Chicago Auto Show organizers, in partnership with A Girls Guide to Cars, have announced that the What Drives Her networking event and awards program will return to the show’s industry day for the ninth year. What Drives Her was started in 2017 as a way to bring together influential women in the automotive industry and amplify the female leadership and innovation contributions across manufacturing, retailers, media and beyond. “Each year, What Drives Her grows in impact and inspiration, and we’re thrilled to welcome it back for 2026,” said Chicago Auto Show General Manager Jennifer Morand. “The Chicago Auto Show continues to be an ideal setting to highlight the leadership, creativity and groundbreaking contributions of women who are shaping the future of the automotive world.” The annual What Drives Her awards recognize and applaud outstanding females and advocates in the industry. Nominations are submitted by individuals within the industry, ranging from auto manufacturers, suppliers, media and dealers. The panel of distinguished jurors is made up of female automotive journalists. The four award categories include: 1. Trailblazer Award: Employed by an automaker, auto retailer or core automotive supplier; job title no higher than vice president; works primarily in North America; she may be notable for her empowerment of others, her breaking down of barriers that allows others to follow, her pursuit of non-traditional roles or jobs, her leadership, and taking on additional roles such as leading an employee resource group or mentoring program. 2. Best in Craft Automotive Media Award: A full-time or part-time North American journalist, content creator, video creator, social or digital media creator with a focus on the automotive industry, she demonstrates general excellence of craft, supports women and her colleagues in the automotive industry or, through voice and narrative, creates more accessible automotive information and more inclusive automotive storytelling. 3. Automotive Ally: This person offers continual support, coaching, advocacy, education and understanding, helping to create opportunities for others as they build their careers in automotive. This award is open to any executive, leader, manager or other person inside or outside the automotive industry and reflects the impact that this person has on the industry, for both individuals and organizations. 4. Best Retailer Award: At a local level, the award calls on Chicago Automobile Trade Association dealers to nominate an extraordinary female at Chicagoland and Northwest Indiana dealerships. This person demonstrates a high level of commitment and drive to any task at hand, whether that’s in sales, service, finance or technical support. Nominees must be employed by a Chicago-area dealership. The top three finalists for the Best Retailer Award include Alyssa Farkas, assistant general manager, Arnie Bauer Buick GMC Cadillac; Kelly Kane, marketing and social media manager, Brilliance Subaru; and Jennifer Pascoe, service advisor, Jerry Haggerty Chevrolet. Other nominees include Jessica Banta, Samantha Nieves, Krystal Roberts, Kathleen Walters, Carly Weck and Danielle West. All of the awards will be presented during the 2026 Chicago Auto Show’s Media Preview on Friday, Feb. 6 at McCormick Place. For more information on the What Drives Her program, visit www.chicagoautoshow.com/events/ what-drives-her. CATA UP TO SPEED 11
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