewable energy sources, alternate fuels, and various ride-sharing options, helping reduce the environmental impact of automobile transportation and creating a more sustainable future for the industry.

Branding Together for a Stronger Industry

The branding journeys of women in the automotive industry are a testament to the determination, innovation, and creativity they bring to this field.

From leading industry trends to changing traditional perspectives, these business leaders leave a lasting impact. They are redefining their auto brands and reshaping the industry for the better.

Women will continue to play a pivotal role in driving the auto industry into a stronger, more sustainable future.