Empowering Women in the Driver’s Seat: A Conversation with Scotty Reiss

In a recent episode of the Productions Plus Podcast, our CEO Hedy Popson sat down with trailblazer Scotty Reiss, founder and editor-in-chief of A Girl’s Guide to Cars. Scotty’s mission? To make car buying less intimidating and more empowering—especially for women.

With 85% of car purchases influenced or made by women, it’s a staggering truth that the auto industry still often overlooks its most powerful consumer. Scotty’s passion lies in changing that narrative—one informed buyer at a time.

“Women are dreaming about $10,000 bathroom renovations, but signing $50,000 car notes without being engaged in the process. That’s heartbreaking,” Scotty shared.

Her message is clear: Women deserve to feel confident, informed, and empowered in car-buying decisions. It’s not just about vehicles—it’s about financial power, lifestyle alignment, and career opportunity. Scotty points out that the automotive industry isn’t just for gearheads; it needs marketing minds, creatives, engineers, and savvy communicators. And yes, it needs more women.

As Hedy and Scotty dove into industry insights, Scotty highlighted female leaders shaking things up: Lisa Materazzo (Toyota and now Ford), Melissa Grady (Cadillac), and Allison Witherspoon (Nissan) are among the executives driving impactful change and bringing fresh vision to brand communication and innovation.

So who’s doing it right when it comes to speaking to women? Scotty called out Genesis and Volkswagen for campaigns that lean into lifestyle and heritage, creating genuine, emotional connections. On the flip side, she noted that overemphasis on dealership deals and small print often alienates female consumers looking for more than just a transaction.

And what about auto shows? As a longtime industry insider, Scotty gave a big shoutout to Product Specialists—those polished professionals (often placed by agencies like ours) who help bridge the gap between consumer curiosity and product knowledge. They’re crucial to elevating the customer experience, especially for women who want to explore vehicles without pressure. From Veronica Beard to Denise Focil’s AS by DF, fashion-forward styling helps align the Product Specialist’s look with the brand’s identity, creating a more immersive and aspirational experience for the consumer.

She also previewed her VIP tours at the New York Auto Show—a unique, behind-the-scenes look at the industry with hands-on experiences, personal stories, and a little technology tutorial magic.

The episode wrapped with Scotty’s biggest leadership lesson: Don’t second-guess yourself. Just say yes. Whether it’s to a new opportunity, a bold career move, or that dream car on your vision board, it’s a reminder that confidence and curiosity can drive us far.

Want to hear more? Subscribe to the Productions Plus Podcast wherever you listen. And if you’re headed to the New York Auto Show, don’t miss the chance to join one of Scotty’s incredible VIP tours.

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