From the Magazine: Being seen and heard

How the next generation of women leaders in the automotive aftermarket view things today and what they want to see for tomorrow

It would not be considered a hot take to point out that the automotive aftermarket continues to be a male-dominated industry.

A 2025 study by the Specialty Equipment Market Association’s (SEMA) Businesswomen’s Network showed women make up approximately 15.1 per cent of jobs in automotive parts and tire stores, 21.8 per cent in dealerships and 12.1 per cent in repair and maintenance roles.

These numbers do, however, indicate a growing presence of women — particularly younger women — in the auto aftermarket. And for many looking to break in, a passion for the industry is key to driving their career forward.

“The automotive industry has always been close to my heart. I’ve been passionate about anything related to automotive for as long as I can remember, so pursuing a career in this field felt like a natural path,” said Stephanie Cooney-Mann, general manager at UAP Inc.

Cooney-Mann took that passion and built a foundation for a career in the automotive sector, earning a commerce degree and later specializing her education in the automotive aftermarket program at Georgian College.

In the industry for nearly 20 years, Cooney-Mann remembered being struck by how underrepresented women were in the boardroom during the early years of her career.

“I knew the numbers were low, but I hadn’t realized just how significant the gap was,” she said. “At the same time, I was pleasantly surprised by how welcomed I felt. Once I demonstrated and validated my industry knowledge, I found that my voice was respected and heard.”

“I’ll ultimately lead with sincerity, data, insights and a value proposition and garner credibility quickly amongst anyone in the room.”

As the regional sales manager of aftermarket for Carfax Canada, Renee Perri turns being underestimated by a room full of men into an opportunity to excel.

“I’ll ultimately lead with sincerity, data, insights and a value proposition and garner credibility quickly amongst anyone in the room,” she said. “I genuinely enjoy meeting new people and creating relationships with everyone I work with, and I think that is perceived well.”

Perri broke into the industry when she was offered a position selling oil to repair shops, where she quickly developed several corporate relationships and brought in additional clients.

“I came to realize I can be successful in this side of the automotive world as well,” she said.

The fact that many women continue to feel intimidated entering an industry where they could be the only woman in the room is not lost on Perri. But when asked what needs to be done for this to change, she says confidence is key.

“I feel the only thing that would need to change is a woman’s perspective of her capabilities, knowledge and that she already belongs there,” she said. “Nothing is preventing you from being here except yourself.”

Kari Hann couldn’t agree more, saying what most often holds women back from entering the automotive aftermarket industry is their own reluctance paired with outdated views.

“We often have imposter syndrome even though we are more than capable and qualified for the advancement,” said Hann, marketing, communications and key account manager with Specialty Sales & Marketing Inc., and immediate past chair of the Young Professionals in the Auto Care sector Community. “Other than that, I honestly believe nothing should be holding women back and the opportunities are endless.”

Hann said she feels the industry has taken significant strides to support women in the workplace, including offering flexible work environments and work-from-home opportunities, as well as mentorship programs that help guide, encourage and champion women in the aftermarket. Perri added that the industry is ever-growing and boasts endless opportunities, remaining viable even during tough economic periods.

While challenges remain in getting more women into senior-level and technical roles, Cooney-Mann noted that the level of support has taken important steps forward.

“The strongest support often comes from organizations that intentionally invest in inclusive leadership, measurable goals and long-term cultural change,” she said. “More companies now recognize the importance of sponsorship, not just mentorship. Formal leadership development programs and succession planning initiatives are increasingly designed to include diverse talent pipelines.”

These types of support are essential to help retain women in the automotive industry. Not only do they help train and guide women toward more confident careers, they also help address the issue of women leaving the sector, something Cooney-Mann has done twice in her career.

“I chose to leave the automotive industry because I felt overlooked and unheard in my roles,” she said. “At the time, I did not feel supported, encouraged, or developed in a way that aligned with my career aspirations. Without that guidance or advocacy, I believed stepping away was my only option.”

Leaving an industry that you are passionate about is not only devastating to the individual but also damaging to the company and a black eye for an industry that should be supporting its talent.

Fortunately for the Canadian automotive aftermarket sector, each time Cooney-Mann left, she felt unfulfilled and drawn back to the industry.

“Through those experiences, I gained valuable perspective and insight,” she said. “I learned the importance of aligning my career moves with organizations whose values, leadership approach, and culture support growth, development and open communication.”

“I feel the only thing that would need to change is a woman’s perspective of her capabilities, knowledge and that she already belongs there.”

Industry involvement

Hann noted that it is also important to get involved in the industry through committees, associations and conferences to learn and make connections.

“Industry involvement is extremely valuable, especially for young women trying to build visibility and credibility in the aftermarket,” she said. “In many cases, it can accelerate a career much faster than staying within the walls of one company. I personally have made so many connections and learned so much from the peers I have met through my continuous involvement in the industry throughout my career.”

The power of networking has also helped advance the career of Autumn Lamb. As the director of marketing and brand strategy for GSP North America, Lamb said networking can feel intimidating or transactional early in a career, but it often becomes something much more meaningful.

 “There are a lot of experts and industry professionals willing to share their experiences and continue contributions to the aftermarket,” she said. “When you find a community that supports your development, it removes the feeling that you’re navigating your career alone.”

And it is those people in the industry who keep Lamb engaged and motivated.

“The relationships you build with team members, partners and mentors help make the work worth it,” she said. “You can learn so much in our industry and as a young leader, and I often look to my mentors for advice or guidance. It’s an industry where experts and leaders are willing to share knowledge, collaborate and help develop the next generation of leaders.”

Cooney-Mann added that being prepared and doing your homework will ultimately help women find success in automotive, and that it is also important to be yourself.

“You don’t have to change who you are to succeed in a male-dominated environment. Bring your professionalism, your work ethic and your willingness to learn,” she said. “Competence earns respect. Consistency keeps it. And remember: every woman who walks into that space makes it easier for the next one.

“Expect some discomfort, but don’t let it define you.”

“Industry involvement is extremely valuable, especially for young women trying to build visibility and credibility in the aftermarket.”

Women-led group

There is currently no official automotive aftermarket group in Canada led by women for women. Women in Auto Care (WIAC) is a global organization based in the U.S. that is dedicated to connecting, empowering and mentoring women within the sector by providing opportunities, education and career leadership.

Along with her role at GSP North America, Lamb is also the vice chair of WIAC, something she believes would not have been possible without mentorship and continued support from several people across the industry.

“What makes the community especially impactful is its ability to bring together professionals from every segment of the aftermarket, from manufacturers and distributors to service providers and retailers,” Lamb said. “This community creates a strong, supportive network focused on career development and industry collaboration and helping support the future of our industry.”

Cooney-Mann supports the idea of a Canadian women-led aftermarket group, saying the industry is missing a huge opportunity.

“The mission should be to uplift, inspire and empower women by fostering a supportive community that champions equality, personal growth, leadership and opportunities,” she said. “This group would be dedicated to creating spaces where women can connect, learn and thrive, driving positive change in our industry.”

Cooney-Mann believes the group would require support from the industry and representation from all levels, from retailers and distribution to manufacturing.

Hann said there is already a blueprint for such a group, citing the previous AIA Canada initiative AWAKE (Advancing Women in Automotive Exchange Knowledge), which was launched to support the recruitment and advancement of women in the aftermarket.

“I believe this was very successful and a well received program that could and should be revived by the association,” she said. “Many of us who attended these Women in Leadership conferences still talk about them to this day and wish they were still going strong.”

Perri is also supportive of the creation of a women-led group, saying it would create more opportunities and visibility for women in the industry.

“Personally, I am most interested in initiatives that integrate rather than separate — having both men and women in the same conversations around leadership, growth and performance,” she said. “Progress is more easily solidified when everyone is engaged and sitting at the same table.”

“You don’t have to change who you are to succeed in a male-dominated environment. Bring your professionalism, your work ethic and your willingness to learn.”

Sustaining a group like Women in Auto Care takes time, consistency and support from leadership, Lamb noted.

“Most communities have the Auto Care Organization as a strong support of the initiatives each community and committee brings, so there are a lot of moving parts to make these communities flourish,” she said. “They have dedicated community managers and support teams that help execute these events, strategies and involvement effectively and efficiently.”

Lamb also pointed out that despite being U.S.-based, WIAC is a global community that is always looking for professionals to get involved and expand its reach.

“We welcome professionals globally,” she said. “We all share the same vision, and we want to continue to strengthen our industry.”

Lamb encouraged women looking to enter the automotive aftermarket industry not to let hesitation hold them back from their passion. With a wide range of opportunities in the sector, the possibilities for women are endless, and groups like Women in Auto Care are there to help.

“There is a community for you out there, you just must find it, and in doing so, we hope it’s communities like Women in Auto Care that can help empower, educate and engage with you,” she said. “Our industry benefits from diverse perspectives, and the next generation of leaders play an important role in fueling its future.”

---

This article originally appeared in the April issue of CARS magazine