The old adage “good help is hard to find” seems to hold more truth now than it ever has. Ford has done its best to remedy the shortage of technicians currently plaguing the automotive industry by offering incentives to potential workers, including a scholarship program in the U.S. to help cultivate future talent and secure its future as more and more techs retire. The Blue Oval’s European arm is stepping up to the plate, too, kicking off a new campaign to attract technicians to Ford dealerships across the U.K.
The Ford Customer Service Division calls the endeavor “Heroes of Horsepower,” which is designed to address and dispel some of the misconceptions that some people may have about becoming an automotive technician. The campaign features a short, one-minute video, which presents Ford technicians in a heroic light.
“We are the heroes of horsepower,” says the video’s voiceover. “The everyday pit crew. Some of us were born like this. Others discovered their superpower along the way. So let’s be clear. We’re not just mechanics – we’re detectives, magicians, scientists.”
Ford’s Bela Adams weighed in on the campaign, saying, “In a bid to address the ongoing technician shortage across the market, FCSD UK have been investing heavily into the Dealer Technician Recruitment Campaign, which also includes Service Apprentice and Service Advisor vacancies, to support the Ford dealer network.”
She added, “There’s a misconception that a career as a technician is less prestigious or rewarding than it really is. The campaign aims to change Ford Techs being seen through an outdated lens and seeing them for what they are – highly skilled problem solvers with super-human skills and knowledge.”
In the United States, Ford also partnered with Hireology to help dealers recruit new techs, and late last year, a dealer donated a Ford Transit to a local trade school to help train future technicians.
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