High-paying technician jobs go unfilled at dealerships
By Steve Finlay Ward's Dealer Business, Mar 1, 2002 12:00 PM

High-paying auto technician jobs are going unfilled at dealerships even though economic times are tough and unemployment is higher.

The retail automotive industry through 2010 needs 35,000 people for new auto technician jobs as more than 15,000 technicians retire annually. Meanwhile, there's a need for tens of thousands more for sales, finance and other positions at dealerships.

But a new study shows that few students, parents and educators are aware of these jobs and their benefits.

“Anyone interested in job security and in making a very good income has a world of opportunity in the auto service and retailing industry,” says James Willingham, former chairman of NADA and current chairman of Automotive Retailing Today (ART).

He adds, “Today's vehicles are very sophisticated, computer-driven machines requiring technicians who can work with cutting-edge high-tech tools. The day of the ‘grease monkey’ is dead. But these high-paying jobs go wanting because most people don't understand that the industry has changed drastically.”

Consequently, ART and other auto retailing groups are pushing programs aimed at recruiting students into auto careers. One aspect of the programs is to debunk old stereotypes about certain dealership jobs.

“Forget the old mechanic and salesman stereotype,” says Willingham. “The times have changed, and automotive service and retailing are now careers that combine job satisfaction, continuous learning and economic security.”

The Wirthlin Worldwide study commissioned by ART says the bad news is that few teens currently aspire to dealership careers. Only 2% of all teens (ages 13-18) polled say they would choose such an automotive career.

But Willingham says the good news is that that lack of interest seems to stem from a lack of information. Students change their attitudes when they learn about auto retailing's high pay and high demand for workers.

“Sixty-five percent said they would be more likely to seek a career as an automotive technician when they heard that, as master mechanics, they can make in a range of $70,000-$100,000 a year doing something that can give them a great deal of job satisfaction,” says Willingham.

Surveyed teens say their parents are the most influential people to them. But parent responses to the survey show they have the most out-of-date attitudes towards dealership jobs, says Wirthlin's Maury Giles.

Those parents thought an auto technician job might not be intellectually challenging enough for their children.

Giles says the study shows a need to do a better job in combating outdated images of the industry and raising awareness among students, parents and educators because, when people understand the nature of today's auto tech and sales positions, such careers become attractive.

“We need to get the word out, especially to parents,” says ART's Denise Patton-Pace.

Adds Willingham, “We have not done a good job promoting the career opportunities. We have a lot of catching up to do.”

Dealer Mark Herbert of Herbert's Town and Country in Shreveport, LA, has been working with local schools — particularly Caddo Career & Technology Center — to get students interested in automotive service careers.

Herbert and the local dealer association print up dealership career brochures and distribute them to 5,000 students a year.

“We're seeing results, and we're getting more dealers involved,” says Herbert.

One result is Derrick Daniel's decision to become a student intern at Elkins Nissan in Shrevesport.

“My mom wanted me to be a lawyer, and I knew I would go to college but I wanted to do it at the technical end,” says Daniel, 18.

His mentor at the dealership, Dennis Lincoln, says Elkins Nissan has sometimes run help wanted ads for four or five months without getting responses.

He says of his mentor duties, “The first thing is to remember they're kids, and then to emphasize that it's not just about putting brake pads on. It's computers, and more technical and electrical than most people think.”