Closing the gap: Supporting women’s leadership in the auto care sector

At the 2025 AIA Canada National Conference at the Canadian Auto Care Industry Conference (CAIC), attendees gained valuable insight about women in the auto care sector from Susanne Morello, senior vice president of marketing at Mevotech, as she dove into the topic of empowering women in leadership and how businesses from across the industry can drive gender equity. 

Despite decades of conversations around diversity, equity and inclusion (DEI), the data reveals an uncomfortable truth: progress in elevating women to leadership positions in the auto care industry remains stubbornly slow. According to AIA Canada’s 2023 Labour market research report, phase 2, women make up just 15 per cent of the repair and maintenance workforce—and only two per cent of the automotive service technician workforce in the automotive industry. 

Additionally, based on data from Deloitte’s 2020 Women at the Wheel study, 82 per cent of women believe the industry’s bias towards men is the leading barrier to leadership opportunities. 

Similarly, McKinsey & Company’s Women in the Workplace study that surveyed 65,000 employees across 423 organizations found that women hold 48 per cent of leadership roles. However, the higher the role in the organization, the more representation decreases—with only 24 per cent of C-suite roles occupied by women. 

Deloitte’s 2020 Women at the Wheel study showed that women’s perception of the industry was on a downward spiral, yet men’s responses were the opposite. These diverging perceptions raise a critical question: Are we truly progressing, or have we hit a plateau in empowering female professionals in auto care leadership? 

While the industry has made significant strides in DEI since the data from these reports were released, there is still a gap for women in leadership positions in Canada’s auto care sector. 

Building resilience and voice 

The path to leadership is rarely straightforward, and for women in male-dominated industries, it often includes added hurdles. Many have faced being underestimated or overlooked due to gender or perceived inexperience, reflecting systemic issues that still shape the workplace. 

Leadership, however, is often forged in discomfort. Speaking up, challenging assumptions, and advocating for one’s values are critical to building credibility. These actions are not about showing off, but rather, they are about making space and influence where it has previously been denied. 

For women in this sector, effective leadership goes beyond performance. It demands persistence, strategic clarity, and the confidence to push back. As more women assert their voice and visibility, they continue to redefine what leadership looks like in the auto care industry. 

Mentorship and inclusion: Creating space for others 

Effective leadership extends beyond personal success—it involves empowering others to grow. Mentorship and inclusion are essential to building a diverse, skilled workforce prepared for the future. Some of the most impactful leadership moments come from recognizing and nurturing untapped potential. 

Mentorship does not require formal programs; it can be as simple as offering guidance or encouragement to have a significant impact. According to McKinsey & Company’s Women in the Workplace 2024 report, women with mentors are significantly more likely to advance into leadership roles. For the auto care sector, implementing a mentorship program is a strategic investment in long-term talent development. 

Practical strategies for women in leadership 

The challenges are real, but so are the opportunities. To foster leadership, inclusivity, and lasting impact, women, as well as the organizations that support them, must embrace a set of intentional strategies that shift culture and open doors, such as: 

• Get uncomfortable: Growth rarely happens in comfort zones. Whether it is speaking up in a boardroom, asking for new responsibilities, or challenging outdated norms, embracing discomfort is key for leadership development. 

• Challenge biases: Both conscious and unconscious biases continue to shape hiring, promotion, and decision-making processes. Women—and their allies—must be prepared to call these out and advocate for fair, transparent practices. 

• Increase visibility: Encouraging women to lead high-impact projects, present at meetings, and represent their companies at industry events helps strengthen their leadership presence. 

• Embrace collaboration and community: Cultivating connected communities allows women to share stories, exchange knowledge, and uplift each other. These networks become support systems that fuel resilience, innovation, and growth. 

With intention and action, the auto care industry can create a future where empowering female professionals is no longer the exception but the standard. 

The auto care industry in Canada has a unique opportunity—and responsibility—to lead by example in advancing gender equity. Change does not happen overnight, but with consistent action, deep listening, and bold advocacy, we can foster a future where women participate in leadership and thrive in it. 

This blog has been created based on the session, Empowering women in leadership: Building personal brands and fostering inclusive environments for growth, which was led by Susanne Morello at the 2025 edition of the AIA Canada National Conference at the Canadian Auto Care Industry Conference.