Name: Shaheda Mears
Job title: Operations manager, overseeing the business strategy and operations
How long in role: almost 7 years
Current drive? Polestar
SHAHEDA’S first job was not what you would call a natural route into broking. She started out in jewellery sales for Pandora. Fast forward just over a decade later, and Shaheda has now added some of that sparkle to running VIP Gateway with husband Luke.
Shaheda explains how she made the move into the world of automotive:
‘I started out working part time at Pandora when I was in sixth form and worked my way up to sales manager – but after four years I needed something different. My first automotive job was at BMW Williams in 2015 – very different from jewellery! But I got a taste for it and sales skills are so transferrable. I just threw myself in at the deep end – I certainly didn’t know anything about cars at the outset.’
So, what led Shaheda to move into automotive? Shaheda says she was definitely influenced by now-husband Luke – the couple have known each other since they met at school, aged 16. When Shaheda heard Luke talk about his sales job for Mercedes-Benz, she liked the sound of such a fast-paced role and successfully applied to BMW for a sales post.
Next up it was Shaheda’s turn to join Mercedes for a year-long sales stint – around the time that leasing was becoming popular.
In 2014, Luke left Mercedes to set up on his own – initially focused on selling cars to sports personalities and media professionals – a key market in Cheshire. The business was called VIP Gateway and Shaheda took the plunge, joining him full time three years later.
But the VIP Gateway journey hasn’t always been plain sailing. A large part of the original business was focused on used car sales – including a 16,000 square foot showroom with significant overheads. In 2020, as a result of Covid, Shaheda and Luke had to make the decision to close the showroom and start again which she describes as ‘very tough indeed’. That’s when they decided to ‘give leasing everything’.
Shaheda explains that it has been quite a journey:
There have been ups and downs and I’ve learnt so many life skills along the way. The business is different from how we started out – we still sell to high-net-worth individuals but predominantly our bread and butter is leasing, and in the last two years the business has taken off massively. We’ve been very selective with our people and I’m so proud that we have such a great team.
Today, Shaheda heads up strategy and operations for VIP Gateway – including aftersales and compliance. But that doesn’t mean she’s left sales behind, she comments that, when needed, she loves supporting the sales team and it still gives her ‘the buzz.’ She also relishes the pace of working in broking – whether that’s sales or the back end – and continues to be involved with customers.
Shaheda is pleased to have seen positive changes in the sector over the years and is delighted to see more women in automotive. Shaheda’s advice for women looking to get into automotive is to maintain a positive mindset ‘keep your head in gear’ and not get influenced by negativity. She explains how she has seen the industry change:
‘When I joined BMW, I was the only female in a sales team of nine. When we recruit for salespeople now, it’s brilliant to see so many women applying and they are really strong contenders.
‘Our industry needs to ensure it is a fair playing field and give women the chance to shine. I find that women typically bring a fresh perspective and often bring more to the table than guys who’ve been in the industry 20 years.’
And finally, the big question – the Mears (pictured left at the Broker News Awards 2023) have been together 15 years with seven of those working at VIP Gateway – is working together a recipe for business and matrimonial harmony?
‘It’s genuinely the best decision we ever made but it could have been a nightmare! I have to say that Luke and I work really well together, teamwork in our business is absolutely critical. So, no regrets!’
About VIP Gateway
VIP Gateway is devoted to providing cars with an outstanding level of service, while delivering the best deals. The business is focused on long term customer relationships – with some customers now on their 10th car from VIP Gateway.
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Laura is a writer and Head of Marketing for Broker News, with extensive automotive experience from senior marketing roles with RBS/Nat West, Lombard Vehicle Management and Unipart. She is also a self-confessed petrol-head.
