Ratchet+Wrench sat down with two of the top females in the auto repair industry in order to understand the road that has lead them to the industry, and how they see our sector going forward.
It’s well-known the auto repair industry has been a male-dominated industry for many years. Many women are starting to emerge and strong and successful industry players. They bring a different mindset, higher understanding for the younger consumers, and a more attentive approach to the new generation of customers—many of which are women.
The field remains male-dominated, though the balance has improved over time. According to the Bureau of Labor Statistics, women make up only 12.1% of automotive repair and maintenance roles, 15.1% of jobs at automotive parts and tire stores, and 21.8% of positions at automobile dealers. Additionally, women account for just 29.3% of all manufacturing jobs, many of which are vital to the production and maintenance of vehicles nationwide.
Maryann Croce
Maryann Croce has co-owned a transmission shop with her husband since 1999. In 2018, she became 90 Day Year certified through personal and professional training. Croce brings a wealth of knowledge, expertise and experience to her seminars and coaching, having held management roles in various industries.
Croce is also the owner and lead coach of Small Biz Vantage, a training and business performance coaching company serving automotive and skilled-trade business owners and their teams. As a shop owner herself, she is well-equipped to address the current needs and challenges that owners face.
An industry speaker, Croce has contributed to numerous automotive and business publications and podcasts. She finds serving on industry boards, school advisory boards and chamber committees to be a rewarding way to help the industry thrive.
On Finding the Right People
Croce recognizes the issues in the industry with finding and attracting talent. She’s taken a very grass-roots approach and believes in starting at the most basic level.
“As a shop owner or someone in the industry, it's important to get involved in career days or career nights at local schools. This allows you to connect with the next generation and understand what they're looking for in a career. Gone are the days when a technician would simply clean up or work their way up—today's vehicles are incredibly advanced, and providing proper training for your team is essential if you want to attract and develop top talent,” states Croce.
Creating a culture that supports growth and development is key. Shops can offer training and other opportunities, but it's important to remember that this will only be effective if you attract the right type of person—someone who wants that kind of support and development.
“For example, getting involved with career days or career nights at local schools on multiple levels can help the next generation understand the industry and what it has to offer. Engaging with students, understanding their interests, and showing them the diverse career opportunities available is key,” says Croce.
The old way of thinking—that a technician is just there to clean up and work their way up, or that an owner will teach them, is outdated. Today's workforce requires a different approach. Training is essential, given the advanced technology in vehicles. Providing training opportunities for employees, whether to develop top talent internally or attract the best external talent, is critical.
On Customer Service and Reputation
When Croce first joined the shop she had some doubts about what her role would be. Although she had management experience and handled the financial and customer service aspects of the business, she initially questioned herself as to whether she had the necessary technical expertise in the industry.
“However, I soon realized that my strength lay in focusing on our processes and how best to serve our customers, rather than needing to be the one fixing the vehicles directly. It was a shift in my thinking –I didn't have to be the technical expert, but rather ensure we had the right systems and approach to effectively meet our clients' needs,” says Croce.
Croce recognizes that the industry has an outdated perception that needs to be addressed. As shop owners and industry professionals, she understands the responsibility to reposition the industry in a more accurate light lies within. She advocates for each person that’s part of the industry to their share.
“Overall, we need to take an active role in reshaping the industry's perception and highlighting the rewarding career paths it can provide. By getting involved in the community and prioritizing training and development, we can position the industry for success,” says Croce.
On The Future
Croce and her husband have been in business for 25 years. She has immense pride for the team she has built at her shop, and having transitioned into semi off-site ownership, her focus is more on giving back.
“With my shop running smoothly, I'm able to dedicate time to giving back to the industry. I sit on industry boards as well as boards outside the industry, where I can learn from every meeting. This is important to me because the industry has been so good to us, and I've had many great mentors, both within and outside the field,” says Croce
“The fact that I don't have to be in the shop every day is thanks to my amazing team. I'm grateful to be in a position where I can focus on paying it forward.”
Taylor Mitchell
Taylor Mitchell, the CTO of GreatWater Garages, started her career in the auto repair industry at the Auto Care Association, despite her prior experience being in the technology space. This unique background has given Mitchell valuable know-how when it comes to implementing technology to improve businesses.
GreatWater 360 Auto Care is a network of local, full-service auto care shops found in many different communities under various names. However, all GreatWater 360 Auto Care shops share a commitment to delivering the highest level of auto care and customer service to every person who walks through their doors.
“I came over to help build this organization, working with a team to focus on establishing local repair shops. As the CTO, my passion lies in the technology, people, and processes that bring value to our organization,” Mitchell states.
The organization focuses on integrating those local shops into their network, providing the necessary back-end resources. Mitchell works with her team daily to support the local shops in continuing to service their communities.
Finding the Right People
The industry continues to face the challenge of finding the right personnel. But Mitchell sees a wealth of opportunity, especially as cars become more technologically advanced. The actual job of a technician is changing and becoming more focused on technology rather than just “turning wrenches.” This evolution in vehicles can help attract a younger generation. Providing career training opportunities and impacting culture development is important for all auto repair shops. “Our company has made employee development a top priority. We recognize it as a core part of our business and company culture. To that end, we've dedicated a team member to spearhead our efforts in this area," says Mitchell.
At GreatWater, employees are provided with training and learning opportunities. This includes daily team huddles, as well as resources and content that are shared with them. The goal is to foster a culture that values continuous learning and growth. “We believe this approach serves two key purposes. First, it helps us attract candidates who share this value. Second, it encourages our employees, especially younger team members, to invest in their own professional development,” states Mitchell.
The company sets the expectation that employees should invest in themselves, just as the company invests in its employees. There are dedicated resources to support and drive these professional development programs forward. While it may seem like an easy problem to solve, it takes effort from all sides.
“Career path is a crucial part of meeting this need. When people have this clarity, it provides them with a clear sense of expectations and a roadmap for growth. It lays out the "why" behind their work and the opportunities for continued development,” states Mitchell.
Customer Service and Reputation
Auto repair shops have suffered over the years from a bad reputation. Much of this comes from poor communication with customers, and a lack of transparency in regard to the issues that some vehicles may have. Mitchell emphasizes that educating customers is a critical part of the business. “We use a variety of methods to inform them about vehicle issues, including digital vehicle inspections. Overall, our goal is to clearly communicate vehicle needs and empower customers through transparent information.” states Mitchell.
Younger customers are more technologically adept and often prefer communicating via devices instead of traditional phone calls. Implementing systems that can provide this channel of communication is important for catering to newer customers. “These tools bring transparency to the customer. It's a communication tool that benefits both us and our customers. It's an important tool that provides clarity.” says Mitchell.
Independent auto shops often prioritize customer service and quality work above all else. As one shop owner put it, "The bottom line is, just be nice and fix cars." This sentiment seems pervasive across the industry, with many people advising to take your vehicle to the local shop rather than a larger dealership.
On the future
It was the technical project manager role dealing with industry standards appealed to Mitchell at GreatWater. Although she lacked direct automotive experience, she was drawn to the software development space and the prospect of taking on a new challenge in standards compliance.
The company was seeking someone to help on the standards side of the business, which was a new position for them. While she considers herself to have been an unconventional choice, the automotive industry has a way of pulling people in, as it fosters a close-knit community dedicated to solving interesting problems.
“Though I was met with some initial skepticism, I was confident I could thrive in this role and contribute to the great group of people I would be working with. The chance to be part of an industry network tackling diverse challenges was an exciting prospect,” says Mitchell.
