Buying a car can seem like a challenging decision, especially for women, as the automotive industry has historically been dominated by men. However, Lucy Benedetti, co-owner and director of South Dade Toyota, South Dade Kia Miami, and South Dade Kia Homestead in Florida, is making sure that changes.
Not only does she represent a new generation of women in key positions within the industry, but she also developed the Her Drive Her Voice initiative, designed to empower women with clear and entertaining information about cars, creating a space where they can learn and ask questions freely.
This initiative arose from her own experience growing up in a predominantly male world and from the need to give other women the confidence and knowledge to make informed decisions in the automotive industry.
“When I realized how afraid women are of the automotive world, we started talking to female entrepreneurs, but we've seen this grow into a movement where we empower women, not only when it comes to buying a car, but beyond that, teaching them how to manage their credit, how to approach a bank, how to make more significant investments,” Lucy said in an interview with ¡HOLA! Américas.
So far, Her Drive, Her Voice has supported many women in their purchasing processes, helping them feel confident, informed, and empowered. As an evolution of the program, South Dade is developing the possibility of granting loans to women entrepreneurs in South Florida, with the aim of providing seed capital and strengthening their businesses.
“When it comes to designing a car, we are never taken into account. They think that women just want the car to be pink, but that's not the case. It would be great to have a voice and not be afraid to approach the automotive world.”
Through Her Drive, Her Voice, South Dade Kia seeks to transform the shopping experience for women, break down barriers, and open doors to a future where their voices are heard and valued every step of the way, both inside and outside the automotive industry.
Lucy shared five valuable tips for women looking to buy a car. So, take note!
Five things women should look for when buying a car
1. A place that really listens to you
Many women still feel that they are not considered when buying a car. This process should not be intimidating, but rather a sincere conversation about your lifestyle, your needs, and the confidence you want to feel when driving.
2. Transparency builds trust
No pressure, no fine print, no confusing language. Every woman deserves clarity and honesty when making an important decision. That's how you build a relationship based on trust.
3. A team that makes you feel comfortable and confident
Buying a car should be an enjoyable experience, not a stressful one. Being surrounded by people who respect you, guide you, and understand what you're looking for makes all the difference. That's what we strive to offer at South Dade Kia.
4. Support that continues after the sale
The experience doesn't end when you receive the keys. The right dealership accompanies you along the way, with service, community, and programs like Her Drive Her Voice that continue to empower women behind the wheel and beyond.
5. A brand that reflects who you are
Your car should fit you: your goals, your family, your pace of life. South Dade Kia represents innovation, confidence, and purpose, just like the women who are part of our community every day.
