“I never faced the pressures of being a woman or felt that I was unable to work in a certain field. Nor did I ever acknowledge any barriers as a woman coming into the automotive sector,” says Mona Mito, PR and Marketing Manager for Korean luxury car brand, Genesis Automotive. “Women today enjoy their cars and they are selecting their lifestyle car, one that fits their personality. They like to be indulged by what they are driving around in.”
Navigating the car industry’s cross cultural barriers, Mona manages the Marketing initiatives for Genesis in the Middle East and Africa. Until recent years, it has been highly uncommon to see women working in the automotive sector. According to February 2018 statistics from the Center for Performance Improvement in the US, women occupy a mere 26.7% of the positions in automotive manufacturing and vehicle equipment manufacturing industries, and only 16.9% of women in executive-level positions in vehicle manufacturing.
Courtesy of Genesis
From a young age, Mona knew she wanted to work in the automotive industry and followed her dream to a Mercedes dealer site in Egypt after her family returned to Alexandria, Egypt having lived in Germany for a number of years. Mona struggled with Arabic so her father put her in a German school. “It was the German culture and education system that taught me the importance of taking responsibility and making plans,” said Mona, “which helped me learn how to make a decision and go with it.” After completing her Master’s degree, Mona moved to Dubai. In April 2018, she decided to expand her experience and accepted a role at luxury car brand, Genesis.
“When I go to the dealerships, I see women working in the service center, going to the workshop, checking the cars, and doing the inspections. They really enjoy their jobs which is testament to the fact that no industry is for a specific gender. If you enjoy what you do, then that’s all that matters.”
Courtesy of Genesis
Being a new brand in Dubai isn’t easy, and Genesis faces the same challenges as any company hoping to tap into the city’s luxury market. But the company is proud of its products. “We see ourselves as a respectable automotive brand. Our message is simple; ‘We are a luxury brand and a luxury brand should not only be a German brand’. Genesis’ 2019 marketing goal in the Middle East is focusing on its messaging. Our doors are open and we want to listen to the customer experience, to get their feedback. Everything we do is down to the final detail to make our customers and potential customers happy”.