Cox Automotive has launched Project Pink, an initiative to celebrate diversity among its Fleet Services and Manheim technicians and to support breast cancer awareness.

The campaign features high-visibility pink uniforms for female technicians at the company.

Project Pink Idea

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 role in the transportation industry and as a sign of support for those fighting breast cancer.  

“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.”

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.

“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.”

Pink Uniforms for Women in the Shop

In collaboration with Cintas, Cox Automotive developed 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, the company said; they are a statement of commitment and community.

“More than a mere campaign, Project Pink embodies a heartfelt cause," said Ted Coltrain, vice president of Cox Automotive Fleet Services Operations. "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,”

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.

'Where Can I Get My Pink Uniform?'

“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.”

Women make up just 3.6% of all auto mechanics. That’s why Cox Automotive said it is important to attract, recruit, and develop female talent who have been underrepresented in a traditionally male-dominated field.

“As someone who deeply values diversity within our company and industry, I could not be more proud of this inspiring initiative," said Grace Huang, president, Cox Automotive Inventory Solutions. "Not only does it reinforce our commitment to diversity at Cox Automotive, but it also champions hope and awareness in support of women diagnosed with breast cancer."