Ashley Wolfe is a fourth-generation owner and operator of the Wolfe Automotive Group. In an industry historically dominated by men, Ashley is one of only a handful of women who operate an automotive dealership, let alone an automotive group.
Ashley’s great-grandfather, F.J. Wolfe, founded Edmonton Motors Limited in 1925. Now known as Wolfe Cadillac, it is the oldest Cadillac dealership in Western Canada. The Wolfe Automotive Group has six dealerships in Canada and two new dealerships in Montana. They recently purchased Jim Taylor Motors in Fort Benton, Montana.
In addition to running the automotive group, Ashley and her husband are raising two amazing boys.
We recently sat down with Ashley and got to know her better. The following are excerpts from our conversation.
How did you get into the auto industry?
I went to Arizona State University (ASU) and did not plan on going to the automotive space at all. I was planning on going to the FBI. I had just left ASU, and my father said, “If you have any interest at all, now would be the time, or I’ll change my plans and sell the business.” I was 22 at the time and decided to go to work for him. I said, “I’ll work for you for three years and see if I like it.” I thought that was a fair amount of time, and I knew I could easily go back to graduate school, but I ended up loving the business and never left.
For the first 12 months, I assisted managers with whatever they needed. I did some work in the fleet department and sales administration and sold cars. I moved around a lot and learned everything I could. My father wasn’t involved in the business that much anymore, as some dealers were from his generation. I needed more help than I could find because I wanted to learn more, and everybody had their own primary job to do, so my father sent me to the NADA Dealer Academy.
Shortly after graduating from the academy, the general manager announced his retirement plans. My father said to me, “We’re going to make you the assistant general manager.” That was in March, and by Christmas, the general manager had retired. I was in charge. I was very nervous and I’m not a nervous person at all. I remember saying to my father, “I’m way underqualified. This is not a good idea.” He assured me that I would be fine.
The first five years were very challenging, and that experience made me a much stronger person. There were members of management that did not believe in my abilities nor my ideas of how the business could grow. They knew this change was inevitable, but I was only 22 and a female. Thankfully, I had a handful of managers — who still work for me now — who rallied around me and helped me.
As a woman, you are in the minority; what are your thoughts about the auto industry as a career path for women? What’s your experience been like?
On occasion, others have made the assumption that I’m not the person in charge because I am a woman. I’ve had people come for a meeting with the general manager, and I go to meet them, and they presume I’m the secretary. I take them to my office, and they ask me to get them coffee. Then I sit down in my chair, and they’re like, “So there’s just you? You are in charge?” This attitude is not as prevalent as it was a few years ago, but dealing with such situations has been part of my journey.
What do you love about the industry, and what would you change if you could?
I love this industry because it’s innovative. It’s always changing. It’s a very non-stagnant industry and that always makes it fun. Personally, I don’t do anything unless it brings me joy. I love that inside a dealership there are six or seven different independent business models — whether it’s parts, service or sales — and if you get them all working together, it’s simply magical.
The biggest frustration I have, and something I wish I could change, is the negative public persona of the automobile dealer — the stereotypical used car salesman from the 80s who rips people off. Those people exist as they do in every industry. But the auto industry, in totality, is one of the most generous industries out there, in my opinion. Dealers donate so much money and have charitable foundations. We are a very compassionate group of businesspeople.
What advice would you pass on to women entering the auto industry?
Be assertive and confident. Sometimes women need to act a little bit more like a man. I find even now, when I interview and hire people, men always challenge their pay. Women don’t. I might offer a salary of $80,000 to be the HR manager and 100% of the men I interview for that come back and say, “I’d like $90,000 and three weeks of holiday.” Woman traditionally accept the first offer and almost always leave something on the table. Understanding your power before going into a meeting or negotiation is helpful.
