Automotive News Canada - March 2021 - 11

* MARCH 2021

Gender equity in the industry
requires industry solutions
During the early days of the COVID-19 pandemic, the auto
industry realized it was too reliant on outside sources for
personal protective equipment, so it geared up to make its
own. The rallying cry was that the Canadian industry needs
to be more self-sufficient. It's a lesson that should not be
forgotten. P H O T O : VA L I A N T T M S

Pandemic provides
a clearer road-map
forward for auto
THE AUTO INDUSTRY WOULD
industries and trade policy.
be wise to never forget the lesAutomakers are competing for
sons of a year marked by the
chips alongside companies that
pandemic.
produce electronics such as
It was in March 2020 that
smartphones, laptops and game
COVID-19 began to upend daily
consoles.
life in Canada and much of the
Brian Kingston, CEO of the
world. The auto industry was no
Canadian Vehicle Manuexception. In early spring, North
facturers' Association, told me
American manufacturing faced a in January that the Detroit Three
two-month shutdown, and dealwere " looking at their supply
ers had to sudchains " in a
denly adjust to
bid to avoid
new health
similar situaIN CANADA'S VIEW
protocols and
tions in the
stay-at-home
future. That's
orders.
smart. But it's
IRWIN
In many
an issue that
ways, the
should be at
Canadian auto
the forefront of
C
O
M
M
E
N
T
industry has
executives'
proved itself to
minds even in
be quite resilient. The protocols
calmer times.
developed by carmakers, suppliOnce the microchip shortage
ers and unions to safely reopen
is addressed, diversifying the
factories across the country
supply chain might fall off the
have managed to keep assempriority list. The industry should
bly lines running. Despite invenavoid that.
tory challenges and customer
I also hope the industry
reluctance to
remembers how well open lines
visit dealerof communication served them
The industry
ships, sales
during the pandemic. Autoin
makers, unions, suppliers and
cannot let the rebounded
the second
engaged in an
lessons of the half of 2020, competitors
unprecedented level of collaboprevious year exceeding lev- ration. Companies frequently
els that many
shared tips and best practices
collect dust.
analysts had
with each other. Given the comfeared at the
plexity of supply chains, such
height of the pandemic.
teamwork was necessary to
The industry still has a long
ensure the resumption of manufacturing. It also served as an
way to go before it can put the
pandemic behind it, but the pro- example of what the industry
verbial light at the end of the
can accomplish when it hartunnel is growing brighter.
nesses its collective brainpower.
However slow the vaccine rollout
Unfortunately, future crises
has been in Canada and howev- are inevitable. Hopefully, the
er worrying new strains of the
next one will not be as devastatcoronavirus are, those vaccines
ing as the pandemic, but a cristill provide plenty of hope that
sis is coming. When it arrives,
the pandemic will soon end.
the industry should look to how
An eventual return to normal
it reacted to COVID-19 as a
life is obviously welcome. But
template for surviving and thrivonce we get to that point, auto
ing during challenging times.
industry executives, dealers and
- ANC
labour leaders cannot let the
lessons of the past year collect
dust on a shelf.
SEND US YOUR LETTERS
For starters, the pandemic
Please limit submissions to 250 words
should always serve as a
and indicate " for publication. "
reminder of the importance of
Automotive News Canada reserves the
local supply chains. The industry
right to edit submissions for content,
clarity and brevity. For verification
has been thrown for a loop in
purposes, please include your name,
recent months thanks to a
title, company name, city, province
and phone number, and indicate your
microchip shortage stemming
connection to the auto industry. Email
from higher-than-expected
letters to: gmacaluso@crain.com
demand, competition from other

JOHN

OVER THE PAST YEAR, AUTOMOTIVE NEWS
in shorter windows than it has acted on gender
Canada published a series of stories that examined
equity.
why more women aren't involved in Canada's auto
Individual efforts aren't allowing the industry to
industry.
keep pace with the change required in 2021. It's
It cited joint research by U.S.
time to dissect, act and solve.
sibling publication Automotive
The Canadian industry is large
News and Deloitte that recorded
and diverse. It may be time to
an alarming disparity on gender
consider forming an industry
attitudes in the sector. A whopping
association that is funded,
91 per cent of women surveyed
focused and fearless on a path to
believe that there is an industry
inclusion.
bias toward men for leadership
Imagine the progressive shift
positions, while only 47 per cent of
the industry can create by comGUEST COMMENTARY
mitting people and money to
men hold the same belief.
build a blueprint for a diverse and
How does an industry fix a problem that the ruling membership doesn't think
equitable Canadian automotive work force. Globally
exists?
unprecedented, it's a contemporary advocacy
There are pockets of good news: mentorships,
approach.
recruitment initiatives and conferences. Along with
An alliance built across finance, manufacturing,
speaking at those events, I benefited from great
retail, sales, corporate and aftermarket leaders.
mentors.
Designated by peers to ramp up solutions to end
The late CEO of Canadian Black Book, Kathy
gender bias. A self-regulated industry commitment
Ward, built my understanding of residual values
to the social and moral imperatives demanded by
and the used market. Maureen Donnelly, president
customers and in our communities.
of Donnelly Automotive Group, was my retail dealer
It's an evidence-based and measurable
coach during the launch of a new brand. Anna
approach to lead positive change. Talent inclusivity
Schneider, senior vice-president at Volkswagen
is globally competitive and aligns to the environmental, social and governance (ESG) movement,
Group of America, was a guide on forging harmonized government policy.
which calls for a critical examination of business
These women pushed boundaries and instilled
practices that lead to higher value creation.
courage.
It's ambitious. It sets the standard, not catches
I carried it forward, mentoring a rich pipeline of
up to it. There's no downside to doing better.
talent who innovate never-imagined possibilities in
The irony, however, is in proposing a solution
their fields. This includes my younger sister, Teresa,
that requires buy-in from the very membership that
whose leadership as assistant vice-president at the
doesn't think the problem exists. - ANC
Canadian Automobile Association (CAA) is shaping
- Sandy Di Felice, who spent 15 years in the
strategies that enhance road safety at an unpreceglobal automotive industry, runs a Toronto-based
dented pace.
reputation consultancy advising brands and their
Successes are everywhere, but more can be
leaders. She also contributes her governance
done. Foundational progress is overdue. The indusleadership to the Ontario Motor Vehicle Industry
try has proved it can innovate powertrains, infraCouncil board.
structure, production, retail and regulatory changes

SANDY
Di FELICE

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Automotive News Canada - March 2021

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