CarsDiva Interview

Beechmont Ford constantly strives to improve the negative impressions of the automotive industry. We feel we are one of the leaders in reversing these stereotypes. We have been in business over 15 years, 8 time winner of the Ford President’s Award for excellence in sales and customer service and supporter of numerous community events such as the Susan G. Komen Breast Cancer Foundation and the upcoming Drive One 4 Your School event with Glen Este High School.  As a result, Brittany Iredale, online sales consultant at Beechmont Ford, recently discussed how automotive dealerships can improve working with women with Demetra Markopoulos, founder of Carsdiva.com, an online community created by, for and about women in the car business.

Brittany Iredale (BI): What is your background? Tell me a little bit about yourself and how you got into the automotive industry?

Demetra Markopoulos (DM): I went to Northwestern University in Evanston, IL, and I double-majored in International Studies & Spanish.

Upon graduating college, I didn’t know exactly what career path I wanted to pursue, but I did know that I wanted to apply my skills, talents, and education in an avenue where I wasn’t limited as to where I could go. I experimented in a few different industries, before I concluded that I wanted to run my own show. Perhaps I’m a bit stubborn, but I like to call it determination. My parents are entrepreneurs, so I guess it runs in the family!

I started working for a start-up company that did remarketing for commercial (and later rental) fleets. Initially I was doing more customer service and work on the technical side of the business, but one thing led to another, and after a few months I started working on the front end with one of the Founders of the company, doing sales and business development. I found my calling! I had never realized there were so many different facets to the industry, (and characters for that matter)…. and there’s never a dull moment.

BI: Tell me about CarsDiva.com. What were your intentions for starting the site?

DM: CarsDiva.com is a social network, created by, for, and about women and the car business. It started off as a blog, by which I could give my comments and my perspective on the world of automotive retailing. What I’ve seen and experienced first-hand working in the auto industry, which really stands out in my mind, is the “old boy” network of the business. It’s exists among car dealers, manufacturers, vendors, and so forth… Don’t misunderstand– it’s a very gracious “old boy” network that has extended a courteous and helpful hand to the once- new-kid-on-the-block insider like me many times when I needed it. I couldn’t have met a nicer group of people in any industry… HOWEVER, on that same token, this is also one of the most exclusive of groups, closed to outsiders, both male and female. And, because there are so few female insiders in the car business, (from manufacturers, to dealer retailers, etc.), it’s exceptionally closed off to women.

So the reason I started the blog, and then proceeded to expand into an entire network, stems from the above.

The purpose is to comment, observe and “demystify” this whole business- from buying to selling, servicing and vending, to exploring careers in the car business, all coming from an insider woman’s point of view. And then to go further, the goal is to help other women do the same by providing advice, connecting those in the industry with female consumers, and in essence, helping to make the whole car buying experience more transparent.

In my experiences thus far, I think there may be place for an independent, slightly (or maybe not so slightly) irreverent car industry woman to comment, observe, and answer questions on the automotive industry. Not only in general terms, but even more specifically on car retailing, in an effort to move the needle forward– to educate a bit, provide exposure to, and bring to light a new perspective from the usual “company speak” or “legal department reviewed” thoughts on this always regulated but rarely “revealed” car business. My goal is not only to tackle certain issues, but to help.

BI: What is your favorite Ford vehicle and why is this your favorite vehicle?

DM: My favorite Ford vehicle would have to be the Mustang— and even more specifically, the Shelby GT500. To put it plainly, I like sports cars. Not only are the design, style, and performance top-rate, but also the impressive in-car communications and entertainment system not offered in other sports car- i.e. the Ford SYNC system. I also had the opportunity to meet Carroll Shelby and was inspired by his talent and success, and found that I have a newfound affinity to the track.

BI: Please give me some helpful suggestions on what dealerships should be doing in order to effectively employ women in the industry and how to effectively serve a female customer?

DM: First and foremost, they have to take into consideration that men and women are different, and once they come to terms with this reality, they’ll have successfully taken the first step. Men and women operate differently, so when it comes to employing a female, just as other industries recognize this simple fact, dealerships must do the same.

Women tend to gravitate toward female sales consultants because they often feel more comfortable, in that they can better relate to them- i.e. another female understands their needs and wants, particularly when it comes to a high-ticket item like an automobile. They want to be taken seriously, and they don’t want to be pressured into something too quickly, especially if they aren’t sure or ready at the moment. They like to take their time and look at the details. When shopping for vehicles, they have different needs and wants than men do, and sales consultants need to keep this in mind.

BI: Do you feel automotive dealerships are making progress in employing more women?

DM: Yes- slowly, but it’s still a male-dominated industry. In all honesty, when visiting dealerships, although I am starting to see more female employees, the vast majority- particularly the sales consultants, are male. By neglecting women, they are ignoring over half of the population. That being said, they still have long way to go…

BI: What has been your greatest challenge with implementing change to what is a male dominant industry and how did you or how are you planning to overcome it?

DM: I find that the greatest challenge in the auto industry is that too many individuals are stuck in their ways, and are reluctant to welcome change (referring back to the “old boy” network.) The auto industry overall faces a great challenge with the current economic climate—those who ride the wave and accept the fact that change is necessary to move the needle forward, will succeed. Those who do not will be left behind. It is a known fact that women purchase over 50% and influence the purchase of over 80% of all new vehicles sold in the U.S. The key to overcoming the challenges facing the auto industry today is to recognize that change is necessary—not only in regards to females, but overall, and to take the first steps forward rather than simply standing still. Those who ignore the facts and hope that the problems will solve themselves will not survive.

To speak on yet a broader level, determination is the key to success- everyone falls (some more than others) but those who succeed are the ones who can get back up and keep going full-speed ahead - to paraphrase an old Japanese proverb, success defined as getting knocked down ten times and getting up eleven…

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Advice to Females Navigating the Auto Industry from the CarsDiva:

Do your research and be confident. The Internet is a powerful tool that virtually places information at our fingertips—so use it to your advantage. It’s important to remember that you are in control of the situation- whether you’re purchasing a new car or getting your vehicle serviced.

BI: What advice would you provide to women who want to get involved in the auto industry?

DM: Go for it! The industry needs more savvy and intelligent females. It’s important to remember that confidence, intelligence, and at times a thick skin, are essential to be successful.

BI: Name one piece of work—novel, painting, movie, etc.—that really influenced/motivated you. Explain how/why.

DM: My mom- she is a real piece of work! I’ve learned to appreciate my talents and my differences, and she’s taught me that hard work and perseverance are the keys to success, in all aspects of life. She’s shown me that to really be content you have to follow your intuition, regardless of what everyone around you has to say. And in the end, respect yourself and your decisions, and others will do the same. She’s the toughest cookie I know!

BI: What is the biggest challenge/obstacle you have encountered thus far?

DM: Working in a traditionally male-dominated industry (and working to change that reality). But hey, I love a good challenge—you just have to learn how to make it work for you, rather than against you, to change what will be the future. …And so far it’s been an interesting and worthwhile experience!

BI: What is your biggest regret?

DM: Divas have no regrets… I try to make the most/best out of any situation. As the Duce, Henry Ford II said, “Never Complain, Never Explain” (he was actually quoting Benjamin Disraeli who said it first, but as Disraeli wasn’t a “car guy” I thought I’d quote “el Duce”)

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