What’s holding women back in the auto industry—and who’s doing something about it? In this powerful conversation, Shawn Payne sits down with Veronica Dunford, owner of Women in Automotive, and Shasta Haddock, board member and podcast host, to discuss how this organization is breaking barriers, building leadership, and rewriting the narrative for women in dealerships across the country.
Veronica shares how she went from supporter to owner of the Women in Automotive brand and how inclusivity—yes, including men—is part of their strategy for lasting change. Shasta reveals how a literal elevator pitch launched her into leadership and what she’s doing now to run structured, wildly successful regional events. Together, they tackle tough questions about gender, culture, leadership, and the future of the industry.
Women in Automotive: Empowering Women to Lead the Dealership
The automotive industry has long been perceived as a male-dominated space, but organizations like Women in Automotive are changing the narrative. In a compelling interview on the “Everyone Hates Car Salesmen” podcast, host Shawn Payne sat down with Veronica Dunford, owner of Women in Automotive, and Shasta Haddock, a board member and podcast host, to discuss the organization’s mission, the challenges women face in dealerships, and how real change is taking root across the industry.
With decades of combined experience, Veronica and Shasta bring a powerful perspective to the conversation—one rooted in personal stories, strategic action, and an unwavering belief that women belong at every level of automotive leadership. From mentoring future leaders to advocating for structural reform, their work is reshaping what success looks like in the dealership world.
The Origins of Women in Automotive
As the conversation began, Shawn Payne, former dealership owner and host of the podcast, asked about the roots of the Women in Automotive movement. Veronica Dunford explained how she initially supported the organization as an external partner through her event production company. Over time, however, she felt a deeper calling.
“The brand was about to go away,” Veronica said. “It was gonna die, and I just couldn’t let that happen.” She went on to purchase the brand in 2020, transforming from a supporter into its owner and chief visionary.
This move, she shared, was driven by her belief in the mission: “There is still so much work to be done to help women feel supported in this space.” Her leadership marked a new era of strategic programming and renewed energy for the organization’s goals.
Shasta’s Entry: From Elevator Pitch to Leadership
Shasta Haddock’s journey into leadership began with what she described as an “elevator pitch moment.” She attended a Women in Automotive event and quickly realized it lacked the structure and purpose she craved. She took the opportunity to voice her ideas directly to Veronica in an elevator—ideas that would soon shape the organization’s new direction.
“It was very disorganized, and I said, ‘What if we did this differently?’” Shasta recalled. That conversation led to her becoming a key player in restructuring the events, creating templates and workflows to ensure every regional gathering had clear objectives and impactful outcomes.
As Shasta Haddock, podcast host and board member, emphasized, “There’s so much opportunity when women are empowered to take initiative and lead. But we need to give them the structure to succeed.”
A Cultural Shift in Dealerships
One of the most eye-opening parts of the interview was a discussion about dealership culture—and how it can discourage women from stepping into leadership roles. Veronica described her early years in the industry as marked by resistance and discomfort. “There was no one who looked like me in the room,” she explained. “It made it hard to speak up.”
Both guests spoke about the invisible barriers women face, including imposter syndrome, a tendency to overprepare before applying for jobs, and hesitation to challenge authority in a male-driven hierarchy.
“Men will apply for a job if they meet 60% of the qualifications,” Veronica said. “Women want to meet 100% before they apply. That’s the internal dialogue we have to change.”
Women Bring Compliance, Customer Trust, and Culture
Shawn Payne, automotive social media expert and trainer, brought up a common observation from dealership owners: women in sales roles often outperform their male counterparts in customer trust and compliance. Shasta echoed this insight, sharing her experience working with dealerships where women led the charge in transparency and customer satisfaction.
“Women naturally connect and build rapport,” said Shasta. “That’s an asset in this business—especially when customers are skeptical walking into a showroom.”
The organization uses this data to make the business case for hiring and retaining more women, especially in leadership. According to Veronica Dunford, “When women are in charge, compliance goes up. Culture improves. Turnover decreases.”
Redefining Leadership and Work-Life Balance
Another key theme of the interview was the need to rethink what leadership looks like—especially for women juggling professional goals and personal responsibilities. Veronica explained that many women avoid leadership roles because they fear it will disrupt their family life or add unsustainable pressure.
“It’s not that they don’t want to lead,” she said. “It’s that they don’t think they’re allowed to be both an executive and a mom. But we’re rewriting that rulebook.”
As Shawn Payne pointed out, “It’s not just about diversity. It’s about tapping into leadership styles that make the workplace better for everyone.”
Opening the Conversation to Everyone—Including Men
Perhaps the most controversial but vital decision Women in Automotive has made is to include men in their events and initiatives. “We’ve had backlash,” Veronica admitted. “But if we want change, we need everyone at the table.”
The organization believes inclusion is key to systemic change. Shasta reinforced this message: “This isn’t about excluding men. It’s about creating allies who understand the unique challenges women face—and want to help solve them.”
From corporate sponsors to male dealership owners, the movement is growing support from all sides, and Veronica and Shasta see this as essential to their mission.
Three Ways Dealerships Can Take Action Today
Toward the end of the interview, Shawn asked what dealership leaders can do now to support women in the workplace. Veronica laid out three actionable steps:
- Track your data: “Know how many women are in each department, what roles they’re in, and what your turnover looks like.”
- Prioritize mentorship: “Create intentional pathways for women to rise—don’t wait for them to ask.”
- Challenge assumptions: “Stop asking if she has kids. Start asking what she needs to lead.”
Shasta added that regional Women in Automotive events are a great place to start—providing community, tools, and visibility to women across all dealership roles.
Final Thoughts
This conversation between Shawn Payne, Veronica Dunford, and Shasta Haddock is more than a spotlight on a powerful organization—it’s a roadmap for how the automotive industry can evolve. Through strategic mentorship, inclusive leadership, and cultural accountability, Women in Automotive is helping to build an industry where every professional, regardless of gender, can succeed on their terms.
As the dealership landscape continues to shift, leaders who embrace these insights will not only thrive—they’ll help redefine what it means to lead in modern automotive retail.
