Cox Automotive on Jan. 12 unveiled its Project Pink campaign that recognizes diversity among its fleet services and Manheim technicians while supporting breast cancer awareness.

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. Women make up just 3.6% of all auto mechanics.

Project Pink features pink uniforms for female technicians at Cox Automotive. 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,” Hinton said in a news release. “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. They also show how Cox Automotive is working to attract, recruit, and develop female talent who have been underrepresented in a traditionally male-dominated field.

At first, 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,” Hinton said. “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.”

“The impact that Icie Hinton, among other female technicians, is making through Project Pink is remarkable," said Son Wing, lead trailer repair technician and mentor to Hinton. "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."