By the SEMA Businesswomen's Network (SBN)
The automotive aftermarket industry, traditionally dominated by men, is experiencing a significant transformation as women increasingly take on pivotal roles across various sectors. This shift is not only reshaping workplace dynamics but also influencing consumer behaviors and business strategies.
A Growing Presence
While women represent a minority in the automotive workforce, their numbers are steadily increasing. As of recent data, women hold approximately 15.1% of jobs in automotive parts and tire stores, 21.8% in automobile dealerships and 12.1% in automotive repair and maintenance roles. This growth is attributed to several factors, including increased access to STEM education, evolving societal perceptions and the industry's adaptation to more inclusive practices. (Motor, 2021; Synchrony, 2024)
Influence Beyond the Workplace
Women are not only entering the industry but are also becoming key decision-makers. Studies indicate that women influence 80% to 85% of all automotive purchases and hold the majority of U.S. driver’s licenses. Their preferences are shaping vehicle designs, with a growing demand for safety, comfort, and sustainability features. For instance, women have expressed a strong interest in at-home charging solutions for electric vehicles, highlighting the importance of convenience and environmental considerations .(Spokesman-Review, 2017; Wired, 2023)
Leadership and Innovation
Women are also making significant strides in leadership roles within the aftermarket sector. Denise Caspersen, Director of Remote Calibrations at asTech, and Dara Goroff, Senior Vice President of Global Product Development for Repairify, exemplify this trend. Both leaders emphasize the importance of mentorship and representation in encouraging young women to pursue careers in automotive technology. (Motor, 2021)
Cultural Shifts and Business Impact
The increasing presence of women in the aftermarket industry is fostering a cultural shift towards more inclusive and collaborative environments. Companies are recognizing that diverse leadership teams contribute to improved financial performance. A 2016 study by the Peterson Institute for International Economics found that firms with 30% female leaders experienced a 1% increase in net margins compared to those with no female leaders. (Auto Service World, 2019)
Looking Ahead
The future of the automotive aftermarket industry is poised for continued transformation as women take on more prominent roles. Their growing influence is not only enhancing workplace diversity but also driving innovation and aligning products and services with the evolving preferences of a diverse consumer base.