CARY, N.C. -

Below is a Q&A with Kate Eltringham, vice president of marketing at GWC Warranty and a 2017 Women in Remarketing honoree.

Auto Remarketing: What was your path to the automotive industry, and what do you enjoy most about working in the car business?

Kate Eltringham: I’ve always had a soft spot for the auto industry because my father sold used cars early in his career and shared stories of that time with me. What I enjoy most about working in the car business is the chance to work alongside such high-caliber people at GWC Warranty.

AR: How is the remarketing/used-car segment of the business most different from when you first started out?

KE: I think the used-car segment has really caught the attention of franchise dealers. The influx of off-lease vehicles has started to present new opportunities and more franchise stores are looking to used cars to help drive profits. What’s interesting about this is that used vehicles are purchased by different types of customers with different needs.

Delivering the type of experience that’s expected by a used-car shopper means providing confidence to buy. Finding the right partners to help you offer that confidence and maximize profit on each sale is going to become more important going forward.

AR: How would you describe your leadership style and approach to problem-solving?

KE: My leadership style is to empower the people around me and those who report to me in order to help them do impactful work. When it comes to problem-solving, I approach issues with a data-driven mindset. Understand what the data is telling you and then combine that with what you understand about your customer. I like to collaborate and share ideas, always keeping in mind that whatever is decided needs to drive results.

AR: What have been some of the top keys to your success in the car business?

KE: Starting with understanding customer needs has been critical to my success. Over the last few years, we have done a lot of formal and informal voice-of-customer work. What we learned by listening to dealers shaped our efforts to deliver a higher level of value to our partners through product enhancements and dealer-focused programs.

Creating programs that reward our top dealers with access to expedited claims service, on-demand virtual training for all areas of a dealership as well as access to a compliance training platform focused on F&I — all at no charge — has come right from understanding our dealer’s pain points.

As far as other keys to success, I’d say holding myself accountable, maintaining a focus on driving results and finally, nothing beats good old-fashioned hard work.

AR: Who are some folks, whether in the auto industry or not, that you admire professionally, and why?

KE: I’ve been lucky enough to have had two mentors help guide me in the automotive space. Mike Melby, our VP of strategy and business development, has been a great sounding board and advisor, particularly early in my time in this industry. Rob Glander, our CEO and president, has really helped me grow professionally.

He’s helped me become a stronger leader and helped me to recognize and play to my strengths. Both Mike and Rob continue to be great supporters and strong examples of how to be successful.

AR: When you are able to get away from the office or work, what do you enjoy? What are your hobbies, interests, etc.?

KE: I try to spend as much time as I can with family and friends. I really enjoy going to concerts and am a big sports fan. But nothing is better than spending time with my husband, T.J., and our dog Pearl. 

 

Read about all of this year's Women in Remarketing honorees in the April 1 issue of Auto Remarketing.