In conjunction with National Skilled Trades Day, held annually the first Wednesday of May, GM Customer Care and Aftersales is thanking the more than 40,000 skilled auto technicians working across GM’s dealership network. The automaker is also outlining the new GM Technician Excellence Program, launched earlier this year, and the ways in which it aims to entice new talent to join the team as a certified GM technician.
“There is a national shortage of qualified technicians due in part to a misconception of a career in the skilled trades,” said GM global vice president, Customer Care and Aftersales, John Roth. “Today’s technician role has evolved into a highly technical career which continues to be redefined as the industry undergoes one of the largest transformations to date.”
As part of the recent announcement, General Motors outlined the GM Technician Excellence Program. Launched in January of 2022, the GM Technician Excellence Program recognizes those technicians that expand their skills and knowledge through both hands-on and virtual training, allowing them to work towards new levels of certification while also opening up the opportunity for quarterly rewards and other benefits.
According to GM, 70 percent of all dealership technicians enrolled in the program during its first quarter after launch, while more than 9,000 technicians qualified for a reward across three certification levels.
At the moment, the pool of skilled technicians in the workforce is in decline, with GM citing the National Automotive Dealers Association in estimating that the shortage of technical talent will balloon 900 percent by 2031. In order to help draw in new talent, GM has launched the “Bring Us Your Talent” marketing campaign, which includes new videos that highlight the training available through the GM Automotive Service Education Program, the skills needed to work on new GM vehicles like the Cadillac Lyriq EV crossover, and how the job can transform into a lifelong career. The new ad campaign will continue to release new content throughout the year.