We have been surprised by the tremendous reception we have received from technicians and service shops as well as those channel partners who have chosen to collaborate.
Advertisement What trends are you seeing within the technician pool in terms of the interest in committing to training — what are the barriers you hear about most? Above all, there is tremendous demand among technicians for high-quality, highly accessible technical education. The barriers we face include the reluctance among techs to invest in training that will take them away from their jobs. There are some shop owners who are equally reluctant to lose a tech for half a day or more.
Garage Gurus addresses these challenges by offering training in a variety of venues and formats. Any industry professional will be able to enhance their skills across multiple product and service categories through our expanded eLearning academy at FMGarageGurus.
What about new technicians coming in to the field? There is a significant push to address the growing labor shortage in the repair field, which was recently reported to be even bigger than initially projected. How is Federal-Mogul Motorparts involved in addressing this?
In addition, for the fourth consecutive year, we are funding 12 tuition scholarships for qualified students enrolled in accredited automotive technology programs across the U. We also are investing in an aggressive, sustained social media program designed to promote the industry among millions of young people who are looking for a promising career.
How did these fare with your target audience? Will you do more of them? How important is social media for the Garage Gurus program? Our Facebook Live events, webinars, mobile apps and other digital tools are touching a much larger audience than we could ever hope to reach through traditional means. Thousands of technicians, service writers and parts professionals are using their phones and tablets to look up, price and order parts. Advertisement On a more personal note: As a woman in a high-profile position in the automotive aftermarket, what is your advice to women who would like to establish themselves in this industry?
Likewise, never hesitate to share your best ideas and put forth your best effort. This industry is powered not by men or women, but by bright minds and hard work.
Having come from the OE sector several years ago, I have been extremely impressed by the skills, talent and dedication of the people I have met at every level of the aftermarket value chain. Magazine Current Issue Past Issues. Connect with us.
Advertise Subscribe Contact Us. By Amy Antenora. Amy Antenora has been reporting on the automotive aftermarket since When we launched Garage Gurus in , our stated mission was to arm technicians with the tools needed to be successful in a very fast-paced and competitive industry.
There also have been several lessons that have come from our early successes. What have we changed? There are a lot of suppliers that both individually and collectively have worked together to offer training to the industry in a variety of ways. In addition, whereas some supplier-sponsored programs are ultimately aimed at addressing a comparatively narrow range of service categories, Garage Gurus has been built to serve as a single, comprehensive source of valuable technical information and skills for professionals at any shop or parts business.
What trends are you seeing within the technician pool in terms of the interest in committing to training — what are the barriers you hear about most?
Gurus-On-The-Go product technology vans to offer training for the entire shop. On a more personal note: As a woman in a high-profile position in the automotive aftermarket, what is your advice to women who would like to establish themselves in this industry?
Her original plan was to become a CPA and live happily ever after. But accounting took a backseat to her true calling She is responsible for all aspects of marketing and communications globally, including corporate communications, brand management, digital marketing, category management, and training — strategically and tactically.
A stint as an independent consultant began in before signing on with her current position. She earned an MBA along the way. She said her time at Walsh taught her a lot about business and life in general.
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