FOR IMMEDIATE RELEASE
March 3rd, 2025
- New Ford Tech's National #GetYourASSET Day falls on Thursday, March 13th, 2025.
- In total, greater than 700 ASSET seats are available for the 2025 academic year. The first ASSET class will begin in early August.
- Ford Motor Company continues to emphasize the need to increase their service technician numbers and close the technician shortage. Programs such as ASSET are crucial in building a technician pipeline for Ford dealerships and Lincoln retailers.
New Ford Tech activates its fifth annual Automotive Student Service Education Training (ASSET) campaign on Monday, March 3rd, 2025 ahead of National #GetYourASSET Day on Thursday, March 13th, 2025. This campaign is designed to highlight program demand and assist ASSET locations in their efforts to fill their seats.
The ASSET program began in 1985 as an alliance between Ford Motor Company, Ford dealers, Lincoln retailers, community colleges, and technical schools to prepare and thoroughly train the upcoming generation of service technicians.
Four decades later, with more than 10,200 ASSET graduates, we can confidently affirm that they are well-certified to work at a Ford dealership or a Lincoln retailer nationwide.
“As we celebrate the 40th anniversary of the Ford ASSET program, I am filled with immense pride and gratitude for the remarkable journey we’ve embarked upon. This milestone is a testament to the dedication, passion, and hard work of our students, instructors, and Ford and Lincoln dealer partners. Over the past four decades, we have not only equipped countless individuals with the technical skills and knowledge needed to excel in the automotive industry, but we have also fostered a community of lifelong learners and innovators. Our commitment to excellence and continuous improvement has been the driving force behind our success, and I am excited to see what the future holds as we continue to shape the next generation of automotive professionals.”
– Brendan Coursey, ASSET Program Coordinator
#GetYourASSET:
National #GetYourASSET Day is the ASSET program’s version of "Decision Day" celebrated in high schools. It aims to encourage prospective students to make the decision to enroll and follow the career path laid out by this premiere technician training program.
With 41 active locations, the ASSET program is a viable option to students across the United States. The ASSET campaign was designed to position these locations as real pathways to a career as an automotive service technician.
The marketing strategy includes engaging social media posts featuring hashtags like “#GetYourASSET,” eye-catching graphics of iconic Ford and Lincoln vehicles, and vibrant neon elements, all contributing to a robust digital campaign aimed at attracting and enrolling the next generation of service technicians.
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 2025 academic 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.
Aiming to have full ASSET classes across all locations, New Ford Tech has Technical Placement Specialists (TPS) ready to help students #GetTheirASSET. The first ASSET class will begin in early August.
ASSET Program:
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 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 $2,000 towards their program cost. An appealing resource often highlighted by 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 goal to increase their number of service technicians makes programs like ASSET instrumental, as they help build technician pipelines for Ford dealerships and Lincoln retailers.
With constant technological advancements in the automotive industry, onboarding qualified service technicians into Ford dealerships and Lincoln retailers 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 represents Ford's proactive approach to securing top-tier automotive technicians who will service the brand's industry-leading products. So let's support students in #GettingTheirASSET in 2025!
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.
Media Contact: For more information contact newtech@ford.com
