Women at Daimler pave the road to industry transformation

August is Women’s Month and August 9 is National Women’s Day in South Africa. In recognition of the growing influence of women in the local commercial vehicle industry, ROWAN WATT-PRINGLE spoke to three leaders making big waves at Daimler Trucks & Buses Southern Africa (DTBSA).

Annelie van Rooyen, head of used trucks, says that the seeds for her long and rewarding journey in the motor industry were sown early in life: “My mother worked in the commercial vehicle (CV) sector her whole life. So, from a very young age, I was exposed to its transformation into the professional and thriving industry it is today,” she says. “Witnessing the opportunities being afforded to women in many areas of the business certainly played a huge role in my career choice.”

While Van Rooyen dreamed of travelling the world after school and did so for several years, in the end she believes her destiny was always to return to the world of trucks. “I have always believed that the sky is the limit, and you have to have the courage to take the ‘road less travelled’, learning and experiencing as much as possible,” she says. “The world is full of opportunities; if you open yourself up for change and possible failure, the rewards are endless.”

Van Rooyen used this outlook to map her journey to her current position leading TruckStore, DTBSA’s used CV retail division, and feels fortunate to be working in a dynamic environment experiencing tremendous growth, alongside an amazing team. “It is important to have people who inspire you to be a great leader and change the world for the better,” she says. “It may sound like a cliché but, without your team beside you, success is seldom achievable.”

Maretha Gerber, vice president of sales and marketing, says it was a dream come true when she first joined Daimler in 2000 in the passenger car key accounts division. Being new to the business, she had to challenge herself to learn quickly and be adaptable, while staying focused on achieving her goals. This mindset and great support from her team turned an opportunity into a career in Daimler, and she has intentionally approached her journey within the company with a view to diversity: “Being able to broaden your skills, knowledge and experiences is key to excelling, giving you room for constant growth and the credibility and confidence to take each successive step,” Gerber says. “I challenged myself to take on new and different positions, where I could learn and grow to become a leader who can make a difference.”

Gerber is proud of the transformations that have taken place in the industry over the years. “These days, there is much more focus on diversity and women in the workplace. Efforts are being made to bring diversity into the automotive industry and there is a far greater acceptance of women in this space,” she says, noting that many women have been taking up leadership roles and excelling in the automotive sector, both locally and internationally. She believes one of the keys to transformation is to expose potential leaders to as much as possible: “The automotive industry has many facets,” she points out. “Being able to speak from experience in both manufacturer and retail language helps a great deal in gaining understanding, getting buy-in, and rapidly implementing strategies.”

As DTBSA’s head of human resources, Tebogo Shumba is responsible for the company’s “people strategy”, collaborating with senior leadership to understand organisational goals and strategy, and providing expert advice to both the leadership team and employees, as well as overseeing all aspects of the HR department’s functions.

Shumba has always been passionate about making a difference in the lives of others and making them realise their potential. She feels privileged to have progressed from recruitment and talent acquisition – where she sourced young, previously disadvantaged and diverse talent for CVs – to being able to grow within her current role as it has transformed and diversified, providing her with a platform to change management, consultations and negotiations with trade unions.

She says that since she first joined Mercedes-Benz in 2007, there has been a shift in the industry landscape. “The industry back then was much more male-dominated and lacked diversity, but I have witnessed transformation and the inclusion of different demographics in areas that previously lacked diversity,” she relates, although she adds that there is still room for improvement: “We still need more female representation, especially in key positions and at senior management level.”

Shumba highlights the great progress being made within Daimler in particular, with female executives now in key strategic and traditionally male-dominated positions: “We have women in these leadership positions who are doing exceptionally well, whether in marketing and sales, or at our production and manufacturing plant,” she says, noting that by performing well, women can help speed up the transformation process.

Gerber echoes this sentiment, saying, “Acceptance comes with trust and customer service. I believe if you work hard and deliver, it comes naturally,” while Van Rooyen notes that historically, women have always had to drive this acceptance. “The shift came from within women themselves,” she says. “There were brave women in every aspect of life who paved the way so that women today can live their lives to the fullest and make meaningful contributions to global economic growth.”

Despite emphasising that there is still much to be done to achieve workplace equality, these inspirational women are also all extremely optimistic for women in the CV industry. Gerber urges young women considering this career path to go for it: “It is so much fun and very rewarding,” she says. “Knowing that you are part of something bigger is an amazing honour. If you enjoy the thrill of problem solving, customer service, and making a difference, this is the career for you … for anyone who wants to keep the world moving.”

“There is definitely still a glass ceiling both in the workplace, and in society in general,” says Van Rooyen, “although this applies not only to women, but also to race, religion and many other forms of discrimination in society. Don’t wait for things to change, be the change and value the people around you for their differences.”

Shumba reiterates that opportunities are there, and it is up to women to seize them. “Women today have opportunities that previous generations never did; it is time to explore uncharted terrain – dare to be one of the first to break down barriers, dispel stereotypes and pave the way for others,” she says, adding that it is crucial to be positive and believe in your own abilities, but also to focus on your strengths to add value. But you need not do it alone! “Find a role model, coach, or mentor,” she advises. “It goes a long way towards mapping your journey to success!”

Van Rooyen believes that this process is well underway and that women are now more focused than ever on their own goals, dreams and careers. This is driving change in the workplace. “These women, who possess the necessary qualifications, skill sets, experience and commitment cannot and will not be ignored any longer.”