Here at the NTDA we are excited to celebrate the International Women’s Day with all our members by highlighting the important work and achievements many amazing women have made in the tyre industry. We called to our members for help to share these wonderful women’s experiences and passion for the trade. And we were not disappointed with the response, it was great to see how many of our members wanted to share the strength women had in their business.
We first hear from our members Tyresure who nominated Catharina Lunemann. Catharina is from Germany and has made the UK her home while being with the business for over ten years. During this time, she has progressed from being a Marketing Assistant through to Director of Sales for the European Operations, so she has a unique perspective on being a woman in the automotive industry with the perseverance it takes to succeed, and the challenges she has faced. NTDA asked ….
- What are your thoughts on the trade? What aspects do you enjoy the most?
The automotive industry and especially the tyre sector still feels culturally very traditional, with a noticeable gender gap in certain roles within the industry. Technical and sales roles within the automotive industry have historically underrepresented women, but in recent years this has started to change, and I am proud to be part of the cultural shift to a more gender equal industry.
Networking and communicating with stakeholders are key to my role as Sales Director, and the cooperation and exchange of information between customers, suppliers, industry friends, and even competitors is invaluable and irreplaceable in learning about the industry and developing professionally within it.
The tyre industry, and particularly the TPMS sector, is a closeknit community, and this supportive environment means that when people leave a company, you know it won’t be long until that friendly face reappears elsewhere within the industry.
How do you see your future within the industry?
This is an exciting and optimistic time to be involved in the tyre industry, and as a woman I feel there are endless opportunities for growth both personally and professionally. There has been a noticeable shift in the industry to drive diversity, innovation, and sustainability in recent years, and I look forward to embracing these cultural values and developing them further from within the industry.
Looking back, what key decisions or actions do you feel have contributed to your success?
The most important factor to being successful in the tyre industry for me has been building a strong network of contacts, colleagues, and mentors who have been invaluable in helping me learn and understand the challenges the industry presents.
I have also found it incredibly beneficial to invest my time and energy in understanding the dynamics of the industry, what works for specific selling and marketing channels, and not to forget the unique selling points of the products themselves!
Finally, it never hurts to advocate for yourself. Having a voice and making it heard, particularly in meetings or strategic discussions is vital to being successful. At the same time, it is important to advocate for your colleagues and create an environment of mutual support and understanding to aid personal development.
In your view, how has the trade evolved over the past decade?
Having been in the tyre industry for a decade, from the introduction of TPMS technology to the UK, and from the beginnings of the Tyresure and Hamaton brands in the UK, both the sector and these businesses have developed massively, with measurable growth and improvements from one year to the next. This has of course meant facing many new and exciting challenges of an ever evolving and growing customer and product base.
Customer expectations have evolved over the past decade too, with today’s TPMS customers being more informed and having higher expectations when it comes to the performance, sustainability, and value of the systems they purchase. There has also been a noticeable shift from customers not only looking for high-performance products, but alignment with their own company values such as environmental impact, ethical sourcing, and social responsibility.
How has the NTDA influenced the trade, and has it played a role in your journey?
The NTDA has had, and continues to have, a big impact on the tyre industry in the UK by functioning as the mouthpiece of us all and are uniquely placed to inform their members of the latest news, developments and legislation that impact the industry. Being able to access this wealth of industry information in one place has been vital to furthering my knowledge and understanding of the tyre industry, TPMS products, and even our competitors!
Providing the perfect opportunity and platform to network with industry colleagues with traditional events like the annual NTDA dinner (which is a constant in my diary), the NTDA also seeks to improve industry standards and enforce positive change, and I believe this combination is key to their continued popularity and success.
Keep up with our International Women’s campaign on our socials and look out for our next blog from KwikFit.