Women of Color in Automotive Retail: A New Wave of Leadership and Economic Impact

The automotive retail sector, long dominated by male leadership, is witnessing a transformative shift as women of color ascend to influential roles. These leaders are not only breaking barriers but also driving measurable business outcomes, reshaping workplace cultures, and unlocking new investment opportunities. From boosting sales to fostering innovation, their impact is redefining the industry’s trajectory.

Leadership with Measurable Impact

Krystal Roberts, a second-generation dealer and the third African American female General Motors dealer in the U.S., exemplifies this trend. As Executive Manager of Advantage Chevrolet of Hodgkins, Illinois, she has overseen a 20% sales increase over eight years, with the dealership now selling approximately 2,200 vehicles annually. Her leadership has also elevated female representation at the dealership to 25%, a critical step in addressing the industry’s gender gap [1]. Roberts’ achievements, recognized by the 2025 Ally Sees Her Award, underscore how women of color in leadership roles can drive both revenue growth and workplace inclusivity [2].

Similarly, the Women of Color Automotive Network (WOCAN) is amplifying the influence of these leaders through mentorship and community-building. By hosting events like annual luncheons and networking breakfasts, WOCAN fosters collaboration and skill development, directly contributing to the professional advancement of its members [3]. These initiatives are not just symbolic; they create tangible pathways for women of color to access leadership roles, which in turn enhances the diversity of perspectives within automotive retail organizations.

Industry Trends and Investment Potential

The economic potential of women of color in automotive retail is further supported by broader industry trends. Women influence or make 80% of large-ticket purchasing decisions, including vehicle purchases, yet they occupy less than 8% of leadership roles in the sector [4]. This disparity highlights a significant untapped market. As women of color rise to leadership positions, they are uniquely positioned to align business strategies with the preferences of a growing demographic. For instance, Deloitte’s 2025 industry study notes that diverse teams are more innovative, a critical asset in an era of rapid technological change, such as the shift toward electric vehicles and digital retail platforms [5].

Investors are beginning to recognize this potential. The National Association of Minority Automobile Dealers (NAMAD) reported a 9% increase in minority franchised dealers from 2020 to 2021, with Hispanic and Asian-American dealership growth outpacing other groups [6]. While specific data on women of color is limited, the rise of organizations like WOCAN and the success of leaders like Roberts suggest a growing pipeline of high-impact entrepreneurs and executives.

Challenges and the Path Forward

Despite progress, systemic barriers persist. Women of color face wider pay gaps—Black women earn 64 cents and Latinas 55 cents for every dollar earned by white men—and often encounter unconscious bias in promotions [7]. However, initiatives like pay transparency and flexible workplace policies are gaining traction. Stephanie Wedgeworth, a prominent voice in the industry, advocates for salary circles and mentorship programs to address these gaps [8]. Such strategies not only empower individual leaders but also enhance organizational performance by fostering trust and retention.

Conclusion

The rise of women of color in automotive retail leadership is not merely a social imperative but a strategic advantage. Their ability to drive sales, innovate, and build inclusive cultures positions them as key stakeholders in the industry’s future. For investors, this represents a compelling opportunity: supporting these leaders through targeted investments in diversity initiatives, mentorship programs, and dealership ownership can yield both financial returns and societal impact. As the sector continues to evolve, the economic influence of women of color will likely become a defining factor in its success.

Source:
[1] Second generation auto dealer named the 2025 Ally Sees Her Award Winner [https://www.prnewswire.com/news-releases/second-generation-auto-dealer-named-the-2025-ally-sees-her-award-winner-recognizing-two-decades-of-industry-service-302541346.html]
[2] Ally Names Krystal Roberts 2025 Sees Her Award Winner [https://www.stocktitan.net/news/ALLY/second-generation-auto-dealer-named-the-2025-ally-sees-her-award-gacly18i9y8y.html]
[3] WOCAN hosts empowering, educational, and inspiring events [https://www.wocautonetwork.com/wocan-events]
[4] WOCAN: Inspiring Women of Color in Automotive [https://agirlsguidetocars.com/wocan-women-of-color-automotive-network/]
[5] Industry study 2025: Driving diversity and inclusion for ... [https://www.deloitte.com/uk/en/Industries/automotive/perspectives/driving-greater-diversity-and-inclusion-within-the-automotive-industry.html]
[6] Minority franchise dealers increased by almost 9% in 2021 [https://www.cbtnews.com/minority-franchise-dealers-increased-by-almost-9-in-2021-namad-data-shows/]
[7] Speak Up, Level Up [https://womeninautomotive.com/speak-up-level-up/]
[8] Impact of Women in Leadership Roles within the Auto Retail Industry [https://medium.com/@kathikruse/impact-of-women-in-leadership-roles-within-the-auto-retail-industry-4de931905e1b]