Cathy Droz, Founder/CEO is an accomplished automotive journalist, author, speaker and radio host with a passion for the automobile industry. A native of New York, she was just 17 when she purchased the family sedan, which evolved into a 40-year career including opening a full-service automotive advertising agency, and, most recently, publishing her first book, “A Woman’s Guide to Buying a Car with Confidence and Street Smarts – Don’t Let These High Heels Fool You.”
Highly respected by industry influencers, Cathy has test driven more than 500 vehicles, giving her insight and knowledge on virtually every make and model on the market to effectively educate the car buying consumer and make the search for the perfect automobile a pleasant and rewarding experience.
Cathy is currently Founder and CEO of HER Certified® — which stands for Honesty, Excellence and Respect — the industry’s first comprehensive certified dealer program aimed to help dealerships better serve female car buyers. The full-service “trifecta” employee training is designed to ensure the dealership not only meets, but exceeds, a woman’s expectations when buying or servicing a car. To be a part of the program, qualified dealerships who meet the criteria pay a fee and then receive items and services such as sales training for up to 100 employees that focuses on how to handle sales with female customers. Additionally, employees take the sales training online and must pass with 85 percent or higher. The sales training includes downloads of a workbook and her book for each employee taking the course.
A champion of community service and leadership, Cathy is a member of the Phoenix Automotive Press Association, a past President and Executive Board Member for Silent Witness, a distinguished member of Worldwide Who’s Who of Entrepreneurs, a 2016 Phoenix Suns Amazing Women award winner, the 2018 Honoree for Outstanding Women in Business, a volunteer for the Retired NFL AZ Legends, St. Vincent DePaul, and Alice Cooper’s Solid Rock charity, and donates 4% of all sales to the Girls Scouts of America to help promote financial literacy in young girls.
Cathy resides in Phoenix, Arizona, with her husband Manny. She is the proud parent of three children and nine grandchildren.
HER Certified: H-Honesty E-Excellence R-Respect
Giving Women What They Want in a Car Buying Experience With over forty years in business, twenty in automotive, and countless years of research, I have introduced to the auto industry “HER Certified®” – a program that will not only meet, but exceed a woman’s expectations when buying or servicing a car.
What sets a HER Certified® dealership apart from the rest?
HER Certified® Directors choose the dealerships that will become HER Certified® based on specific criteria:
- A desire to make their female customers their #1 priority
- Atmosphere of the dealership, or a willingness to improve based on evaluation
- Percentage of women employed in key positions
- Amenities beyond standard industry
- Community Involvement – Cause Marketing
- Events – Book Distribution
- Social Media presence