Women in Business: Succeeding in a Male Dominated Car World
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Attitude and determination are key attributes that have given Michelle Findlater the skills to succeed in the business world.
The GWD Motor Group Sales and Brand Manager trained as an auto electrician in a very much male dominated industry, and proving herself amongst the guys was always going to be a requirement.
When she signed up for a pre-trade course at SIT in the early 2000’s – one of only two women in her year, she knew it was going to be tough.
Asking a fellow male student to show her how to use the drill press received an interesting reaction, “you’re kidding right”? but it just encouraged her to work that much harder.
“If you do something you do it boots ’n all,” she said.
Already fiercely competitive anyway, coming from a sporting background and initially completing a Bachelor of Sport and Recreation, Michelle played competitive netball for many years and until she was recently injured, was also a New Zealand level netball umpire.
In 2003 she graduated from SIT gaining top student overall across three classes, and was runner-up in 2006 as New Zealand MTA Apprentice of the Year, while completing her automotive electrical apprenticeship with AJ Auto Electrical.
“It all comes down to attitude, and when I was on the tools I didn’t want to be treated any differently from the boys.”
But the business side of the industry started to interest her more, and so she moved onto become an industry training advisor, followed by a business advisor for the Motor Trade Association (MTA), and currently sits on a regional committee. She is also chair of the SIT Automotive Advisory Committee.
In 2016 Michelle joined GWD in her dream job as an After Sales Development Manager, and from there progressed through many different roles within her workplace.
She talks fondly and passionately about her team and the management of GWD Motor Group, who currently employs three female apprentices (two in Invercargill and one in Alexandra).
Michelle believes many women don’t aim high enough in business and they should.
As well as working full-time and raising two busy children, her accountant husband is extremely supportive, “I’m very fortunate to have an amazing husband and family that enable me to achieve the things that I do”.
Alongside her already busy schedule, Michelle attained her Diploma of Business last year and will complete her Bachelor in Applied Management next year.
Does she miss the tools?
“A little bit, but there have been so many advancements in the industry it’s phenomenal, and I like managing the business side.”
Her advice to other young women thinking of starting out in a trade is just to keep an open mind, but give it your all, because you realistically have to work a little harder than the boys to prove yourself.
“It’s a great industry with a huge shortage of skilled workers.”