From Overlooked to Promoted
How Women in Automotive Are Claiming Their Worth
Diane Uzalec
OEM Trainer & Recruiter, AutoCareers Online
“No one’s coming to rescue you. So you’ve got to be the one who shows up for yourself, every time.” — Automotive industry veteran Diane Uzelac shares her blueprint for breaking barriers in a male-dominated field.
Have you ever watched a less-qualified colleague sail into a promotion while you’re still waiting for your turn? Or found yourself hesitating to apply for a role because you don’t check every single box in the job description?
For women navigating the automotive landscape—where showroom floors and executive offices still skew heavily male—these experiences aren’t just frustrating; they’re career roadblocks disguised as “just the way things are.”
But here’s the truth: these barriers exist to be broken. Your career journey shouldn’t be defined by outdated industry norms or someone else’s perception of your potential.
I recently sat down with Diane Uzelac, with AutoCareers Online, who spent twenty years climbing the ranks in automotive retail before becoming a respected industry trainer and recruiter. Her story isn’t just inspiring—it’s a masterclass in self-advocacy and resilience that every professional woman needs to hear.
Breaking Through Barriers: Diane's Unfiltered Journey
When Diane first entered the automotive industry, she encountered a reality many women still face today: closed doors and artificial limitations.
“Women weren’t even ‘allowed’ to sell cars at the time, let alone run departments,” she recalls. Rather than accepting this limitation, Diane saw an opportunity: “I saw being a woman as an advantage, but it didn’t matter what I believed—I had to change their perception if I ever wanted a shot at management.”
That perception shift didn’t happen overnight. For nearly five years, Diane methodically pursued every possible entry point, from appealing directly to her dealer principal to approaching the LA Dealers Auto Association. While the leadership door remained temporarily closed, she transformed what could have been a waiting period into strategic preparation.
“I made lateral moves wherever possible to learn every aspect of the business,” Diane explains. This cross-functional expertise became her secret weapon—while others specialized in single roles, she was building a comprehensive understanding of the entire operation.
Her perspective on career progression cuts through industry excuses: “My career hasn’t been linear. Most careers in this industry aren’t. You have to be relentless. If you can’t get through the front door, go through a window. If the window’s locked, try the back door. In the car business, you might need to climb the fire escape—or slide down the chimney. Whatever it takes.”
That persistence eventually transformed rejection into opportunity. Diane didn’t just wait for a door to open in Finance; she knocked it down. Her journey illuminates a powerful truth for every woman in automotive: the barriers aren’t permanent, and sometimes the most successful path forward isn’t the conventional one.
Standing Your Ground in Challenging Environments
Early in her career, Diane faced blatant sabotage from male colleagues who would tell her customers she was “off today” or even claim she’d been “fired for lying to a customer”—all to steal her deals.
“You learn quickly that you have to stand your ground,” she says. “Sometimes you won’t get the outcome you hoped for, but you have to let it roll off your back and stay resilient.”
Later, at a high-line dealership in Beverly Hills, she encountered a massive rat infestation that management refused to address properly—until she and others spoke up and brought in outside authorities.
“What did I learn? HR exists to protect the employer, not the employee. When you speak up, for yourself or for others, you put a target on your back,” Diane shares. “I’ve never regretted doing the right thing. Your reputation and integrity matter more than any job.”
Her advice? “I’ll never compromise my values for a paycheck. And if standing up for what’s right costs you a seat at the table, pull up a chair somewhere else, or build your own table. Reputation is everything.”
Practical Strategies for Self-Advocacy
1. Come Armed with Data
“One of the most common mistakes I see women make is not coming in armed with data,” Diane emphasizes. “You need to know your KPIs, your key performance indicators, and how you stack up against industry benchmarks, especially within your OEM or dealer group cohort.”
Whether you’re walking into an interview or a performance review, negotiate from a position of strength. Know your numbers, know your worth, and be ready to clearly articulate the value you bring.
2. Make Peace with Rejection
Pro Tip: Create what Diane calls an "evidence manual" or your "receipts", a documented record of your wins, results, and positive impact. Want to learn how to create yours? Read the article "Turning Career Goals Into Milestones".
In the automotive industry, hearing “no” is part of the process. “You’ll hear ‘no’ far more often than you’ll hear ‘yes’—up to ten no’s to one yes,” Diane explains. “‘No’ isn’t personal. It just means they’re not sold yet.”
But there’s a crucial distinction between persistence and staying stuck. “If you’ve asked for more—more pay, a promotion, a leadership role—and been shut down, it might be time to move on. Companies will invest in what they value. If they’re not investing in you, take your talent somewhere that will.”
3. Know When It's Time to Move On
Diane has seen a pattern repeated throughout her career: “Too often, I’ve seen management hold back top-performing women because 'they can’t afford to lose them on the floor or in their current role.’" Translation: you’re too good at making them money where you are. That’s not a compliment—it’s a ceiling.”
Her advice is refreshingly direct: “Yes, it’s tough watching others with less experience or talent get promoted ahead of you. But that just means you’re in the wrong room. Go find the one that sees your worth—and acts on it.”
4. Stop Waiting for Permission
For women especially, Diane advises: “Stop waiting to be invited to the next level. No one is handing out promotions for doing great work quietly in the background.”
Instead, she encourages a proactive approach: “You have to advocate for yourself with the same passion and precision you’d use to pitch a product or close a deal.”
When asking for advancement, tie it to outcomes: “Here’s what I’ve done, here’s the impact, and here’s what I can do with greater authority.” That’s how leadership listens.
5. Perfect Your Timing
Preparation shows you’re serious. Timing shows you’re smart.
“If your department just missed projections, it’s probably not the moment,” Diane notes. “But when you’ve just closed a major deal, launched a new initiative, or delivered measurable results, that’s your window.”
The same principle applies to job searches: “Your leverage is highest before you sign on the dotted line. That is the moment to negotiate, not after you have accepted the offer. Do not assume that proving yourself will lead to a better deal later.”
Overcoming the Perfection Trap
Did you you one of the biggest barriers for women is themself? Women have the tendency to hold back unless they feel 100% qualified. I saw this time and time again as I worked with highly qualified women looking to gain better employment. This self-limitation keeps many talented women from reaching their potential.
“Women are wired for perfection. It’s how we’ve been conditioned,” Diane observes. “But the first step in overcoming that is recognizing it for what it is—and moving through it anyway.”
She encourages women to push through the discomfort: “Yes, it’s uncomfortable. Yes, it can feel terrifying. But growth lives in that exact space. The adrenaline that makes you want to run away is the same energy you can use to run toward something bigger.”
Remember: “You don’t need to check every single box to be worthy of the opportunity. You just need to believe you’re capable of figuring it out once you’re in the room.”
Standing Out in the Hiring Process
What separates candidates who advocate effectively from those who don’t? Diane identifies three key differences:
Results-focused communication: Strong self-advocates talk about outcomes, not just activities. “I don’t just want to hear that you ‘led a team.’ I want to hear how that team performed because of your leadership.”
Strategic questioning: “The best self-advocates ask great questions. They’re not just trying to impress. They’re trying to assess whether the opportunity fits them.”
Clarity and confidence: “When a candidate knows what they’re looking for and can say it without overexplaining or apologizing, that’s when I know she’s ready for the next level.”
As Diane puts it: “Confidence isn’t about being loud. It’s about being prepared, intentional, and unapologetically clear. That’s the energy that gets remembered. That’s the energy that gets respected.”
Taking Your Shot: From Hesitation to Action
If you’re standing at the edge of career advancement—knowing you’re ready for more but hesitating to leap—Diane offers this truth: the perfect moment of readiness is a myth that keeps talented women stuck.
“Take your shot!” she urges. “You don’t have to wait until you feel completely ready—trust that you already have what it takes.”
Her blueprint for advancement is refreshingly practical:
Insert yourself into the conversation: “Offer to help out in that department. Find a mentor who’s already doing what you want to do.”
Become a strategic observer: “Be a sponge. Learn the language, understand the numbers, and notice how they prioritize, plan, and solve problems.”
Start embodying the role before you have it: “Step into the role you’re aiming for by getting involved.”
This approach applies across the entire industry hierarchy: “Whether your goal is BDC, F&I, Platform Director, a regional role, or even aiming for a CEO or CFO position, it all starts with taking initiative and proving your commitment.”
Your Advocacy Blueprint: The Path Forward
The automotive industry is transforming—but that evolution doesn’t happen automatically. It happens because women like you and Diane refuse to accept artificial limitations or outdated perceptions.
Your advocacy journey isn’t just about speaking up—it’s about showing up strategically, equipped with data, timed for maximum impact, and grounded in the unwavering belief that you deserve not just a seat at the table, but the opportunity to lead.
The question isn’t whether you’re ready for advancement. The question is: is the automotive industry ready for everything you bring to it?
And if your current environment isn’t valuing your contributions? Remember Diane’s powerful perspective: “If standing up for what’s right costs you a seat at the table, pull up a chair somewhere else, or build your own table.”
Ready to transform your automotive career? Connect with Women In Automotive for mentorship, resources, and a community of professionals who understand your journey. Share your experiences in the comments below—your story might be exactly what another woman in the industry needs to hear today.
Your breakthrough isn’t just possible—it’s inevitable when you advocate with purpose, persistence, and the power of community behind you.
