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Petersen Business Incubator Program

a collage of inspiring women in the automotive industry

The Petersen Museum is further boosting the automotive world - "Inspiring Women In Automotive"

A three-month incubator program. Supported by Rolex. California-based startup. Hands-on mentorship. Access to the Petersen network of sponsors and partners... AND a $25,000-$30,000 investment. Sound good?

By Glenn Oyoung

Mon, May 31, 2021 12:03 PM PST

If looking at cars isn’t enough, the Petersen has launched a three-month incubator program to help foster the development of women-led businesses in the automotive industry. Supported by Rolex, the Petersen will choose one California-based startup with five or fewer employees and provide them with hands-on mentorship, access to the Petersen network of sponsors and partners, and a $25,000-$30,000 investment.

Women-led businesses that support or are directly related to the automotive industry are welcome to apply for the incubator program. Applications are reviewed by the program’s selection committee, comprised of six female industry leaders: Diane Parker, vice president of the Historic Vehicle Association; Alex Parker, chief marketing officer and executive vice president of Redline Detection, LLC; Sarah Lassek, senior vice president of merchandising at Omaze; Dr. Sabrina Kay, CEO of Fremont Private Investments; Nikki Riedmiller, account supervisor at Kahn Media; and Jasmine Gonzalez, director of group services of the Petersen Automotive Museum.

Once accepted, the startup will work alongside the Petersen’s mentorship team to develop a custom program that addresses its business goals.

Applications will be accepted from May 1 to July 31, 2021. To apply, please visit

an exterior shot of the impressive red and silver front facia of The Petersen Automotive Museum in Los Angeles.
For more information about the Petersen Automotive Museum, visit

About The Author

Glenn Oyoung's profile picture

Glenn Oyoung

Glenn Oyoung is a marketer based in Los Angeles. Glenn’s lifelong passion for cars is rooted in playing with Hot Wheels, and has continued into 1:1 scale. He’s the former marketing director of American Racing, author of ‘vehicular alphabet books’ “C is for Car” and "P is for Petersen" in collaboration with the Petersen Automotive Museum. His passion for cars extends to his role as the founder of the monthly car meet Carcadia at Route 66, the most diverse car meet in the San Gabriel Valley.

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