Jodi Cate is an inspirational 25 year old woman who has a successful career in the Australian automotive industry. Jodie is currently E Commerce Manager at Booran Motors in Melbourne’s southern suburbs.  We met with her in May 2008 to find out about her hard work and hear her thoughts on the role of women in the industry today.

Firstly, tell us about your current job and employer?

I am the E Commerce Manager for Booran Motors; a position re-designed for me by the company when I first came on board. I manage all the online marketing for the entire company. My day consists of online web design, all internet enquires and marketing strategies to improve the website presence. It also involves any IT issues and training employees in our DMS system and web/internet sales area to provide educational information for the automotive industry via e-news. My job also requires consistent research and development for each dealership demographic, franchise updates and the endless changes of the World Wide Web. Since I have been in this position the internet traffic for our business has boomed over 300%! But there is plenty more room to grow, I want to be the best of the best!

How did you come to work in the Automotive Business?

I finished school in 2000 and decided to defer an education degree after I was offered a job for an IT company. It was then in 2003 that I had an accident that changed my life, by putting everything into perspective for me. While in rehabilitation and learning to walk again, I was glancing over the jobs on the internet and a position in the automotive trade was advertised with my previous employer. I had always dreamed of working with cars as I am a complete car nut! It was afresh start and my chance to take a new direction in life.

Do you have a passion for cars?

My inspiration and my passion for the industry comes from my love of cars and driving. They are fast, beautiful and fun to drive. It is amazing how they are put together and how they work. I have always been a car fanatic since I was young, particularly a V8 Supercar fan, growing up with my father and two older brothers who were always working on cars. I would help… well at least try! Plus I enjoy the ongoing debate with them; who is better “Holden or Ford”.

Where did you start out in the industry?

Knox Ford was my first stepping stone, before I moved across to Booran to develop my career.

How long have you been in the industry now?

Coming up to 5 years now!

What is your normal day like?

There is no such this as a normal day! As I oversee all 3 different branches; Cranbourne, Cheltenham and Dandenong. And six franchises: Holden, HSV, Suzuki, Peugeot, Fiat and Citroen. With all these the market and demographic differ so much as it is evolving daily. Diversity is the key word. New employees start at Booran Motors constantly with the growing market. I investigate new technologies to improve our website and communications via the internet, especially in the automotive environment as it’s such a dynamic area. Most of my work is all computer based, technology is a wonderful thing.

What do you enjoy most about the Automotive Business?

Watching how much the industry is developing and playing a hand in it. With the growth of Women in the industry and seeing us as key decision makers but also the direction we are now taking regarding environmental strategy to increase awareness in and outside Booran. Currently we have 3 of our carlines in the top 5 of Environmental Cars in the world: Holden Astra, Citroen C3 and Fiat 500, it’s a very exciting to be a part of. Booran also has “Women on Wheels Workshop” trying to empower our participants by giving each woman the confidence to perform her own light automotive maintenance. By most of all the Main Event Sales – Organizing the biggest sale of the year and seeing customer reap the rewards.

Do you feel your gender is in any way a factor in your current role?

Gender appears to play a factoring key role in automotive industry; as it is male dominated. Is seems that the perception of females in general is that they don’t know much about cars even those working in the automotive industry, therefore making us work twice as hard to gain respect from our fellow colleges, customers and supplies. Sometimes it may include isolation and some animosity from males. I hope that the stereotyped of a female being traditionally a homemakers and care givers, will soon be changed. And there are more females playing a key role in the decision making in the automotive industry.

There is a perception within the industry that it is male dominated, would you say that’s a fair?

Yes. It is very male dominated as I mentioned. When I started in the automotive industry I freaked out, as it was a complete culture shock. I have learnt that you have to be thick skinned and it takes time to adapt to the automotive culture. This includes dressing appropriately; to the way you interact with colleges, customers and suppliers. Respect is the hardest thing to get; once you obtain it, it is very satisfying. Also growing up with two brothers was good training to help deal with the male dominance.

Here out Cheltenham branch we would have to be the only dealership in Melbourne to have a large female presence, from Admin, IT support, Service Department and a female Dealer Principal (currently there are only two of them in Melbourne) and the Co-Director of our company is a female.

Are there more women in the business since you started out?

Absolutely! It is slowly growing every year; the concept of women in the industry is changing, it has come a long way in the last couple of years. We are no longer simply behind the scenes in the admin area, we are out their front and centre. However there is much room for improvement. When I started at Booran there were 250 employees but only on average 20 females working across the group. Within 2 years we now have an average of 30 – 40 females.

What are the perks of working in the business?

Where do I start? Tickets for events: such as the V8 Supercars, Grand Prix and the footy. An unexpected trip overseas (goes to show you just never know where this can all take you). My work car is an Astra Convertible plus petrol - a nice little perk. Corporate automotive events, where you are likely to meeting celebrities like race car drivers. And of course all the lovely, wonderful cars! If you love cars that’s the biggest perk. So knowing what new cars are coming through before anyone else is exciting. Then getting to test drive them is always a thrill. And last but not least; the amazing people you meet and work with in the business!

Tell us about your NADA earlier this year?

In January I was awarded a trip to the NADA (National Automotive Dealer Association) conference which was held in February this year and located in America. The Trading Post invites 6 Australians from the automotive industry which mostly consists of Dealer Principals but in this instance they choose me as one of the participants. I was the youngest and only female from the automotive industry on our Trading Post tour. This was an overwhelming acknowledgement of all the extra hard work I had been doing assisting the Trading Post with over the previous year! The trip included a stopover in Hong Kong and then headed to San Francisco, business class all the way. Once arriving in San Francisco I was blown away by the amount of people attending from across the globe just for this conference. It is the world’s most premier automotive dealer event in the year. To be included in such a prestige event will always be a major achievement in my career.

Everything about the experience was unbelievable. From an incredible opening night ceremony of fireworks to the trades show itself which was huge (about 3 times the size of Jeff’s shed in Melbourne). Everything was very extravagant including the accommodation to the functions we attended; I guess the Americans always know how to put on a good show!

What is your fondest memory thus far in the business?

NADA Trip - the above!

What is the funniest thing you’ve encountered thus far or what’s given you the biggest laugh?

Thinking that the owner of the company was a customer and asking him if I could help him on the used car lot. Now that was embarrassing; my cheeks where red in seconds. Ok, what about trying to jump starting a car in the car yard, then it catching on fire? But to top it off there just so happened to be a photographer there that day. No escaping that one, they now have evidence on me.

Where would you like to be in five and then ten years time in the industry?

Ideally in five years I would like to have advanced and developed my skills through working in the Automotive Online Marketing sector. As this industry is evolving daily there will be new and rewarding careers steps for me to take. I will be keeping my eyes open for opportunities within this industry and gaining plenty of personal and professional skills.

In ten years, I endeavour to have a balance of home and work life. The important thing is, that I will continue contributing my abilities to the automotive industry. Hopefully being financially better off with a family and being one of those amazing mums that juggle being a career woman and a mother. One that can do it all!

What would you suggest to other women wanting to get into the industry?

Persistence. Send your CV to your chosen company even if there are no jobs advertised. Keep your eyes and ears open, pass the word around to friends and family, they might know someone in the industry. Research where you would like to start your career. Mechanics, Sales, Marketing, IT, Engineering the possibilities are endless. Also be prepared to be open to different roles. As you get a great sense of accomplishment when you can see the results professionally and personally which may lead you to the ultimate career goal.

Finally give me 3 descriptions that most accurately define your view of women in the car industry?

I don’t think I could give you only three … but I promise I will stop at five!

1. Passionate

2. Pioneering

3. Giving a new and fresh perspective to the industry.

4. Striving, each and every day to get a great sense of accomplishment

5. Ground-breaking

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