By: Matt Emma

In the American car dealership world, progress for women has been slow, and for many, the road remains challenging. Geri Lynn, the founder and owner of Geri Lynn Nissan in Houma, Louisiana, has spent more than four decades in that space as someone who has learned to persevere.

“The truth is, I haven’t completely overcome it,” she says. “It’s still very prevalent, but I have learned to navigate it.”

She reflects on a challenging reality in an industry that continues to be largely dominated by men. Gender bias, she believes, is still a concern. “I’ve been told that I can’t be a dealer, and that I’d never be a general manager. That was in 2007, not 40 years ago.” Those experiences, she says, were “disheartening,” but they also strengthened her resolve.

For Lynn, progress has come through leading by example. “It shouldn’t take a title for people to see what you have to offer,” she says. “And today I have the title, but the issue remains.” Sales reps still come into the dealership and sometimes dismiss her as a receptionist, because, of course, it might seem that a woman can’t be the dealer. Their faces often drop when she tells them she is the dealer.

At Geri Lynn Nissan, she’s built a culture rooted in accountability and respect, one that stands apart from the reputation that still lingers in many parts of the auto business. But within her own dealership, she leads differently. “I don’t like the word boss,” she says. “We’re all coworkers, because that’s what we are: a team. I work deals right alongside them. It keeps me connected, and it makes it fun.”

Her leadership philosophy is grounded in empathy, not hierarchy. “You can love your people and still run a fantastic business,” she says. “When something goes wrong, I take responsibility. If we didn’t close a deal, that’s on me as well, not on a single salesperson.”

That mindset of balance with high standards and human understanding defines her company’s culture. “It’s okay to make mistakes,” she says. “If we are not making mistakes, we are likely not doing anything.”

Over the years, Lynn’s dealership has become a place where employees feel supported to grow, even when they doubt themselves. “When they think they can’t do it, I tell them, ‘Yes, you can,’” she says. One of her employees, who began at the parts counter, was encouraged by Lynn to move into a higher service advisor role. “It is always more about a person than the job,” she explains.

Her approach extends to customers as well. Known for her warmth and accessibility, Lynn often meets customers personally on the showroom floor, something that can surprise many. “They can’t believe I’m not in an office,” she says. “But that’s how I have done it for 40 years.”

Her leadership style is transparent, forgiving, and people-centered, contrasting with the rigidity she faced earlier in her career. It’s a model shaped by years of navigating bias without letting it define her.

Despite her success, Lynn doesn’t believe the gender gap will close in the near future. “I don’t see it changing during my lifetime,” she says. “But that doesn’t mean we should lose hope. It means we need to raise awareness so more women get involved.”

Resilience, for her, is an important skill for survival. “Whatever it is you feel in your heart, just go for it,” she says. “Don’t give up.”

Her journey offers a quiet but powerful counterpoint to the challenges. It’s not a story about overcoming bias entirely; it’s about enduring it with grace, confronting it with integrity, and leading by example in an environment that’s still catching up. In an industry that still has a long way to go, she just keeps moving forward.