- Home /
- News /
- On International Women’s Day, discover how Davanti Tyres chooses to challenge automotive stereotypes
On International Women’s Day, discover how Davanti Tyres chooses to challenge automotive stereotypesMonday 8th March 2021
This International Women’s Day, Davanti Tyres is choosing to challenge typical stereotypes around the automotive industry.
It is a common misconception that automotive repair, parts supply and manufacturing is exclusively male territory. In fact many of Davanti’s distribution and retail customers across the globe are owned, operated or staffed by women.
Experts in their fields, they have played a key role in helping our brand grow and establish a strong reputation in the UK and around the world.
Davanti has always been committed to treating every employee, supplier and distributor fairly. Development is based purely on skill and success with women taking key leadership roles in every aspect of the business.
Polona Stipič is the Purchasing, Sales and Marketing manager for Davanti’s Slovenian distributor Autocenter Martin Stipič.
She has been in the tyre business for a decade and is a trusted voice for Autocentres customers.
“It was a big challenge for me before.,” she said. “Back in the day, tyres were seen as just black rubber. As the years have gone by, the technical advancements and continued development of tyres have increased and improved dramatically.
“We started working with Davanti Tyres in 2019 and there has been the opportunity to grow together significantly and those opportunities do not stop. My priority is my customers, when they are driving on the roads, I want them and their families to feel safe in any condition.
“I am at the top of my game in the industry but I am also a woman, a mother, and a wife. I make the time to enjoy life with my husband, children, our dog and the rest of our family.”
It’s a view shared by Anna Hughes-Morris, Managing Director of Davanti customer A&D Tyres.
“When I first started in the automotive industry, many moons ago, it wasn’t the done thing for females,” she explained.
“Back then, it was highly male-dominated. Well, not anymore, time has moved on.
“Working in the motor sector over the years, I have seen positive changes year on year to the preconceptions and attitudes about women in the industry. Regardless of whether you are male or female, the opportunities are endless, they are there to be taken and they should be grabbed with both hands.
“If you are thinking about a role in the industry, do not be deterred. Just because you are a female, doesn’t mean you can’t do it. Times have changed. Go for it!”
Customer order manager Chiara Fusilli, one of a team of women in leadership positions at key Davanti customer Tyres Italia that includes Head of Merchandising Debora Messori and Finance Manager Sonia Cigni, said: “We love having direct contact with customers.
“Day to day we can give our technical, practical and professional support to help them with their queries and find the right solutions for them. Our customers only care about our expertise.
“They are at the heart of what we do. It is very important to us to help keep them safe on the roads and our expertise and knowledge of the industry allows us to do that.”
For Kirsty Watson, Director of Autocentre in Chorley, tackling lingering stereotypes is part of what motivates her each day.
“My favourite part of working in this industry is being part of changing people’s view on the industry,” she said.
“There are many misconceptions in this industry around gender, trust and skills, all of which couldn’t be further from the truth.
“Working with Davanti has been such a positive experience, it’s so enlightening to work alongside a company which is so incredibly supportive. I really enjoy speaking to everyone at Davanti from the sale call handlers, our account manager to the MD. Every conversation is upbeat, positive and they consistently drive my motivation.
“The advice and support given has helped strengthen and drive our business forward, I really look forward to our future working together.”
It is not only Davanti’s customers where women are making a real significant impact on the industry.
The manufacturer itself employs women at all levels of the business with no difference between gender pay or opportunities.
Clare Bonnet-Eymard’s role is critical to the business’s success. As International Commercial Support Executive she must liaise with clients all over the world to support brand and sales teams.
“One of the many things I love about my role is the fact I have to communicate with everyone within the business, not only here at the Davanti Tyres head office, but externally all over the world,” she said. “I have to push myself within my role and take the chance to expand my knowledge on how other businesses operate internationally.
And Davanti’s global voice is amplified by Social Media Manager Alex Worthington.
“Not everyone can say that they are proud of the company they work for or that they feel supported in the workplace but I am incredibly lucky to say I do,” said Alex.
“When I discuss the industry that I work in, I am often met with a confused expression. People question why tyres, and what drew me into my role? My answer is simple: why not?
“If you find a company that welcomes, values, supports and encourages you to thrive in your role, there is no better fit. I am pushed creatively. I am included. I can express myself and my ideas confidently and without judgement. Where you work and who you work for makes an incredible difference.
“I am proud of Davanti Tyres, I am proud of what they have achieved and I can’t wait to see what’s next.
“My one piece of advice would be to think outside the box, and to think about what is right for you; just because an industry typically falls into a particular stereotype, doesn’t mean you shouldn’t welcome the opportunity. Opportunities are there to be explored. If it feels right, chances are it is.”