Cottman Transmission and Total Auto Care has never been content doing things the same old way. The brand, known for transforming the typical auto care customer experience from stress inducing to honest and transparent, has also made it a point to prioritize diversity and community service in each of its markets. This sentiment is never more apparent than in its customer auto repair marketing – coinciding with Women’s History Month (March), Cottman announced recently a new video featuring its proprietary female automotive care expert, the Transmission Physician.
The release of this video, and the perpetuation of the Transmission Physician, is a subtle but meaningful acknowledgement to the contributions of women of the auto care industry. Building on the momentum of female automotive trailblazers such as Mary Anderson, who invented the windshield wiper blade in 1913 and Helene Rother, the first female automotive designer, Cottman’s Transmission Physician plays an important role in the development of women’s presence in the auto industry. She is an animated female transmission expert who debunks common transmission myths and shares specialized, transmission-specific advice to drivers everywhere.
“It’s not often talked about, but women have had a significant impact on the auto industry,” said Rebecca Ledbetter, digital marketing coordinator for Cottman. “In fact, the invention of the automobile itself helped usher in a new era of women’s independence and autonomy – take, for example Alice Huyler Ramsey, the first woman to trek alone across America via automobile in 1909. In the same way she was a pioneer, Cottman’s Transmission Physician plays an important role in the way women participate in the automotive experience at every level.
“We created this video – and the Transmission Physician – to highlight the contributions of women in our field,” says Sue Burg, Sr. Director of Advertising. “Representation is top of mind for us, and we want all customers of Cottman to feel like they’re being heard,” says Burg.
The Transmission Physician is a specialist in transmission technology and repair, and she explores topics through the video series such as checking the automatic transmission fluid (ATF), why transmissions are so expensive, the process of how a transmission works, rechecks and more, and is accessible via the Cottman website on the Videos tab at www.cottman.com/transmission-physician/.
As a continuation of the Cottman video series, the Transmission Physician is a resource to predominantly female consumers who may be coerced into spending unnecessary money to completely replace a transmission when a simple fix by an expert would suffice. In fact, according to a study, women make up more than 60 percent of car care customers. Additionally, the Transmission Physician represents a growing sector of women who face limited representation in the automotive repair industry. Cottman is putting significant time and resources toward making auto care an inclusive and welcoming environment.
To view the Transmission Physician Video Series, visit www.cottman.com/transmission-physician/.