By: David Marsh, global VP, customer care and aftersales, General Motors
In our car-centric society, automotive technicians are the backbone of the industry. But a shortage of qualified technicians threatens to stall progress, fueled by misconceptions and a lack of awareness about the profession.
Shifting perspectives
Recruiting talent is essential, especially as experienced technicians retire. Today’s technicians want more than just a job - they’re seeking professional growth, opportunities to work with innovative technology and earnings growth potential.
In response, General Motors created the GM Automotive Service Educational Program (ASEP), a two-year course offered through community colleges and other institutions that offers a mix of classroom instruction, hands-on training and paid internships.
GM donates about 250 vehicles to the program annually, along with engines and other vehicle components. In 2025, 634 5.3L V8 engines - the same engines powering the 2025 Silverado —were donated to the 53 GM ASEP schools nationwide, with each school receiving 10 engines for mechanical training.
Having the latest GM technology helps attract students to the program and strengthens their relationships with dealers as they enter the workforce.
To broaden the talent pool, GM also supports initiatives like the Shifting Gears Program, which assists veterans in transitioning to careers in automotive service and repair. Launched in 2014, more than 900 veterans have completed the program and are now employed at GM dealerships, helping to alleviate the technician shortage.
Celebrating success
As vehicle technology advances, so do the demands on automotive technicians. Despite innovations like Advanced Driver Assistance Systems (ADAS), advanced telematics software and intricate electronic control units, the misconception persists that the technician’s role doesn’t require specialized skills.
Modern vehicles are complex, and technicians must commit to continuous learning. The GM Technician Excellence Program rewards high-performing dealership technicians who participate in training, helping dealers attract and retain talent. More than 22,000 technicians are enrolled in the program and the total number of master and world-class technicians has increased alongside participation in the program.
Supporting dealers
Dealers rely on their certified service departments to meet customer vehicle needs.
To support the dealers, GM launched the Bring Us Your Talent Campaign in 2021 to address shortages in their service departments by providing marketing assets to help target talent, including information about automotive technician careers, education requirements, average salaries, training opportunities and ASEP school locations.
The success of the Bring Us Your Talent campaign has been felt across the dealership network and has continued to grow in its significance. In 2024, more than 1,500 students enrolled in the ASEP program and attended in-person training at schools across the country.
Looking ahead, our industry faces a critical shortage of skilled technicians, but GM is committed to addressing this challenge. By investing in innovative training programs, fostering relationships with educational institutions and helping to provide a talent pipeline with our dealers, we are not only helping shape the careers of aspiring technicians but supporting the sustainability of our industry for years to come.
In our car-centric society, automotive technicians are the backbone of the industry. But a shortage of qualified technicians threatens to stall progress, fueled by misconceptions and a lack of awareness about the profession.
Shifting perspectives
Recruiting talent is essential, especially as experienced technicians retire. Today’s technicians want more than just a job - they’re seeking professional growth, opportunities to work with innovative technology and earnings growth potential.
In response, General Motors created the GM Automotive Service Educational Program (ASEP), a two-year course offered through community colleges and other institutions that offers a mix of classroom instruction, hands-on training and paid internships.
GM donates about 250 vehicles to the program annually, along with engines and other vehicle components. In 2025, 634 5.3L V8 engines - the same engines powering the 2025 Silverado —were donated to the 53 GM ASEP schools nationwide, with each school receiving 10 engines for mechanical training.
Having the latest GM technology helps attract students to the program and strengthens their relationships with dealers as they enter the workforce.
To broaden the talent pool, GM also supports initiatives like the Shifting Gears Program, which assists veterans in transitioning to careers in automotive service and repair. Launched in 2014, more than 900 veterans have completed the program and are now employed at GM dealerships, helping to alleviate the technician shortage.
Celebrating success
As vehicle technology advances, so do the demands on automotive technicians. Despite innovations like Advanced Driver Assistance Systems (ADAS), advanced telematics software and intricate electronic control units, the misconception persists that the technician’s role doesn’t require specialized skills.
Modern vehicles are complex, and technicians must commit to continuous learning. The GM Technician Excellence Program rewards high-performing dealership technicians who participate in training, helping dealers attract and retain talent. More than 22,000 technicians are enrolled in the program and the total number of master and world-class technicians has increased alongside participation in the program.
Supporting dealers
Dealers rely on their certified service departments to meet customer vehicle needs.
To support the dealers, GM launched the Bring Us Your Talent Campaign in 2021 to address shortages in their service departments by providing marketing assets to help target talent, including information about automotive technician careers, education requirements, average salaries, training opportunities and ASEP school locations.
The success of the Bring Us Your Talent campaign has been felt across the dealership network and has continued to grow in its significance. In 2024, more than 1,500 students enrolled in the ASEP program and attended in-person training at schools across the country.
Looking ahead, our industry faces a critical shortage of skilled technicians, but GM is committed to addressing this challenge. By investing in innovative training programs, fostering relationships with educational institutions and helping to provide a talent pipeline with our dealers, we are not only helping shape the careers of aspiring technicians but supporting the sustainability of our industry for years to come.