Insights from Women In Automotive Board Members
Veronica Dunford
Kathy Gilbert
Bobbie Herron
Andy Church
Judy Farcus Serra
Faith London
Dr. Martha Rader
Shasta Haddock
Their Vision for Women In Automotive
Imagine sitting at a table with some of the most passionate advocates for women in the automotive industry. Their collective wisdom, born from years of experience breaking barriers and building bridges, offers a roadmap for anyone looking to thrive in this dynamic field. For many women navigating the complexities of automotive careers, the journey can feel isolating—like being the only woman in a room full of decision-makers or struggling to find mentors who understand your challenges. I had the privilege of connecting with these inspiring WIA Board members individually, and their stories weave together a powerful narrative of transformation, resilience, and possibility. Through these conversations, I discovered what drives these leaders—both women and men—and their vision for reshaping what’s possible in an industry traditionally dominated by masculine energy.
The Spark That Ignites Transformation
“What first inspired you to join WIA?” I asked each board member, curious about the catalysts that drive industry change-makers.
“Attending the very first Women In Automotive event was unlike anything I’d experienced before,” Veronica Dunford, who took over leadership of WIA 3 years ago, told me, her passion evident every time we speak about what WIA is doing. That initial experience “ignited a spark,” revealing the power of community and shared experiences in an industry where women often struggle to find their tribe.
When I posed the same question to Andy Church, his answer revealed a deeply personal motivation. “My Mom inspired me to join the board. She was my role model, a strong woman with powerful convictions, who worked to serve and represent those who had no voice.” This personal connection clearly informs his approach to leadership and his commitment to creating space for women’s voices in automotive.
The founding story took shape in my interview with Kathy Gilbert, one of WIA’s original founding board members. “We were focused on how we could advocate for women as so often we didn’t see a lot of women at the industry events we participated in,” she explained. “The six women that founded the organization wanted to provide an opportunity to grow the number of women in the automotive industry.”
Isolation can be a powerful motivator, as I learned from Shasta Haddock. “When I first started in my current job, I had a lot of learning to do but because I was seen as competition to most, I struggled to find someone who would answer my questions.” Her frustration transformed into purpose: “I decided then that when I learned what I needed to learn, I would never let another woman feel the same way again if I could help it—even if they’re my direct competition.”
Early career challenges often shape our most profound commitments. Dr. Martha Rader shared a defining moment from the early 1990s when she was selected as one of just 18 professionals nationwide to develop GM’s consumer leasing program. “I faced a room full of skeptical, mostly male dealership professionals. I had to prove that not only was leasing viable but that I, as a young woman in my early 30s, was qualified to teach them something new.” The experience crystallized her understanding that “women belong in this industry and can be powerful changemakers—but the culture had to evolve to attract and retain more women.”
Have you ever felt like the only woman in a room where important decisions were being made? Throughout my automotive career, I often wondered if I was alone in this experience, but Bobbie Herron confirmed I was not. “A pivotal moment in my career was when I walked into a meeting full of decision-makers and realized I was the only woman in the room. The decisions being made affected hundreds of employees—many of them women—yet they had no representation in that conversation.” This realization became her call to action: “If women aren’t part of the decision-making process, we’re at the mercy of decisions made for us, not by us.”
Throughout these interviews, the transformative power of mentorship emerged as a recurring theme. “I have been fortunate to have mentors who recognized potential in me that I didn’t yet see in myself,” Faith London reflected when asked about her pivotal career moments. “Their guidance and belief in my abilities allowed me to grow and achieve things I never thought possible.”
Some pathways to leadership begin with a single opportunity seized despite fear. Judy Farcus Serra‘s story exemplifies this journey: “I was invited to speak on my first panel. I was terrified but I wanted to do it. The WIA board at the time really helped me and worked with me to help me gain the confidence needed to speak publicly.” That initial support changed her trajectory: “I have now since then been a keynote speaker and joined other boards to continue to impact others in my life.”
Creating Pathways Where None Existed
During our discussions about breaking down industry barriers, the commitment to creating access and opportunity shone through in unique ways.
“I have always strived to ensure diversity in my companies,” Andy Church told me when I asked about his passion for supporting Women In Automotive. His involvement with WIA deepened “when Veronica reached out and explained she wanted to purchase WIA and could I assist her in the process. I was happy to give her advice and support. I truly want the organization and Veronica to be successful!”
When we discussed WIA’s impact, Andy highlighted the annual conference as a transformative opportunity that “provides education, networking, and support in a variety of areas to turbocharge participants’ careers.” His vision for the organization is clear and ambitious: To be viewed as the GOLD standard for advancement, support, and networking. But most importantly, to give more women the support to compete and be successful in our industry.”
My conversation with Faith London revealed a holistic view of women’s leadership impact: “My vision for the future of Women In Automotive is one where leadership at all levels reflects the diversity of talent within our industry. The more we develop and support women in leadership roles, the stronger and more dynamic our businesses will become.”
The intersectionality of gender and race creates unique challenges, as Kathy Gilbert shared from personal experience. “As a woman of color in the automotive industry, we were underrepresented and often overlooked. I felt the pressure to prove myself every step of the way.” Through perseverance and connection, she found her path forward: “I was able to generate some great relationships and later found my voice with the help of women throughout my career that supported and guided me. WIA has allowed me to give back.“
How is WIA evolving to meet the needs of women at all career stages? When I posed this question to Veronica Dunford, her vision was comprehensive. She sees WIA becoming “THE premier destination for women-centric resources in the automotive industry” through “a robust platform that offers mentorship programs, educational workshops, and career development initiatives,” making WIA “an indispensable ally for women navigating their professional journeys.”
The ripple effects of this work extend beyond individual careers to transform entire organizations. As Judy Farcus Serra observed at a recent WIA event, “Having the dealer principal (male) in the room helped him see that this organization is a community that makes a huge impact in women’s lives.”
Your Invitation to Continue the Journey
These stories from WIA board members highlight the power of finding your voice and creating community in an industry traditionally dominated by men. Their experiences show us that transformation begins with a single spark—often ignited by challenging moments that become catalysts for change.
Watch for Part 2 of our series, where we’ll explore board members’ vision for the future of automotive, practical advice for overcoming barriers, and actionable ways to get involved with the WIA community.
Ready to start your journey with Women In Automotive? Visit Women In Automotive today.