Women in 4W Driving NEW

women In 4W DrIvInG

Long-held stereotypes are being crushed every day. The 4WD industry is no different. Once thought of as only the realm of men, 4WD companies are quickly coming to the realisation that woman can not only do the job as well as their male counterparts but sometimes more efficiently. Women in 4W Driving celebrates the women in our industry.

4W driving and mechanical workshops are part of Natalie’s DNA. Growing up on the road for her senior school years and with a father who owned a truck business, Natalie was almost ordained to make the 4WD industry her career. Family holidays involved their reliable 60 series LandCruiser and trips into remote iconic WA locations before 4W driving was really a pastime. For her family it was merely 'driving'. In the preceding nine years prior to joining ARB she gained valuable knowledge in all facets of the industry, working behind the counter, assisting with sales, office management and even picking up a spanner to ensure her customers got the result they needed. When the opportunity to apply for a role as a 2IC with the Canning Vale store arose, she quickly threw her hat into the ring. Within 18 months Natalie was the store manager of ARB’s first Western Australian flagship store, a new concept in design and presentation. Walking into one of the new flagship stores is like entering a hip boutique, a far cry from the dusty and odorous workshop-infused stores that we are more used to. Natalie is passionate about ARB and the 4WD industry and is someone who enjoys her job. She lists her number one reason for enjoying her role as being her team. The longevity of her team is testament to her management style and she lovingly refers to them as her 'work family'. Seeing her team grow and improve their skills brings her the greatest joy. She referred to Kellie, the only other female on the team, as her superstar. Coming from a retail background

The longevity of her team is with no industry testament to her management style and she lovingly refers to them as her 'work family'. knowledge, she has watched her grow and become an integral part of the ARB Canning Vale family, celebrating her third anniversary with the company the day after this interview. Kyle, her workshop manager, has been with ARB for 10 years. A qualified mechanic, he lives and breathes the off-road lifestyle. “I don’t know what I would do without him. Every person is integral to ensure we succeed." Being part of “the biggest 4WD company in the world” is exciting. Positioned as the market leaders in product design, innovation and even revolutionising the retail experience, Natalie says that her previous role selling ARB product was the catalyst.

Natalie Hofman Store Manager

ARB Canning Vale

Winning an internal company competition last November, she was given the opportunity to tour the ARB-owned facilities offshore where many iconic products are made. “Watching the guys building our bull bars and suspension systems was mesmerising. Their attention to detail and the obvious level of their craftmanship was clear.” “The industry is showing a return to Australian-made products which has been accelerated by COVID-19. With international travel restrictions not showing signs of being relaxed any time soon, more people are taking the opportunity to explore our amazing country.” The volume of work coming through the stores is staggering and the stresses placed upon the business by COVID-19 add an extra level of complexity, something which her entire team take in their stride. Now more than ever we must help each other. Liam, her 2IC and another 10-year ARB veteran have a special bond as the senior management team of the store. “He is my right hand. I know that he is passionate about the brand and has my back.” The team won the first ARB Customer Service Award for WA which demonstrates their effectiveness as a team. “The last four years with ARB have been amazing. The level of personal and professional growth has given me opportunities that I never dreamed of previously”.