At this year’s NADA Show, leaders from the Women of Color Automotive Network (WOCAN) took the stage alongside NADA’s Executive Director of External Relations Myra Dandridge to share their stories, their mission and the movement they are building within the automotive industry.

What unfolded was more than a panel discussion. It was a testament to representation, resilience and the power of intentional community-building.

From Isolation to Impact

WOCAN was founded in August 2020, during a year marked by social unrest and a global pandemic. For co-founders Kerri Wise and Amanda Gordon, the organization began as something deeply personal.

After decades in automotive retail and vendor leadership, both women reflected on a striking realization: they rarely saw other women of color in positions of power, on conference stages, or in executive leadership. In many rooms, they were the only one. “I was at a party last night and I was the only one. In a group of 500 people,” Wise said.

When WOCAN hosted its first virtual meeting, the founders expected perhaps five attendees. Instead, 25 to 30 women showed up. “I didn’t know there were 25 to 30 women of color in the industry,” Wise added. 

What started as a small support circle has become a national movement. Today, the network has grown to more than 1,300 members and over 300 allies.

Why a Network Specifically for Women of Color?

One of the most powerful themes of the discussion centered on identity.

While women’s professional organizations exist across the industry, the panelists emphasized that being a woman of color carries unique experiences. Many members are the first in their families to graduate college, enter corporate leadership, or become entrepreneurs. They often lack generational “playbooks” or inherited industry access.
Amanda Gordon shared a milestone that illustrates the importance of visibility: in 2019, she became the first Black woman to own a car dealership in Colorado.

“Not in 1909. In 2019,” Gordon said. “Representation matters. If you can see it, you can be it.”

WOCAN exists to ensure women of color can see themselves in leadership — and get there faster.

Programs That Create Real Advancement

WOCAN is not just a networking group. It is structured around tangible growth and career mobility.
Some of its key initiatives include:

• Scholarship programs that send members to major conferences like NADA Show.
• A six-month, no-cost Leadership Academy, which has already graduated 52 women, with growing interest each year.
• Financial literacy workshops in partnership with corporate sponsors.
• Career support and mentorship, particularly during industry layoffs and transitions.
• Strategic speaker placement to ensure diverse representation at events and conferences.

The organization’s focus is clear: attract, retain and promote women of color within automotive.

And it’s working.
 

The Power of Allyship

One of the panel’s most surprising insights was the strength of allyship WOCAN has received — particularly from white male industry leaders.

From donated speaking fees to financial sponsorships and pro bono consulting services, allies have stepped forward in meaningful ways. Several major corporations continue to invest in WOCAN’s mission — not for visibility, but because they believe in expanding opportunity across the industry.

As the panelists noted, when women of color make up only about 6% of the industry, progress cannot happen alone.

Allyship isn’t optional. It’s essential.

Community as Retention Strategy

Beyond advancement, WOCAN plays a critical role in retention.

Several panelists spoke candidly about moments when they questioned staying in the automotive world. What kept them in the industry was community — mentors who understood their experiences and peers who shared similar challenges.

“In an era of rapid industry change, that kind of support system can be the difference between losing talent and cultivating leaders,” noted Ashley Cavazos, WOCAN president.

WOCAN has become a space where members can bring their full identities — culture, language, background — without feeling the need to minimize who they are to succeed.

Looking Ahead: The Next Generation

As WOCAN looks toward the next 5 to 10 years, its leaders are thinking beyond the current membership. They envision expanding into next-generation initiatives that introduce young women of color to careers in automotive earlier.

They want to change the public perception of the industry itself so that young professionals see automotive not as exclusionary, but as a space of opportunity.

From four founders to more than 1,300 members, WOCAN’s growth signals something larger: the industry is ready for broader representation and intentional inclusion.

Rising Up

WOCAN’s presence at NADA marked an official debut on one of the industry’s biggest stages. But more importantly, it demonstrated what is possible when community, representation, and allyship come together with purpose.

The message from the panel was clear: When women of color rise in automotive, the entire industry rises with them.