WOMEN IN BUSINESS
TAMMY ROACH FOSTERING A CULTURE OF RESPECT w By Alana Lauren Photos Evan Ceretti
T ransitioning from a bookkeeper/ receptionist to the proprietor of a car dealership wasn’t an overnight transformation for Tammy Roach of Charlottetown Mitsubishi. “It happened over time. I started out as a bookkeeper/receptionist, was promoted to Service Manager, then General Manager and then the call came, based on my reputation and goals I’ve achieved, from Mitsubishi Canada asking if I’d be interested in opening a Mitsubishi dealership on PEI. At the time it was the only province not represented. Then the work began!” Running a business in an industry typically dominated by men posed its challenges for Roach, particularly concerning gender dynamics. “I adopted a mindset of self-assurance, reminding myself that I was as competent as, if not better than, any man in the room,” Roach says. “Building this resilience took time; it required developing a thick skin and learning not to be fazed by trivial matters. My mantra became ‘onwards and upwards.’” “Central to our success is our exceptional team, whom I value immensely.” Roach says. “We’ve created a welcoming and respectful
environment for women customers and all customers! I have an amazing team and I treat them with as much respect and work/life balance as possible. My job is people, both my team and my customers. We genuinely want you to love what you drive and be happy with your experience.” Roach reflected on her proudest moment, “Probably at my Grand Opening five years ago - I never thought a person like me would ever actually own a dealership. There are virtually no entrepreneurs in my family, certainly no one in the ‘car biz.’” Roach says. “To raise the capital was extremely daunting. I sat on my deck and wrote down everyone I might know who has money and sent them all my business plan. It was hard. But I did it, all with private lenders who had faith in me. (I still tear up thinking about it!) I did a speech from the heart at the opening with tears, it was an amazing night...and I’ve never looked back.” It’s the daily interactions that truly define her success—the satisfaction of her customers, the gratitude of team members, and the touching reviews that affirm the dealership’s efforts. Whether it’s hosting events like VIP nights or contributing to community
causes, every opportunity to spread happiness brings her immense joy. When asked what she loved most about the business Roach was quick to answer, “Everything! But, honestly, making people happy, delivering a new car to a customer-never gets old, even after 25 years.” Roach says, “It’s still a thrill to see how happy they are. And then we get to see them at service appointments, and they are happily eating cookies in the waiting area, or their dog or children are with them.” Looking ahead, Roach is particularly excited about the rise of plug-in hybrid electric vehicles (PHEVs), such as the Outlander PHEV. “These innovative vehicles offer a solution to range anxiety while providing a luxurious driving experience—an aspect that aligns with our commitment to offering the best to our customers.”
CHARLOTTETOWN MITSUBISHI
451 Mount Edward Road, Charlottetown (at the corner of Sherwood Road) 902.367.7676 Toll-free: 1-833.PEIMTS tammy@charlottetownmitsubishi.ca www.charlottetownmitsubishi.ca
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