Are You Serving All of the Women of the Auto World?

Women have long been key players in the automotive world, not just as consumers, but in roles ranging from drivers and technicians to dealership owners and industry leaders. Today, women are found behind the wheel of everything from family sedans to big rigs, and they’re increasingly taking on critical positions within the industry, working as service technicians, tire specialists, sales professionals, and managers. Their contributions help shape the future of the automotive sector, as women make up a large and growing portion of the customer base, as well as the workforce.

Women influence or make 85% of all vehicle purchasing decisions, making them one of the most powerful consumer groups in the auto world. In addition, women are increasingly taking on roles as vehicle owners, with more than 60% of new car purchases being made or influenced by women. They also represent a growing share of the service and repair market, as 45% of service customers are women, and they are seeking businesses that understand and respect their needs.

As employees, women are steadily increasing their presence in traditionally male-dominated automotive fields. According to the U.S. Bureau of Labor Statistics, women now make up about 26.7% of the overall workforce in the motor vehicle and parts industries. In specific sectors, such as automotive repair, women are underrepresented but growing, with initiatives like Certified Female Friendly helping to support and expand their participation. Furthermore, women occupy over 25% of leadership roles in the automotive industry, and their involvement is crucial in shaping inclusive workplace cultures that appeal to a broader audience.

For automotive businesses like dealerships, service centers, tire dealers, and quick lubes, embracing the diverse roles women play is not only a smart business move, but a necessary one. The Certified Female Friendly program helps businesses better serve and connect with women, whether they are female consumers seeking a positive, welcoming experience, or women working within the industry. Certified Female Friendly businesses prioritize creating an environment that respects and values women, and they implement best practices that attract and retain female employees, giving them the tools and support they need to thrive.

By becoming Certified Female Friendly, your business can better engage with women as both customers and employees, helping you stand out in a competitive industry. Show your commitment to empowering women in the auto world and ensuring they receive exceptional service by getting Certified Female Friendly today!