“You Learn to Hold Your Ground” – Leonie Knipe on Grit, Growth and Mental Health in Automotive
Mental health can be defined as “a person’s condition with regard to their psychological and emotional wellbeing.” When it comes to workplace culture and the work environment, there is often a mixture of discrimination for women in traditionally male-dominated industries like the automotive scene.
Although progress has been made, the numbers tell a familiar story. Women make up just 20 per cent of Australia’s automotive workforce, with only 2.6 per cent in trade or technical roles. The gender pay gap across the sector sits at around 22 per cent, according to the Workplace Gender Equality Agency – and women continue to face barriers to leadership opportunities, flexible work arrangements, and representation.
For Leonie Knipe, Dealer Principal at Avon Valley Toyota in regional Western Australia, those statistics aren’t just numbers – they’re lived experiences.
“When I started out, I was one of maybe two women in the whole dealership,” she recalls. “Customers would walk straight past me and ask for the ‘real’ manager. It took time for people to understand that I was the one running the business, not just helping my husband.”
Leonie’s story reflects what many women in the automotive industry continue to face – a constant balancing act between ambition and acceptance, capability and credibility. The expectation to prove yourself again and again can weigh heavily, especially in environments where you stand out simply because of your gender.
“I had times where I was the only woman in a room of 150 men,” she says. “It’s hard not to be self-conscious or uncomfortable in those situations. You learn to hold your ground, even when you feel out of place.”
That quiet resilience has become part of her leadership style. Over the years, Leonie has learned how to navigate moments of doubt, imposter syndrome and scrutiny with composure – qualities that have not only shaped her success but inspired those around her. Her nomination for the Cox Woman of the Year Award stands as recognition of that growth, both personal and professional.
“In the early years I struggled with imposter syndrome,” she admits. “I didn’t have relatable peers or other female Dealer Principals to talk to. To receive that nomination was incredibly validating – it felt like proof that progress is being made.”
That progress is slow but tangible. In the past decade, initiatives like Women in Automotive and brand-based networks such as Women in Toyota WA, which Leonie helped establish, have started creating the kind of support she once lacked. The aim is simple – to provide connection, mentorship and visibility for women across dealerships, from sales and service through to senior management.
“The biggest challenge early on was the lack of representation,” Leonie says. “I was often the only woman in the room, and that can wear you down if you don’t have the right people around you. Starting Women in Toyota WA was about changing that – making sure other women had a community to lean on.”
Still, the work culture within automotive remains demanding. The industry is known for long hours, high pressure, and a performance-driven mindset that can quickly lead to burnout. Leonie is open about how her understanding of leadership has evolved over time – and how protecting her mental health became non-negotiable.
“I have strict rules about protecting my wellbeing,” she explains. “I don’t check emails outside of business hours, I prioritise exercise, healthy eating and sleep, and I take time away from the dealership trusting that my team can handle things. It took me years to learn that you can’t lead well if you’re burnt out.”
It’s a refreshingly honest approach in a field that rarely discusses emotional resilience. Research from Beyond Blue shows that one in five Australian workers experience mental health conditions such as anxiety or depression – and women working in male-dominated environments report higher levels of workplace stress and isolation.
For Leonie, those numbers reinforce why leadership needs to evolve. She believes the industry must move beyond outdated ideas about work hours and job roles and embrace flexibility for everyone.
“I think we need to challenge our traditional ideas around sales and management,” she says. “If we want to attract and retain women, we have to create options – flexible hours, job sharing, pathways that suit different stages of life. The automotive industry has incredible career potential, but we need to rebrand it and show women what’s possible.”
Within her own dealership, Leonie has built a workplace culture centred on trust, respect and family. Her “family first” policy encourages all employees – not just women – to attend school assemblies, sports days and family events, without guilt or penalty. It’s a small but powerful way of levelling the playing field.
“When everyone values family, it breaks down that stigma that women with children are an imposition,” she says. “It creates a culture where people feel safe and supported – and that’s when they perform their best.”
Leonie’s authenticity sets her apart. She no longer feels the need to emulate the traditional “tough” persona that once dominated the industry. Instead, she leads with empathy and encourages others to do the same.
“I used to think I had to fit in – tone myself down, talk about sports, not dress too brightly,” she admits. “But I found I was much happier and more productive when I stopped pretending to be someone else. You can be feminine, you can be kind, and you can still succeed.”
Her advice to young women is to embrace that same authenticity.
“Set boundaries, back yourself and maintain an identity outside of work,” she says. “You can be ambitious and still protect your mental health. The two aren’t mutually exclusive.”
It’s a lesson learned the hard way – through years of proving herself, navigating scepticism and finding balance. But it’s also one that defines her success today.
“The imposter syndrome is gone,” Leonie says with a quiet smile. “I’ve learned to back myself completely. And if I can make it easier for the next woman who walks through the door, then I’ve done something worthwhile.”
Because in the end, it’s not just about breaking into the industry – it’s about changing it. And Leonie is doing just that, one conversation, one dealership and one brave decision at a time.
SOURCES Federal Chamber of Automotive Industries (FCAI), Women in Automotive Report 2024 Motor Trades Association of Australia (MTAA), Automotive Workforce Data 2024 Workplace Gender Equality Agency (WGEA), Australia’s Gender Pay Gap 2024 Beyond Blue, Workplace Mental Health in Australia, 2024
Nadia Scurria is a Perth-based media and communications professional with a passion for motorsport and storytelling. With a background in Journalism and Broadcast Media, she has contributed to some of Australia’s biggest international motorsport events including MotoGP and Formula 1. Nadia is currently the weekend traffic reporter on Perth’s 6PR Radio and brings a vibrant on-the-ground presence to every role she steps into. Her experience spans lifestyle journalism as well as Marketing and Communications across a number of industries. Outside of work, she is a strong advocate for women in motorsport and media aligning with Motorsport Australia’s Girls on Track program and Girls Torque’s mission to inspire and raise female voices in the industry.