Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
Whether it’s the film industry or the auto industry, the shift in lead roles is hard to miss. The 2014 Oscars that took place a couple of weeks ago was truly a revelation of the changing gender role trends in films. More than one film nomination had strong female leads, enjoying almost all the air time as opposed to their male roles.
In the Oscar nominated film “Gravity,” Sandra Bullock played the lead role while George Clooney played the supporting role. According to an article in the New York Times, Ms. Bullock occupied almost 87 percent of the film’s running time and was the life of the film. This was an industry first and did not go unnoticed.
Women taking over lead roles is a step towards breaking the “stereotype” and reducing the gender gap. Just like the film industry, the auto industry landscape is also experiencing significant shifts where women are becoming the fastest growing car-buying segment.
Analysis on Professional Women at Dealerships
There remains a tremendous and visible gap in the number of women working in dealerships compared to the number of female buyers. The percentage of women working at dealerships is between 18 percent and 20 percent, while women represent over half of all purchasers.
Yet, many of the women are largely working behind the scenes at car dealerships in business development roles, service, social media, advertising, Internet and office administration. Women in sales roles are fewer in number.
The era when men sold cars to men is over. Today is the genesis of a diverse customer base. How can the needs of these buyers be met, and exceeded?
It’s Time to Mentor & Develop Women Leaders at Car Dealers
Who would have thought that male actors like Clooney would be playing a supporting role while the actress would be the lead? Just like this gender gap is being bridged in film, now is the perfect time for dealerships to implement the same strategy and groom women to be take on leadership roles.
According to CNW Research, of the 17,540 new-car dealers just under 3 percent are women-owned — a significant, grossly disproportionate under-representation.
By having women in leadership and executive positions at car dealerships, it will open up options for buyers to have more choice. In 2010, CNW Research found that when asked, 47 percent of women car shoppers would prefer to do business with women dealers — a huge upside for female-run businesses.
This leads to the bold question: Who will take on recruiting, training and developing women to become GSM’s, board members and dealer principals?