Women working in U.S. dealerships are finding reasons to feel optimistic about their careers, even as differences in compensation and advancement opportunities suggest there is still room for improvement.
New research from CDK Global shows that 90 per cent of women working in automotive retail feel motivated in their jobs, compared with 91 per cent of men. Career satisfaction is also relatively similar, at 82 per cent among women and 80 per cent among men.
However, the findings from CDK’s 2026 Dealership Workplace Study, which surveyed nearly 450 dealership employees, reveal differences in how men and women perceive their compensation.
While 62 per cent of women said their income reflects their skill level, up from 50 per cent in 2025, that figure remained below the 69 per cent reported by men. The gap was wider when it came to effort. Only 56 per cent of women believed their income reflected the work they put into their jobs, compared with 73 per cent of men.
Despite those differences, women were more likely than men to recommend automotive retail as a career, at 35 per cent versus 28 per cent. However, 36 per cent of both groups said they would not recommend the industry.
The study also found that 60 per cent of respondents reported having women in leadership positions at their dealerships, largely unchanged from 61 per cent in 2025.
When asked what could improve gender diversity and fairness, 42 per cent of women identified leadership training, while 39 per cent pointed to continuing education. Another 39 per cent recommended recruiting more women, both internally and externally, while 32 per cent highlighted mentorship and leadership support.
CDK said workplace culture remains an important consideration, with some respondents describing challenges associated with working in a predominantly male industry.
Although the study reflects U.S. dealership employees, its findings offer Canadian dealers insight into workforce recruitment and retention. Leadership development, mentorship and career advancement opportunities could help dealerships strengthen employee engagement while attracting more women to an industry competing for skilled workers.
