Pamila Kew / May 5, 2021
Schooley Mitchell Spotlight: Christine Mitchell, The Car Lady
If you were to name a few industries where women have been under-represented throughout time, the automotive space would most likely place among the top tier. Historically speaking, the automotive trade has been dominated by men and typically passed down through family apprenticeships, where sons were likely chosen over daughters.
Thankfully, the industry has greatly changed from then to now. In recent years, the number of female automotive entrepreneurs in the world has been on a steady rise. Christine Mitchell has proudly been at the forefront of this movement for over two decades.
If someone was looking for motivation and positivity, they could certainly draw immense inspiration from her journey. Christine has been redefining the automotive industry since she was 16 years old, beginning as a lube technician at her local dealership. Unafraid to get her hands dirty, Christine had found her calling, and her career path was set. She had found her life’s passion under the hood of a car.
Her technical knowledge, exceptional service, and friendly personality endeared customers to begin asking for the “Car Lady” — a nickname that would stick with her and eventually become her brand identity.
“I loved being recognized and fully embraced the title,” says Christine.
After seeing the perfect opportunity to provide great service within an industry she loved, The Car Lady Canada was born!
“When I introduced myself as the Car Lady, people would be intrigued,” Christine says. “They always want to know more.”
Mitchell initially set out to address the industry’s imbalance. Knowing that modern female business leaders lead with strengths like effective networking and empathy, she understood that female customers generally felt more comfortable learning and asking car-related questions from other women.
“Being a woman in the car industry has always been an advantage,” she says. “It has helped set me apart from the pack, and I have the credibility and background with my technical experience to present information to customers in a female-friendly way.”
“We also began hosting Know Your Car Nights,” Christine explains. “These were designed to help the dealerships improve their experience and retention by building trust with customers. We are letting customers learn about their cars without the time constraint issues dealerships face. It’s a means to building a long-lasting relationship.”
As the business began to thrive and news of The Car Lady spread, dealerships looking for help increasing their own customer experience began to reach out. Christine found herself on the road, presenting her unique brand to hundreds of dealerships across the country with her engaging, interactive, and often humorous game-changing ‘second delivery’ programs.
“The business is built on the relationship with the customer,” she says. “If they feel appreciated, they’ll be back!”
Due to this high demand and hoping to provide further opportunities for women to advance their careers in the industry, Christine began adding new members to her all-female team. Her goal has been to prove that although it is a place where they often deal with gendered adversity, women in the automotive industry bring strength and vision to their work.
“My greatest success is the team that I have built,” Christine adds. “I am incredibly proud of the ladies behind The Car Lady and we all believe in the message we pass along.”
Navigating the recent restrictions of the global pandemic has brought some changes, but ultimately, her message remains resolute. By carefully planning and presenting online car clinics, Christine has been able to continue the journey online.
“My goal has always been to help mentor women coming through the system,” she says.
Christine and The Car Lady team understand that if people don’t have great role models — especially role models in whom they can see themselves — they’re at a big disadvantage.
“I hope my story can inspire someone to use the tools I laid out over the past 25 years,” she says.
So, what does the future bring for The Car Lady? With her powerful drive to work, Christine has been more determined than ever to champion women to break into the industry. By sharing a wealth of collective knowledge with over 300 members in the Women in Automotive LinkedIn groups, Christine also generously volunteers her time to the local community. Recently joining the Saugeen Shores Chamber of Commerce as the outreach and engagement director, she plays an integral part in helping promote businesses in the area.
On rare days out of the garages and showrooms, Christine enjoys spending time with family and friends, visiting the beach with her husband and walking her beloved dog, Norman.
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