In the third of a series of features looking at women in automotive, Motor Trader caught up with Anna Houldsworth, Autoglym; Kate McLaren, Jameel Motors and Sureyya Cansoy, The Motor Ombudsman.
“For me, the starting point is increasing the representation of women across the industry. That means taking meaningful steps to improve both recruitment and retention. But the work doesn’t stop there. We also need to focus on building workplace cultures that empower women and ensure they have equal opportunities to progress into senior roles,” says Sureyya Cansoy, director, business services & engagement at The Motor Ombudsman.
Women still make up only around 20% of the UK automotive workforce according to the Automotive Council UK. Representation of women in the automotive industry is increasing but it is not yet where it should be.
Joining the automotive sector following more than 10 years in tech, Cansoy appreciates the parallels between the two industries. Excelling in these fast-paced environments, Cansoy reflects positively on her experience in the automotive industry so far.
“I feel fortunate that, although I work in a traditionally male-dominated industry, I am part of an organisation that actively supports women like me. That said, being a woman can sometimes feel like starting from a different point, where you may need to work harder to be seen or heard in the same way,” she says.
“We are fortunate to work alongside some incredible women, from mechanics and garage owners to those in customer service, senior management roles, and even leading major car manufacturing organisations. It’s encouraging to see women represented not just behind the reception desk, but in technical, operational, and leadership positions across the sector.”
Kate McLaren is head of marketing and sales operations at Farizon Auto UK, which is being distributed and championed by Jameel Motors. Working in the commercial vehicle sector, she offers her perspective on representation of women in the industry.
McLaren says: “It’s probably fair to the LCV market is more male dominated than the rest of the industry as a whole but I think at the end of the day you have a transferrable skillset and I don’t think it matters if you are male or female as long as you have the right skillset.
I think from a Jameel Motors point of view, I don’t see an obvious policy towards D&I, but I do see at the very top of the business, several women in very senior leadership positions. So, there is clearly an opportunity within Jameel Motors for women to progress. I think in the LCV market, this is my first van gig, but all the product marketing skills, market segmentation skills, product positioning and comms are the skills used in cars so I’m just bringing a skillset.”
“I’m used to being in a male dominated environment for most of my career and I am used to now seeing that changing quite a lot with my younger female colleagues doing really well with various manufacturers. You take it as you see it and you bring what you’ve got to the table.
“The bottom line with diversity is, you get people with different experiences, different backgrounds, different ways of thinking, different ways of doing things and when manufacturers can harness that that is when they can be potentially most successful. Recruiting in your own image is not a good idea.”
Safe and inclusive
Cansoy reveals The Motor Ombudsman’s values, through ‘Pride’ which stands for positive, respectful, impartial, dynamic, and empowered. Values which should be at the heart of how every organisation in the industry works.
She says: “Two values that particularly resonate with me in this context are Respectful and Empowered. Under Respectful, we strive to foster a culture of safety, trust, and mutual respect. One where everyone feels valued and able to take ownership of their work. We embrace the differences that make each of us unique and are committed to creating an inclusive environment for all. Being Empowered means encouraging independent thinking and nurturing a collaborative culture where every voice is heard and every opinion matters.”
The Motor Ombudsman offers training on unconscious bias and has designed an inclusive recruitment process. Employee network groups are also available, such as the Women’s Network and Working Parents Network.
The automotive industry has been thought of as being predominantly male industry, but this is starting to change. A change in attitudes towards women in the industry is key to cultivating a safe environment for women.
Anna Houldsworth, head of Autoglym LifeShine, notes: “I’ve witnessed huge changes over the years, many of which have been a long time coming. Some of the more progressive dealer groups are well advanced with diversity and inclusivity initiatives that encourage women to take on leadership positions. Such a change in attitudes has opened up opportunities for me, which may not have been the case previously.”
Industry allies
Allies in the industry can refer to women supporting women, and men supporting women.
Houldsworth says: “At the beginning of my career, it took me nearly a year to get a job in car sales. I was constantly rejected as I was a female with no experience in the industry. All I had was a love and passion for cars, which was born from growing up with my dad who taught me about makes, models, engines, and always took me banger racing! I then started working for a finance house processing finance agreements for dealers. This helped me get into a dealer group. I built relationships with the sales and business managers, and one day, an opportunity arose and here I am now.”
The industry has made progress in terms of opening up these conversations. This is reflected in the way that many women speak about the companies that they work for within auto.
McLaren says: “I have encountered glass ceilings in my career, where the leadership teams have been exclusively male and where unconscious bias has been evident. I do think that is something which is changing. I look outwards now to some of the manufacturers I have worked with in the past and I see how diverse they are and how women are flourishing.
“Lots of women don’t always put themselves forward for things and they need another positive female role model to help give them the confidence to put themselves out there. In a male dominated environment you’ve got to take risks and you have to put yourselves out there. And that’s something that we know from research women aren’t always good at.
“We need to make them understand that they have transferrable skills. they might tick 8 out of 10 boxes on the job description, whereas a man would say I’ll only tick 5 and go for the job women would say I want to tick 10. It’s giving them confidence and encouragement to put themselves forward for the roles but also we need to upskill. We can all complain about a glass ceiling and not getting the role but generally the right person does get the role.”
The confidence issue has been brought up in many conversations. Specifically, confidence in comparison to male counterparts.
In order to thrive, and have access to opportunities in the first instance, women will need the support of those around them.
Cansoy says: “I also want to give a heartfelt shout-out to all my colleagues and the businesses I work with, who have been incredible allies. Their support has made a real difference. We can’t underestimate the power of allies in helping women become more visible, confident, and empowered in the workplace.”
McLaren notes that there are a number of great initiatives within OEMs themselves, in terms of their own policies, that support and champion women including employee resource groups and mentoring programs.
She adds: “One of the biggest organisations is the Automotive 30% Club. With them, the proof is in the pudding. They are getting closer to their 30% target. Organisations like Automotive 30% force the agenda for manufacturers who may be a little bit behind. They provide platforms and opportunities for women in the industry to celebrate each other’s achievements and put women forward for awards. I think it is great that publications such as Motor Trader, and industry bodies, are also doing this and providing platforms and awards frameworks to celebrate those achievements of women in automotive. When I first joined none of that existed, I have seen a proliferation of that in the last 10 years or so or maybe even less than that.”
Flexibility
Offering flexible working could be the difference between women leaving the business and women coming into the business.
“Flexible working is another critical factor, especially for those with caring responsibilities. Making this more widespread across the industry, rather than the exception, is key to supporting women throughout their careers. My role is fast-paced and demanding, and like many others with caring responsibilities, I have found it challenging at times to strike the right work-life balance. Hybrid and flexible working has been a game-changer for me, allowing me to manage a senior role while still being present for my family,” says Cansoy.
Houldsworth adds: “The automotive industry is evolving, but I think there are still barriers preventing women from entering all of the available job roles, and at all levels. I believe that flexible working policies, such as offering remote working options, will support women in balancing their work commitments with their personal lives.
“While it’s been a few years since I worked within a traditional dealership environment, working hours are still long. Despite this, with agency models and other online channels now available, these solutions can help to increase opportunities for women by fostering a more flexible approach.”
Final thoughts… for now
Cansoy begins: “It’s encouraging to see collaborative, sector-wide initiatives driving that change. But my vision goes beyond the numbers. I see a future where women are equally represented, equally heard, and equally empowered across every level of the motor industry. A future where women’s contributions are not only valued but seen as essential to the industry’s long-term success.”
Houldsworth echoes this, saying: “The most important thing is for there to be equal opportunities for women when it comes to every role within a dealer, whether it be sales, aftersales, leadership, workshop or even valet-bay positions. Everyone has their own talents, thoughts and experiences that can transform departmental performance. Long hours and weekend working can make some positions challenging or off-putting for women with families. Ensuring businesses provide flexibility in their working arrange-ments is essential when it comes to attracting female talent into the sector.”
Working in the CV space, which is considered male-dominated, McLaren offers this advice: “I’d like to see more women succeed but we have our role to play in that by defining our career paths, using people around us that can help us. I think mentoring is great, I had a mentor completely separate to automotive but in one conversation he gave me a whole different view on an industry that I had been a bit blinkered in. Upskill yourself and be bold.”