From the Magazine: DEI in the aftermarket

Navigating change amid backlash

With the U.S. federal government taking a 180-degree turn on diversity, equity and inclusion (DEI), several companies have been trying to determine the right way forward, including those in the automotive industry.

“We’ve ended the tyranny of so-called diversity, equity and inclusion policies all across the entire federal government and, indeed, the private sector and our military,” said U.S. President Donald Trump during his address to Congress on March 4. “We believe that whether you are a doctor, an accountant, a lawyer or an air traffic controller, you should be hired and promoted based on skill and competence, not race or gender.”

Tammy Tecklenburg is the founder of dott., which helps organizations build resilient, high-performing teams through trust, engagement and a shared sense of purpose.

Believing that diversity of thought ultimately leads to success, Tecklenburg said thriving companies understand that DEI is about more than simply diverse representation; it’s about creating sustainable, inclusive cultures that embrace different perspectives, drive innovation and optimize business performance and profitability.

“Successful companies are embedding DEI into their business strategies, while others still view it as an HR-driven initiative rather than a critical business lever for success,” Tecklenburg said. “Companies that approach DEI systemically — integrating it into talent strategies, customer engagement, new product development, etc. — are seeing greater outcomes.”

“Regardless of what we call these efforts, for most companies, they existed well before DEI and, therefore, can and should remain far beyond the DEI acronym’s lifespan.”

In 2023, dott., in partnership with MESH, released a study called Driving Inclusion that measured DEI “maturity levels” across the top 100 companies in the automotive aftermarket sector.

“Our findings across every channel — retailers, WDs, repair shops, manufacturing, etc. — showed that while most companies were working on something they characterized as ‘DEI,’ they were in the early stages of building a foundation for lasting change,” Tecklenburg said.

The study revealed a common challenge for companies is a lack of clear metrics to measure the impact of culture on their business, something Tecklenburg said dott. offers a solution for through its partnership with MESH.

Women in Auto Care, a community of the Auto Care Association, is also working to advance DEI in the aftermarket.

Founded long before DEI became a focus, Women in Auto Care is designed to engage, educate and empower women and their allies in the automotive industry.

“Empowering women is at our core, as we were founded by a small but mighty group when women were an even smaller percentage of this incredible industry,” said Missy Stephens, community engagement manager for Women in Auto Care. “We will continue to focus on our mission, as it is vital for our minority group within the automotive aftermarket to find a home where we can spark change.”

In its effort to provide women with better opportunities in the industry, Women in Auto Care has awarded more than $2 million in scholarships to females pursuing automotive careers.

The organization has, however, adapted how it communicates as a result of changes in the perception of DEI.

“We’ve improved how we discuss events, like our conference, to ensure we are communicating to automotive aftermarket professionals that we are focused on education,” Stephens said. “All of our conference content has been, and will continue to be, designed to provide professional and personal development for each attendee.”

And the focus for Women in Auto Care is not solely on DEI. As Stephens explained, emerging technologies such as artificial intelligence and electric vehicles, as well as consumer trends and tariffs, are all critical topics in the automotive sector.

“By ensuring we are communicating that our community is a place designed to educate, we are able to navigate around much of the DEI perceptions nationwide,” she said.

As women remain a minority in the automotive aftermarket industry, particularly among technicians, Stephens urged companies to focus on topics that may include diversity and inclusion without losing sight of their purpose.

“Regardless of what we call these efforts, for most companies, they existed well before DEI and, therefore, can and should remain far beyond the DEI acronym’s lifespan,” she said.

For Stephanie Cooney-Mann, general sales manager at UAP, DEI is important on a personal level for several reasons.

“I think it is critical for an organization to be representative of our society and to foster an environment where everyone feels safe to work, regardless of how they identify themselves,” Cooney-Mann said. “I know that for me personally, I want to work and be part of an organization where I can see myself grow and see others like me doing the same.”

In an effort to promote its DEI initiative, UAP, which owns the NAPA brand in Canada, has taken several steps to support women and other cultures within its organization. From starting a women’s business resource group to share experiences to its mentorship program and DEI teams, UAP focuses on inclusion at all levels.

“I know that for me personally, I want to work and be part of an organization where I can see myself grow and see others like me doing the same.”

For Cooney-Mann, these efforts are essential for any business to find success.

“I think the cost of not investing in DEI is detrimental to an organization,” she said. “We are at an important point in history where all people want to feel connected, be part of something bigger and know that they belong. They want to know people like them, whether it is gender, age, race or any other difference.”

Another company that is a champion in the DEI sphere is The Parts Authority.

“They are a role model company that is committed from the top down to creating a healthy, inclusive culture where all people can contribute and thrive. They provide optional learning platforms and opportunities that elevate all,” Tecklenburg said. “I’m personally so proud to see how far they have come.”

The Parts Authority CEO Randy Buller, who is now company chairman, was the recipient of dott.’s first aftermarketALLY professional recognition last May. The company also received Women in Auto Care’s Ally of the Year award at AAPEX this past November. Jillian Weishaar, manager of education and diversity and inclusion for The Parts Authority, also took home a pair of awards at AAPEX: Women in Auto Care’s Woman of Excellence and an Auto Care Association Education Award.

“What I found most inspiring was that she was nominated by every person on the leadership team,” Tecklenburg said of Weishaar. “A great example of a united front in their people-first culture.”

In an effort to bring more along on its journey, dott. launched the aftermarketALLY campaign in May 2024, which Tecklenburg said is a solution that diffused even the most anti-DEI leaders into embracing the movement.

The program includes a survey to see what kind of ally you are or are not, weekly educational posts highlighting examples of what that looks like and recognition of everyday heroes.

“This campaign has received a lot of positive feedback, and it is creating a ripple by showing what this work looks like when done right,” said Tecklenburg, adding that there have been seven senior leaders so far recognized as role models in inclusion leadership.

“Companies that ignore DEI risk losing top talent to more inclusive industries.”

For companies looking to ensure DEI remains a priority in this current climate, Tecklenburg said it’s important to understand what DEI is and what it is not.

“Revisit your company’s initiatives,” she said. “History shows us that diversity pledges, unconscious bias training, lunch and learns, calendar/heritage events, mentor programs and employee resource groups don’t drive lasting change, yet companies continue to invest a lot of time and talent in these initiatives. These initiatives are not solving systemic issues of inequality, discrimination, safety, pay, promotion and representation.”

Tecklenburg recommended companies tie DEI to a top-down business strategy and move beyond demographic data to measure what really matters.

“Companies that ignore DEI risk losing top talent to more inclusive industries,” she said.

Cooney-Mann agreed, adding that UAP is dedicated to fostering inclusive teams and leadership.

“This is a challenge to all of us,” Tecklenburg said. “In this time of backlash, we must do the right thing for the future of our industry and the amazing people who make it such a special place to work.”

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This article originally appeared in the April issue of CARS magazine