The Petersen Automotive Museum has extended the application deadline for its new incubator program to Sept. 30, 2021. The three-month program, which is supported by Rolex, aims to foster the development of women-led businesses in the automotive sector. Each year, the museum 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 an investment of up to $25,000.
“We would like to offer as many women-led businesses as possible an opportunity to apply for this program,” said Executive Director Terry L. Karges. “They’ll have access to a network of visionary women who represent significant businesses within the automotive community. Through this mentorship program supported by Rolex, we hope to cultivate a successful new business owned by women leaders in the automotive space.”
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.
To apply, please visit For more information about the Petersen Automotive Museum, visit