The automotive industry is moving faster than ever. Electric vehicles, self-driving cars, connected cars, telematics, data platforms and new mobility models are fundamentally reshaping how we move — and who builds the systems behind it.
Yet while technology is accelerating, representation is not.
Women remain significantly underrepresented across automotive, particularly in leadership, technical and frontline roles. That gap between innovation and inclusion is exactly where Women in Automotive (WinA) is focused — and why change in this sector matters now more than ever.
Intelematics, an official Women in Automotive member since 2025, spoke with Rachel Butler, one of the Directors of Women in Automotive, about where the industry is heading, what’s holding it back, and how organisations — and women themselves — can actively shape its future.
What is the role of Women in Automotive in Australia?
Rachel: Women in Automotive exists to change the face — and the future — of the automotive industry.
We are a community and advocacy body with a national reach of around 15,500 and growing weekly, working across every corner of the sector: car manufacturers, dealerships, fleet organisations, technology, manufacturing, mobility and financial services.
Our purpose is simple but ambitious: to help attract, recruit and retain women in the automotive industry by helping them build meaningful connections and providing them with a community in which to thrive.
We do this by building visibility, connection and capability. Because one of the biggest barriers we still see is this: you can’t be what you can’t see. Too often, women look up and only see male leaders, particularly in executive roles. WinA exists to change that narrative — and the pipeline of talent behind it.
What does the automotive sector look like for women today?
Rachel: The disconnect is stark.
Across Australia’s broader workforce, women account for close to 48% of employees — yet they represent only about 20% of those working in automotive roles, a gap that underscores how much talent remains untapped.
Many women still encounter deeply male-dominated cultures, particularly in dealerships and workshops. Flexible work, parental leave and clear development pathways are still inconsistent across the sector.
Perhaps most critically, there is a shortage of visible sponsors — not just mentors — who actively advocate for women’s progression. Without that, many women struggle to see a long-term path upward and leave before they reach leadership.
What trends are starting to shift the dial?
Rachel: The good news is: change is happening.
Culturally, more organisations now understand that gender diversity is not a “nice to have” — it’s a strategic advantage. Diverse teams drive better decisions, stronger cultures and better commercial outcomes.
Commercially, businesses are recognising something overdue: you cannot effectively sell to women without women at the table.
Being seen as an Employer of Choice is increasingly recognised as a strategic advantage, delivering stronger culture, better decision-making and improved business outcomes.
We’re also seeing the growing visibility of women in motorsport, EVs, engineering, data and other STEM roles. That visibility matters — it challenges outdated stereotypes and helps more women imagine themselves in automotive careers that they may never have previously considered.
How is technology reshaping the automotive workforce?
Rachel: Technology is completely rewiring the industry.
Automotive is no longer defined by dirt, grease and spanners alone. It’s increasingly led by software, data, platforms, safety systems and customer experience.
Around the vehicle, entirely new ecosystems are emerging — EV charging, mobility services, subscriptions, telematics, connected vehicle technology platforms and analytics. These roles often look more like design, tech, or infrastructure businesses than traditional automotive operations.
As a result, demand is growing for skills in:
- Data and analytics
- Cybersecurity and systems engineering
- UX and product design
- Customer experience and digital specialists
- Sustainability and compliance
Essentially, technology is redefining the sector’s value chain, talent needs and culture. This shift is not just changing roles — it’s changing culture. And that creates real opportunity.
How will EVs, smart tech and vehicle connectivity influence women’s participation?
Rachel: Right now, we’re experiencing one of the most powerful turning points the industry has seen.
Automotive is no longer just about fuel consumption and emissions — it’s about climate impact, safety, efficiency and smarter mobility. EVs, hydrogen and connected vehicles are repositioning the sector as a place where women can do meaningful, future-focused work, women can get in and make real change.
Connectivity and data are also areas where women are already more present — or actively entering — creating new, more accessible pathways into automotive.
Crucially, women no longer need to start on a dealership floor to build a career here. Many are entering and using their transferrable skills through STEM, technology, digital, marketing, customer, research, safety or sustainability roles — and then shaping the industry from the inside.
What can organisations do to accelerate real change for gender equity?
Rachel: Among WinA’s members, the organisations making real progress are treating gender equity as a business imperative, not a side initiative.
That starts at the top. CEOs and executives must lead from the front, clearly stating that diverse teams are essential to innovation, safety, growth and trust.
Practically, this means:
- Auditing job ads to remove gendered or exclusionary language
- Explicitly advertising flexibility and parental support
- Designing and building clear career pathways and development frameworks
- Moving beyond informal mentoring to structured sponsorship, where senior leaders are expected to champion emerging female talent
The biggest shift we see among successful organisations is this: they stop expecting women to adapt — and start changing how they operate to enable inclusion and progression.
What advice do you have for women considering or building a career in automotive?
Rachel:
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First: build your network — and your advocates.
Don’t just look for mentors. Seek out sponsors — people who will speak your name in rooms you’re not in and help open doors.
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Second: don’t self-select out.
Job descriptions are often unrealistic wish lists, not gatekeeping tools. You don’t need to tick every box — you need to show understanding of the role, passion, transferrable skills and intent.
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Finally, stay visible and keep learning. Talk openly about where you want to go next.
Every role can be a platform if you’re intentional about how you use it. Ask your manager, colleagues and leaders to ‘keep an eye out’ for ways you can upskill and learn, these can be the tradition form of training programs but think of non-traditional ways like microlearning or reverse mentoring.
Automotive is changing — and there is space here for women to shape what comes next.
How to get involved: Women in Automotive programs and pathways aid development
Women in Automotive offers multiple ways for individuals and organisations to get involved, including:
- Free national membership for individuals
- Sponsored industry events, networking and speaker series across Australia
- Advocacy and employer engagement, supporting organisations to build more inclusive workplaces
- Partnerships and collaborations across technology, mobility, safety and sustainability
Whether you’re starting out, changing careers, or looking to lead systemic change — there is a place to plug in.
About Women in Automotive
Founded in 1999, Women in Automotive has spent over 26 years championing women across all levels of the automotive industry. Originally a Victorian initiative under the VACC, WinA became an independent organisation and expanded nationally in 2024, marking a new chapter with refreshed leadership and a growing national footprint.
Learn more or get involved at www.womeninautomotive.com.au
