FOR IMMEDIATE RELEASE
March 4th, 2024

• New Ford Tech's National #GetYourASSET Day falls on Wednesday, March 13th in 2024.
• In total, greater than 700 ASSET seats are available for the 2024 year. The first ASSET class will begin in August.
• Ford Motor Company's 2024 goal is to continue to grow their service technician numbers. Programs such as ASSET are crucial in reaching this goal and building a technician pipeline for Ford and Lincoln dealerships.

New Ford Tech activates its fourth annual Automotive Student Service Education Training (ASSET) campaign on Monday, March 4th, 2024, ahead of National #GetYourASSET Day on Wednesday, March 13th, 2024. This campaign aims to increase program demand and support ASSET locations in their seat recruitment efforts.

The ASSET program began in 1985 as an alliance between Ford Motor Company, Ford and Lincoln dealers, community colleges, and technical schools to guide and adequately train the next generation of service technicians. Over 9,000 ASSET graduates can confidently say they have been properly certified to work at Ford or Lincoln dealerships across the country.

Similar to "Decision Day" in high schools, National #GetYouASSET Day is a way for New Ford Tech's ASSET campaign to elicit excitement in potential students and get them to take action and enroll.

With 41 active locations, the ASSET program is accessible to students throughout the U.S. The ASSET campaign was created to help ASSET locations establish themselves as an exceptional career path to becoming an automotive service technician. Marketing materials such as fun and inviting social media posts featuring hashtags like "#GetYourASSET," cool graphics of iconic Ford and Lincoln vehicles, and neon campaign elements drive the campaign's digital push to attract and enroll tomorrow's service technicians. ASSET student interviews will also be featured in social communications to increase program engagement this year.

Furthermore, ASSET campaign branding has gained enough traction to include printable material and signage like pull-out banners, flyers, and more that instructors and technical recruitment specialists can use to increase career interest and bring promising talent into classrooms.

Greater than 700 ASSET seats are available for the 2024 year, yet enrollment has been going on since the year started. By the time the ASSET campaign kicks off, fewer seats will be available, creating urgency for students to enroll and claim their seats for the upcoming class. Intending to fill all seats, New Ford Tech has exclusive recruitment specialists ready to help students #GetTheirASSET. The first ASSET class will begin in August.

“"Due to the high demand for certified and mentored technicians, ASSET seats are filling fast. With limited seats available, now is the
time to start securing a spot in Ford's flagship technician training, mentoring, and co-op program.”

– Brendan Coursey, ASSET Program Coordinator

ASSET:

Students enrolled in this 24-month program are met with an average of 22 students to experience a quality learning environment. They alternate for six to eight weeks in the classroom and six to eight weeks at a sponsoring dealership, learning through hands-on application. At the end of their two years, they will earn an associate degree, up to 100% of Ford’s Service Technician Specialty Training (STST) certifications, and valuable dealer experience.

ASSET students who have completed their first semester are eligible for the ASSET "ACCELERATE" Tuition Scholarship. This opportunity encourages students to complete their program by providing awardees with $1,000 towards their program cost. Scholarship recipients can be awarded this scholarship twice, making attending ASSET an appealing choice often highlighted during New Ford Tech's ASSET campaign.

With 41 ASSET locations nationwide, aspiring service technicians can choose to attend a school that best suits their geographical needs. Ford's 2024 goal to continue increasing their number of service technicians makes programs like ASSET instrumental, as they help build technician pipelines for Ford and Lincoln dealerships.



With constant technological advancements in the automotive industry, onboarding qualified service technicians into Ford and Lincoln dealerships has become a priority. The demand for skilled technicians continues to increase, but few known career paths in the field have made it difficult for dealerships to meet their hiring needs. New Ford Tech's ASSET program helps address this issue by assisting career-seekers to enter the industry and graduate with up to 100% of Ford STST certifications.

In all, the New Ford Tech ASSET campaign activation is Ford's proactive way of ensuring they have elite automotive technicians servicing the brand's industry-leading products. In other words, let's help students #GetTheirASSET in 2024!

If you are interested in enrolling or know someone who is, fill out this form to connect with a recruitment specialist.

For more information about New Ford Tech ASSET, please visit our program page here.

For more information on the ASSET "ACCELERATE" Tuition Scholarship click here.

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