The showroom floor gleamed under fluorescent lights, and the smell of new car interiors hung heavy in the air. Fifteen-year-old Caitlin Roberts restocked the vending machine at the Toyota dealership owned by her father, John Roberts’ dealerships. It was her second home and the perfect launchpad for an inspiring career that would shape the industry in Tennessee’s perception of women in leadership.
Roberts spent her early days working in the family business, where she learned the value of hard work and the importance of understanding every aspect of the operation.
“I am the third generation in this industry. My grandfather, my dad’s father, started in the industry as an adult. He worked his way up. In 1983, he added the Toyota store,” she said. “I grew up in the stores. I spent school breaks in the stores. If we were sick and had to leave school, we came to the stores.”
She enjoyed participating in the business, managing vending machines, and learning about financial responsibility by taking out a bank loan for them. Her dedication didn’t go unnoticed. Her father, the owner, saw a spark in her. He started giving her small tasks, from cleaning to answering phones. The dealership became her classroom. Roberts absorbed everything, from car mechanics to the art of the deal.
But some weren’t impressed. Customers, primarily men, would question a young lady’s presence around vehicles, especially during her stint as the parts manager.
“There’s a perception that, as a woman, I wouldn’t be able to handle it or that I wouldn’t know what I was talking about. If somebody asked me a question, they thought they needed a man to answer it.”
She didn’t let these challenges shake her. Instead, she focused on earning respect through her dedication, knowledge, and willingness to learn. Her supportive team stood by her and helped challenge others’ perceptions of her capabilities.
Becoming Toyota’s approved general manager was a challenge. The process was difficult and designed for seasoned professionals. However, Roberts approached it with the same focus that had defined her career. She studied financials, strategized marketing, and reviewed customer feedback. When she won the position within just 10 months, it proved that leadership wasn’t about gender but about competence and dedication.
She and her team have replaced the “intimidating salesman” stereotype with an atmosphere of knowledgeable advisors focused on building trust with customers. She championed diversity in her workforce, recognizing the value of different perspectives. She’s driven by a desire to provide excellent customer service, leveraging technology like SmartPath to enhance transparency and build trust.
“I am fortunate to have people who provide good feedback and who will assist me with my goals. We launched a system called SmartPath,” she said. “SmartPath is a tool we use to check the customer in using iPads. They do a video walk-around, and they’ll send them their inspections digitally. They’ll take photos of things like air filters or tire tread. It’s something that is really new to this area, and it allows more transparency with the customer.”
In navigating the ever-evolving automotive landscape, Roberts suggests embracing change and staying ahead of industry trends. She acknowledges the shift towards electrification and cleaner technologies while advocating for a pragmatic approach that considers local infrastructure and customer needs. By remaining adaptable and innovative, Roberts ensures that her dealership continues to thrive in a competitive market.
Her advice to young professionals, especially women, is rooted in her experiences.
“Hard work and perseverance. You have to have a certain amount of resilience. Go through the process, and don’t let the bad weigh you down. Get back up again, and keep going because I think that hard work and perseverance will pay off in the end.”
The young girl who began working at her father’s dealership as a child has not only modernized the dealership but has also been acknowledged by the industry for her outstanding leadership skills. She currently serves on the Toyota dealer council, representing the Nashville dealers.
For Roberts, success is about finding fulfillment in her role as a mother, leader, and trailblazer in her industry. She thrives off the opportunity to balance her professional and personal life, recognizing the sacrifices and challenges that come with it. Ever the optimist, she believes that as more women succeed in traditionally male-dominated fields, it opens doors for future generations to dream even bigger.
“I’m able to be a mother but also work in a male-dominated industry and defy expectations of me. I do something that I enjoy, and I think that makes me successful already.” GN
