Cox Automotive Launches ‘Project Pink’ Recognizing Technician Diversity and Breast Cancer Awareness

Cox Automotive proudly announced ‘Project Pink,’ an initiative to celebrate diversity among its Fleet Services and Manheim technicians and support breast cancer awareness.  

Project Pink is a new 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.”  

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.