Interview with Melissa Montisano - General Manager for Goodyear Light Truck and SUV Tires

Ask Patty sat down recently with Melissa Montisano, General Manager for Goodyear Brand Light Truck and SUV Tires. Melissa has an interesting story about her career in automotive and her start in the industry.

Ask Patty: Tell us a little bit about your job. What do you to from day-to-day?

Melissa Montisano: I am General Manager for Goodyear Brand Light Truck and SUV Tires. My responsibilities include bringing to market the pickup and SUV tires that consumers want and need. I am concerned with offering tires that provide relevant benefits to consumers – such as safety and peace of mind for SUV drivers, and confidence and toughness for light truck drivers, so they can take on all-terrain situations. Every day is dynamic! I typically work on growing the Goodyear brand in this product segment, enriching our Wrangler and Fortera sub-brand equities, leading and developing my team, and addressing daily business issues. I am daily involved in many planning meetings, working with anyone from marketing, engineering, consumer research, scheduling, communications, manufacturing and various other business groups.

AP: What made you want to get involved in the automotive industry? And what challenges have you faced in this industry as a woman?

MM: Graduating from college with an engineering degree, I started my career in the automotive industry as a mechanical engineer, designing Goodyear tires for Toyota and Lexus vehicles. After a few years of working in product design and development, I was eager to learn more about the business, in particular, sales and marketing. I have now been in a marketing role for more than five years, and have experienced a host of opportunities that I don’t believe would have been offered to me in other industries. Certainly, the automotive industry is a male-dominated field, but I have never looked at that as a hurdle. In terms of being a woman in the automotive industry, I believe that all jobs are challenging, regardless of sex or race. I am a firm believer in what doesn’t kill us, makes us stronger!

AP: What advice would you give a young woman who was interested in a career in the automotive industry?

MM: For any young women considering a career in the automotive industry, my advice is “Go for it!” If the automotive industry is what interests you, then don’t let anything stand in your way. Set your goals and go after them. The automotive industry is the backbone of America. It is complex, interesting, and offers a tremendous amount of career opportunities.

AP: What if any changes have you seen in the marketing of cars and aftermarket products to women?

MM: Women continue to increase their purchasing power in America, and more than 80% of all consumer purchases are attributed to women! According to Road and Travel magazine, women purchase 65% of all new cars directly, but they influence 95% of all auto purchases. As women increase their consumer spending and influence even further, companies that overlook the female purchaser will find themselves losing to their competitors. In addition, women and men shop and purchase items differently, particularly in the automotive segment. Studies show that more women search for information before they make purchases, versus men. They search on the Internet, in magazines, via secret shopping, etc. This alone is changing how the automotive industry attracts the female buyer.

AP: Do you think the industry is changing as far as it's acceptance of women in visible positions? And as their target consumer?

MM: The workforce continues to evolve as it become more common for both men and women to hold top positions. Consider this:
Women make up more than 46.3% of the workforce (and growing rapidly).
56% of all bachelor’s degrees and 57% of all master’s degrees are earned by women.
49% of professional/managerial positions are held by women.
53% of all voters are women.
The myth of a predominantly male workforce is a thing of the past.

AP: Tell us the best tire tip you know.

MM: The best tire tip I know – other than “Buy Goodyear Tires!” – is to be sure to check your tire pressure on a monthly basis. Having your tires properly inflated will help provide your vehicle with better performance and comfort, will probably prolong the life of your tires through longer, more even tread wear, and even save you money at the gas pump. Take advantage of Goodyear’s FREE AIR campaign, regardless of what tires you have. Stop in at a participating Goodyear retail outlet, and they will check your tire pressure, and add air if needed, at no charge.

AP: For fun, what was the last vehicle you bought and why?

MM: I recently purchased a black Audi A4.  It was a car that I had wanted for a long time, and when I finally took it for a test drive I called the dealer from the freeway and said “Start the paperwork, I want to take this home today!”