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Daughter of a mechanic, Roberta Pirolla Garcia grew up among engines and turned her passion for cars into Fox Custom, a million-dollar automotive aesthetics company that plans to grow 75% and aims to pave the way for women in the automotive sector, a wrapping and polishing market still dominated by men.
Roberta Pirolla Garcia not only inherited her father’s last name, but also the smell of the workshop and the love for cars. Daughter of a mechanic, she grew up among engines and turned this familiarity with vehicles into a business that earns millions. Leading Fox Custom, she became one of the country’s references in transforming the appearance of automobiles.
According to Exame, the automotive aesthetics company already operates in the million-dollar range and plans to grow 75% in 2025. Fox Custom has a waiting list and serves clients from other states, in a sector where less than 8% of businesses are led by women.
From passion for cars to automotive aesthetics company
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What was a hobby became a profession, and the profession became a company.
Fox Custom was born, specializing in wrapping, technical polishing, and detailing.
As a mechanic’s daughter, she already understood cars before understanding management.
It was this workshop experience that gave credibility to the automotive aesthetics business.
What Fox Custom does: wrapping, polishing, and detailing
The flagship service of Fox Custom is vehicle wrapping.
This technique changes the color and finish of the vehicle without painting, using films applied over the bodywork.
Besides wrapping, the company performs technical polishing and fine detailing.
Each wrapping service requires millimeter precision to avoid visible bubbles or seams.
It is a job that combines automotive aesthetics, patience, and a qualified team.
The meticulousness in wrapping is what puts the client on the waiting list.
Women in the automotive sector: the number Roberta wants to change
The data that drives Roberta is uncomfortable.
According to Business Moment, less than 8% of businesses in the sector are led by women.
She wants to use Fox Custom as a showcase to demonstrate that a woman’s place is also in the workshop.
For Roberta, the expansion of the segment is a real chance to increase the presence of women in the automotive sector.
Having more women in the automotive sector, she argues, brings a different perspective and more customer-focused approach.
The goal is for the next generation of women in the automotive sector not to be surprised to see a woman in charge.
The course to bring more women into automotive aesthetics
For February 2026, Roberta plans to launch a course aimed at women who want to enter automotive aesthetics.
The goal is to provide technical training and open the door to financial independence.
The bet is that training will generate more business owners, not just employees.
Bringing women in the automotive sector to the forefront is, for her, part of the plan.
Training competitors does not scare someone who sees the automotive aesthetics market only growing.
Why Automotive Aesthetics Became a Good Business
Roberta’s timing aligns with a change in behavior.
Brazilians started taking care of their cars like they take care of their homes, investing in appearance and protection.
Wrapping, vitrification, and polishing are no longer collector’s luxuries.
As a result, automotive aesthetics gained middle-class customers and company fleets.
A well-done automotive aesthetics service increases the vehicle’s value at resale.
This appetite supports Fox Custom’s projection to grow by 75%.
What Roberta Pirolla’s Case Shows
Roberta’s journey combines three strong hooks: passion, numbers, and breaking barriers.
She shows that knowing the product from an early age is a real competitive advantage.
But it’s worth keeping your feet on the ground.
The million-dollar revenue and 75% growth are numbers reported by the company itself.
Projection is not a result: growing 75% is a goal for 2025, not an accomplished and audited fact.
And a course announced for 2026 still needs to be implemented and prove results.
Even so, few examples summarize so well the opening of automotive aesthetics to women in the automotive sector.
From a mechanic’s daughter to the owner of a million-dollar brand, Roberta made the car her territory.
And you, would you leave your car in the hands of an automotive aesthetics specialist like her? Comment here if you like wrapping and would like to see more women in charge of workshops.
