51% of employees are women, and 67% are women executives. The driving force of Stellantis comes from women.
Since the establishment of the group in 2021, Stellantis has been increasing the proportion of women in its workforce over the past three years, enhancing diversity and inclusivity. Initiatives include women leadership training, signing of principles to empower women, and gender bias elimination training campaigns aimed at hiring more women across all departments. Various recruitment methods for achieving gender balance are also underway. As a result of these efforts, Stellantis climbed an impressive 55 spots to rank 33rd globally in the diversity and inclusion index governed by FTSE last year. Furthermore, the proportion of women employees globally at Stellantis is 21%, while 24% of vice president-level positions are held by women. Additionally, 31% of the newly hired employees last year were women, and 42% of executive appointments went to women.
Stellantis emphasizes its ethical responsibility towards building a sustainable society and plans to increase the proportion of women executives to 35% by 2030. Stellantis Korea is at the heart of this initiative. As of May 2024, of the total 75 employees at Stellantis Korea, 38, or 51%, are women. This percentage is significantly higher than the global female employee rate of 21%. Moreover, among the 9 executives, including CEO Bang Sil, 6 are women.
With a female employee ratio of 51% and female executives at 67%, Stellantis Korea is also at the helm of the rugged Jeep brand. Solomon Amar, CEO of global company All Star Jeep, describes it as follows: “The purchasing power of women is 31 trillion won, with Nielsen predicting that by 2028, women will account for 75% of discretionary spending. Given the scale of the female population and their purchasing power, women are better positioned to provide consumer insights.”
With a high percentage of female employees, Stellantis Korea utilizes internal insights to operate the Jeep brand. Since household decision-makers are often women when it comes to vehicle purchases, they are identifying the needs of female customers and devising marketing messages and directions that can persuade them.
In the first quarter of 2024, 63% of women customers who purchased vehicles chose SUVs, showcasing the impact of women’s power in the SUV market.
Considering the strengthening purchasing power of female consumers, Stellantis is exploring ways for Jeep to move beyond its rugged image to approach female customers more warmly.
Lee Sang-jin daedusj@autodiary.kr