FOR IMMEDIATE RELEASE
March 2nd, 2026
- New Ford Tech's National #GetYourASSET Day falls on Friday, March 13th, 2026.
- In total, greater than 700 ASSET seats are available for the 2026 academic year. The first ASSET class will begin in early August.
- Ford Motor Company is steadfast in its commitment to address the technician shortage by increasing the number of service technicians. Education programs like ASSET play a vital role in developing a strong pipeline of technicians for Ford dealerships and Lincoln retailers nationwide.
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For the sixth consecutive year, New Ford Tech is launching its annual Automotive Student Service Education Training (ASSET) campaign on Monday, March 2nd, 2026, in anticipation of National #GetYourASSET Day on Friday, March 13th, 2026. This initiative is designed to highlight the career opportunities that the program provides while assisting ASSET locations in their efforts to fill open 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.
Decades later, with over 10,500 ASSET graduates, we can proudly relate that the program is successfully achieving its objective by certifying student technicians who are equipped to work at Ford dealerships or Lincoln retailers across the country.
National #GetYourASSET Day: A Call to Action
National #GetYourASSET Day serves as the ASSET program's equivalent of "Decision Day," which is celebrated in high schools. The day is designed to inspire prospective students to commit to enrolling and pursuing the career path outlined by this premier technician training program.
With 41 active locations, the ASSET program is a viable option for 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 placement specialists can use to increase career interest and bring promising talent into classrooms.
Over 700 ASSET seats are open for the 2026 academic year, but enrollment has been ongoing since the beginning of the year. By the time the ASSET campaign launches, there will be fewer seats available, generating a sense of urgency for students to enroll and secure their spots for the upcoming class.
Aiming to have full ASSET classes across all locations, New Ford Tech has exclusive placement specialists ready to help students #GetTheirASSET. The first ASSET class will begin in early August.
“With demand for certified technicians at an all-time high, our 41 national ASSET locations are launching an aggressive recruiting campaign to fill seats for the fall. We aren't just looking for students; we are looking for the next generation of technicians to start a high-paying, in-demand career with direct sponsorship from Ford and Lincoln dealers”
Brendan Coursey – National ASSET Coordinator
ASSET: Education, Training, and Experience
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 $2,500 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 2026!
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: Email newtech@ford.com
