For #WomensMonth, we speak to Carin Coates about her 20-year journey with the Volkswagen brand, which has taken her from internal auditing and finance into sales and commercial vehicles.
Carin Coates | image supplied
Having worked both within Volkswagen Group South Africa and at a Volkswagen dealership, she has gained experience across different sides of the business and developed a broad understanding of the automotive and retail environment.
Coates reflects on her progression into leadership, the challenges of building a career as a woman in the automotive industry, the people who have influenced her along the way, and why creating opportunities for women to step into leadership is essential for the industry's future.
What have been the biggest milestones in your 20-year journey with the Volkswagen brand?
My biggest milestone at Volkswagen has not been a project or a sales result; it has been my progression from being a strong functional contributor and supportive to becoming a business leader in my own right who can influence the business ecosystem.
As I have journeyed from audit to finance and now sales, I have had the opportunity to evolve my business acumen, build people’s confidence in me, and now earn credibility to influence dealers and challenge the status quo.
My next milestone is becoming known as a regional business manager who doesn’t just monitor dealer performance but fundamentally changes the quality of the businesses I partner with.
What inspired your move from finance into sales?
My move from finance into sales was driven by a desire to move from analysing and reporting on business performance to actively influencing and shaping it.
Finance gave me a strong understanding of the numbers (financial performance versus targets), but I wanted to be closer to the decisions and activities that determine what happens next.
Sales gave me this opportunity. The move represented an important career opportunity for me to broaden my leadership capabilities, take on greater responsibility, and position myself for progression within Volkswagen.
How has your career shaped your approach to leadership?
My career has taught me that leadership is about combining commercial discipline with people and influence. My background in finance taught me the importance of facts, accountability and understanding the story behind the numbers.
Moving into sales changed my perspective. I have learned that results are delivered through people, relationships, and the ability to influence others.
My experience in commercial vehicles strengthened my ability to work across different stakeholders, challenge thinking ( my own included) and navigate complex situations.
As a result, my leadership approach has evolved to be curious before being prescriptive. I want to understand the business, listen to people and use the data to identify real opportunities and then work with people to create solutions.
What challenges have you faced as a woman in the automotive industry?
One challenge I have experienced is navigating expectations of a demanding career alongside responsibilities and expectations outside of work.
Automotive is a fast-paced, performance-driven industry and progressing into leadership required a great deal of flexibility and a significant personal commitment.
This has reinforced the importance of being intentional about priorities and setting boundaries. Another challenge I have experienced is the feeling that I must prove my capability repeatedly, particularly when I moved into higher levels of responsibility. I have used this as motivation to continually build my knowledge.
Has the role of women in the automotive industry changed during your career?
During my career, I have seen a meaningful shift to women being appointed in positions where they are not only supporting the business but actively shaping strategy. The current MD of Volkswagen is a classic example of that shift in the Volkswagen world.
What more can the industry do to help women progress into leadership?
I think we need to look beyond traditional definitions of leadership potential. Women should not have to wait until they have ticked all the boxes before being given the opportunity to step up.
I believe the best way to develop a future leader is to give them the opportunity first and support them as they grow into it. The industry needs to be more intentional about creating these pathways for women.
Who or what has had the biggest influence on your career?
I want to give credit to one person who had and continues to have a significant impact on my career. Ironically, she is another powerhouse lady I had the pleasure of first working with when I was in finance.
She believed in me before I fully believed in myself. She was willing to give me an opportunity, not because of my background, my skin colour or the level of education, but because she witnessed my work ethic and my willingness to learn.
That opportunity changed the trajectory of my career because she gave me a chance. I have worked hard to prove that her belief in me is justified. It has also shaped the leader I want to be.
I know what it feels like when someone sees potential in you that you don’t yet see in yourself. It has inspired me to be the person who recognises potential in others and helps push them into the best version of themselves.
She continues to inspire me to always work hard, to always prepare well and carry myself professionally in the best manner possible.
What advice would you give young women starting out in the automotive industry?
My advice to young women entering the automotive industry would be not to wait until they feel completely ready before putting their hand up for opportunities. Be curious, learn the business from the ground up and develop a strong knowledge base.
To surround themselves with people who believe in you, but also believe in themselves. There will be moments where you question whether you belong. Don’t let those moments define your potential.
Be prepared to work hard, but don’t feel that you must constantly prove yourself. To build relationships.
Most importantly, don’t feel like they must become someone else to succeed. Another wise person once reminded me that there is enough place for all in this world to take up space and be who they are. There is something unique each one can offer.
