Shifting Gears

Shopping for a new car shouldn’t feel intimidating. Meet this women-led dealership that’s rewriting the rules of the road

From the morning commute to the school run and weekend escapes, your car shapes your daily rhythm. With almost three-quarters of Australians relying on a vehicle every day, the choice of what we drive becomes deeply personal. Yet in an industry long dominated by men, the showroom can sometimes feel more daunting than liberating.

Enter Stillwell Hyundai Nailsworth – a proudly women-led dealership rewriting the narrative, empowering clients to choose their next ride with confidence and independence. South Australian Style sits down with Dealer Principal Jo Brokenshire and the dealership’s newest ambassador, MasterChef star Malissa Fedele, to discover how this dealership is driving change.

Jo, you’ve worked in the automotive industry for 30 years, tell us about this journey. What inspired you to lead a dealership?
Jo: My father worked his entire career in this industry and I was exposed at a young age. Whilst at universityI worked in the industry, loved it, stayed and worked my way up. It sounds cliché, but there is real joy in helping people realise their dream of a new car.

What are the most common concerns women have when shopping for a new car?
Jo: Trust and security. I still see women coming in with a male friend, father or brother, which shows me that they don’t always feel confident to carryout this purchase alone. We aim to empower women – as they are often the key decision makers – by listening and understanding their needs.

How does being a woman-led dealership help mitigate these concerns?
Jo: As women, we have an innate sense of empathy. It’s more than just a sale. We want to make sure people get what they want and what they need.

How has this manifested in how the team have tailored the shopping experience at Stillwell Hyundai Nailsworth?
Jo: We are changing the stereotype. This isn’t a transactional experience [for us], we are building relationships with many people. Buying a car isa big financial commitment, we never underestimate that, so we approach everything with genuine care.

What are three things women should do before purchasing a vehicle?
Jo: Research, test drive it for more than 10 minutes, move into the car and be sure it works for you – how does it pair with your phone? Where can you place your water bottle? Will it fit all your belongings? The thing I love the most about the Hyundai range is that there is a place for everything you need at your fingertips.

You’ve recently appointed MasterChef alumnus and Good Day Wellness founder Malissa Fedele as Stillwell Hyundai Nailsworth’s ambassador. Why was she the perfect fit?
Jo: Malissa is such a beautiful human. Firstly, she epitomises what we stand for – authenticity and genuine care of people. Driving is not just about getting from A to B, it’s about how we take care of ourselves in every aspect of our lives. By collaborating with a creditable voice in wellness we connect the safety of Hyundai to a broader story of mindfulness and wellbeing.

Malissa, what drew you to working with Jo and the Nailsworth team?
Malissa: I was really inspired by the fact that Hyundai Nailsworth is a women-led dealership. In industries like automotive, it feels refreshing to see so many amazing women leading with confidence, professionalism and care. As someone passionate about empowering others through my own work, this alignment really spoke to me.

What does being an ambassador for Stillwell Hyundai Nailsworth mean to you?
Malissa: It’s an honour to represent a brand that not only provides amazing cars but also community and connection. For me, being an ambassador is about more than driving a car; it’s about aligning with values of integrity, innovation, and creating opportunities for women in leadership.

What sets this dealership apart?
Malissa: The difference is truly in the experience. From the moment you walk in, there’s a genuine sense of care and support. It moves beyond selling cars to building trust, making customers feel seen and valued. Buying a car is a big financial commitment and can feel intimidating, but the team at Nailsworth create such a welcoming and supportive environment that it makes you feel secure. That level of personalised service is what really makes the Stillwell Hyundai Nailsworth team stand out.