Embarking on a career as a collision repair technician, painter, or estimator has traditionally been a male-dominated role. Although more women have entered these roles in recent years, statistics show a significant gender gap remains.
Nearly a year ago, the issue was highlighted during several events at the 30th edition of Autopromotec in Bologna, Italy. As the industry moves through 2026, the challenge remains unresolved.
At Autopromotec 2025, WAW! Women in the Autopromotec World addressed why gender bias remains a barrier and how businesses are losing talent in an industry hungry for skills.WAW! Women in Autopromotec World explored the positive impact and strategic value of removing gender bias. The event also provided an opportunity to inspire new generations and build a more inclusive future for the industry.
“What transpired from the various speeches given on the WAW! stage was the increasingly urgent need to actively involve women in the sector and to recognize their skills and the crucial importance of their work in the sector’s growth,” said Enrica Lazzarini, Autopromotec’s communications manager.
Based on research shared by Almudena Benedito, CEO of the GiPA Group, women represent less than 25% of the global automotive workforce. The percentage drops to 15% in the aftermarket segment, where women in management positions account for less than 5% and the share of female business owners is less than 3%.
“If we look at the latest data available from UNRAE, in 2024 in Italy, 344,580 women obtained their driver's license, 41.7% of car registrations were made by women, and 40.3% of private cars on the road, or one in every 2.5 cars, were driven by women,” explained Lazzarini. “This dichotomy makes us reflect on how women actually gravitate towards the automotive world, without often seeing themselves represented and included in it.”
In her opening speech during WAW!, Paola Zaccheroni, the public affairs manager at Autopromotec, highlighted the opportunity and urgency for companies in the automotive supply chain to encourage female participation by creating a more attractive and inclusive working environment capable of attracting increasingly urgent and necessary skills.
However, Zaccheroni said this is only possible by removing the social barriers that still too often prevent girls and young women from accessing careers in this area, especially those that are more technical.
Workforce challenges and opportunities
Stacey Miller, vice president of communications at the Auto Care Association.As part of the WAW! event, Stacey Miller, vice president of communications at the Auto Care Association, discussed how to create an inclusive industry.
Miller pointed out that the percentage of women in technical roles in the aftermarket is very low.
“Businesses in all sectors of the transportation industry urgently need more technicians, yet women — who comprise 52% of the population — only account for less than 3% of employed technicians,” said Miller.
According to research compiled by TechForce, 63% of women techs have left a job that limited their growth, and 84% have experienced a workplace bias.
“100% of women techs want to be respected for their skills, not their gender,” Miller emphasized.
The Auto Care Association is committed to supporting the professional leadership of women in the automotive industry through its Women in Auto Care community, which consists of 2,100 members. Through this initiative, the association supports training programs and promotes professional leadership for women in automotive through conferences, networking, over $2 million in scholarships, training, data, awards, and more.
Women in Auto Care organized the “Give to Gain Campaign” on Sunday, March 8, to help forge gender equality through giving. As part of the effort, a limited number of Celebration kits will be given out and participants can take part in a digital photo booth.
Miller said the Give to Gain Campaign promotes a mindset of generosity and collaboration. “Whether through donations, knowledge, resources, infrastructure, visibility, advocacy, education, training, mentoring or time, contributing to women’s advancement helps create a more supportive and interconnected world,” she said.
Benefits of a diverse workforce
Miller said a diverse workforce can help improve staff retention, boost productivity and profitability, and enhance collaboration. She noted that diverse perspectives can lead to higher employee satisfaction and enhance the company’s reputation by fostering innovation and creativity.
Benedito highlighted additional benefits of gender-neutral recruitment in her Autopromotec presentation, “Driving Change: Women in the Aftermarket and the Power of Inclusive Innovation.”
Those benefits include doubling the talent pool and attracting younger generations of workers. Benedito said diversity also promotes new ideas, which ultimately leads to innovation.
Turnover can also be reduced, according to research.
“If a woman feels secure, respected and visible in the job she does, she's more loyal to a company, so she's less eager to go elsewhere,” Benedito explained.
With customer expectations growing and technology becoming more complex, she pointed out that staffing shortages are becoming critical and the sector is ripe for inclusion.
Theory vs. reality: What is holding us back?
Almudena Benedito, CEO of the GiPA Group, talked about the benefits of gender-neutral recruitment in her Autopromotec presentation, “Driving Change: Women in the Aftermarket and the Power of Inclusive Innovation.”Benedito acknowledged that attitudes are changing and progress is being made to promote women in the automotive aftermarket, specifically through shifting societal attitudes, new laws in many countries, corporate diversity statements, and inclusive hiring guidelines.
“You have big companies implementing diversity statements and also specific hiring guidelines,” she commented. “Every single step is important.”
However, she noted the gap between theory and reality and highlighted the challenges that remain.
They include differences in laws depending on the market, gender bias in hiring, especially for hands-on technical roles, and a lack of visibility with women unrecognized and underpaid. There is also an absence of mentorship or role models, and no infrastructure to support work-life balance.
Autopromotec takes action
Lazzarini said that Autopromotec is committed to making a concrete contribution to overcoming gender stereotypes by exploring the issue in as much depth as possible, keeping the focus on it, and organizing events, stages, and opportunities for women who are already in the sector and who work tirelessly every day to improve it.
“We seek to address industry specialists with events dedicated to reception services in workshops and collaborations for the promotion and normalization of the presence of women in our sector, whose companies are often already led by women,” shared Lazzarini. “We are also working with and organizing events for female drivers to promote their independence and autonomy.”
She said it’s essential to involve women drivers in practices related to vehicle care and maintenance, and encourage greater participation and empowerment of women so that they do not delegate their personal autonomy and road safety to third parties.
With a focus on inclusion and participation, Lazzarini said it is crucial to build a relationship of trust with one's technician or mechanic, allowing female drivers to see the body shop as an integrated part of their daily lives.
In November 2025, Autopromotec hosted a #SheCanDoIt Bologna Edition event at Casa Autopromotec in Italy. The format, created by Elena Spelta, a tire dealer and body shop owner, involves a class composed entirely of women who can take part in activities that help them take care of their vehicles.
Due to its success, a follow-up event will be held on March 8 — International Women’s Day — at the Autodromo Internazionale Enzo e Dino Ferrari in Imola, Italy, during WOW-Women Motor.
The event will reflect on themes of gender equality, professional future, and the opportunities that arise from the encounter between engines, innovation, STEM, and people.
Autopromotec also created a video, which was a tribute to the photographic exhibition “Donne e Motori? Gioie e basta” (Women and Motors? Just Joy), curated by the Fratelli Cozzi Museum.
“We are extremely proud to also be among the promoters of the fourth edition, which supports UN Women's #heforshe campaign on the importance of involving men in order to bring about truly profound, deep-rooted, and lasting change in the area of women's empowerment,” said Lazzarini. To help contribute to the cause, Autopromotec created an additional video involving the women who are associated with planning the exhibition.
Attracting and retaining a female workforce
To help attract and retain a female workforce, Miller recommended the following, based on a joint report from Women in Auto Care and MOTOR:
- Be agile and flexible: To respond to the needs of a more diverse population, offer hybrid and remote work and consider family planning factors, such as time off and extended leave.
- Address the pay gap: Implement transparent salary ranges and conduct regular pay audits to identify and address pay discrepancies. Ensure pay is based on the role, responsibilities, and performance and provide equal opportunities for career development and advancement. This includes mentorship programs, leadership training, and additional support.
- Focus on action-oriented management: Implement strong human resources policies and embolden leaders to treat everyone with respect, be approachable, and take steps to foster growth.
“Transparency is key,” said Miller. “Practice what you preach; leadership should have gender and minority diversity.”
The role of industry leaders
As industry leaders, Benedito suggested implementing the following:
- Gender-neutral hiring and marketing: Normalize female representation by addressing the business’s marketing, events, and partnerships.
- Design with everybody in mind: Ergonomics typically doesn’t focus on gender, but weight, strength, and accessibility affect how people interact with products. As a result, involve women technicians in decision-making.
- Internal inclusion programs and mentorship: Consider if the company is truly inclusive and supports women — not just in entry-level positions but also in leadership roles.
- Partner with technical schools: Work with technical schools and vocational programs that champion female participation. This includes sponsoring scholarships for women.
Benedito has taken part in several mentorship programs with U.S. companies.
“I was not only mentoring women,” she said. “I was also mentoring men to help change their mindset.”
She stressed the importance of involving men in the journey and collaboration.
Partnership with schools is also paramount to educate families about the opportunities available.
Looking ahead, Benedito stressed the importance of ensuring women understand the career opportunities in the industry.
“The more we can promote that, the better,” she advised.
Lazzarini said the overall goal is to increase the representation of women in the sector, treating their presence as normal rather than an exception.
In addition to the data reported on the gender gap, she said the world is made up not of numbers, but of perceptions and feelings, which only serve to fuel a vicious circle that drives women even further away.
“Showing that women are already there and that they are extremely capable in what they do is a source of inspiration for all those girls who dream of entering this world, and normalizes women belonging to the sector,” said Lazzarini. “Although it is a long and arduous road, our strategy is one of sisterhood.”
She recommended ongoing dialogue and involvement with those who have similar goals.
“If everyone contributes something — be it a stage, an event, pragmatic expertise, a life story, a financial contribution, or a networking platform — progress will be faster and irreversible,” said Lazzarini.
Benedito encouraged the industry to take action today. “Think about what you can do for this industry for women to collaborate in diversity,” she emphasized.
Stacey Phillips Ronak