Expanding industry capability
When people think about the future of transport in New Zealand, they often picture electric vehicles, charging infrastructure and smarter technology, writes Natasha Callister. What we talk about less is the workforce required to support that future and who is – and isn’t – currently part of it.
The automotive industry is a significant contributor to our economy. It keeps people moving, supports regional employment, and underpins thousands of small and medium-sized businesses.
But like many industries undergoing rapid change it is facing pressure on multiple fronts, such as technician shortages, rising operating costs, tighter consumer spending and the shift towards more complex, software-driven cars.
In conversations I’ve had across the sector, from dealership owners to training providers and directors, a consistent theme is that present workforce capability is where strategy either succeeds or stalls.
We speak frequently about labour shortages. We speak less about participation. Women remain under-represented across technical trades, service leadership and senior decision-making roles in automotive. This isn’t a question of ability. It’s often a question of visibility, pathways and progression.
If young women do not see automotive as a viable, modern and financially rewarding career, they are unlikely to pursue it. If those who enter the sector do not see clear progression into leadership or commercial roles, they are less likely to stay.
That matters, not only from an equity perspective but from an economic one. An industry operating with constrained labour supply cannot afford to overlook half the population.
The shift toward electric and hybrid vehicles, digital diagnostics and connected mobility means today’s careers look very different from those of a generation ago.
Automotive increasingly requires technical literacy, adaptability and commercial confidence. It offers stable, skilled employment, particularly in regional New Zealand, at a time when workforce resilience is critical.
With the plethora of new entrants, the brands Kiwis are choosing is also changing. Customers who once bought the same marque for decades are reconsidering. That brand switching is bringing new faces through dealership doors. Understanding those customers starts with reflecting them.
None of this suggests the automotive industry needs to be “fixed”. It has a long history of adapting to change. But transformation presents an opportunity to think deliberately about who is included in that future.
At Women in Automotive New Zealand, our focus is practical. We work with training organisations, employers and industry bodies to encourage broader participation in apprenticeships, support career development and make leadership pathways more visible. The goal is simple – strengthen industry capability by widening access.
When industries expand participation, they expand resilience. When they invest in structured development and progression, they build stability. And when they treat diversity as part of economic infrastructure rather than a social add-on, they position themselves more competitively.
New Zealand’s automotive sector is evolving quickly. The question isn’t whether change is coming. It’s whether we will ensure the workforce shaping that change reflects the full breadth of talent available.
Untapped capability is not just a missed opportunity for individuals. It’s a missed opportunity for the country’s economy.
About Women in Automotive NZ
Women in Automotive New Zealand was founded in 2023 to support female participation and leadership in the sector. Its 2024 industry-wide accord is now backed by many of the country’s leading automotive businesses.
Recently incorporated as a charitable trust, the organisation is working towards official charitable status and thanks its legal partner Anthony Harper, accounting partner Bullot & Rankine and all accord signatories for their support. Contact: info@womeninautomotive.nz
