In an era of rapid transformation, the automotive industry is navigating a paradigm shift where inclusion is emerging as a cornerstone of success. In this landscape, recognizing and prioritizing the needs of female customers is not just a moral imperative but a strategic necessity. Dealerships, service centers, tire retailers, and quick lubes stand to gain significantly by embracing inclusivity in their operations.

The Transformative Power of Inclusion

Inclusion in the automotive industry is not merely about ticking boxes or adhering to diversity quotas; it’s about creating an environment that resonates with the diverse customer base. Women, who represent a substantial and influential market segment, are increasingly playing a pivotal role in the car-buying process. To remain relevant and competitive, businesses must acknowledge and address the unique needs and preferences of female customers.

Understanding the Female Consumer

The automotive industry has been historically male-centric, but this narrative is evolving. Women are not just consumers; they are decision-makers, influencers, and contributors to the industry’s growth. To thrive in this changing landscape, automotive professionals must recognize the diversity within their customer base and tailor their services accordingly.

Understanding the female consumer involves more than just selling cars. It’s about creating an inclusive and welcoming environment throughout the entire customer journey. From the showroom to the service center, inclusivity should be embedded in every interaction, creating a positive and empowering experience for female customers.

The Business Case for Inclusivity

The business case for inclusion in the automotive industry is compelling. Research consistently shows that diverse and inclusive workplaces outperform their counterparts. For dealerships, service centers, tire retailers, and quick lubes, embracing inclusivity is not just about meeting societal expectations; it’s about unlocking new opportunities for growth.

Inclusive businesses are better positioned to tap into diverse markets, foster innovation, and attract and retain top talent. Women, as a powerful consumer group, are more likely to engage with businesses that understand and cater to their unique needs. By creating an inclusive environment, automotive professionals can gain a competitive edge and build a customer base that is loyal and long-lasting.

Strategies for Inclusive Practices

To integrate inclusivity effectively, automotive industry professionals and dealership owners can implement several strategies:

  1. Training Programs: Invest in training programs that educate staff on the nuances of selling and servicing vehicles to diverse customer groups, including women.
  2. Diverse Representation: Foster a workplace culture that encourages diversity at all levels. This includes diverse representation in leadership positions and decision-making roles.
  3. Tailored Marketing: Develop marketing strategies that resonate with female customers. This may involve showcasing female employees, using inclusive language, and featuring products and services that align with women’s preferences.
  4. Feedback Mechanisms: Establish channels for feedback to understand the experiences of female customers. This feedback can be invaluable in refining services and addressing any potential gaps.

The AskPatty Certified Female Friendly® Program

Our flagship initiative leading the charge for inclusivity in the automotive industry is the AskPatty Certified Female Friendly® program. This innovative program offers training and certification to car dealers, service centers, tire retailers, and quick lubes on how to effectively attract, sell to, retain, and increase loyalty with women customers.

The Certified Female Friendly Training Course provides comprehensive online video training in sales and marketing strategies specifically designed for women. By participating in this program, automotive professionals gain insights into the diverse needs of female customers, enhancing their ability to build lasting relationships and drive customer loyalty.

Learn More and Get Certified Today


Inclusion in the automotive industry, particularly for women, is not just a trend; it’s a strategic imperative. Dealerships, service centers, tire retailers, and quick lubes that embrace inclusivity position themselves for sustained success in an evolving market. By understanding the diverse needs of female customers, investing in training, and fostering an inclusive workplace culture, automotive professionals can drive positive change, create stronger connections with customers, and secure a competitive advantage in the industry’s future landscape. The road to success is paved with inclusivity, and the automotive industry is at the forefront of this transformative journey.