Solving the automotive industry’s image problem
The automotive industry doesn’t necessarily have the best image in the public eye, and everyone in the industry needs to work to improve that, according to a panel discussion at the virtual ASA X50 Conference and Expo on April 30.
“Something I think is vitally important to the health of our industry going forward is that we represent each other and represent the profession in a professional manner,” said Jay Goninen, founder and CEO, Find a Wrench. “I drove past a shop the other day and there was a tech outside smoking a cigarette and he was covered in grease. I just don’t think that’s what we want to reflect to the general population.”
Without a face lift, the industry will not attract the skilled talent that it needs, especially when it is trying to bring in high-caliber individuals who understand electrical diagnostics, he added.
“Understand that people are looking at that when you’re going to dinner or going to your child’s baseball game. Make sure you are dressing appropriately, make sure you’re representing yourself in a professional manner and I think that’s going to help us draw a lot more people in the industry and better people into the industry,” Goninen explained.
Kim Hickey, management consultant and coach at the Automotive Training Institute, agreed that appearing professional when out in public is very important.
“Everything speaks: Your appearance matters, the way you conduct yourself matters. You have to be a professional,” she said. “And I know there are a lot of us out there who want to hang our hat on ‘We’re blue collar and we’re not going to act corporate and that's why we went independent.’ That’s wonderful, but blue-collar people can wash their face and hands, they don’t need to carry on like a truck driver at the Jersey Mike’s Subs and they don’t need to be out there spitting, chewing tobacco or whatever.”
Hickey made the point that she is not judging anyone who smokes or chews tobacco, but the outward image that is presented should not make it any harder to inspire young, skilled talent to enter the industry. A professional image will bode well with the parents who are influencing where their kids go after high school. Everywhere you go and everyone you speak to is an opportunity to add another ambassador for the industry, Hickey said.
“We have to appeal to the parents. They’re not saying, 'You should go into automotive industry.' Most parents are discouraging their children from doing that, even if they bring it up,” she explained. “So it’s important to remember when you’re going to Home Depot or your local pizza place, everything speaks. The way I think about it is you don’t want to contaminate the jury pool… We have been polluting our jury pool for years and we have to stop it.”
