Auto Remarketing is recognizing the 2022 Women in Retail honorees in the current issue of the magazine and at Used Car Week this fall in San Diego. 

With these awards, we specifically recognize top leaders on the retail side of the auto industry, including honorees from dealerships, dealer groups and third-party providers/vendors

Over the next few weeks, AR will be posting Q&As with each of the honorees on this website.

Next up is Kirsten Von Busch, who is director of product marketing at Experian.

Auto Remarketing: What do you enjoy most about working in retail automotive, and what would you change?

Kirsten Von Busch: I love being part of what keeps the economy running. Automotive has historically contributed 3-5% to the U.S. gross domestic product. While 3-5% may not sound like much from a percentage standpoint, no other manufacturing sector generates as many American jobs. People sometimes downplay their contribution to our industry by saying things like, “well, I’m not saving lives.”

And, they are correct; we are not saving lives. However, while I may not have saved anyone’s life today, I’d like to think that my contribution, all of our contributions to the retail automotive industry still has value: manufacturing, selling, and fi nancing cars not only provides consumers with vehicles but we are also are helping to support people who work at OEMs, dealers, lenders and in the aftermarket industry! As for what I would change, I look forward to more diversity, equity and inclusion in the industry and hope that I can continue to be part of that initiative at Experian. Programs like this are facilitating and supporting that change and promoting inclusion and I look forward to seeing a wide variety of industry leaders be better represented in the future.

AR: What is the top trend you’re watching in retail automotive this year?

Von Busch: I’m really interested and excited to see how the retail environment will adapt and grow to embrace the electric vehicle buyer. From a number’s perspective, new retail electric vehicle registrations have grown by 3,600% in less than 10 years. While electric vehicles may still represent a relatively small percentage of the total population of vehicles in operation, the growth rate is staggering, and the percentage is only going to further increase in the coming years with all the new electric models being introduced to the market. And, it’s not just electric vehicles. I’m fascinated to see how the entire CASE (connectivity, autonomous, sharing/subscription and electrifi cation) platform will continue to grow and adapt.

This space is changing and growing very quickly. The next several years will be exciting times for the auto industry as a whole as this new technology continues to dynamically evolve. It is positively electric.

AR: What piece of career advice would you give your younger self?

Von Busch: Be yourself. Be your unique, wonderful, weird self. Authenticity is everything. You are your own brand; be genuine and true to yourself. Promote yourself as your own brand just as you would a product or solution you are marketing. Brand yourself. How are you positioned in your organization? In the industry? Are people aware of your contributions? What are you known for?

Promote yourself! Yes, it feels awkward at first, but get comfortable talking about your success and the value you can provide. Market yourself. What are your skills and the unique value you can bring to a situation? At the most basic level, your skills and benefits are really just your features and benefits, aren’t they? Grow yourself. Are there skills or experiences that you want or need in order to grow and be prepared for your next opportunity? Once again, at the most basic, isn’t this the same concept as setting a product roadmap and working on an Agile development sprint plan? In my opinion, this is especially critical for women in automotive; you have a unique voice, experience and perspective — don’t be afraid to share them. After all, they are what make you, uniquely you.

AR: What has been the top key to your success in retail automotive?

Von Busch: Never stop learning. There’s always something new to learn and that adage is especially true in the automotive industry. There are new vehicles entering the market, new mobility options, new technology and more data available to help auto professionals make informed, strategic decisions. There are also new, more integrated and comprehensive marketing techniques and tactics to help marketers reach and retain customers.

We’ve seen so many advances because of technology and we will continue to see more with innovations such as artificial intelligence and adaptive, machine learning. I’d encourage anyone to leverage technology whenever possible to make repetitive, routine tasks simpler. However, the power of direct communication and relationship building should never be forgotten or underrated. The ability to simply explain a complex concept to retell a story is priceless — stories are memorable. Every experience, good or bad, is something you can learn and grow from. Some of my most challenging projects or roles have helped me grow the most as an individual and leader; they have also helped me narrow my focus and finetune my career aspirations.