A positive impact on the motor industry from the 2023 Inspiring Automotive Woman winner

Sharon Ashcroft, director of human resources at AM100 dealer group TrustFord, was named the AM Awards Inspiring Automotive Woman of the Year, in association with the Automotive 30% Club.

AM editor Tim Rose has been a judge in the Automotive 30% Club’s annual Inspiring Automotive Women Awards since 2021, which recognise outstanding females working in the industry in any role, from engineers and marketing experts to department leaders and board directors. This year he was delighted to increase AM’s support for this initiative by incorporating the Inspiring Automotive Woman of the Year into the AM Awards.

Over the past few years Ashcroft has led the creation of an inclusive culture where women can thrive at TrustFord, leading to outstanding results in gender pay gap reduction.

She has introduced gender balance metrics and ensured they are monitored and acted upon at board level. Additionally, she has increased the number of female apprentices and created a women's network called Leading Ladies.

She and her fellow TrustFord directors firmly agree that diversity and inclusion is something that is completely owned from the board down, and it is now absolutely in TrustFord’s DNA, its  values and its purpose. 

Julia Muir, founder of the Automotive 30% Club, congratulated her, adding: “We are so impressed by Sharon's accomplishments and the positive impact she has had on the automotive industry.”

Also a member of the board of trustees at industry charity Ben, Ashcroft is a great influence on that organisation’s strategy for health and wellbeing.

In an AM interview a few years ago about TrustFord’s support for apprenticeships Ashcroft said: “We can’t rely on a person’s passion for cars alone to attract potential talent. We need to show how the automotive industry offers fulfilling and engaging employment opportunities to passionate men and women.”

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