Jody DeVere: Building a bridge between women and auto industry

Jody DeVere, CEO of, says her passion for the auto industry started early—growing up in Southern California’s car culture, being raised by an engineer father and marrying into an automotive family.

So when she began consulting in 2000, after more than 20 years working in the high-tech world, it was not surprising “that 80 percent of my clients were in automotive,” she says. She had an eye-opening experience during a rebranding effort for one client. “My idea was to have them use a woman NASCAR driver, Deborah Renshaw, who also was a Northwood University graduate and member of a longtime auto dealer family. I started attending industry events, and observed the reaction many dealers and the industry had to Deborah. She was a beautiful, accomplished, educated woman, but they treated her like arm candy.”

Soon after, DeVere, who calls herself a serial entrepreneur, started — in part because she saw a gap in “how women want to be seen and how the auto industry sees them.”

Also, she says, “I really fell in love with the industry. I loved the people I was meeting and was excited by the industry’s innovation and the technology curve it was on. I also was coming up on my 50th birthday, and I wanted to do something that made a difference and wasn’t just about making money.”

In 2006, she started the blog — tagged “automotive advice for women” — as a place to create content and community for female consumers. Within a year, she launched the Certified Female Friendly program, training and certifying auto retailers about how to communicate with female consumers. Today there are 3,800 Certified Female Friendly locations, including car dealers and service, tire and quick lube businesses, promoted on the website.

DeVere considers herself not just a businesswoman but also a “champion for women working in the auto industry.” She belongs to many automotive women’s groups, speaks at industry conferences, is active in two formal mentoring programs and works to provide scholarships to women interested in automotive careers. “I have seen tremendous growth and change in the role of women in the business,” she says. “But I’ll be in business another 30 years before women achieve parity.

“We women have to be the change. We can’t wait for the guys to do it for us.”

She credits Lorraine Schultz, founder of the Women’s Auto Association International, as one of her key industry mentors. “Lorraine took me under her wing and introduced me around,” DeVere says. “She was instrumental in helping me navigate the waters in my career in the auto industry.”

She has two pieces of advice for younger women considering a career in the auto industry. “First, if she’s thinking about the business—we are looking for her,” she says. “Almost every auto company wants to hire more women.” Second, she says, “You need two people on your side: a mentor and a sponsor. A sponsor is someone who actively advocates for you and promotes you within your organization or the industry. Those two people can answer the questions you have, and help you jump the hurdles and navigate the waters.”

All professionals benefit from mentorship, but DeVere says, “Because of the challenges facing women working in the auto industry, they specifically will fare better by not trying to go it alone. That network of supportive women (and men) — that’s where you’ll get the information you need and be nurtured.

“That’s how I did it.”



  1. emma kallett on

    Dear Jody,
    How awesome! My name is Emma and I live in San Diego, have since 1998. At the ripe age of 50 it finally dawned on me that I would really prefer to have more women in the picture when having any sort of work done on my car. I still have my 2001 Honda Odyssey and want to keep it for as long as possible. At first, I went to a dealership and I remember speaking with 1 woman advisor, the only one. I’ve been shopping around for a more local auto repair with some of the perks I would like and haven’t had luck, yet. So I thought about the possibility of opening an all female auto repair shop with some perks. I have read about Patricia Banks and now about you. I have the motivation but not the education or financial support to open a shop but wow, would it be good, hard-working fun. If I do this these lady mechanics must be real experts. Can one shop work an a variety of types of cars or is it better to choose a specialty? Appreciate any advise and a big Thank You!

  2. Lori DiPasquale on

    I also grew up in the automotive business surrounded by men but paved my way to CEO and later starting my own auto consulting business geared towards helping and educating women. I love, I think it’s a great concept and a major milestone for women in this business. I will definitely be checking out Women in Auto Care Organization, sounds awesome!


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