CALIFORNIA NEW CAR DEALERS ARE TURNING TO APPRENTICESHIPS TO ADDRESS THE SHORTAGE OF AUTO TECHNICIANS
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Aspiring technicians can receive paid on-the-job training, no tuition fees; Career opportunities abundant, as California dealerships lack 5,000 service technicians
SACRAMENTO, Calif., July 10, 2025 -- California's new car dealers are engaging an innovative apprenticeship solution to recruit and develop individuals who aspire to become automotive service technicians.
The California New Car Dealers Association (CNCDA) Foundation is partnering with Automotive Apprenticeship Group (AAG) to provide a path to in-depth instruction and training to career-minded individuals, then matching them with California auto dealerships for employment. Though the apprenticeships are for anyone with an interest, they have been especially attractive to people 18 to 30 years old for whom college was not an option or a preference.
The apprenticeship available through the CNCDA Foundation is a two-year program where apprentices accepted into the program are compensated at a competitive wage and with no out-of-pocket expenses (thus, no incurred debt). They learn and develop skills through on-the-job training at local dealerships, discovery-based e-learning, and hands-on technical training and practice. Upon completion of the program, the apprentices earn a national certification from the U.S. Department of Labor. Access to all necessary tools and a computer are provided to all apprentices. And each apprentice is supported by a dedicated AAG career manager that provides guidance and support during their apprenticeship journey.
A recent CNCDA survey indicates there is a statewide shortage of about 5,000 technicians among California dealerships. The technician shortage is the result of an aging workforce with many technicians retiring, and a lack of young people entering the field – often due to a misperception that technicians earn low wages and have limited opportunity for advancement. Experienced technicians, according to the survey, earn $100,000 to more than $200,000 annually once fully certified.
CNCDA reports that California dealerships completed 33.8 million repairs on customer vehicles in 2024. California is not alone with this shortage. Nationally there are nearly 400,000 job openings for service technicians.
For participating auto dealerships, the solution is completely turnkey – AAG manages apprentice recruitment, conducting of candidate interviews, orientation, pre-apprenticeship training, payroll and compensation, insurance, mentoring and ongoing career coaching – as well as the education and training for each apprentice.
"For a young adult or anyone who is career-minded, being an auto technician is a career that can support a person for the rest of their life," said Kim McPhaul, president of the Foundation. "Our apprenticeship program will connect career-minded people – such as recent high school graduates or those currently working in unrewarding jobs – with opportunity to work in a field where motivated, skilled people are sorely needed. The key to addressing the technician shortage is to take a wholistic approach to the challenges of identifying, vetting, teaching, hiring, and retaining good, long-term, committed career technicians."
While just ramping up in California, several apprentices have already enrolled in the program and are paired with dealerships.
Tech shortage creates opportunity
AAG was founded by David Peterson, who previously owned auto dealerships around the nation for more than 40 years. He has witnessed firsthand the critical need of the next generation of skilled service technicians.
"The technician shortage is an industrywide, nationwide challenge," said AAG president Joe Atkinson, a longtime executive in Peterson's dealership operations. "With 27 million drivers on the road in California, it's a particularly serious problem here. But with this problem comes opportunity. We see opportunity for people who aspire for a career where they will be in demand, and where they will be part of the new wave of talent for auto dealerships."
McPhaul notes the apprenticeships through the Foundation and AAG set a high standard. Only a portion of those who apply and who are interviewed are accepted into the program. "Thus, while the AAG offerings and its related high standards may not be for everyone, for those who are vetted and accepted … and for the dealerships that hire them … it is a win/win with promising long-term dividends."
"Dealers throughout the state have service bays that are unused because of the tech shortage," said K.C. Heidler, chair of the Foundation. "It puts a strain on their businesses. And customers find it difficult to schedule repair and maintenance visits. The apprenticeship program is a strategic, long-term solution to this challenge."
Anyone interested in exploring the apprentice program can visit https://www.cncdafoundation.org/apprenticeship
About the California New Car Dealers Association Foundation:
The CNCDA Foundation is a registered 501(c)(3) nonprofit organization dedicated to creating career pathways for highly skilled automotive service professionals throughout California. CNCDA, the nation's largest state automotive dealer association, represents nearly 1,300 franchised new car and truck dealers throughout California. CNCDA focuses on protecting and promoting the interests of franchised new car dealers before all state government and regulatory agencies. Working to create a business friendly climate where new car dealers can thrive, provide the best products and services to consumers and maintain high employment rates are all of critical importance to CNCDA and its members.
About Automotive Apprenticeship Group (AAG):
AAG prepares individuals for the automotive careers of the future through an innovative modern apprenticeship program that is unlike any in the U.S. AAG helps businesses in the automotive industry thrive by serving as a talent pipeline that provides and develops the skilled workforce required to ensure future success.
Contact: Dan Hartlage
502-741-0969
SOURCE Automotive Apprenticeship Group (AAG); California New Car Dealers Association
National Automotive Dealer Outreach Program Proposal For Apprentices Given To NADA in May 2022 By The Auto Channel (Text Version)
Contact: Bob Gordon
President/Co-founder
The Auto Channel
502 386 8316
bgordon@theautochannel.com
The Auto Channel
and The Consortium for Automotive Education
AUTO LAB USA
A Community College and NADA Member
National Multi-Platform
Automotive Education
Communications Network
Presented For Sponsorship Consideration to
NADA
By
Robert J. Gordon, President
The Auto Channel and
Professor Harold Wolchuk
Founder And CEO
The Consortium For Automotive Education (503C)
Confidential
The Auto Channel
and The Consortium for Automotive Education
The Future of Automotive Maintenance and Service
“Who will fix the cars of the future? The one who wins not only wins the heart, minds and purses of the motoring public, but the war for long-term parts and equipment sales.
This issue has two distinct facets. The first is the paramount issue of encouraging and supporting active, proper vehicle maintenance. The second is, which service 'model' gets the job done - the independent repair shop, the vehicle dealer service operation, the national or regional chain of service shops or something in the middle“ Kathleen Schmatz (AAIA)
The Auto Channel
and The Consortium for Automotive Education
The Consortium For Automotive Education (CAED)
For the past twenty-eight years, THE AUTO LAB a live Auto Talk and Education radio broadcast has aired each Saturday from 7 AM-9AM on full power licensed radio station heard throughout the New York metropolitan area. and Streamed Worldwide On The Auto Channel
The Auto Lab mission has been to facilitate a dialog that educates listeners and callers about automotive matters, presents ideas from leading college faculty, authors, and automotive practitioners, and provides listeners prudent options for when and how to seek second opinions.
THE AUTO LAB utilizes a panel of “local experts” comprised of both academicians and auto technicians from active professional repair facilities who help consumers make informed choices about automotive repair and purchase matters, and bring relevance to automotive industry news, its history, and its culture in a relaxed, conversational, weekly two-hour format.
THE AUTO LAB is very much a program of ideas. Each interview is aimed at bringing out the substantive dimensions of the automotive experts' contributions. At the same time, the conversations are jargon-free and accessible to the curious automotive lay person as well as the auto enthusiast, college and trade student and industry participant, who have all found these straight-forward, honest discussions to be important additions to their own auto centric knowledge.
The Auto Lab, in a pilot program has partnered with WWW.THEAUTOCHANNEL.COM. This relationship with The Auto Channel allows The Auto Lab to participate in the most comprehensive automotive information resource on the Internet. Each week’s Auto Lab show is available around the world, as both a live and archived on-demand program.
The Auto Channel
and The Consortium for Automotive Education
The Auto Channel
Incorporated in 1987 to develop a full time Multi-media Auto Channel
Produced and distributed The Auto Channel as a nationally syndicated broadcast TV show
Developed and published www.theautochannel.com since 1996
The largest independent editorial automotive web site
Pioneer in the use of streaming media on the Internet
Owns the largest library of automotive streaming video and audio
Management – TV and Radio Operations and Production Experience
Video and audio advertising professionals
Owns technical infrastructure and proprietary systems and creative know-how
The Auto Channel
and The Consortium for Automotive Education
Recent research by the Automotive Aftermarket Suppliers Association (AASA), the aftermarket market segment association of the Motor & Equipment Manufacturers Association (MEMA), estimates unperformed motor vehicle maintenance in the United States at $92 billion in 2017, up from $62.3 Billion in 2002.
It is estimated that today the are more than 60,000 openings for auto technicians, and that less than 2% of teens said they would choose a career in the automotive industry
The U.S. Bureau of Labor Statistics says an average of 76,000 mechanics are needed each year between 2016 and 2026.
The Auto Channel
and The Consortium for Automotive Education
The present day petroleum ICE powered vehicle has a pervasive involvement with virtually every resident and institution in the First World.
When it is replaced by Alternative Fuel Powered Vehicles, it will effect not only those in the first world, but virtually everyone on our planet*
But before this can happen, a viable service and sales infrastructure will be necessary; to repair and maintain, refuel, operate and buy/sell AFPV in addition to ICE powered vehicles.
The personnel for this infrastructure will come from a vanguard of “Car Guys and Gals”, who may be presently in the auto industry or have a desire to do so, and from boys and girls who are not yet old enough to enter the work force.
*substantiated by
May 13, 2002 DaimlerChrysler Senior Vice President Rob Liberatore "DaimlerChrysler's goal is to mitigate the environmental impact of our transportation systems by developing affordable new technologies which meet our customers needs. “We are committed to leading the industry in developing long-term solutions with fuel cell technology”
January 2002 General Motors introduces AUTOnomy, Freedom Car Program, BMW and Toyota’s Fuel Cell efforts as well as the United States DOT and DOE.
The Auto Channel
and The Consortium for Automotive Education
Everyday important and interesting information concerning today’s Internal Combustion Engine powered automobiles and tomorrows Alternative Fuel Powered Vehicles (AFPV) is being generated by thousands of entities around the world…information that is of interest in whole or part to various viewer communities: auto enthusiasts, repair and maintenance professionals, auto industry professionals, educators, media, government officials, environmentally conscious companies, citizens and consumers…but a large percentage of this information is never published in the mass media.
The Auto Channel
and The Consortium for Automotive Education
“If you would persuade, you must appeal to interest rather than intellect.”
Benjamin Franklin
“Information's pretty thin stuff unless mixed with experience.”
Clarence Day
"We are drowning in information and starved for knowledge.”
Unknown
The Auto Channel
and The Consortium for Automotive Education
The Auto Lab USA Opportunity
The NADA and Local Dealer Members can become the exclusive sponsor of the most important communications effort to “raise the bar” on automotive maintenance and the future acceptance and success of AFPV.
This definitive multi-platform source for information about ICE and Alternative Fuel Powered Vehicles will be a result of an editorial partnership between:
The Auto Channel (TACH)
Consortium For Automotive Education (CAED)
National Alternative Fuels Training Consortium (NAFTC)
Plus: ASE, YES, NAPA Institute of Automotive Technology (N.I.A.T.)
and Other Automotive Education Entities
The Auto Channel
and The Consortium for Automotive Education
The Auto Lab USA - Mission
To reach, educate and motivate people to become trained participants of the “vocational infrastructure”* needed to service the future roll-out of Alternative Fuel Powered Vehicles as well as Present Day ICE Powered Vehicles
To reach, educate, and motivate consumers to become better maintainers of their present ICE vehicles and become buyers and supporters of Alternative Fuel Powered Vehicles
To create, produce and distribute over diverse network platforms, relevant in-context ICE and APV information and entertainment, that attracts, informs, educates and entertains a broad auto-centric audience
*More than 60,000 auto technicians are needed today…just imagine how many will be needed tomorrow
The Auto Channel
and The Consortium for Automotive Education
"There is one thing stronger than all the armies of the world and that is, an idea whose time has come.” Victor Hugo
Alternative Fuel Powered Vehicles…an important idea whose time has come!
Ecologically Important
Politically Important
Economically Important
Sociologically Important
But…despite its potential to become the most important contributor to personal mobility and freedom the world has ever known…the media have virtually ignored the challenges servicing the future's AFPV.
The Auto Channel
and The Consortium for Automotive Education
Over the past 100 years, traditional petroleum powered vehicles have evolved into what we drive today.
Over the past 100 years, the public’s interest in, and desire for knowledge about automobiles has been addressed by the editorial offerings of hundreds of printed publications; automotive columns, seminars and radio shows.
Over the past 20 years there has been an exponential growth in the use of The Internet to interactively gather and distribute automotive information.
In the coming years, as the basic technology of the automobile is changed, the need and desire for in-depth unbiased automotive and Alternative Fuel Powered Vehicles information, education and training will explode.
The Auto Channel
and The Consortium for Automotive Education
Editorial Partners
The Auto Channel (TACH)
Consortium For Automotive Education (CAED)
NADA
National Alternative Fuels Training Consortium (NAFTC)
The Auto Channel
and The Consortium for Automotive Education
The National Alternative Fuels Training Consortium (NAFTC):
Provides the training infrastructure for implementing widespread use of alternative fuels vehicles (AFV).
Trained over 3000 technicians/students and others nationwide
Enhanced liaisons with auto manufacturers
Developed curricula for alternative fuel instruction
Provides real world training with certified instructors.
Provides enhanced communications and relations within its geographical region
Participated in U.S.DOE Clean Cities Initiative
The Auto Channel
and The Consortium for Automotive Education
The Auto Lab USA
Will be a multi-platform automotive information network that will Describe; Explain; Excite; Enthuse; and Create a “…I just can’t wait buzz”, among members of the various auto centric communities and those who will affect, as well those who will be affected by the rollout of Alternative Fuel Powered Vehicles.
Utilizes proven multi-platform mass media networks that can attract auto enthusiasts with across the board automotive information, including AFPV information that can nourish “Early Adopters” and provide them with the inspiration, stimulation and desire to participate or become an ambassador for
Fuel-Cell and other Alternative Power technologies.
A multi-platform network to facilitate the desire to become an auto technician, own an AFPV, and ignite a grass roots enthusiasm to participate in the commercialization of ICE and Fuel-Cell automotive products and services throughout the world.
“The first step” in attracting, educating and training the pioneers who will: build and staff the local AFPV infrastructure”
The Auto Channel
and The Consortium for Automotive Education
The Auto Lab Media Elements (Platforms)
Broadcast Radio and TV (OTA and Digital Networks)
Cable TV
Satellite Radio
Newspapers/Print
Interactive
Place based TV
The Auto Channel
and The Consortium for Automotive Education
The Auto Lab USA - Mass Media-Broadcast Radio
“The Auto Lab” a weekly live two hour call-in automotive radio show produced and staffed in cooperation with each local individual NAFTC (National Alternative Fuels Training Consortium) College.
Phase 1 Markets
New York, NY( Already Airing)
Boston, MA
Baltimore, MD
Phoenix, AZ
New Haven , CT
St. Louis, MO
Ft. Worth, TX
Portland, OR
Lakeland, FL
Warwick, RI
The Auto Channel
and The Consortium for Automotive Education
The Auto Lab USA - Mass Media-Broadcast Television
“The Auto Lab” a weekly 30 minute TV show produced and distributed in cooperation with the NAFTC (National Alternative Fuel Training Consortium) Colleges.
Phase 1 Markets
New York, NY
Boston, MA
Baltimore, MD
Phoenix, AZ
New Haven , CT
St. Louis, MO
Ft. Worth, TX
Portland, OR
Lakeland, FL
Warwick, RI
The Auto Channel
and The Consortium for Automotive Education
The Auto Lab USA - Mass Media- Print
The Partnership will create and distribute a weekly The Auto Lab - Alternative Fuel Powered Vehicles Technician column, for publication in Weekly “Green Conscious” newspapers in each of the “phase one” markets.
New York, NY
Boston, MA
Baltimore, MD
Phoenix, AZ
New Haven , CT
St. Louis, MO
Ft. Worth, TX
Portland, OR
Lakeland, FL
Warwick, RI
The Auto Channel
and The Consortium for Automotive Education
The Auto Lab USA -Mass Media - Interactive
The Auto Channel will be the flagship host of The Auto Lab USA.
This Interactive platform, features information and entertainment that is…“everything automotive”. TACH will be responsible to develop and incorporate additional elements and content that focus’ on the AFPV and its direct relevance to:
New Cars
Repair and Maintenance
Aftermarket
Motor Sport
Cars and the Environment
Women and cars
Teens and Cars
Industry
All content and Streaming Media will be made available for inclusion on all partners web sites.
The Auto Channel
and The Consortium for Automotive Education
The Auto Lab Place Based Media
Each weekly local TV show can also air in: NAFTC Schools; High Schools; Auto Parts Stores; Auto Dealerships; Military Installations; in each partner market.
Phase 1 Markets
New York, NY
Boston, MA
Baltimore, MD
Phoenix, AZ
New Haven , CT
St. Louis, MO
Ft. Worth, TX
Portland, OR
Lakeland, (Tampa, Orlando) FL
Warwick, RI
The Auto Channel
and The Consortium for Education
Phase One Elements
The Auto Lab USA- 2 Hour Weekly Radio Broadcast - 20 Phase 1 markets
- NADA Receives Promotional Billboards
- NADA Local Dealers Expert Panel Positions (3)
- 15/30 second commercials per show (Commercial Radio)
The Auto Lab USA - 30 Minute Broadcast TV Show - 20 Phase 1 markets
- Promotional Billboards
- NADA Dealers Expert Panel Positions (3)
- 4/30s per show (Commercial TV)
The Auto Lab USA - 30 Minute Cable TV Show - 20 Phase 1 markets
- Promotional Billboards
- NADA Dealers Expert Panel Positions (3)
- 4/30s per show (Commercial TV)
The Auto Lab USA-30 Minute Place Based TV Show (Broadcast Show Re-Edited)
- Promotional Billboards
- 6/30s per show
The Auto Lab USA Weekly Newspapers Column- 30 markets
-NADA Advertorials
The Auto Channel Interactive
- 4 Million NADA Brand Impressions per month
- All Radio and TV Streamed and Archived
- NADA On-Line Serves Video and Audio
The Auto Channel
and The Consortium for Education
Media Exposure Phase One
Broadcast Television – 30 minutes per week -52 Weeks – 50 million people
Broadcast Radio- 2 hours per week- 52 weeks – 50 million people
Cable TV- 30 minutes per week -52 weeks – 25 million people
Place Based Television – 30 minutes per week – 52 weeks – 1 million people
Weekly Newspaper Column – 52 weeks- 750,000 people
Interactive Web Sites- 365 days – 8 million people
Other- 1 million people
NADA messages in phase one – over 500 million impressions in 100%
relevant content
Estimated Cost For This Outreach Under $6 Million Per Year
The Auto Channel
and The Consortium for Automotive Education
“...although the technology of communications (the media) have changed, people haven’t… and the ancient
proven truths are as relevant today, as they ever were”
Bob Gordon