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Cox Automotive Launches ‘Project Pink’ – A Campaign Celebrating Technician Diversity and Breast Cancer Awareness


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ATLANTA and INDIANAPOLIS, Ind., Jan. 11, 2024 – Cox Automotive proudly announces Project Pink,’ an innovative initiative to celebrate diversity among its Fleet Services and Manheim technicians and support breast cancer awareness.

Project Pink is a groundbreaking campaign that features high-visibility pink uniforms for female technicians at Cox Automotive. Icie Hinton, a female trailer shop technician with Cox Automotive Fleet Services and a graduate of Cox Automotive’s FleeTec Academy, created this initiative to honor and recognize women’s crucial role in the transportation industry and as a sign of support for those fighting breast cancer.

Hinton developed the idea while participating in Cox Automotive’s ‘Women Who Wrench,’ a yearlong mentoring program that pairs female technicians with those in leadership roles. “This pink uniform helps normalize the idea of a woman proudly wrenching,” explained Hinton. “I hope these uniforms act as a catalyst to normalize women doing tough and dirty jobs that are traditionally perceived as exclusively masculine.”

In collaboration with Cintas, Cox Automotive has developed high-quality, durable uniforms that meet safety regulations while offering comfort. The uniforms, embellished with the Cox Automotive Fleet Services or Manheim logos, are more than just work attire; they are a statement of commitment and community.

Ted Coltrain, VP of Cox Automotive Fleet Services Operations, remarked on the initiative: “We take immense pride in Project Pink and the exceptional representation of women on our team as top-notch technicians. More than a mere campaign, ‘Project Pink’ embodies a heartfelt cause. I see this initiative as a ray of hope and unity for someone who has personally experienced the effects of breast cancer. We’re creating awareness and fostering a community of support and resilience.”

Patrick Brennan, SVP of Cox Automotive Fleet Services, commented: “Project Pink signifies a pivotal step towards industry leadership and social responsibility. This initiative underlines our commitment to diversity and creating a meaningful impact in the community. We’re raising awareness and setting a precedent for inclusivity in the transportation industry.”

Grace Huang, President, Cox Automotive Inventory Solutions, shared her enthusiasm about this campaign: “As someone who deeply values diversity within our company and industry, I could not be more proud of this inspiring initiative. Not only does it reinforce our commitment to diversity at Cox Automotive, but it also champions hope and awareness in support of women diagnosed with breast cancer.”

Son Wing, Lead Trailer Repair Technician and Mentor to Icie Hinton, shared his thoughts: “The impact that Icie Hinton, among other female technicians, is making through Project Pink is remarkable. Their involvement in this cause is not just inspiring; it’s transformative. Icie’s leadership in this campaign reflects the spirit of change and empowerment that we strive for at Cox Automotive.”

Initially, eight female technicians received these special uniforms. However, Cox Automotive envisions expanding this initiative and involving male allies to broaden its impact and reach. “On a granular level, this pink uniform is a conversation starter with my peers,” commented Hinton. “It’s created meaningful connections with my coworkers who compliment my uniform colors and even jokingly express jealously saying, ‘How did you get a pink uniform? Where can I get my pink uniform?!’ It’s a great way to continue to build strong professional relationships with male colleagues in this small but meaningful way.”

Project Pink is more than an initiative; it’s a movement. Women make up just 3.6% of all auto mechanics. That’s why it’s important for Cox Automotive to attract, recruit, and develop female talent who have been underrepresented in a traditionally male-dominated field. Cox Automotive is celebrating technician diversity and taking a stand against breast cancer through this campaign.

About Cox Automotive
Cox Automotive is the world’s largest automotive services and technology provider. Fueled by the largest breadth of first-party data fed by 2.3 billion online interactions a year, Cox Automotive tailors leading solutions for car shoppers, automakers, dealers, retailers, lenders and fleet owners. The company has 26,000+ employees on five continents and a family of trusted brands that includes Autotrader®, Dealertrack®, Kelley Blue Book®, Manheim®, NextGear Capital™ and vAuto®. Cox Automotive is a subsidiary of Cox Enterprises Inc., a privately-owned, Atlanta-based company with $22 billion in annual revenue. Visit coxautoinc.com or connect via @CoxAutomotive on X, CoxAutoInc on Facebook or Cox-Automotive-Inc on LinkedIn.

Media contact:
Andrew Nicolai
Mobility Solutions
949 293 5241

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