COVER STORY

Not Her Daddy’s Shop: Women in the Industry

Although women comprise around 51 percent of the population, less than two percent of auto body repair technicians are female, based on a 2021 report by the U.S. Bureau of Labor Statistics. Yet, nearly 60 percent of women participate in the labor force, which begs the question: Why aren’t more women working in automotive

and collision repair shops where we so desperately need help?

A large reason for the lack of female technicians is simply…the lack of female technicians. Young women often don’t pursue careers in the automotive and collision industries because they don’t see other women in those roles, leading them to believe that there’s no place for them. Of course, that’s totally untrue. While women are different from men, those differences are a strength when leveraged properly!

Women think differently. Their focus on efficiency and accuracy tend to be huge assets for shops, not to mention the fact that female consumers are typically more comfortable visiting shops that employ women. But defying the odds and being the only woman in the room comes with its own unique set of challenges and fears.

Overcoming the fear of being different is never easy – just ask any collision repairer whose negotiations with insurers have been quelled by the claim that they’re “the only one!” – but fortunately, some women are comfortable being uncomfortable; they didn’t allow their fears to subdue their aspirations to join this industry. AASP-MN News talked to a few of the amazing women who’ve found a home in Minnesota shops about their experiences working in a male-dominated industry, the benefits of diversity and how shops can attract more female employees.

As the daughter of an auto repair shop owner, Danielle Tinney was born with cars in her blood. After graduating school to become an automotive technician, she began working at Superior Service Center (Eagan) as a mechanic in 2017. Two years later, she transferred to the collision side of the business where she works as a diagnostic technician.

“I considered multiple career paths – the sky was the limit! – but I’ve always been interested in automotive,” she recalls. “I knew I needed to be open to every opportunity within this industry, so I started getting my toes wet. Learning about diagnostics really sparked my interest, and I began diving deeper into that because I knew it would be evolving over the next few years. Seeing what the future will bring really caught my eye.”

Due to her background in the industry, Tinney is comfortable working in a male-dominated field and has received a lot of support from her co-workers.

“The people I work with have helped me along the way, but growing up surrounded by men in this industry has been instrumental in figuring out what I wanted to do. I’ve never been talked down to because I’m female; everyone has been welcoming, and our boss treats everyone the same. I also think that women are becoming a larger presence in shops. We have a female estimator on the auto body side, plus three women in the front office helping customers. I’ve also seen more women delivering parts.”

While Dawn Weitzel (Bodywerks Auto Body Repair; Elko) does not have the same automotive upbringing, her career began in an equally male-dominated field. After obtaining her master’s degree in public administration, she worked in city government management for over a decade, but when her husband Jeff took over his father’s shop in 2001, she resigned from municipal government to develop the business where she now handles the shop’s finances, marketing strategy and communications with customers and insurers.

“At the time, 80 percent of our volume was rental car fleet related, and we turned the business around by focusing more on individual insureds. We continue to refine our business plan. I’d originally considered returning to a career in government, but when you own a business together, it becomes your baby, and that’s what the shop turned out to be. I can’t imagine leaving it.”

Government agencies tend to be male-dominated, just like the automotive industry, but Weitzel was fortunate enough to have many mentors (both male and female) who encouraged her and “really shaped who I am. They encouraged me to trust my skills and abilities, and from a very early stage of my career, I learned the importance of being heard. Taking advantage of every possible opportunity has helped me develop a strong sense of selfconfidence.

“I treat others fairly and expect the same in return,” she continues. “Sure, you’ll occasionally get that person who tries to belittle or demean you, but that behavior is the person’s issue, not mine. I refuse to take it and have no problem with politely setting expectations so they understand very quickly that treating me poorly is unacceptable. I expect and receive mutual respect.”

Lisa Roering (Roering Auto Body Inc.; St. Paul) also commands respect after owning her shop for the past 22 years. Although she was not involved with the business when her ex-husband owned it, she couldn’t let the shop go when he lost interest after his father passed away.

“This special place meant too much to sell it, so I took it over. I didn’t get much respect in the beginning because a lot of people just thought I was a backyard startup holding my daddy’s right hand, and I even had one guy tell me I couldn’t run the shop because I’m a ‘girl.’ Well, that guy had no idea who I am, and his disparaging remarks didn’t discourage me; they simply motivated me to prove myself even more. I honestly had no idea what I was getting myself into, but when you really want something – the way I wanted to succeed in my shop – you work as hard as you can to achieve it.

“I set out to learn everything I could,” Roering elaborates. “I asked a lot of questions and attended industry classes, receiving help from vendors and employees. A handful of employees quit because they didn’t want to work for a woman, which is fine since it obviously wouldn’t have worked out in the long run if that’s their mindset; however, the majority of my employees have been nothing but respectful. They’ve supported me and explained things I needed to know.”

Some customers have posed challenges, while others have intentionally sought a female-owned shop.

“I can’t begin to guess how many times a man has come in, addressed me as ‘honey’ or ‘sweetie’ and asked to speak to my dad,” Roering muses. “On the other hand, I’ve had customers come to the shop specifically because I’m a woman.”

Since women influence up to 85 percent of automobile purchases, it stands to reason that they also determine where to take a vehicle in need of repairs. Female customers often find comfort in dealing with women working at shops due to insecurities about their own lack of automotive knowledge, as well as misperceptions related to the propensity of repairers taking advantage of that deficiency.

“Women want to be treated with respect when they deal with any business,” Roering contributes. “They want to know that they can trust us. Women tend to listen, absorb the customers’ concerns and express sympathy in ways that men haven’t learned. It really comes down to how you treat people, how you perceive them and how they perceive you.”

“We’re seeing an upward trend of women coming into the shop and calling about their vehicles,” Weitzel notes. “As a woman, I communicate differently than men, and female customers seem to appreciate those soft skills. Bringing your car to a shop after an accident is a stressful situation for anyone, and a lot of women feel nervous about whether they’ll be treated fairly in a shop full of men. My customers know I won’t talk down to them, and that puts them at ease. Regardless of my customers’ gender, my goal is to assist them, and they can sense that my desire to help is genuine.”

Employing women in the shop – as technicians, estimators, detailers, painters, mechanics, managers or any other role – benefits the business in many other ways as well.

“Running a small business always requires a juggling act, but women are very good at juggling different roles and moving from one thing to the next,” Weitzel explains. “Women pay close attention to detail, so they also excel in leadership roles where they have to deal with human resources, vendors and customers…and all the related problems that arise.”

Attracting more women to the industry is as simple as making them feel welcome and creating space for them – sometimes literally.

“This industry is not always going to be male-dominated,” Tinney expresses her hope for the future. “Vehicles won’t always consist of dirty, greasy work on a combustion engine, and as technology advances, I believe that will naturally open the door to more women entering the automotive continued on pg. 20

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industry because they’ll be intrigued by the mental challenge of tackling the problems we deal with in the shop. But that will only happen if they feel welcome. Shops would be more structurally appealing if they offered restrooms and changing rooms for men AND women in the shop to show that we’re being intentionally invited. We need to know that there’s room for us.”

“It’s vital for the automotive industry to hire more women to cater to the growing population of female customers since we make them (and people in general) feel more at ease,” Weitzel points out. “But really, women are looking for many of the same things as men. They want to be treated with respect and dignity, and they also want to work for a business that invests in their skills and provides opportunities for growth through training and education.”

With all the challenges thrown at industry professionals, being confronted with additional hurdles related to gender can be daunting. What advice would these ladies offer other women interested in pursuing a career in the collision industry?

“This industry changes every day, so you’re constantly learning something new,” Tinney shares. “I really enjoy problem solving, so if tackling puzzles and brain work appeals to you, this industry is definitely worth considering as a career path.”

“People may snicker at you, and you’ll need to develop a tough skin to deal with people’s arrogance about their own vehicles,” Roering admits. “Know your worth. I’m modest, but I’m also proud of the accomplishments I’ve achieved in my shop. You have to be passionate about what you do, and if you’re passionate, just keep going. Don’t stop.”

“Go for it! This interesting industry constantly changes and evolves, and there’s a wealth of opportunity and many available roles for women in the body shop industry,” Weitzel insists. “Every position is integral, and we’re seeking your skills and abilities! Spend a day in a shop to see if something really strikes you. Is it painting, communications, repairing vehicles or something else? Surround yourself with a network of educated people you respect, find mentors, and stay informed. Join industry groups focused on women for additional support.”

Weitzel offers one last piece of advice:

“Be yourself. In this industry, I’ve never felt pressured to change who I am, and I think it’s important for young women to realize that you don’t have to go into the body shop and be one of the guys. Just keep being who you are.”

And who are they? Well, the women in the automotive and collision industries are brave, formidable and intelligent, and we stand in awe of them. Happy Women’s History Month!