Why are successful auto repair shop owners often treated differently from successful entrepreneurs in other industries? In this special episode of Maximum Octane, Kim Hickey brings together a panel of industry leaders to tackle that question and some of the biggest challenges facing auto repair.
The panel includes Gilda Dyckman, owner of Cars Muffler & Automotive; Denise Stanley, owner of Quality Automotive; Chris Cozad, president of Alternative Auto Care; and Frank Leutz, marketing director at Desert Car Care and host of a Wrench Nation podcast. Together, they discuss the questions shop owners get asked every day, the role of mentorship, the lack of diversity in the industry, and how to overcome the “grease monkey” stereotype.
What You Will Learn
- About the advantages and disadvantages of being a man in the automotive industry
- How to react to: Can I talk with the person making the decisions here?
- The automotive industry’s lack of representation
- How to overcome “the grease monkey” stereotype
- We must stop blaming the industry
- We should keep the doors open, but we must open our hearts
Being a Man, or a Woman, in the Automotive Industry
The panel opens by discussing the advantages and disadvantages of being a man in the automotive industry. The conversation naturally turns to the experiences of women, who make up a small share of the technician workforce. The BLS labor force statistics by occupation show how few automotive technicians are women, which makes the panel’s perspective especially valuable.
Women who work in auto repair often describe facing assumptions about their knowledge and authority. Customers may direct questions to male coworkers, doubt technical explanations, or assume a woman at the counter is not the owner. These experiences can be frustrating and discouraging. Shops that actively support women in technical and leadership roles help change those assumptions over time and expand the talent pool.
“Can I Talk to the Person Who Makes the Decisions?”
Around the 12 minute mark, the panel discusses how to respond when a customer asks to speak with “the person making the decisions,” often assuming a woman at the counter cannot be the owner. These moments are frustrating, but the panelists share ways to handle them with confidence and professionalism.
Handling these moments with confidence and good humor can defuse them. Some owners respond simply, “You’re talking to her,” and continue the conversation professionally. Training the whole team to treat every person at the counter as capable and knowledgeable also helps set a standard for how customers are treated.
Owners can prepare their team for these moments the same way they prepare for any common customer objection. Talk through the situation in a team meeting, agree on a calm and confident response, and make sure everyone backs each other up. If a male technician is approached with a question that belongs to a female advisor or owner, he can redirect the customer politely. When the whole team responds consistently, customers quickly learn who the experts are.
The Industry’s Lack of Representation
The group discusses the automotive industry’s lack of representation and how it affects recruiting. When young people do not see anyone like them in a shop, they are less likely to imagine themselves working there. Organizations such as the Center for Automotive Diversity, Inclusion and Advancement work on this issue, and Charlene Parlett discusses it in How to Use Diversity and Inclusion to Grow Our Business.
Representation matters for recruiting because people are more likely to pursue careers where they see others like themselves. When young people see diverse technicians, advisors, and owners, the industry feels more welcoming. Shops can help by featuring diverse team members in marketing, participating in career events, and mentoring students from all backgrounds.
The Crucial Role of Mentorship
Mentorship comes up as one of the most powerful ways to bring new people into the industry and help them stay. A good mentor can guide a young technician through the early years, open doors, and model what a professional career in auto repair looks like. ATI’s Finding the Ultimate Industry Mentor offers ideas for both mentors and mentees.
Mentorship benefits both sides. Mentees gain guidance, encouragement, and access to networks. Mentors gain fresh perspectives and the satisfaction of helping someone grow. Formal mentoring programs, through associations or shop partnerships, can make these relationships easier to establish.
Overcoming the “Grease Monkey” Stereotype
Around the 28 minute mark, the panel tackles the “grease monkey” stereotype. Modern vehicles are complex, computer-driven machines, and today’s technicians need advanced diagnostic skills. The panelists discuss cultural and generational factors that discourage young people from joining the industry and how shops can present a more accurate, professional image.
That includes clean facilities, professional communication, visible training and certifications, and showing the technology involved in modern repair. Programs like ASE certification help communicate that professionalism.
Modern technicians work with diagnostic software, oscilloscopes, calibration equipment, and complex electrical systems. Many earn industry certifications and continue training throughout their careers. Communicating that reality, through shop tours, social media, and school visits, helps change public perceptions and attract people who enjoy technology and problem-solving.
The way a shop talks about its work matters too. Explaining a diagnosis with photos, scan results, or a short video shows customers the skill involved and builds confidence in the recommendation. Job postings that describe training paths, technology, and career growth attract a different kind of applicant than ads that simply ask for someone who can turn a wrench. Every customer interaction and recruiting message is a chance to correct the stereotype.
Stop Blaming the Industry
The panel makes a strong point: shop owners need to stop blaming the industry and take responsibility for changing it. Every owner can influence how their own shop is perceived, how they treat employees and customers, and how they welcome newcomers.
Taking responsibility means focusing on what each shop can do. Owners can improve their own workplace culture, pay fairly, invest in training, and treat employees and customers with respect. When many shops make these changes, the industry’s reputation improves as a whole.
Keep the Doors Open, and Open Your Heart
The conversation closes with a call to keep the doors open and open your heart. Welcoming people who do not fit the traditional mold, and making them feel they belong, is how the industry will grow and attract the talent it needs.
Opening hearts means welcoming people who may not fit traditional expectations, such as career changers, women, people from different cultural backgrounds, and those without prior experience. Giving them a chance, along with support and training, can uncover talented employees who become long-term contributors.
The Value of Industry Conversations
Panels like this one bring together different perspectives on shared challenges. Hearing from owners with varied backgrounds and experiences helps listeners see problems from new angles and discover solutions others have tried. These conversations also build a sense of community among shop owners, reminding them that they are not facing challenges alone.
Industry associations, peer groups, and events like ATI’s SuperConference create ongoing opportunities for these conversations. Owners who participate often find both practical ideas and encouragement to keep improving their businesses and the industry as a whole.
Building a Welcoming Workplace
A welcoming shop starts with the basics: clean, functional facilities for everyone, including a properly equipped restroom and changing area for women on the team. It continues with clear expectations about respectful behavior, so jokes and comments that make someone feel like an outsider are addressed quickly rather than ignored.
Fair, transparent pay plans and clear paths to advancement also matter. When new team members can see how to grow, from entry-level roles to master technician, service manager, or ownership, they are more likely to stay. Pairing newcomers with mentors and checking in during their first months helps them build confidence and a sense of belonging.
How Your Shop Can Help Repair the Industry
- Offer to mentor a student or new technician in your community.
- Train your team to treat every person at the counter as a decision maker.
- Show the technology and professionalism of your shop on your website and social media.
- Partner with local schools and trade programs.
For more from the panelists, listen to Gilda Dyckman in Two Blessings in Disguise and Frank Leutz in Learning to Design Our Business.
Frequently Asked Questions
How can auto repair shops attract more women to the industry?
Start by making your shop a place where women can succeed. Provide appropriate facilities, set clear standards for respectful behavior, and feature women on your team in marketing and recruiting materials. Partner with schools and training programs to reach students early, and offer mentorship to new hires. Make sure pay and advancement are fair and transparent. Visible role models and supportive leadership make the biggest difference.
How should a woman shop owner respond when customers ask for the man in charge?
A calm, confident reply works best, such as “I’m the owner, how can I help you today?” followed by moving the conversation forward professionally. There is no need to argue or explain. Demonstrating knowledge and competence usually resolves the issue quickly. Training the whole team to direct questions to the right person, and to treat every team member as an authority, reinforces the message for customers.
Why is there a technician shortage in the auto repair industry?
Several factors contribute, including retirements among experienced technicians, fewer young people entering the trades, outdated perceptions of the work, and the cost of tools and training. Vehicle technology has also grown more complex, which raises the skill level required. Shops can help by partnering with schools, offering clear career paths, investing in training, and presenting the profession as the skilled, technology-driven career it is.
How do I find a mentor in the auto repair industry?
Industry associations, peer groups, training events, and coaching programs are good places to meet experienced owners and technicians. Reach out to people whose businesses or careers you admire and ask for a short conversation, with specific questions in mind. Many seasoned professionals are glad to help. Over time, a few of those conversations can grow into lasting mentoring relationships that offer guidance and accountability.
Resources and Links From This Episode
Connect With the Guests
- today’s guests on LinkedIn: Gilda Dyckman, Chris Cozad, Denise Stanley, Frank Leutz
