For this issue’s women in automotive feature, Motor Trader caught up with Clare Allen, Hendy Group, Kate Ruberry-Shoemack, Rygor Group and Victoria Roberts, Motorway
Jasleen Mann
Three women. Three businesses. Three different perspectives on women working in the motor sector. But are they seeing a shift in attitudes towards women?
“I have been in the industry for 22 years and have been hooked since day one. I fell into the industry by accident and am by no means a petrolhead. But I quickly fell in love with a product that I could associate with in everyday life, a product that I could physically see that provides joy and pride of ownership,” said Clare Allen, head of franchise performance at Hendy Group.
“I had an amazing 22 years at Honda but knew I needed a fresh challenge within an industry I loved. That’s where Hendy comes in and I haven’t looked back.”
Victoria Roberts, head of B2B marketing at Motorway describes a similar feeling towards automotive, stating she was “hooked” from her first industry role.
“My career path hasn’t exactly been a straight line – and like a lot of people in this industry, I didn’t start out in automotive. But once I joined Volkswagen Financial Services UK, I found myself completely hooked. I spent about five years there.”
Roberts then moved to Avis Budget Group as head of marketing and direct sales. Earlier this year, she joined Motorway as head of B2B Marketing.
She says: “The company’s on such an incredible growth journey, and I wanted to be part of that story. My focus is on helping the brand connect with dealers in a really targeted, meaningful way. It’s a fast-paced, collaborative environment, full of talented people who genuinely care about what they do.”
Kate Ruberry-Shoemack, director of people and communications at Rygor Group, also shared the timeline of her journey into the automotive industry. “Growing up I never knew what I really wanted to do. I was quite academic and did well at school, but never really had careers advice or guidance, or indeed any exposure to the range of careers available. Real and robust careers advice programmes are something I want to see in education at a much earlier stage, especially STEM discussions which are historically not targeted at girls and young women.”
After graduating, Ruberry-Shoemack worked in PR and marketing before joining Rygor in marketing.
“Being asked to join the Rygor Group board of directors in January 2024 stands as a career highlight. Collaborating with the rest of the brilliant directors here at Rygor Group has been both inspiring and educational. Their dedication to steering Rygor toward continued success motivates me daily,” she reflects.
Building confidence
The women praise their employers for committing to diversity and inclusion, and empowering women.
Roberts says: “For us at Motorway, empowering women isn’t just about boosting representation – it’s about creating an environment where women can genuinely lead, grow, and help shape the future of the business. That was one of the things that stood out to me most during my interview process – it’s something the team really lives and breathes.
“One of our newest initiatives is Motorway’s Women’s Chapter, set up by our CFO, Liz Kistruck. It’s a space for women across the business to connect, share experiences, and actively drive positive change from within. Our CMO, Naomi, is also a huge advocate for women’s leadership. Alongside her role here, she’s involved with organisations like OK Mentor and mothers2mothers, which focuses on widening access and equity – a great example of how seriously we take inclusivity and its impact on our business.”
Ruberry-Shoemack shares how Rygor Group demonstrates its commitment to empowering women in the automotive industry.
She emphasises the need for employers to act decisively within these areas.
“We’ve introduced menopause training, signed the menopause pledge, and implemented a dedicated policy to ensure our team members feel supported during key life stages. Our flexible working arrangements and enhanced parental policies, including enhanced maternity and paternity pay, reflect our understanding of the importance of balancing career and home life. We also launched Period Dignity boxes across our sites to address everyday needs with care and respect.
“To increase visibility, we’re intentional about featuring more imagery of women in our marketing materials and our mentoring initiatives and Future Leader Programme provide guidance, training, and opportunities for professional growth. We’ve even introduced a self-development journal to help individuals reflect on their goals, track progress, and take ownership of their career journey.”
Allen’s experience at Hendy Group is a positive one. She also highlights the support provided for women with regards to leadership development.
She says: “The fact that I have never had to question this point says a great deal about Hendy as a company and as an employer. I firmly believe this is inherent in Hendy’s culture and can be seen across the business. From my first discussion with Hendy, I felt empowered and encouraged by there being strong female representation across our senior leadership team. Whether within the central division or our franchise operations, there is diverse representation. I experience a very inclusive work environment with anyone I interact with, and I have confidence my leadership development will be supported throughout my Hendy career.”
Taking the initiative
“There are some fantastic industry initiatives helping to increase the visibility of women in automotive and build a stronger, more inclusive community. For example, the Women in Motor Industry Awards and the Motor Trader Women in Automotive Awards play a key role in celebrating women’s achievements and showcasing role models at all levels. We felt strongly about this when nominating our CMO Naomi and Director of Analytics Elly this year – it’s important to shine a light on the talent and leadership we have in the business,” says Roberts.
“Supporting and continuing these initiatives is essential because they create a sense of belonging and encouragement in an industry where women have traditionally been underrepresented. Through these connections, women gain confidence and feel part of something bigger, which drives positive change across the sector.”
Celebrating women in automotive through initiatives and awards honours accomplishments being made while also highlighting opportunity for those looking to join the industry.
Allen says: “I think that any initiative which increases the visibility of something positive is fantastic. I find it inspiring to read success stories and understand individual journeys. I believe that being in the industry, we are aware of the amazing achievements amongst our peers and colleagues; however, we need to spread the word to the younger generation about the career opportunities as women within and around the automotive industry.
“It isn’t about a family passion for cars being passed down or about being a petrolhead. It’s about attracting talent, those with strong business acumen and an ambition to make a difference, as well as shouting about how exciting and invigorating it can be for women and men alike to work in automotive.”
Ruberry-Shoemack concludes: “Women have worked in automotive for years, but it was often considered the anomaly. Thus, putting the spotlight on increasing female representation in the sector, and showcasing the incredible women already working in the industry, not only celebrates individual achievements but also help reshape perceptions, understanding that we all belong in automotive spaces. What’s more, cross-industry collaborations and partnerships could extend this visibility beyond internal spheres, making the impact more visible and aspirational. While visibility alone isn’t enough to drive systemic change, it’s a critical step in building momentum, challenging stereotypes, and inspiring broader participation.”
The journey so far
“While challenges persist, there has been a noticeable shift in attitudes toward women in the automotive industry over the past decade. More companies are recognising the value of diverse perspectives, not just as a moral imperative but as a driver of innovation and performance. We know that diverse teams and leaderships, contribute to better organisations and that in turn affects what a company is like to work for. There’s greater visibility of women in leadership roles and a growing number of initiatives aimed at supporting their advancement,” notes Ruberry-Shoemack.
“Conversations around equity and inclusion have become more mainstream, and there’s a stronger push to dismantle outdated stereotypes. That said, progress isn’t uniform across the board, and continued effort is needed to ensure these changes are deeply embedded rather than surface-level. The momentum is promising, and with sustained commitment, the industry can be a place where women thrive.”
Roberts adds: “I’d say the industry can often feel like a ‘boys club,’ where you must really fight for your spot at the table. It’s that ongoing feeling of needing to prove yourself time and time again just to be taken seriously. Navigating unconscious bias, breaking through old-school mindsets, and overcoming outdated expectations can sometimes feel exhausting. There are moments when you realise the culture hasn’t quite caught up with today’s push for genuine inclusion.”
“However, those challenges have built resilience in me and strengthened my determination to create space for other women to thrive. They’ve made me passionate about helping to shift the culture so that future women entering the industry don’t face the same barriers. Things are changing, slowly but surely, and it’s important we continue to push for environments where diversity of thought is genuinely valued and supported. When diverse voices are embraced and empowered, the whole industry benefits – not just women, but everyone.”
Allen says her journey has mostly been without challenges related to being a women in this industry.
She says: “I found that focusing on being my true self, having confidence in my contribution and ensuring I add value has put me in good standing. I have always felt included, listened to and respected.
“However, I do recall an interesting meeting in an older role, where I was talking to a senior representative from another organisation, and they chose not to engage with me throughout the meeting and would only respond to my questions when looking in the direction of my male colleagues. That is the only time I recall feeling dismissed based on being female. It was apparent to others in the room, and if anything, they found themselves apologising on behalf of the individual. Handling yourself with dignity and continuing with professionalism in any business situation ultimately wins the day.”
Allen has seen a change in women and attitudes towards themselves change in terms of confidence.
She adds: “I think this is down to a societal shift in perceptions about what is and what is not deemed to be acceptable in the workplace, rather than being industry specific. This has been empowering and has certainly helped develop my confidence in seeing my ambitions become reality. I remember in the early days of my career walking into a room predominantly populated by men, but now, there is a better balance. That has been the most obvious visual shift for me, along with the disappearance of crude banter to contend with.”
Real opportunity
Rygor has created a Women In Automotive journal, due to be launching later this year. The journal collates career stories from women in a variety of roles from across the industry, aiming to spread word about the range of opportunities available to women.
Ruberry-Shoemack says: “I feel incredibly fortunate that those around me at Rygor, have always been a huge support, both personally and professionally, which is one of the reasons I have had the pleasure of working for the company for more than a decade. Nonetheless, outside the business, people are often surprised that I work in automotive, stating that it is a stereotypically male-dominated sector. People often expect that I work in sales too, which, whilst is a phenomenal area of the industry to be part of, isn’t the only one, which suggests that more needs to be done to showcase the varying career opportunities across the sector.”
At Motorway, 50% of the C-Suite are women – from the CFO, to the CMO, to the CPO.
Roberts says: “There is a huge emphasis placed on the importance and value of diverse perspectives, which is key. However, it’d be naïve to say there isn’t still plenty of work to do. The more we celebrate women’s successes and tackle challenges like confidence gaps or unconscious bias, the more we’ll reshape how the industry is seen – and hopefully create a more equitable sector for the next generation.
“Recognising the current culture is the first step – if we’re afraid to talk about it, how can we expect anything to change? We need to acknowledge that the industry is male-dominated and rather than ignore that fact because it makes us uncomfortable, unpack how it’s created barriers to greater representation. For example, businesses need to ask themselves if their policies truly support women, such as enabling a smooth and supportive return to work after maternity leave. That unconscious bias sends the wrong message to women considering a future in our industry.”
The future
“There has been a significant shift already with female figureheads at board level across the sector. The industry is going through a massive evolution, and it is great to see women driving fundamental change and leading innovation projects that are shaping the future for the next generation. My vision would simply be more of this, as well as enabling talented women to see how they can balance family and work commitments, so they have the belief that this industry can be a good fit for them and worth investing their career in,” says Allen.
Roberts also emphasises the importance of diversity in leadership and decision-making within the industry.
She says: “I’d love to see a future where balance is truly reflected across the industry, where equal opportunities are the norm, and where women don’t just have a seat at the table, but have a real voice that’s heard and respected. It’s about creating an environment where contributions from everyone shape the direction of the industry.
“For me, that means building a culture that actively values diversity in leadership and decision-making. It’s not enough to just be present; it’s about empowerment and influence. When women have the chance to lead and be heard, it changes the whole dynamic and drives progress forward.”
Ruberry-Shoemack adds: “Ideally, I would like it not to have to be a conversation, because automotive will be simply considered an industry for everyone. But that comes down to the actions we take now. Early outreach, through school visits and STEM programmes is crucial as it is early in life that girls start to believe that technical careers are unattainable, or not of interest to them. For example, apprenticeships and visible role models can help undo outdated stereotypes and encourage more women to pursue automotive careers.”
“Crucially, companies must back these efforts with clear initiatives to ensure that progress isn’t performative but transformative. When women are supported, heard, and seen as integral to the industry’s future, the entire sector benefits from broader talent, richer ideas, and stronger performance.”
